Salespeopel are always looking for better ways to find new prospects.  You don’t have to look far to find articles giving advice about this subject.  Some common examples:  trying to make phone calls and undoubtedly leaving voice mails are futile, call at different times of the day or develop an email marketing campaign to push traffic to your website. 

Eyes on Sales has a very good article that gives tips on how to use email for prospecting.  However, it doesn’t just write off making calls, as some do, but reinforces the fact that a salesperson needs to use both.  Here is a quote from the article by author Craig James:

What should we not do with our sales emails? First and foremost, we should never use email as a way to avoid picking up the phone! Many salespeople, in particular, those who dread cold calling, hide behind email.  Never let email be a substitute for speaking with prospects.

Here are Craig’s tips or best practices about how to use emails as part of your prospecting regimen that you may want to incorporate:

  • Don’t write a novel. Keep your emails short, but not too short.
  • Don’t use big words. You may want to impress your prospects with your extensive vocabulary of three-and four-syllable words.
  • Don’t send emails too frequently. It annoys people and makes your emails more likely to be summarily deleted.
  • Do have a compelling subject line. “Checking in” won’t get too many prospects excited. On the other hand, a subject line that asks, “Want to know what your competitors are up to?” would surely get me to open an email. It’s intriguing.
  • Do offer value. Too many of the emails we receive are self-serving.
  • Do provoke curiosity, wonder, or concern. Most business people are either looking for ways to take advantage of opportunities, or to avoid problems.
  • Do use numbers. If you can quantify the scope of a problem or opportunity, people can more easily get their hands around it and will be more inclined to take action.

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