A Fundamental Misconception About Cold Email
Most advice is based on a flawed belief in how B2B decision-makers use email: Email is conversational.
Fact is, it's not. Those days are gone. Today, business email is transactional. Especially cold emails.
Email Is Transactional, Not Conversational
B2B decision-makers are on a mission. Just like you are: delete the inbox noise. Day in, day out. Multiple times a day, decision-makers delete spammy come-ons from reps. But they also make quick replies. Transactions.
The way decision-makers are using email today is transactional. Choices are:
- Reply immediately
- Reply later (as good as deleting)
Which cold emails are earning response? The shortest ones. Those that waste no time getting to the point. The emails that best allow prospects to get back to work earn more response!
Everything else is deleted immediately or put off (just as good as deleting).
So why are you trying to start conversations with decision-makers who are excellent at spotting and deleting people wanting to converse?
Why are you still trying to persuade clients to talk in the first, cold email message?
Don't Qualify and Persuade, Provoke
Most sellers are trying to persuade rather than transact. For example, are you trying to be relevant in your cold email? Are you referencing yourself or your business? (at all) Are you working to build credibility ... and building a case for prospects to meet with you?
You're probably failing. Instead, start provoking. Provoke. Irritate. Cause an immediate response based on a sense of curiosity or a nagging fear. Transact with the customer.
For example, one of my students uses this kind of approach:
Noticing you added chat to your contact center mix 3 months ago. This triggers me to ask: How would you know when it's time to consider adding screen sharing?
Jeff Molander is the authority on making social media sell. He co-founded the Google Affiliate Network in 1999, and has been selling for 18 years. Jeff is adjunct digital marketing faculty at Loyola University’s business school, a social sales trainer and author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You. Most social selling trainers teach the value of engaging customers and providing relevant content. Then they demonstrate the technology. But no one tells you exactly how to produce leads and sales—using a proven, systematic approach to content. Until now.