Email Marketing for Complex Sales Cycles: Proven Ways to Produce a Continuous Flow of Prospects and Profits with Effective Spam-Free Email System by Winton Churchill, Ron Richards (Foreword by)

Foreword Ron Richards 15 Acknowledgements 19 A Personal Note About the Style of this Book from Winton Churchill 21 Introduction. Email Marketing Is Not About "Spam" 23 Email: No "hall pass" needed 24 Surviving the anti-spam hysteria - six realistic coping strategies 24 What's going to happen now? 27 Five simple steps you can take to put spammers out of business 27 Chapter 1 Email Marketing... Relatively Easy, and Extremely Powerful - When You Do it Right 31 Mindset matters - you've been brainwashed to do something different 32 Chapter 2 Change Your Mindset, Change Your Future 35 Will you be able to "delete" the sales staff? 36 The process of persuasion 37 The process of conversion 38 The process of closing 39 How to accelerate the process 40 Chapter 3 Six Special Needs of Complex Sales Cycles 41 Dramatically increase your sales revenue 42 Reduce the laborious, tedious, and humiliating process of getting sales started 42 Substantially reduce your costs 43 Remove the uncertainty about meeting your sales objectives month-in and month-out 44 Make sure a competitor isn't tapping a part of the market you're not reaching 44 Accelerate the speed at which deals move through your sales process 45 Chapter 4 The Disappointment of Email Marketing 47 Four typical ways executives go wrong - and nine excuses they make 47 Confusing the beginning of a sales cycle with the end of it 48 Sending out spam 49 Falling victim to a "list scam" 51 Failing before even trying 52 Summary 58 Chapter 5 Critical Mindset Shifts 61
"Myth-information" in the marketplace 61 Company websites don't sell 62 Every lead generated must be followed through 63 The Triangle of Hidden Opportunity 65 Prospects buy on theirtimetable - not yours 66 The secret to getting the best performance out of your sales staff 67
"Oh Lord, please give me just one more dotcom boom..." 68 Chapter 6 Three Critical Stages of Success 71 Finding opportunities 71 Moving deals forward 72 Bringing deals home 73 Chapter 7 Unhooking - The Process of Un-Training Your Brain 75 Stop prospecting with expensive sales people 75 Forget the "decision-maker" 76 Abandon unproductive legacy marketing 77 And the same goes for... 79 Chapter 8 Five Essential Email Marketing Steps 81 Produce a continuous flow of prospects 81 Build a process that gets you "invited in" 83 Have them ring the bell (Sort the wheat from the chaff) 84 Stay focused on the prospect's problem 84 Be a trusted advisor... not an imposter 85 Chapter 9 Keep the Process Moving 87 Risk is the major source of friction and delay in deals 87 The silver bullet - a "Champion Kit" 88 Avoid self-centered Champion Kits 89 Making the case for ROI 90 Chapter 10 Four Ways to Identify and Qualify Legitimate Prospects 93 Sweep your market for prospects 93 Target for profitability 95 Can they be educated? 95 Create an itch they have to scratch... 96 Chapter 11 The Rapport Sequence 99 Five types of rapport sequence messages 103 How to guarantee your rapport sequence will fail 105 Chapter 12 Eighteen Essential Components Simplified 109 Here's what you'll need 110 Chapter 13 Six Creative Vehicles You'll Need to Accelerate the Process 123 Offline lists 123 Online lists 124 Special deals for lists 124 Articles 124 Joint venture partners 125 Backward links 125 Chapter 14 Seven Damaging Mistakes Many Executives Make 129 Confusing lead generation with sales 130 Using your company website for your email campaign 130 Using a bad list 132 Using "poison language" 133 Sending your emails at bad times 136 Asking for too much information too soon 137 Offering "bribes" 138 And also... 140 Chapter 15 Eight Indispensable "Fast Track" Strategies 141 How to shorten your time to success 141 Transcribe sales people 141 Use the best lists 142 Segment or bracket? 142 Be careful with graphics 143 Don't waste time and resources gathering extensive statistics 144 Test, test, and test some more 145 Use a separate website 145 Buy a turnkey system 147 Conclusion 149 Bonus 151 Index 153 Author Biography 159