Here’s a fact: if your employees don’t think your business is good enough to ask your customers for their email address, then you either need to adjust your business model and emails, because something is wrong – or you need to teach and inspire your staff – or fire them. Every member of your business team needs to believe that your business has value to your customer, and that not asking for information is a disservice. Once your employees believe in the importance of requesting customer information, it’s vital to train them how and when to ask. This is the moment when your business gets to offer people the chance to be a family member. “You wanna be on our mailing list?” is very different from, “I would love to add you to our email list.” The employee has already made a connection with your customer, and this is the time to ask. If they aren’t connecting, find someone who does.
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