Conversing Digitally – The Basics of E-mail Rapport

November 30, 2007

With all the wonders of e-mail and its possibilities for connecting you with clients and potential clients, there is a downside – you can’t see the person you’re conversing with. That makes it hard to for you to judge their reaction to what you’re saying. Without hearing their voice or seeing their body language, it makes it difficult for you to know what to say next.

E-mail is a wonderful tool, but it’s just that: a tool. It cannot replace the basics of building a rapport with your client, which should be what your online business plan is all about. Your online presence should not simply be about making sales, it should be about showing your clients and potential clients that their travel needs are best handled by a seasoned, polished professional – you. You need to show them that you care about their overall business and not just their immediate dollars.

The defining question in the online marketplace is, quite simply, who has the customer relationship? To succeed, the answer must be you. Here are some basic things you can put into practice today to improve your e-mail finesse:

Be liberal in what you receive and conservative in what you send
This means you shouldn’t overreact if a client says something that seems rude. Chances are they didn’t intend to be offensive. On the other hand, take a look at what you’re sending them. Always keep it professional, even if you think the client is your friend. Those really funny jokes may not be funny to them at all. Refrain from trying to build a personal relationship with them by relying on your good sense of humor: everyone has a different opinion of what’s humorous.

Pick up the phone and call
Even the most wired people like to hear a real live human voice now and then. It shows that you really care about them. If your clients are local then a meeting (also known in geek-speak as face-mail) is a good idea, too.

Don’t clutter their world
If you use a mailing list to send out specials, don’t send multiple advertisements each week for the hottest deals. I’ve just unsubscribed from a national hockey club’s mailing list because they sent me 8 urgent notices last week alone. (An offer to buy a $20 sweatshirt is not urgent to me.) Know your audience, keep your content relevant and concise and compile all your specials into one weekly mailing. Most airlines and vendors send their specials out on Wednesday. Try to send yours on Monday or Tuesday and beat the rush.

Spell-check. Enough said.

Get another set of eyeballs
Let someone else proofread an important note or response before sending it. Don’t let a small mistake ruin a great note. Perception is everything.

Never reply when you’re angry
Leave the recipient’s address off the note while you compose it and add it in right before sending. That way there’s no chance of accidentally sending it before it’s ready. Cool off before you reply, or even better, pick up the phone and call. Some things should never be said in e-mail.

Don’t SPAM
Never send unsolicited e-mail. You’ll kill your business and maybe even get kicked off your Internet service provider to boot.

Don’t get too attached
If you want to send a document to a client, call first to make sure they have compatible software to open what you are sending. Not everyone has the latest software or even the same manufacturer as you. Most are compatible, but it’s best to check and save the recipient the frustration and time of opening a non-compatible attachment. Once you’ve verified that it will work, virus scan the document before you send it and add a note alerting them that there should be an attachment and you’ve scanned it prior to sending with XYZ software. It’s no guarantee, but it shows that you’re on the ball.

Keep it plain, Jane
Know the difference between HTML and plain-text e-mail. I always suggest sending plain-text e-mail since some e-mail programs aren’t set up to read the fancy stationery, graphics or fonts.

Sign it properly
Always include a signature line. E-mail isn’t perfect and if you don’t give them an alternate way to connect with you, you could lose them. My signature line covers all the important aspects of contact – name, address, phone number, web address, fax number and e-mail address.

In the best case, e-mail is a professional powerhouse for serving your clients. With a little planning and some proper training, your clients will appreciate that you’ve added another way to keep them connected. Worst case, better get out your papyrus and a good stylus.

Posted by Chelle Yarbrough | Filed Under Business Articles 

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