Many still believe in the ‘numbers game’ of sending sales letters, hoping a small percentage will convert. While relying on letters might seem logical if you’re unsure how to initiate contact and build trust, mastering modern cold calling reveals their ineffectiveness. Here’s why you should ditch the sales letter approach:
1. Immediate ‘Traditional Salesperson’ Label: Referencing a sales letter instantly marks you as using outdated techniques, associating you with high-pressure sales tactics. Stand out by offering a fresh, problem-solving approach instead.
2. Low Readership and Recall: Assuming prospects have read and remembered your letter among the daily deluge is unrealistic. People rarely read sales letters thoroughly, and even fewer retain the information.
3. Difficult Conversation Starters: While some use letters as conversation starters (“Did you get my letter?”), the typical responses are unhelpful: “What letter?”, “What was it about?”, or “I don’t remember seeing it.” You’re back at square one, having gained nothing.
4. Self-Focused Approach: Discussing the sales letter’s content puts the focus on you, your product, and your company – the opposite of modern cold calling. The goal is to address the client’s problems first, not your offerings.
Sales letters highlight your company and offerings, missing the opportunity to be seen as a problem-solver. You become just another salesperson pushing a product.
What if your marketing team has already sent letters? Simply ignore them during your cold call. The letters will likely hinder, not help, your efforts. Treat the call as a fresh interaction, and avoid any mention of the letter. You’ll escape the telemarketer stigma, avoid the numbers game mentality, and approach cold calling with confidence and a problem-solving mindset.