A Kick in the Career: In one box and out the other

Needless to say, virtually everyone hates cold calling – and the preferred alternative has become introduction by email. I’m not at all convinced that’s a positive development but, as the old saying goes, “you can’t fight city hall.” So if you’re going to drum up business using email, you at least ought to do it right.

Most introductory emails contain a traditional three-part sales pitch: the introduction, a mini-presentation about the product or service being offered, and a request for a response. The trouble is, that instantly tells recipients that the email’s objective is to attain your goals rather than theirs.

But focusing on your needs instead of the buyer’s is likely to be counterproductive. So if you're still using email to connect with new prospects, watch out for these pitfalls:

First, avoid obvious sales pitches. Make your message about issues and problems that you believe your prospects are having, but don't say anything to indicate that you're assuming that both of you are a match.

Second, remove your company name from the subject line. Don’t create the impression that you can't wait to give a presentation about your products and services. Your subject line should refer to concerns that you can help they buyer solve.

Third, stop teaching your prospects how to hide behind email. When you rely on email, it's easy for buyers to avoid you by not responding. Also, they get used to never picking up the phone and talking with you. They may be afraid to show any interest because they think you'll try to close them. This creates sales pressure, which is the basis so many woes.

Fourth, avoid using "I" at the start of your message. Starting an e-mail with "I" gives the impression that you care mainly about selling your product or service. What you need to do is open a conversation. So use collaborative rather than individual phrasings. If you can use the language of a natural conversation, your buyer won’t stereotype your message as a spam solicitation.

Finally, see if you can, stop using e-mail selling almost altogether. You should think of e-mail as your last resort. If you can learn to pick up the phone without fear, start a trusting conversation with a gatekeeper, learn how to go beyond voice mail and reach the decision makers, you'll have a real breakthrough.