I can’t tell you how many times I get asked why I respond to cold emails. I get it, it’s a time suck, and it does seem to feed the perpetual cycle that is “cold email.” And truth be told I don’t respond to every cold email. Some of them are obviously spam or bot produced, so it’s not worth it, and sometimes I do have to monitor my energy and decide if I want to open up lines of communication or not.
Once in a while
I sometimes receive emails that seem like it may be someone who is genuinely trying to create business for themselves or their company. I’ve even received the occasional cold email that works to grab my attention for long enough to make me consider whatever offer they’re bringing to me. As a rule of thumb, I try to respond because I’ve been a salesperson and a sales coach, and I know what it’s like to be trying to generate leads and sales and sending emails or phone calls in to the void hoping and praying for even a fraction of interest. Also, as a business owner who will reach out to people I don’t know and attempt to foster true relationships, I know that sometimes a cold email is only the first step.
So, my personal experiences lend to my decisions to respond and the truth is, I feel that if a salesperson is truly interested in me, not just as a prospect but as a person in business, I’ll rally behind them and do my best to help them be successful.
Depending on how their email is worded I respond in different ways.
The Coldest emails
When I can tell an email is sent that is from a person but automated and cold with no client research, I respond with a template email that invites the sales rep to book a “pick my brain” call which gives them an opportunity to pitch me both as a customer and as a sales coach. I’m happy to provide feedback on a pitch and if I really like your pitch, I may even buy what you’re selling.
A template for a template is my rule here.
The warmer cold emails
Sometimes I’ll get a cold email that seems like a customer did some research, either on me or my company – bonus points if they’ve done both. Or it will be from another business owner who is local. In these situations, I’m going to attempt to ensure that they have the feedback to be successful or I may even schedule a call with them if I need the solution that they’re offering or if I think it could be good for the clients I work with.
These by nature take me a little more time to respond to as I put a lot of thought and consideration into how I reply, what information I give, and the message I want to convey (“yes, I’m interested” or “no I’m not interested, and here’s why.”)
The Warm emails
I also respond to seemingly cold emails that are from people who may be a mutual connection with a client or another business. I do this in the full-blown attempt to ensure that I’m being respectful of the reputation of others. Like it or not, our opinions of people do change when we see who they are acquainted with, follow, or are friends with. I save face, honestly by responding to warm emails, but again these take time to respond to and often I won’t respond to these for a day or two at least.
Why I respond?
Feedback can change a company.
I have had the pleasure and opportunity of working with enough companies to know that the voice of the customer (or the prospect) is heard loud and clear by the right advocate. And that the right advocate with champion change for the customer. When I respond to emails, I can’t ever guarantee that it’s with the right advocate, and I know that sometimes my email goes right to the trash folder. But I would rather respond on the off chance that it IS the right person, than not respond and have nothing done.
Plus I’m a coach, leadership development expert, and a consultant – responding is also great marketing for me. If you see changes that need to happen in your company but aren’t sure how to make them happen, book a perspective session with me here.
What should you do?
Listen, replying to emails from people you don’t know isn’t for everyone. Some people need the space cleared in their inbox, some people don’t have time, and some people simply don’t have energy. You have to do what’s right for you. Truth be told, if you’re already managing your emails and you’re satisfied with things, I’m not asking you to change. I share this only as some feedback for those who may be interested in taking a different approach – and for those who are sending me emails saying “I came across your business…” Dude, we know you’re an AI bot… because everyone else is saying the same thing.
To learn how to take back your calendar, master email automation, or get thoughts on how you can create a cold email that will actually get a response, join the Perspective Shifters Hub.
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