 | | SALES MEETING TOOL KIT: USING E-MAIL EFFECTIVELY | |
|  Component 1: Facilitator talking points Component 2: E-mail agenda Component 3: Action Plan worksheet Component 4: Story of business e-mail success Component 5: Activity 1: E-mail Quiz (handout) Component 6: Activity 1 answers Component 7: Appropriate uses of e-mail (handout) Component 8: E-mail etiquette (handout) Component 9: E-mail marketing tips (handout) Component 10: Making personal contact More Resources | Component 4: True Stories "I'm not a technology guru," says John M. Peckham III, CCIM, president of The Peckham Boston Advisory Co., "but I know a good selling tool when I see it. And e-mail is the best." The first time Peckham used e-mail in his business, he sent a message to 92 commercial and investment real estate specialists about a property listing he'd recently received. Within three days, Peckham had closed a $2.6 million deal. Peckham uses his e-mail primarily as a marketing tool. When he wants to sell a particular property, he sends a note to other commercial and investment specialists he thinks might know of potential buyers. "I start with a catchy headline, and I make it personal and conversational," says Peckham. A recent e-mail he sent began, "Good morning! My 95-year old doctor, retired (thank God!), has asked me to help him sell four properties in Florida." In addition, Peckham says, he conceals from people receiving a message that they're the one in a large group of recipients. The doctor message went to more than 600 real estate practitioners, "but it looked to all those who received it as if I'd personally sent it to them. I find that really helps my response rate," Peckham says. Had he sent the information by regular mail, Peckham estimates it'd have cost about $1 per piece, factoring in postage, paper, printing, and staff time for stuffing envelopes. Cost of the same mailing by e-mail: $0, except for the time Peckham spent creating the message and the monthly fee for his online service. Copyright 2001. Adapted from “Slash Your Ad and Mailing Costs with E-Mail,” by Pamela Geurds Kabati, Today's REALTOR®, April 1996. Component 5, next page > |