Mobile device technology, much-improved voice messaging systems, e-mail, IM and others tools enable executives to be away from their offices -- and therefore away their desk phones – for extended periods of time without losing touch. And as the pace of business has steadily intensified in recent years, most executives choose not to answer their phones or take unplanned calls when they are in the office, for fear of an unwelcome sales call. And they rarely have time to return messages left by an unknown vendor.

So how does the sales professional get through to someone she feels could be a strong prospect, but to whom she has no other professional connection or referral?

Many sales experts proclaim the end of cold calling for just these reasons. At the same time, others state that cold calling is still THE WAY to reach new customers, and grow the customer base.

I strongly recommend to B2B sales professionals who rely entirely on cold calling to begin testing and integrating email as a complementary or alternative strategy. When done correctly, e-mail messages to senior and executive level prospects get noticed and acted upon, and can open more doors and get more first meetings than cold calling.
 
I have sent many thousands of “cold e-mails” to prospects over the past 8 or 9 years, a period during which I sold web development and strategic consulting services, all B2B. For reasons I will not go into here, I usually sent one e-mail at a time rather than broadcasting from a template, and for me this is still preferable to, and faster than cold calling. My e-mail strategy was enormously effective and I built entire books of new business using it, and not cold calling.

It didn’t start that way, however. Through trial and error I learned that there are simple techniques I could apply to increase my response rates. And, these techniques did not produce unclear or cheap sounding e-mails – something I have always been adamant about.

Here are some of these techniques and tips:

1. Grab the recipient with a relevant, engaging subject line that prompts them to open your message, preferably something about a specific goal or challenge of theirs. A few minutes of web research on the company or industry can help you.

2. Unsolicited messages are scanned and not read, often on a PDA, so make your main point in the first sentence. Dispense with introductory remarks such as “I am writing to you to…” or “My name is….”.

3. Keep the message body short, just 3 – 4 sentences, and speak to the business results your current clients claim, rather than features, specs or how your company works.

4. Use plain language; avoid business or technology catch-phrases.

5. Don’t grovel. Ensure the message reflects that you are a professional from an organization whose products and services are highly beneficial; and that your own time is valuable, like theirs.

6. Keep your signature block simple and short, free of marketing messages, gratuitous graphics or anything not supporting to the intent of this specific message. Since the e-mail is from you, you don’t need to list your e-mail address, or in most cases your fax number.

7. Make your message easy to act on. Requiring the reader to open an attachment, or follow links will lower response dramatically. If asking for a meeting, always propose two or more dates and times in your message, rather than asking them to make the effort to get back to you with their availability.

Adhere to these guidelines, and continue to note what works best for you, and your meeting volume will undoubtedly go up! I would love to hear your ideas for the most effective introductory sales e-mails. Please send them to me.