Many still believe in the traditional approach of sending sales letters before cold calling, hoping a few responses will emerge from a large batch. This stems from a lack of confidence in initiating contact and building trust from scratch, leading to reliance on letters, brochures, or emails. However, mastering the modern cold calling mindset reveals that sales letters are often detrimental.
Here’s why you should reconsider using sales letters before cold calls:
1. Immediate Association with Outdated Sales Tactics:
Referring to a sales letter immediately brands you as a traditional salesperson, potentially evoking negative perceptions of pushy sales practices. Differentiate yourself by offering a fresh, problem-solving approach instead.
2. Low Readership and Recall:
The success of this method relies on the prospect having read and remembered your letter amidst the daily influx of mail. This is highly improbable. Even if read, the recall is often vague, rendering the letter ineffective as a conversation starter.
3. Hindered Conversation Initiation:
Many believe a pre-call letter provides a conversation springboard, allowing them to ask, “Did you receive my letter?” However, typical responses include confusion about the letter’s content or even its receipt, negating any advantage and leaving you at square one.
4. Self-Focused Approach:
Discussing the sales letter’s content makes the conversation about you, your product, and your company. This contradicts the modern cold calling ethos, which prioritizes understanding and addressing the prospect’s specific problems.
Sales letters inherently focus on your offerings rather than the client’s needs, positioning you as just another salesperson focused on making a sale, not solving a problem.
What to Do Instead?
If your company has already sent sales letters, disregard them during your cold call. Treat the call as if no letter existed. Referring to the letter will likely hinder your progress. By avoiding mention of the letter, you sidestep the “telemarketer” label and escape the numbers game, ultimately enhancing your cold calling experience and reinforcing a modern, client-centric approach.