|Cold Calling for the Clueless|
I get many cold calls, emails and Linkedin inmails from
people trying to get an audience with me. They want to sell me some type of
marketing service. It can be consultants, ad agencies, graphic design or lead
generation folks. Rarely do they ever
connect with me because almost all of them are lazy, impersonal and their
outreach is filled with jargon I don’t understand. They speak like bureaucrats
with meaningless business words and clichés.
In a phrase, the treat me like a lead not like a human being.
Why don’t those
business development managers take the time to reach me- the human being not me
the Global Director of Marketing?
Why don’t they ever
do a little homework and approach me AFTER
they have done a little research about me, the company I work for, my blog or
Why don’t they
personalize they message?
Why don’t they speak
to me through explaining how they may have a solution if I have a specific
I have three
suggestions to make your outreach more effective.
FIND THE HUMAN BEING:
First, remember that you are trying to gain the attention of a human being. Don’t
treat me like another email, phone number or name on a call sheet. It won’t
work. Find some human connection. For example,
I noticed that you are a Jersey boy- I too grew up in New Jersey. Or, I
see you worked on marketing the Slim Jim brand- I grew up eating those nasty
meat snacks. Or, I see you work in the wine industry and I have a good friend
at X,Y, Z winery, I wonder if you know him.
Or, I read some of your blog posts on marketing and really found your
story about Ben & Jerry to be incredibly funny and informative. Make an effort to find a human connection between us.
BENEFIT: Second, quickly help me get
what the heck you do. The best way to do this is to give me a few examples of
problems that companies had that you and your services, software or solution
fixed. For example, I recently worked with a packaging firm that had a problem
reaching thousands of small leads through the distributors. Their message wasn’t
getting through and leads were flat. We designed a simpler e-mail campaign that
generated an open rate of 25%, a click through rate of 4% and generated a 10 X
return on investment. I’d love to share those details with you. Be specific and
share these anecdotes because I might see myself in that same situation.
USE HUMOR: Third, breakthrough the boring with a
quick funny story or joke that illustrates a key aspect of your message. Compare your product offering to something
fresh and current in the news. Make me want to read your email or listen to
your entire voice mail but giving me something entertaining. Be different. Don’t waste my time but lighten
up a bit and don’t be so serious that you jump right into your pitch. You
wouldn’t do that in person would you?
Don’t do it virtually.
|Connect with the Human Being |
Connect with a human being, not a lead
you are trying to reach a human being. Often we come with emotions, stress and
a range of other feelings. Connect first
with me as a person before you put your sales hat on. Find some way of quickly
explaining that if I have a specific need, you have a proven solution. Stand out and be different through humor or some other compelling and authentic emotion.
You might want to read Daniel Pink's new book called To Sell is Human which is filled with many great examples on selling in the 21st century.
We humans prefer personal communications that shows you know
something about us. Do some homework
first. Find a connection. Talk to me, Jeff. I am not lead #32.
Labels: Cold calls, Daniel Pink, Marketing Moments, Marketing to Humans, To Sell is Human