Why Your Cold Email Failed (And How to Fix It)
How would you respond to this email?
“Thank you for your email. We are not interested in pursuing your offer further at this time. We will retain your contact information for future reference should there be a need.”
Well first, I would need to see the email you sent them that caused this reaction.
(Ed. Note: I was able to get a copy of it, so here it is)
Not sure if you can help me, but thought you could possibly point me in the right direction. Would you happen to know who in your organization would be responsible for email security?
I’m with a company called (XXXXXXX) we help organizations mitigate risk on email side of things while reducing TCO. Any help you could provide would be very graciously appreciated.”
Ok so let’s break down why this cold email failed:
1) Why did you email instead of call?
Always call first, email second. Emails are easier to blow off.
2) “Would you happen to know who in your organization would be responsible for email security?”
Let me ask you a question… if you sell email security for a living, is it safe to assume you know at least three to five “titles” your typical decision maker would carry? (Example: CIO / IT DIRECTOR / COO)
Of course every company has their own unique decision making and purchasing process, however your targeted audience is always going to have a select few “titles” of someone that you could at least start with and who could point you in the right direction if they aren’t the right person.
And when you have a “title”, how hard is it to look up on LinkedIn the name of the person you should call / start with?
Calling and asking: “who’s in charge of XYZ” as a standard sales practice is for amateurs. And amateur hour is over.
3) “we help organizations mitigate risk on email side of things while reducing TCO”
Ummm… WHAT?!?! Your “opening value statement” is not hitting a hot button.
And the person you sent this email to most likely has no idea what you are talking about either. And even if they did, there’s no WHAT’S IN IT FOR THEM value statement. Therefore, you got the response that you did.
So What Should Have Been Done Differently?
1) Search by TITLE for the name of the person via their company website or LinkedIn.
2) Call first and have a better opening value statement.
“The reason for my call is we recently helped competitor 1, 2 and 3 stop (98)% of their email spam before it hit their inbox”
3) Be prepared (and expect) voicemail before you pick up the phone and know exactly what to say.
4) Send an email right after leaving a voicemail that mirrors what your message was.
5) Send a connection request to them on LinkedIn. (Make sure your reason for connection is enticing)
6) Schedule a 2nd sales call attempt in your CRM and then move on to the next lead.
Follow that plan and you won’t have to worry about overcoming the “not interested” email rejection.
– Michael Pedone
Michael Pedone teaches outbound sales teams exactly what to say to get sales conversations started with hard to reach decision makers. He is the CEO/FOUNDER of SalesBuzz.com – An online sales training company.
END COLD CALL FAILURES
- How to Warm Up and Close Cold Leads
- Eliminate “No, Thanks”, “Not Interested” & “We’re All Set” Responses
- Neutralize Gatekeepers & Get Voicemails Returned
- Ask Engaging Questions Instead of Probing
- Improve your Qualifying Skills
- Give Stellar Presentations & Handle Objections
- Close Follow-up Calls and Get Targeted Referrals
- How to Set & Achieve Your Toughest Sales Goals
- Improve Your Time Management Skills