Originally posted on eyesonsales.com by Michael Pedone
Analyzing why your cold call emails are failing and how to fix it
Let’s take a look at a real live example of a cold call email gone bad and make sure you aren’t making these same mistakes.
Here’s one that was sent to me:
Dear Michael Pedone:
Your buyers are using (NAME HIDDEN) through your (NAME HIDDEN) checkout option and you aren’t promoting it. Imagine the increase in sales if your buyers knew while browsing that they had the flexibility of 6 months to pay for their purchase. Recently, we found that when businesses use our (NAME HIDDEN) to promote financing through (NAME HIDDEN) they see an average 20% increase* in their overall online sales.
I will contact you soon about utilizing this new benefit on your website. In the meantime, if you’d like to get started right away please visit (URL HIDDEN) to learn more. If you have any questions before I contact you please call me at (NUMBER HIDDEN) and reference (NUMBER HIDDEN) or reply to this email.
So What’s Wrong w/This Email, You Ask?
For one, it tells me everything that they are going to call me about. It gave me enough information to where I could make a decision. And in most cases, that decision is going to be “No, Thanks”, “Not Interested”.
In essence, the salesperson showed all her cards. She explained their solution to the point where I no longer have a “curiosity”. Really, there is no need to talk. I get it. I’m not using a feature they have that they say can increase business by 20% (and don’t think I didn’t notice that asterick* by that number) So I have doubt that the 20% is even real (distrust is NOT an emotion you want to spark during your sales process, whether its email, over the phone or face to face)
So in my mind, I don’t think it will work and so I don’t want to waste my time discussing it with her when she calls.
And you know what? This could very well be a LOSE / LOSE for both parties. No sale for her and no increased business for me. Sadly, this happens every day in the business world and its because the sales person used a flawed cold call sales approach.
A Better Sales Approach
Which cold call email do you think would have set more appointments? The one above, or this one:
This is (SALES PERSONS NAME) WITH (COMPANY NAME). Reason for my email is we are your credit card processing company and after reviewing your account, there’s a possibility that we may be able to help increase your online orders by up to an additional 20%. We recently did this for (COMPETITOR 1, 2 AND 3) and I’d like to see if we could get similar results for your company as well. I will call you on (date).
Which call would you be looking forward to taking? And which would you look to avoid?