Starting a new business you will find yourself with little money and even less time. Your time will become the most valuable asset to your business. So, here you are trying to sell your new product or service. To save time – you decide to send out cold calling emails to random people and companies who can benefit from your company. Before you do, realize there is a system behind sending out random emails. You can actually get business in return for your emails. When building Virgo Girl Media, the first people to take a chance on the company were from cold call emails. The percentage, in the beginning, may be low, but here are some tips for getting better results.
Tip #1: Choose a target base.
Find a good fit for your product and service. Start with compiling a list of ten to twenty realistic companies and people who may actually read your email. As much as we want Oprah to be on the list, let’s be honest with ourselves. Even if you do have her email, do you think she is actually reading them? No, she isn’t. Time is of the essence, don’t waste it! Let’s put Oprah in the 12-18 month goal pile and get back to reaching out to companies whose decision makers actually still check their emails. Choose a target base within your state who can benefit from your using your company. Other companies and people are prawned to be being attracted to a startup company located nearby. After you have outgrown your state move on to other states within your target market.
Tip #2: Warm Introduction – I know you from…
One of the best results of having a great pitch email is being able to say I know you from…Being able to say I know you from a party, or a friend of a friend can quickly change the direction of your email, from cold calling to warm introduction. Of course, this may not always be the case, so before emailing this person look them up online. Play the card off I read your article online, or I am a follower of yours on Twitter and love the post about… Anything that could break the ice of you being a complete stranger in his/her inbox.
Tip #3: Pitch your story and mission.
So, honest moment…your company is not that interesting to the reader on the other side of your email. He/she will probably receive a hundred more emails from a company selling their product/service, some similar to yours. So- what is YOUR story? Not your company’s story. What is the mission of your company and why you are doing this? Provide personal facts within your pitch email that the reader can relate to. Be honest and transparent about your desire to become a vendor for this company and what it would mean to you. Hey, flattering never hurt even through the words of an email.
Tip #4: Get to the point and explain you’re worth.
Down to business. After you have introduced yourself, the company, did a little flattering – it is time to sell. Make it short and sweet. In three to four sentences explain what you’re looking to offer them and how you can do this! Offer up pricing details {low to high} and why this would be a good opportunity for their company. Personalize this as much as you can so it doesn’t come off as generic and unflattering.
Tip #4: Subject line, to be or not to be.
Think about this for a second, what would make you open an email from someone you didn’t know. An attention-grabbing subject line. A subject line that stands out like no other. Your subject line should be straight to the point and offer a personal message to the recipient. Clear and concise for what you are pitching. It should not appear to be spam-like. Support, Opportunity, Partner are some good strong words to use with your subject line.
Tip #5: Seven Day Follow-up.
Don’t fret most emails will go unread or unnoticed. They may even get read and flagged to follow-up, but the person gets busy or forgets to respond. This is where you come in after seven days with a brief reminder that you would like to chat about your email. Again, keep it simple and to the point. Respond to the previous email and reply stating you would like the opportunity to chat with them further for a brief 10-15 minute call, to address any questions or concerns they may have.
Tip #6: Being told No.
This time will come more often than we choose. It’s okay though, it’s a part of the learning curve with growing a business. Not everyone will say yes. If you receive an email from someone saying they are uninterested, simply respond thank them for responding and keep you in mind if anything should change. Most recipients who reply may have a slight interest but could be working with another company or on a budget. Having them respond, leaves a crack in the door for future correspondences. I have received a no the first email pitch and then later pitched again with a sale or new service launch and have gotten a yes. Never underestimate the power of a no. A no now could mean yes later.
Bonus Tip: The Art of When to Send your Email Off
When is the best time to send off your email that could change your company’s future? While there is no precise time, the best time to get a reply would be to send your emails on a Tuesday, Wednesday or Thursday, between 10 am and 3 pm. This schedule works best if you are attracting companies on a 9 to 5 business schedule. You want to aim between 10 am and 3 pm because people are checking emails before they leave for lunch and when they return from lunch to see what they missed. Sending an email on a Monday or Friday you run the risk of it getting overlooked because the person is focusing on the weekend or returning to work Monday morning to a pile of emails and your cold call one really isn’t that important. If you are pitching to companies with a more relaxed schedule pitching in the evenings or even weekends tend to receive a better response. During these days and hours business is less busy for them, however, their email is still on the radar.
Email Format
Paragraph #1: Warm Intro.
Paragraph #2: Your story and mission.
Paragraph #3: The pitch.
Paragraph #4: Explain the benefits of this partnership.
Closing: Let’s chat about your future partnership.
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