Forget Cold Calling, Try Cold Mailing

You may have heard about cold calling for your business.  Few people like that approach and it isn’t very effective.  Calling somebody out of the blue to sell to them is not the best way to get in front of your ideal client.  If you have targeted prospects who don’t know you, try cold mailing to get in front of them. This is a great technique to use to get your foot in the door and build a relationship with the person.

cold calling

Cold mailing shouldn’t be done just one time like cold calling.  Make a list of people that you’re interested in developing a relationship with because they’re in your industry. They might be good referral partners for you, or strategic partners in some way. Then put them on a mailing list and mail them something fun, not sales-y once a month for a year. At the end of that year, I guarantee that they’ll know who you are and be interested in you if this is done the right way.

What to Send in the Mail

Don’t just send them a brochure asking for referrals. Send them something meaningful and fun so that they look forward to opening whatever comes in the mail from you. When they receive things repeatedly, they become familiar with you. Don’t expect them to immediately call you back and do business with you. This technique takes time.

Once you consistently send things in the mail, you can follow up with a phone call. Make it a friendly phone call, not a pushy phone call. At the end of a year of keeping in touch like this, when you make a call to set an appointment with that person, they will be more willing to listen to you because you have built a relationship through the mail. You can send cards, small gifts, or useful information. Just make sure it’s meaningful, related some way to your business, and fun, not sales-y.

Next time you’re thinking of a way to get in front of influencers or prospects, think about cold mailing. Send a variety of things out over a period of time to develop a relationship with the people you want to be partners with. If you need help figuring out how to do this, schedule a call. We can discuss how you can use mail to get in touch with strategic partners and develop a relationship.

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