ith so much to do in such a little amount of time, sales professionals are using e-mail messaging regularly not only to stay in touch with existing accounts but also to prospect for new ones. The biggest obstacle to overcome is stopping the prospect from clicking that dreaded delete button.

Bankcard services may not be the easiest sell out of a brick-and-mortar setting, but it's not an impossible task. If your e-mail messages incorporate the following guidelines, you'll stay on screen and in sales:

• Grammatically Correct. It doesn't matter if your e-mail talks about the most amazing products and services to be found in the industry. If the words are misspelled or used incorrectly, you'll get a failing grade right off the bat.

• Brief and Informative. The last thing a prospect wants to do is find a mini-epic upon opening your e-mail. E-mails are tools to tempt the merchant, not turn off the merchant. Save the presentation for the face-to-face.

• Appealing. Merchants constantly ask, "What's in it for me?" Answer that question first and up front with a clear, concise description of your products' benefits. Don't just say what your product does, tell them what your product will do for them.

• Creative. Take a tip from popular ad campaigns. Use color in your e-mails. Incorporate graphics. Tell a joke. Leave an impression.

• Name Dropping. Before you send that first e-mail, research the prospect's Web site or actual location. Mention their specific business in your e-mail. Get their attention by getting personal.

• Convenient. One of the advantages of utilizing e-mails in your sales process is giving the prospect a powerful opportunity - instant response. Be sure to include not only your name, title, company, phone and fax but also your Web site. Invite the merchant to click that icon to see more exciting and beneficial details.

• Ask a Question. Put the ball in their court. Open your message with "What would you do if ..." or close your message with "Please advise ..." Ask their permission to call for an appointment. Your only goal is to elicit a response. Closing the sale happens later.