E-Mail Selling Techniques: That Really Work by Stephan Schiffman

Introduction     ix
Foundation Concepts
A Tale of Two E-mail Messages     3
E-mail and the New Sales Culture     5
Way Back When     7
The Information Equation     9
The Information Equation, Continued     11
Wishful Thinking     13
Screwing Up the Sales Process     15
Relationship = Commitment     19
No Magic Wand     21
This Won't Hurt a Bit     23
Mass E-mail Ticks People Off     27
What Makes E-mail Different     31
What Makes E-mail Different, Continued     33
Why E-mail Is Not Enough     37
Top of the Mind     43
Nine E-mail Strategies for Accelerating the Selling Cycle     45
The Art of the Next Step
The Selling Process and the Next Step     49
The Best Available Evidence     51
What Has to Take Place?     53
Establishing the Relationship     55
Selling Signals and Buying Signals     57
The Date     59
"Hey, Would You Take a Look at My Web Site?"     65
The Message Template     69
The Perfect E-mail Message?     73
What Works
About the Subject Line     79
The Secret Weapon     83
Signatures     91
The P.S     93
My Pet Peeve     95
Three Critical E-mail Selling Principles     97
E-mail "Branding"     107
E-mail and Online Newsletters     109
On Opt-In Lists     113
E-mail and Article Distribution     119
E-mail and Blogging     123
E-mail as a C-Level Selling Tool     125
What Not to Do
22 Unforgivable E-mail Mistakes     131
On Cold Calling     141
Online Resources Worth Checking Out     143
Index     145