This morning, a Tuesday so no lump of weekend stuff included, I received 12 marketing emails from people that sell B2B. This doesn't include the usual deluge of emails that go directly to my spam box. I skimmed the subject lines and then deleted them.
I also received one email from a person that called me yesterday trying to sell PR services. I opened his email and read it. Interesting email but more to the point, why did I open his email and not the others? Because I remembered him as a person. My perception of him is that he is a person, not a bot spitting out subject lines like, “Hey Tom, don’t be a stupid cold caller!”
If you’re selling B2B and sending out massive amounts of emails and not seeing a return, there’s a reason why. Most likely your emails are seen as spam or mass marketing campaigns as opposed to personal communications.
This commoditizes you and what you have to offer. It does not differentiate.
There is a simple way to manage an email system that increases sales and it all starts with a pipeline. For more detail on how to build a solid pipeline review our site at www.rdibizdev.com Of course, cold calling, follow-up calling and internet research are big part of building that pipeline.
Most simply put, a good pipeline is an outline of your market’s contacts, how to reach them and when to reach them. Essentially it is the contents of a CRM. When you have that built, or while you are building that out, it becomes very easy to set up future contacts.
Once you’ve spoken with these contacts you may only schedule yourself to send out 5, 20, 50 emails a week. But each one is personalized and the contact knows who you are. Now you are beginning to build a business relationship with this person.
The term “business relationship” is important here. You are not Facebooking or Tweeting or connecting on LinkdIn. You are not sending social network requests. It is a business relationship and you are staying out of the dreaded social network abyss. And staying out of the spam filter too.
So if you’ve spoken with a prospect and they are not ready to buy from you now because of a realistic objection (some may be insincere but you already know that’s part of the process) then it becomes easy to facilitate an ongoing, long term sales process with simple email follow up that is not advertising based spam.
I see a lot of PPC (pay per click) ads telling me that cold calling is a corpse. It is a thing of the past, a waste of time. It will never build your business. It makes you a dreaded “sales person” as opposed to the breezy order taker you should be.
Spam pours in, hundreds upon hundreds of spam messages, telling me that I stink at sales, or that selling is stupid, or that Facebook is the answer to my assumed sales challenges. After weeks of not responding to the spam I received a request to call this person. He wanted to talk to me about why I was not responding. Couldn’t he have picked up the phone and called me? I was not compelled to call him after all the spam. But maybe I would’ve listened if he called me. He missed an opportunity.
A healthy lead generation system should include at least three strategies. PPC is relatively inexpensive. SEO (search engine optimization) is also inexpensive. Trade shows can be very expensive but they are great branding tools. Why would anyone eschew cold calling considering it’s low cost and high attention rate? Because it compromises the ego and that can be painful.
It would be painless to click a button and wait for the business to pour in. Let’s assume the leads do come in. Are these contacts shoppers or buyers? Odds are they getting quotes from multiple sources. This commoditizes your value. Too often, shoppers will pick the second lowest quote and call that due diligence. Where’s your input on a price sheet?
My aforementioned applies to b2b sales. That’s all our company, Research Development Implementation (RDI) focuses on. In my next post, I will expand upon how we have used email, not spam, with cold calling and have done it effectively.
In the meantime, google a term relating to some qualification of a prospect. Choose three of the companies that pop up. Do a little research and then call them.
Email or call me and tell me what happened. My contact info is on our site: www.rdibizdev.com
Hello Mr. or Mrs. ____________. My name is Tom and I write telemarketing scripts. Would you like to write an effective telemarketing script? (if no go to A, if yes go to B)
A. Follow a logical step-by-step line of questioning that limits conversation and insists on obvious answers. Ignore any response that does not follow format and lead back to the script. Stick to the script! Stick to the script like a robot, or a subhuman that can only read and dial. Do you understand this Mr. or Mrs. ________? (If yes, go to B. If no, you might as well just wing it.)
B. Execute the following steps with pointed precision: