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Edition 21

Wish comes true...eventually

Was there a toy you desperately wanted as a child but it was like you were talking to Santa's hand?

Something all of your friends had, but you never did?

Mine was a Cabbage Patch Kid. Tell me yours!

They were pretty expensive even then and my mum has since explained that (at the time) I was just too advanced into my doll-playing years to really get good value for money.


Well I've got news for you mum. A girl is NEVER too old to play with dolls.

Which is exactly why my daughter Ashlyn who will "get four" in 11 days is getting a Cabbage Patch Kid.

It's going to be some fun we can have together.

The reason I bring this up, is that I purchased our (I mean Ashlyn's!) brown haired and brown eyed Annabelle Grace online from the US home of Cabbage Patches.

And I was just blown away by the simply awesome online customer service.

Here's one of the emails I received during the process of my purchase:

Hi Kristy,

Thank you for all this information. I am excited you have decided to proceed with your adoption. You are going to love your new baby...

Thank you again, it's been a real pleasure helping you with your adoption.

Have a wonderful day.

Billie @ Sales/Adoptions

And this was just one in a series of equally friendly, personal and helpful emails.

It was like Billie was as excited as me about the imminent arrival of Annabelle, yet I was probably just one in hundreds of people she dealt with that day.

In stark contrast, I recently sent an email inquiry to an online retailer I had purchased from once before who I was thinking about buying from again.

Three weeks later I still haven't had a reply.

Think I'll bother to make that second purchase? Nup!

And about the same time I entered my contact details into a retail website in exchange for a snail mail catalogue which has never arrived.

I'm sure just about everyone could report on a poor customer service experience they have had online.

Email me with yours!

I find it astonishing though since things like building trust and standing out in the crowd are even MORE IMPORTANT than ever when conducting business online.

People are naturally cautious about purchasing online and if one website doesn't meet your needs or grab your attention in about three seconds flat you've closed it and hopped on to another site.

You're wondering why I'm telling you all this?

I wanted to demonstrate that you can build trust and win sales via email.

And never under-estimate the power of your words when dashing off a hurried email to a customer or client - especially when an email from you is the only thing they have to assess whether they like you or not.

Remember, people do business with people they know, people they like and people they trust.

That doesn't change whether you're doing business in person or online.

So pay your emails the attention they deserve.

If you use transactional emails in your sales process (you know the ones, your order has been received, or thank you for your payment etc) think about the words in terms of groundwork on your next sale.

Or save time by creating some warmly worded email templates that you can just adjust as necessary.

Brown Mouse Communications helps small business owners build trust and win sales through high quality, individualised email newsletters.

© Copyright 2008 Brown Mouse Communications

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Check out our previous editions

Why not check out some of the previous editions of Mouse Mail!