Both have their place and they can be used in conjunction. A technique I like is to first send an introduction email that alerts them to expect a call in the next 24 hours regarding "X". This takes more work and follow-up but can make the connection a little warmer for that initial call. After an introduction call, a follow-up with something specific for them to consider via email helps the line of communication stay open.

posted February 21, 2008

Scott, in my experience, they're both essential. It's just a matter of which is better for the purpose and the prospect. What medium is your prospect going to appreciate and respond to? I will often use both at the same time - call, and then follow up with an email.

On the other hand, if you have an email address, then it's no longer a cold call....
Rebecca

posted February 21, 2008

E-mail for sure, and here's why:

- Cold-calling has a very negative stigma -- no one likes to be put on the spot anymore.
- e-mails allow you to tell a story and include compelling content that can be evaluated over a period of time; i.e. the respondent/recipient has time
-If you're a digitally-based business, e-mail also gives you an opportunity to demonstrate a command of the medium; i.e. "this is what I can do for you..."
- If the response is positive, it can be passed around virally to others in the organization for review.

posted February 21, 2008

Scott:

I do not believe you can have one versus the other, yet some companies do. They key is to have an integrated campaign and marketing approach that utilizes both of these mediums as well as others that may be applicable. One of the best ways to do this is by establishing a marketing process whereby the end-user is driving the communication side of the relationship and telling you how and when they wanted to be spoken to and by what means. Having a nurturing process that enables that will win your more customers and also ensure that you do not have to have one or the other, you can have both calling and e-mail as part of your plan

Links:

• http://www.annuitasgroup.com

posted February 21, 2008

I am no fan of cold calling - and believe it is dead and dead long ago. The email was a great tool - but in our wonderful world of spam - even that tends to get lost. Here is a system I use - and it has been quite successful. I send a fax - I use a fax blast system to target multiple (similar) clients - but I definitely use a fax. The fax is a basic sell sheet with definite calls to action - links to my site - and contact info. It actually has a fax number where you can respond to me (with a detailed section on the bottom) and request a specific time and date for my follow up call. But it does say I will be calling - then I do the following. I have someone call over to the prospective clients (the ones who do not respond - and you will be surprised as to the quantity of responses) location with a script similar to this. Hi I am Mr. X's executive assistant, I am calling for Mr Client and I just wanted to confirm a time and date for a follow up call or meeting for Mr X in to go over in detail the points in the information that was sent to Mr Client. If he is free to talk to you then and now - your assistant will "check to make sure you are available" and you will go to work! Usually the call goes right through - or - you get a time and date - the beauty here is you get a qualified customer - not a cold call...

B

posted February 21, 2008

I prefer email to calling. Calling is "interruption" marketing. Email gets read when the prospect makes the time to read the email. I believe the key is how you write the email. Non-personalized, no value added emails get dumped quick. I structure emails along these lines:

Subject line: [name] - I am wondering

Hi [name] - Today, while talking to one of my customers in an industry similar to yours, it occurred to me that you might be benefit from the work that I do. [insert short, value propostion statement here]. But I don't know. I am wondering if you would be open to meeting with me to talk more. Of course, I would certainly understand if you said no.

posted February 21, 2008

This is a great question...

Benny, be careful who you send faxes too... I believe that unsolicited faxes are illegal.

Although I can't stand cold calling, I still feel that it’s the best way to nail someone down for a conversation.

I'm against cold emails because I believe that most people deal with so much email during the day, that they only really “scan” their inbox, and they do it with great speed.

Today for example, I didn't "read" every email in my inbox but I certainly "saw" them all. I know roughly who should be sending me emails, and what typical subjects should be about... If I get an email from someone I don't know and the subject doesn't ring a bell with anything that’s on my plate, it gets ignored for the most part.

At the most, I'll read the first line, dismiss it and move on. I would never be as short with someone on the phone, no matter how irritating they were.

