Email Selling

Q: What’s the most important thing to remember when using email as a selling tool?

A: The #1 thing to remember is to play it safe by being politically correct, because that you never really know where your message will end up. Be as gender neutral as possible in any comments or suggestions. Keep in mind that your contact may forward the mail to another party. Your intended reader may think one way about a subject, but the ultimate decision maker might have a different opinion. For example, watch the use of masculine pronouns (he, she, him, her). Your intended reader may be male; but his boss, the ultimate decision maker, might be female. The smart thing to do is to always take the neutral position.