It is not a good idea to replace calls with emails when contacting with a potential client. Some people use email to sell products, to avoid the humiliation of rejection. Some major disadvantage of taking this approach is that there is a possibility of not getting an email while awaiting a sales transaction.

More than seventy five percent of the businesses today have replaced calls with emails, and in the process have lost the personal touch. The reason why businesses do this is that feel awkward when facing rejection as they are speaking directly to the customer. It hurts less to hear a ‘no’ though an email. Some people get tired of hearing the voicemails repeatedly. They think it’s a better idea to switch to emails.

When trying to sell products or services to a new client, it is not always possible to gain a customer’s trust through an email. Some ‘well to do’ firms, think that they are recognized in the market, but they forget that there are strict spam filters installed. These firms take the risk of sending introductory emails to potential customer. There are very little chances that the customer will receive the email and read it. But when calling a potential customer, there is a higher probability of the customer receiving the call and the resources invested being put to good use.

If the company still thinks that sending emails to clients is the best approach, some points should be taken care of. The introductory email should contain information about the company, brief explanations about the products and services they offer and information about the method of purchase and contact. All of the information included in the email should give the impression to the reader that the company is interested in benefiting the customer and not themselves.

The introductory email should sound like it’s trying to solve the problems and try to build a strong relationship with the prospective customer. The targeted audience should be thoroughly studied in order to understand their shortcomings and what they could expect from a particular product. The first time around, don’t mention that the company and the client is a good match for each other. Sales pitches should be abolished completely.

Don’t put the company’s name in the heading of the email. When the company’s name is included in the heading, the customer gets the impression that profit of the company is its top priority and not the interest of the customer. It’s a good marketing strategy to include the name of the product being sold, features of the product and how it can solve the problem of the reader. The subject should tell it all and should also catch the attention of the reader in the first glance.

Its best to start emailing the customer after the foundation of a strong long-term relationship is laid first. At first, the customers should be personally approached. Later, when the customer’s trust is gained, further dealings can be accomplished through emails. Emails should only act as a back up method of communicating. Make sure that the words like "we" should be avoided and replaced with the word "you". The customer feels that he is being directly referred to.

There should be no negativity in the matter. This sets the mind of the customer in a negative mood and he will actually receive the opposite message. For example, instead of writing ‘We don’t sell low quality products’, write ‘We sell high quality products’. Don’t condition the customer. This creates a pressure on the customer and they will start to avoid any calls and emails from the company.

Emails can be used during difficult times. Suppose some soreness erupted between the parties or at least from the side of the customer, emails written with polite and gentle words can melt the toughness and can open up good terms again. The best thing is to stop using email as the only way of communicating, completely. Companies that directly reach out to clients reflect higher level of confidence and create a good impression on new customers.