One of the most common remarks I hear from salespeople is: “If I could just talk to them, I know I’ll book it.” A true salesperson knows that having a conversation and building rapport with clients is paramount. In fact, many salespeople are great at what they do when they have a prospect’s attention — but getting that first conversation going can prove to be a challenge.

It hasn’t always been this way, but in the digital age, today’s businesses are subject to a multitude of internet inquiries. Back in the day, clients would find us through word-of-mouth or perhaps a print ad that we had published in a local magazine. The market wasn’t quite so oversaturated and prospective clients could clearly see the value in your expertise when they saw your photos and heard your ideas.

Now, a potential client can scour your website before contacting you — as well as those of your competitors. The thing is that a great web designer can make any company look perfect on the internet. In your client's eyes, you and your competitors are the same. This means they’ll treat your business like a commodity and make their decision solely based on price. They’ll be quick to fill out the contact form on your website, as well as on your competitors’ sites, so it’s a matter of standing out from the crowd and showcasing what makes you different from your very first email response.

Here are a few ways to use your email strategy to turn a simple response into a full-blown conversation with a prospective client.

Don’t give away the secret sauce.

Most event professionals are quick to respond to inquiries with a wealth of information and resources: photos, videos, sample menus — truly the works. Instead of jumping into this mindset, consider doing the opposite: Be brief and don’t give everything away! Don’t overwhelm them with photos and such up front; instead, give them a reason to want to talk to you! They’re seeing things from everyone else, which can quickly get jumbled into a mess of information — stand out by initiating a conversation before sending additional resources. So, get rid of that standard template you send.

Change the subject.

Chances are that your leads are sending emails that they’ve copied and pasted to all of your competitors. These emails often come with a subject that they’ve used to stay generic: “Price Packages” or “April 26 Wedding Inquiry.” You know what I’m talking about. When they start to receive responses, they’ll suddenly be hearing from multiple companies all with the same subject line. Don’t get lost in the noise. When you respond, change the subject to catch their attention: “You picked my favorite venue!” this will trigger a personal response to your subject line and will set you apart from others, all with minimal effort on your part.

End with a question.

Of course, you can’t just wait around for them to ask you for more information. You need to always respond to inquiries with a question. Psychologically, humans will instinctively answer questions; however, if they’re buried in the first paragraph of an email, they’ll be overlooked and left unanswered. This will leave the ball in their court to respond with their thoughts. (Ask me about my 8 Qualifying Questions.)

Here’s a typical email inquiry:

Good morning! My fiancé and I are considering having our wedding at Greystone Hall. As you are on the list of preferred vendors, I wanted to reach out and inquire about your catering options/packages, price ranges, and available dates. We are deciding between August 19th and 26th of next year and have a guest list of 200 people (expected 180). Any details you can provide would be appreciated! Thank you!

Does that look familiar? It probably does because most inquiries look like this. When we consider it from a client’s perspective, they are likely waiting to get your prices so they can see which company will be the lowest cost. Remember: They consider you a commodity. In your response, you can change their mindset and show off that your business values the client experience and offers more than just another product or service. Here’s an example of a great response that will have them wanting more:

Hi (name), it’s great to hear from you! Greystone will provide a unique backdrop for your summer wedding. Greystone is my favorite venue! We have done countless weddings there and we know all the ins & outs of the property.

My day is fairly open and I would love to speak with you directly about your wedding details. Would you be available to chat this afternoon or this evening?

In the first paragraph, you are establishing your expertise in the industry and, particularly, with the client’s chosen venue. This put them at ease with your experience working with the venue. The second paragraph shows enthusiasm to learn more about their event and, of course, ends with a question that encourages them to schedule an appointment to chat.

It’s a short, simple, and sweet response that will spur a conversation instead of dropping a bunch of photos and pricing details to let a client figure out what to do. As opposed to letting them infer and make assumptions based on your prices, you can gain control of the discussion and highlight your value propositions directly — that is the gold that leads to a sale.

Try this technique, I promise you it works. If you’re still having issues, give me a call & I’ll walk you through it.