See exactly what causes cold callers to fail before
they even have a chance of success, AND what you should
do instead. 
The Simple Suggestion on Using Email
By Art Sobczak on Jul 5, 2010 in Following Up, Unique Value Proposition
I regularly get questions about how to use email effectively in sales/telesales. Some reps say they are doing it more these days than calling.
In general, here’s how I typically answer:
I’ve heard all the excuses about prospects being hard to reach, decision makers being busy and not taking sales calls, blah, blah, blah. Upon close examination of what they are saying on their calls, however, I notice many of them don’t have value statements, or their attempts at them really suck. Bottom line, if a sales rep is spending the bulk of his/her time writing and sending introductory emails instead of calling, that is likely "call avoidance."
Here are great times TO send emails:
1. Right after a call, summarizing the details of the call, their interest, and what is to happen next.
2. Right before the next, perhaps the day before, or maybe a few hours before. Let them know you look forward to speaking with them, remind them of what they were to do, what you did, and bring something new to the table of value, perhaps some new information.
This gives you two "touches" between calls, and provides a better chance that they will do what they committed to on the previous call.
What are your thoughts, and how are you using email as part of your sales process?
4 Comment(s)
By Trip Allen on Jul 5, 2010 | Reply
Art
I find an email a powerful tool as a “lead in” to a cold call. Send an email 1-2 days before, introduce yourself, Etc. Chances are they won’t read it, but if they do, then you can take it the next step further in your follow up call.
Some actually feel guilty when they have not read the email, when you follow up with the call- this is often magical as they feel bad for not addressing you the first time.
Trip Allen, Team Egyii, Singapore
By Melissa on Jul 6, 2010 | Reply
I disagree with sending an e-mail before making the first call. I find that the less the prospect knows, the more they judge what you have to say and avoid you. Leaving voicemail the same thing - only as a last resort - moving on and not calling back.
Mike Reply:
July 12th, 2010 at 3:24 pm
I agree but for a different reason. I find that sending that email before the call can encourage a response or a question from your client. Then another one, and another one…and before you know it your process can get away from you. Love them as a form of re-cap.
By Melissa on Jul 6, 2010 | Reply
Make that “the less they know, the less they can pre-jdge you” and are more likely to pick up the phone…
By millie on Jul 15, 2010 | Reply
Email has become a great acqusition tool when the prospect understands that they only have to speak to someone or visit our offices if they want to. As much as we love the idea of personal touch, not everyone has time for the warm and fuzzy. Some people just want to get their services, have their questions answered and know that if they ever need anything, that I am no more than a mouse click away. The key is to always include one or two contact numbers and answer your emails right away.