Let me paint a scenario. You open a sales email and see glaring mistakes in spelling. Not only that, but the content of the email itself just does not look right. The author of this email is not effectively communicating his or her message due to language inability. Are you going to engage in the sales process with this person? Probably not.
What if this person was a member of your staff? Perhaps someone you directly manage. Multiple ineffective sales emails could cost your company thousands of dollars in missed opportunity.
However, there is hope. The sales emails that this employee is sending out could be vastly improved. Providing training for your L2 English employees will make them more effective at communicating with prospects and clients, increasing both the value of the employee to your company and your company’s earnings.
Here are two things you can do to improve sales email for your L2 English staff:
First, provide a model of what works. Show your staff the correct form of email. What this means is show them the form and format of an industry standard email. When creating any kind of business correspondence, the writer needs to write with the discourse community in mind. The discourse community is the group of people involved in the correspondence. In this case, the prospects or potential clients and the author of the email are the members of the discourse community. When writing to potential clients, there is a “right” way that the email is supposed to look. We all know this through experience. However, your L2 English staff do not necessarily know the conventions of the discourse community and need to be shown the correct way to write sales emails.
Second, have your L2 English staff send a draft for feedback. Do this a few times a week. You or a manager in your company may not have the time to go over each email, but working with a few emails a week is both manageable for you and the L2 English employee. Be particularly careful with providing feedback. Focus your feedback on one to three points. Sandwich your criticism between two positive comments. Have the employee make changes and then send back to you. You can keep these over time as a measure of progress.
By following these steps, you will be able to see demonstrable improvement in your L2 English staff’s business writing.
This is information is specifically for training your ESL employees in improving their sales emails. If you are interested in improving sales performance for all your staff, I would recommend looking at this website: http://www.jillkonrath.com/