Jill Konrath | Selling to Big Companies

Does Email Cold Calling Work?

When I scanned through my inbox, I saw a name I didn't recognize. Like most people, I'm hesitant to open emails from strangers. The subject line, however, gave no indication that it was spam. In fact, it actually caught my attention because it dealt with a topic near-and-dear to my heart.

Subject: Prospecting Technique | Cold Emailing vs Cold Calling

So I opened it. In the preview box was a simple, straightforward message:

I learned about your consulting practice in an article I read on a sales website. I'm doing some research and would like to ask you two quick questions:

1. As a sales consultant, have you ever heard of cold emailing as a prospecting technique?
2. After you read (link to article), do you think this is a good prospecting technique?

He immediately caught my attention. It seemed legitimate. His full contact info was included in the email. Plus it was a topic of high interest to me - an emerging account entry strategy. I was glad to be able to learn more on my own. I clicked through to the article and read it. I liked what I saw.

My return email was short: "Interesting. Tell me more."

Networking Questions for the Tongue-Tied Soul

Going to networking events is tough. It's really awkward to walk into an association meeting, trade show or after-hours event when you don't know a soul who is there. Everyone else seems to be engaged in discussions with long-lost buddies and there you stand, desperately looking around for even one friendly face.

While some of you may blossom in situations like this, for many of us it's a real effort to be there. Perhaps torture would be a better word. But if your prospective customers are in attendance, being a wallflower just isn't going to do it. You have to face into your fears and initiate a conversation.

My friend Bob Burg, author of the bestselling book Endless Referrals, recommends these questions to establish great rapport with someone you've just met:

• How did you get your start in the ___ business?
  People like to be the movie of the week in someone else's mind. Let them share their story with you while you actively listen.
  
  
• What do you enjoy most about your professions?
  This question elicits a positive response and good feelings.

• What separates you and your company from the competition?
  This question gives them permission to brag about their business.