Thoughtful Thursdays – Anyone home?
I receive unsolicited emails from prospective suppliers on a regular basis. They have come found us online and wish to open communications about selling their products. It is one method of prospecting that, when executed effectively, can be a useful tool to grow sales. I am referring to legitimate businesses prospecting online, not the annoying spam that is also prevalent.
In the majority of cases their attempt to reach out is unsuccessful and the emails are unanswered and erased. Here are some of the reasons:
- The message appears insincere. There is no clear explanation of how they came across my business, beyond “We came across your website…”.
- They spend too much time explaining what they do. In most cases, the products and services offered are available from many suppliers. They are a dime a dozen.
- The email is generic and indicates they have not done any research about who they are contacting.
When you reach out to a potential prospect, be mindful that you are likely not the only one who is looking for opportunities for similar product and services.
- You are not going to be there to defend your email. Be concise and clear as to how you obtained their contact information and why your are reaching out.
- Research the prospect’s business and incorporate your knowledge about them into your message. Make it about them and how you might be able to help.
- Include your specific value proposition in the message. Provide the reader a reason to respond.
- Tell them your about your plan to follow up with them.
Unsolicited email is akin door to door sales. Your prospect’s choice of not to respond or come to the door may be driven by an incorrect perception based on your approach.
Good selling,
Richard
Have a question about sales? Contact Sakanashi and Associates Inc. and I will be happy to respond.
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