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How to Use E-Mail "Cold Calls"

How to Use E-Mail "Cold Calls"

Ari Galper

“I always hear people talking about how e-mail is today’s ‘killer app,’” my coaching client Janice told me when we were discussing ways of making contact with prospects.

“But I’m afraid that people will think I’m spamming them if I try to e-mail them when we haven’t met yet. I know I hate spam with a vengeance!”

“You’re not the only one,” I told her.

“Spammers have just about destroyed e-mail as a legitimate selling tool, but there are still ways you can use it to open communication rather than shutting it down right off the bat. E-mail is still a totally appropriate way of communicating with someone — as long as you use language that doesn’t trigger the “salesperson” stereotype."

First, we’ll take a close look at one example of a “cold introduction” e-mail that uses the traditional sales mindset.

Then we’ll apply the Unlock The Game™ mindset so you can get an idea of how to create e-mails that won’t trigger the negative “salesperson,” or even “spamming salesperson,” stereotype.

This e-mail is a real example that one of my coaching clients sent to me for comments and suggestions:

Dear John, My name is Michael Johnson and I am with XYZ company. We are the leading provider in back-office operations software with many clients such as XXX, YYY, ZZZ. I’m writing you to see if you or your company would be interested in a demonstration of our software. It would be a brief 15- to 30-minute demonstration that we could do at your convenience. Our website, dogandponyshow.com, lists many testimonials from customers that describe how we have improved their productivity, as well as complete details about our products and services. I’ll give you a call later in the week to see if we can set up a time for the demonstration. Sincerely, Michael Johnson Productivity Consultant XYZ Software

Does this “cold e-mail” sound familiar?

On the surface, it looks innocent enough, but take a moment and ask yourself what your instant reaction would be if it arrived in your e-mail box.

The problem is that this message violates the core principles of the Unlock The Game™ mindset by creating the impression that the sender’s only concern is making a sale. How?

Let’s look at it sentence by sentence