In my last post, I showed you a template for a cold email (below for your reference). I think it’s a pretty good email, but it still has only a small chance of working.
There are just too many things stacked against emails these days. It seems like a major accomplishment just to get an email into someone’s inbox at all—then you have to get them to actually read it and be intrigued enough to act. A lot of “gates” to get through.
So what can you do?…Pick up the damn phone!
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How do you best approach someone if you don’t have any connections?
It’s far from ideal, and you will have a much better hit rate with a “social calling” approach, but sometimes “it is what it is” and you must go in cold.
Most people I know will opt for an email as the first attempt to reach somebody. I get it. Emails are free and you don’t get the same mental battering as having the phone hung up on you. Given that, let’s look at how you write a half-decent cold email.
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I’m a huge advocate of using human relationships to get into accounts. I really believe it’s a small world. As I’ve shown before you can get referred into 1,000’s of accounts without needing to use a cold approach.
However, sometimes you may be faced with no choice. If you’ve exhausted all your connections, and all the connections of your connections, and nothing is leading you closer to getting into the account, then you may need to resort to a cold approach. But if you do have to go in without a referral, make your chances of success as good as they can be.
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I was asked a great question during a recent conversation with a founder: When should you take a spearfishing approach to finding new customers and when should you use a shotgun?
It depends on what you’re hunting.
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Prospecting is hard. There’s no need to make it even harder.
I’ve run dozens of experiments over the years on how to get through the door and start working with a new account. In every experiment, I’ve found that the number one factor that influences a successful outcome has been a human relationship.
The smartest piece of content has never beaten a warm introduction from another person. In my own experiments, I’ve found a referral of any kind (not necessarily from a client) to be 3.25 times more effective than a cold approach (based on time spent–it’s even more effective in terms of conversion rates.)
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It can happen in an elevator, or at a networking event, or when you write a prospecting email. You need to say what you do.
Unfortunately, what many people say, especially if they work with tech, does not mean much to the listener, or it sends the other person into a mild snooze. Here are some tips to change that.
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