How should a business owner make initial contact with a potential customer to introduce his/her product or service? Some believe that an email is the most effective and efficient way. But what kind of response rate does one get? In my experience with cold calling, I have found that sending an email is sometimes not the most effective way to make an initial contact. I recommend (and have used) the method of sending a letter, on nice letterhead and envelope, to a prospect introducing yourself, your product/service and closing with "I will be contacting you in a couple of weeks to answer any questions you may have". It is also a nice touch to enclose a brochure about your product/service. Most importantly, I then make sure to contact that person. I have found this to be a lot more effective than emails. With an email it is too easy to delete, you're never sure if the email was received in their inbox (it could go straight to trash) and it could just be another in hundreds of emails your prospect receives. Also, it gives you something to talk about when you finally make contact "I was following up on the letter I sent you a couple of weeks ago to see if you had any questions. Is now a good time to chat or should I call you back at a better time?" A letter is also novel and shows effort on your part. By using templates you can pre-fill customer information to give your letter a personal feel, even when sending out in a targeted mass mailing. Most importantly with cold calling is persistence! It often takes 7 to 8 “touches” or contact with a potential customer to get them to give you a try. However, persistence does not mean being a pest. Ask the potential customer when you should get back in touch with them. And, once again, be sure to follow up! Give it a try and let me know how it works for you.
Questions, comments or concerns…leave me a post & let’s chat!
