Developing an initial relationship with a prospect is a balancing act of communication methodology and word choice. Many sales representatives choose either cold calling or cold emailing as their preferred means to start the sales process.
In an online presentation at the Inside Sales Virtual Summit, Bryan Kreuzberger, Founder of Breakthrough Email, gave a presentation titled, "Cold Emailing: How to Get Meetings with Anyone." In the presentation he discussed the challenges of cold emailing, the biggest mistakes people make in doing so, and how to overcome these challenges.
1. Try to find the right person at the company with whom to connect. This is a one-shot, one-kill approach to the email. Ask something such as, "I am writing in hopes of talking to the appropriate person who handles marketing. In that pursuit, I also wrote to (name others at the company). If it makes sense to talk, let me know how your calendar works."
By listing others within the company, such as a contact's manager, you put pressure on them to respond, or at the very least, pass your email on to the right person. Because they want to perform in front of their manager, it is less likely that they will ignore your email.
2. Test different words within your email.
3. Distinguish yourself in the core of the email to really show people how you can help the prospect. Don't just send out a generic email that touts the features of your product; instead, research the prospect's business and challenges and adapt your email to fit their needs.
4. When following-up with a prospect after they stop responding, mention an event that just happened. If there is no event that just occurred, make it up. For instance, use the following: "I'm writing to follow up with you; I just met with my business partner, and we typically close files after a couple months of not hearing back. Do I have permission to close your file if you are uninterested in our service? If you are still interested, what would you recommend as a next step?"
Click here to read Kreuzberger's template for cold emails.