Conversational foreplay
- laura
- Best practices
- January 13, 2011
How do you approach the first contact with a potential customer or prospect? Do you just jump right in and start making your pitch or do you actually take the time to introduce yourself and your company?
Most good sales reps spend a little time socializing with prospects before they launch into the sales process, particularly when they are cold calling the target. This courtesy doesn’t seem to apply when cold emailing a prospect, though.
I can only imagine how Al might have reacted differently if Douglas Karr had sent a personal contact and introduced himself instead of sending out bulk mail. I know for a fact I would have reacted very differently to the email sent to my LinkedIn account address had it been even vaguely personalized and interested in me.
We even have ESPs getting into the sending cold email game. A reasonably well know ESP added me to their mailing list and sent me an advertisement for a free service they’re providing at Marketing Sherpa this year. I was grumbling about spam to a group of friends, one of whom happens to be their delivery guy. He asked for a copy and spent time chasing down how they got the address.
Evidently I sent mail to the privacy manager who left the company over 2 years ago. That puts me in the “prospect” database. Well, OK, maybe. But there are some many better ways to reactivate a prospect than just adding me to their newsletter. Would it really have taken so much work to send me a personal note from the sales person? It doesn’t have to be very long, just introducing the sales person and telling me they’d seen my inquiry about product and asking if they could talk to me about their offerings.
Had this ESP spent a little time to cultivate me, my response would have been totally different. I could have referred customers to them and given them the name of the sales person that was so helpful and respectful of me and my time. That’s not what they did. In a fit of insouciance they just grabbed a 2+ year old email address and added it to their mailing list. They didn’t bother to tell me why or introduce it to me gently.
Seriously, folks, email is about relationships. Adding someone to a mailing list without their knowledge or permission is a really, really bad way to start a relationship. Show a little respect to your prospects. Send welcome messages, even an automated one, before adding just discovered prospect addresses to mailing lists.
