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To most sales professionals a “productive day” consists of making their quota of sales calls, as well as reading and writing hundreds of emails.

But unlike talking to a client in person, email is unique because once you hit send your words are set in stone:

A spelling mistake here…

A grammar error there…

These kind of things (although those of us who struggle with diction don’t like to admit it) can literally make or break the sale.

Poof: 59% Of Your Clients Have Disappeared

Whether you’re selling real estate, bottle rockets, or your expertise, the fragility of doing sales via email would not be such a concern here if most sales guys didn’t…well…suck at writing emails.

But, we do.

It can be crippling, especially for folks like me, who can communicate well verbally, but aren’t smarter than a fifth grader when it comes writing.

This is why I have two sub-contractors on standby to edit and proofread my emails, blog posts, and more. It’s costly and increases the time that elapses from draft to publishing.

And to make matters worse, in 2013 Global Lingo found that 59% of consumers said they would not purchase something from a company whose website has grammar or spelling mistakes. If that’s true… [Sigh] I don’t even want to think about it!

So when we spend those precious minutes (hours?!?!) writing sales emails, it’s not like we’re in person going off body language and voice inflections and synchronicity (the stuff we’re really good at).

Instead, we’re walking (writing) on egg shells…for fear of sending the wrong thing!

A Great Work-Around

In 2008, I designed the Digital Handshake partially because I was creating too many errors in the body of my emails.

Since I never had formal education in spelling, punctuation or grammar, I wanted to come up with a solution that minimized the “writing” component of relationship building all together.

In email, we have to be extra cautious to make sure we look and sound compelling.

This is why replacing those sales emails with video is liberating because it takes pressure off.

Want Proof?

Check out these examples of sales professionals who are not only improving their relationships with clients via video…they’re also saving themselves time and frustration by not having to write so many damn emails:

1. The Non-Native English Speaker

Philippe trains top sales managers. What he aptly calls ‘lion taming.’ He’s from France and his first language is you guessed it “French.”

Before Philippe became a member, he had to wait for his assistant to proofread his emails, which slowed down the sales process considerably.


Now he fires up his webcam to follow-up sales calls and training sessions. He’s doing more of what he loves, and worries less about his spelling and grammar. Philippe’s been a member since 2009.

2. The Podcaster

Maruxa Murphy helps brands create engaging content marketing pieces to increase sales, visibility and brand recognition. Before Maruxa became a member, she had to put in a lot of elbow grease to craft that perfect email and get folks to agree to be interviewed for her Podcast channel.

Now Maruxa has an 85% closing ratio for the folks she wishes to interview—thanks to a combination of the incredible brand she’s built for herself and a single well-timed video email. Maruxa’s been a member since 2008.

3. The High-Volume Sales Star

Kim is ex-marine who sells financial services. He’s got gravitas in spades!

Before Kim became a member, he spent a great deal more time in the relationship building phase.

Now he’s able to beam into his clients offices, with a personalized video that he sends after every sales call. Needless to say, Kim’s closing ratios exceptionally high. Kim’s been a member since 2010.

The Most Beautiful Part Of All

Back in 1950, this kind of sales interaction was unimaginable.

Around the 90’s it became possible (but expensive as hell as you needed to hire professionals with fancy equipment and editing skills).

Now, thanks to the advent of bad-ass HD webcams and my simple scriptless-scripting techniques, you can be creating webcam videos like the one at the top of this post in less than five minutes.

About the Author William Franco

Will is the Managing Director of jiveSYSTEMS and creator of the Digital Handshake™, a digital version of a time-proven tradition that turns tedious follow-up into a closing conversation. Will’s a hands-on guy, with a decade of experience enabling sales teams to leverage video. Will's an instant catalyst for positive change, once you get to know him, you’ll completely understand why.

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  • Les Lobo says:

    Very interesting and valuable content .

    I have spent over 2 hours watching the videos , and free training .

    I have produced TV Commercials , from script to final edit , but I have recognized more ways to communicate through video emails , like the ones you produce without much time or effort spent in production or editing .

    I sell Real Estate in Houston . I am also a Jazz Pianist / Producer / Composer and can see how your ad lib unscripted videos , convey a sense of being real , true , and believable . I see how it can develop more business for anybody selling a product or service .

    • Will Franco says:

      I’m honored you’ve gone through the posts and connect with my edit-free style of webcam video. It’s no TV commercial, but it does put a face to the name and enable you to supplement text-based emails 🙂

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