Baby, it’s cold outside

Cold calls. Cold emails. They are a part of doing business. Not every customer interaction will happen because of an introduction. 

However, when sending a cold email or calling someone out of the blue, understand that you are the one imposing on their world.

They didn’t give you an invitation; you walked in the door without knocking.

This isn’t necessarily a bad thing – the customer may have been waiting for someone like you and your business to appear and solve their problems for them.

But, if they don’t respond, it isn’t an invitation for you to begin berating them. Take the hint and go. They may be interested later on down the road, but if they don’t respond, take it as the customer trying to politely decline your offer.

There are studies that say that it takes 3 tries for someone to respond to a cold email – I personally would debate that, but regardless, if you do send out 3 or more emails before giving up, take care not to offend the potential customer.

Remember, you are forcing yourself into their lives. They didn’t ask for you to send them anything. So, if they don’t respond, it isn’t appropriate to send follow up emails criticizing them for not responding. 

It isn’t appropriate to send emails with words such as “since I have not heard from you, I assume one of two things – that either you are too busy but interested and want me to follow up in a few weeks or you’re not interested. Either way, I ask that you respond to me and let me know how you would like to proceed.” 

Wait, what?

What is with the passive aggressive tone on an unsolicited email? 

This isn’t a way to win customers or referrals.

Cold emails are not, in and of themselves, a bad thing, but they can break your business if you handle them the wrong way.

Understand that the customer didn’t ask you for anything. Understand that you are the one entering the room without knocking. You might have the answer to all their problems, but your email is still unsolicited. Approach them with respect.

Previous
Previous

But our store is so safe!

Next
Next

Lessen the fear