Another thing about sending out emails is this: How many emails have you read and said, "Ahh, I'll have to do that right away", and then never do....?

Jonathan

PS – Benny, check out http://www.fcc.gov/cgb/consumerfacts/unwantedfaxes.html sending out unsolicited faxes is both often illegal and irritating!

posted February 21, 2008

Calling by far. Large companies can easily filter out emails, mail, or any other correspondence. The key is find a person of influence and call them until you get a response - CAO, COO, EVP, etc. Most often you will get the admin and then you can ask them to point you in the right direction. You now have a first hand referral to leverage when you contact the person that they recommend. It still may take you over a dozen calls but you will eventually go from 'annoying' to 'persistent' in these situations and I have never had a person (when the finally respond/pick up) be anything other than nice and ready to hear me out.
Most people will give up after 2 or 3 attempts.
I work until I get a 'no' response and it's amazing how many sr. leaders cannot effectively communicate a no, or are not comfortable doing it. These often turn into the best relationships.
Thanks,
John

posted February 21, 2008

Good question.

I have worked in the sales sweat shops where the reps had to crank out 100's of calls a day with a resulting interest of 10 out of 100 call hit rate. Then if they where lucky 1 of the 10 would buy the service. I think that the managers were afraid to try something new (because thats how they learned the ropes) or just don't understand how to use technology.

I gotta believe that email, will warm up the interested party. For one, I never purchased anything unless I was in the market, no matter how persistent the rep was. In fact the more persistent they are, I would invite in to just tell them to their face, I am not interested. I remember a software rep that thought he had deal because I told him no, then he insisted that he knew better and wanted to demo his solution.

With the search capabilities of the Internet and the extensive industry vertical websites, I can't see how any company can justify the cost/time/expense of cold calling. But hey thats me.

posted February 21, 2008

It's not an either/or question. It's blend and balance.

posted February 21, 2008

I like cold calling, but people tell me I'm a little demented. I like talking to real people.

Email is good as a lead in. So, I send an email to let the person know I'll be callling, then call later.

posted February 21, 2008

Either way, do your research first. My preference is email followed by a call, but the email MUST demonstrate your understanding of the client's industry and preferably some recent news about their company AND illustrate how you've helped similar companies solve pressing business problems - and the conversation must reinforce this

The response from an informed introductions is many orders of magnitude better than an ignorant cold call or email.

Quality over quantity, every time. But first, you have to identify, and identify WITH your most promising prospects.

The above is in the context of complex B2B sales.

posted February 21, 2008

Neither.

Cold-calling is *intrusion*. Most of us are very busy and don't have time (or desire) to talk to someone who calls out of the blue. And only very few people like doing it. I call it "death by the common cold-call".

Cold emails? Again, who has the time? The subject line might get read, but if the recipient doesn't know the sender, it gets deleted.

Best way: networking within your specific industry and leveraging the clients you currently have. Whenever I work with clients, I tell them that the best thing they can do is (a) network with people who fit the profile of their target client audience (b) do it frequently so they're used to seeing you and and (c) build confidence in you and your services before you ever make the call through willingness to discuss and solve THEIR problems first. Once you've made that kind of contact they'll be happy to hear from you.

I got a lot of PR consulting business within the wine industry in Santa Clara Valley by (a) helping them put together a media event (I helped them for free), and then taking friends to the potential clients' tasting rooms. By the time I came by for the third time, they were ready to talk. Then closing the deal was easy.

Remember: these are not phone numbers or mailing lists you're dealing with. These are *people* who want solid relationships with vendors they *trust*. Build the trust first, and the phone calls become welcome.

posted February 21, 2008

I think you probably need to use both. Unless you are making calls (cold calls as well as calls warmed up with an email) then you aren't going to get in front of as many of the right people as you probably need to. That said, cold calling alone is not nearly as effective as integrating cold calling with other, targeted marketing activities - such as email or direct mail.

posted February 22, 2008