Salespeople who use cold emailing as a strategy to sell are sure to get fired.

Recently, I’ve read a number of articles about the benefits of cold emailing. Email, in general, I’m not against; I feel that it’s a valuable tool for salespeople to non-intrusively keep in touch with their clients, and maintain relationships with them. At the same time, it’s a very tricky tool because it acts as a gateway for miscommunication. This is largely due to the fact that how one person reads an email is different to how another person might read it based on the use of punctuation and their implied tone.

I promise you that cold emailing cannot be a substitute for selling. It will not get you the client that you want. In fact, cold emailing is as effective as putting a note in a bottle and throwing it into the ocean. Before you begin to refute this idea, I will say this: yes, of course there is always a chance that one person will read your email, similar to how a random person might come across a bottle floating in the ocean with a note in it, and be curious enough to take a moment to see what’s inside.

In actuality, cold emailing is a lazy sales strategy. It gives you a 0% chance of differentiating yourself as a salesperson and a service provider. In Manhattan, the only way to break a door down is to kick it in. A formulated email with an attempt at a “catchy subject” or clever opening line will rarely lead you to the client that you want.

So then, how do you “kick the door in” as suggested above? Like this: pick up the phone, pick up the phone, and pick up the phone. Keep calling; keep being consistent, and use email as a tool to maintain relationships. Period.

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