Is there an art to cold calling? I’ve done it once when I had to update a database for 27,000 customer for a summer internship years back; it taught me the skill of accepting rejection (in the form of profanity at times).
Now, luckily for me, most of the time I am on the receiving end of cold calls/emails/linkedin messages.
Key Points:
A cold email asking me if I have taken a look at their website and services is not going to make me want to take a look at their website and services.
A cold linkedin message masked as a “personal message” (because they changed the Hello [insert name] to my name) and a just checking if you need our services is not going to get a response from me.
Here’s the reason why: I feel you didn’t take the effort to get to know me. You’re randomly firing off emails and messages to strangers hoping one sticks. Maybe if you get lucky you get 1% to respond to you, but it means 99% of the other recipients share the same feeling I have – that you didn’t even take the time to research my company before approaching me.
Case(s) in Point:
- I received an email from a web design services firm saying they could build a website for my company (my agency offers website design, logo design, branding, marketing, event planning… services). This is similar to me emailing a social media consulting firm saying I can provide social media management services.
- I received a message asking if I need corporate cleaning services. A quick google search for that online business would show the registered address is a residential address. Do they want to come clean my home?
If they only looked beyond the lead they purchased to read the first sentence on our website, or visit the contact us page or registration page to do minimal verification they would figure out I’m not in their target segment. It’s tougher than ever to win business as the economy appears to slow with chain retailers closing left, right and center. Go the extra mile to let your prospective clients you care about what they do; or at the very least, let them know you know what they do.