A Fundamental Misconception About Cold Email
How long did that take you to read? Multiply that by four and you've got the size of the complete email I borrowed this from.
You have less than 15 seconds to transact. After 15 seconds you're deleted. The above is too conversational ... where the seller is trying to demonstrate:
- Research: Stating his/her authority
- Relevancy: Stating an issue known to be of concern
- Clarity: The answer is sales training
Here's the problem: The client doesn't have time to cozy up to 30 or 40 of these types of messages per week. That quantity of messages equates to a full hour or two of lost time per week ... even if the emails take 90 seconds on average to read!
Besides, on a cold approach, don't state customers' decision authority as research. They see "I see you're in charge of what I sell" as a prelude to a spammy pitch. They've been trained to based on all the spam they receive each day.
Clients are not open to your introduction of issues you think are challenges for them. Simply because every sales person on the planet is making the exact same approach. Bet on it.
Again, they see it as spam. And frankly it is.
Never Persuade or Posture
Email is here to serve us as a means to get into a discussion about a sale ... not to conduct the sale. As you read your cold email draft aloud to yourself (and you should), make sure you aren't trying to persuade, posture or qualify yourself.
The moment you begin an attempt to persuade STOP. You've crossed the line.
Don't walk your customer down a road that leads to your sales pitch. They'll cut you off. Believe me.
For example, read this paragraph and tell me how long it takes you to figure out what I'm up to ...
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.