A Fundamental Misconception About Cold Email
"When speaking with our high-growth clients, we’re hearing that hitting revenue targets is dependent on the sales team’s ability to consistently develop new business. The sales leaders say the problem with most training programs is they presume sellers already have an opportunity in the funnel – rather than teaching them how to qualify an opportunity."
Maybe it was the first sentence — where I spoke all about myself and told you something so obvious it insulted your intelligence. I tossed in words like "high-growth." Why? To communicate I have them ... and imply that my sales training is helping create growth. Something I know you want.
Or maybe it was the last sentence where I position to know the secret to success: Sales training qualifies prospects. We write these words hoping clients will think, "Hmm. That's something to consider. I wonder how Jeff can help?" and hit reply.
Truth is, we're wrong. We are insulting clients' intelligence, blending in with the carpet, and training customers to not respond and engage in conversations.
What is your experience?
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.