And for My Next Impression...
It should be noted that the email went into my SPAM filter. I’m not sure if that was because of its content or because of his last name being so close to our industry’s self-promotion king Jeff, but I scanned it and hit “Delete.”
Forty five minutes later, I was relating the story to a Sales Challenge conference call group. During the course of that conversation I wondered out loud, “I’m curious to know what kind of response rate he gets from this approach.” Hanging up on that call, I left a voice message for Matt Hazlett and sure enough, he called me back.
Matt told me he had great success with the email-first approach. Here’s how it works: The email goes out and is typically ignored. Then a few days later he forwards the email back to the prospect with a note on it that says something like, “I am still in interested in speaking with you. What time would be best for us to talk?” I asked him what kind of success he has with that approach. He hummed and hawed and finally offered up, “On a straight cold call list, I get about a 10% positive reply.”
Ten percent? I’d take that!
There are no guarantees or shortcuts, but this certainly seems like a great way to get the attention of the anti-voice mail crowd. Give it a try and get back to me with your results.
For the record, here is his exact email to me:
I am the Cisco WebEx Solutions Specialist responsible for supporting your region.
Are you available this week or next for a brief discussion of your current business objectives?
I would like to share some creative ideas about how you can reduce expenses and increase productivity throughout your organization.