How to Use Email Cold Call to Get in Front of a Prospect Every Time

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One of the hardest things to do when you start your business is to introduce it to your prospects and initiate the buying process.

Naturally we would all love to be getting all of our work from referrals and word of mouth marketing; things would be much easier then. Unfortunately it takes time and hard work to build a company to that level.

And until that happens you will have to look for new clients yourself.

One of the obvious ways that comes in mind, apart from networking and marketing, both of which take a lot of time to bring results, is cold calling. Ringing clients out of the blue hoping that you will get them to like you know you and trust you enough with a single call to schedule an appointment, or any other outcome you may have in mind.

For years I tried my luck with it and I hated it. I don’t know if you ever tried it but to me calling prospects, usually in the worst time for them and being got rid of, sometimes in the rudest of ways simply didn’t click.

Luckily, thanks to email you can approach prospects out of the blue without picking up the phone, disturbing them and being considered a pest straight away.

I have been using cold- emailing (unfortunately I don’t know a better term for it) for the last couple of years successfully and I think I developed a solid system for getting good results out of it. Today I decided to share how I do it and how I get in front of almost every prospect I sent an email to.

1. Establish a rapport in the first sentence.

No one likes to receive unsolicited emails therefore the first thing you should do is break the ice. Try to build some form of rapport, even though you are not in front of your prospect in person. Tell them how you found out about them. Maybe you have some mutual friends, do business in the same area or are members of the same business group. Find out something that you may have in common, even the smallest thing, and use it in your email.

2. Be personal

Never write your email to sound as if it was created by a machine. Imagine that you are speaking to a prospect in person.

Also, don’t make your email sound as if it was a template that you are reusing. Make sure that it sounds as it was written especially to the person. Of course in time you will develop a set of templates that you will only have to modify slightly for each recipient but keep in mind that they need to sound natural.

Another good idea is to include at least one thing relating to the prospect. Maybe they recently won an award and you could start your email by congratulating them for instance. It is a great way to build your initial rapport too.

3. State the benefits of using your company early in the email

The last thing your prospect wants is to guess why should he use your service. Let him know what the benefits of using you are straight away. Showing prospect that you have some ideas how they could make more money always works best.

4. Keep your email short

Long emails immediately put people off; no one has time to read through lines and lines of text so keep your email short, 2-3 paragraphs at most.

5. End with a request that can be answered with a yes or no

Finish your email with a request. Ask the prospect a question but don’t make him to write you an elaborate reply, he won’t. If you structure your request so that a simple yes or no will suffice as an answer you have greater chances to get a reply. Ask if you can come in to their office next week to introduce yourself in person or if you could send them you promo materials. Such request is easy to answer and many prospects will have no problem with doing so.

6. Follow up

This is the least overlooked aspect of cold-emailing. Not every prospect will reply to your email but the rule is that even amongst those who don’t are people who are interested in meeting you. They simply may not have time to reply, or they don’t need your services urgently for now and have filed your email for later. A quick follow up call may speed up the sales process.

Just remember to give your prospect time to read your email. Not everyone checks their inbox few times a day. I usually follow up by phone two days after sending the email. By then most of the recipients have seen it and those who wanted to reply, have already done so.

Introducing your business to your prospects is a huge task, one that requires a lot of patience and often determination. But it is much easier to do and bring better results if you can target your prospects with an individual message.

Of course, such method takes up a lot of time. I usually manage to research and cold-email 5-10 prospects a day. At the same time, they are the ones I really want to be speaking to, my message is written for them and with them in mind and usually they want to listen to me to.

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