Cold approach. I often hear Receivers complaining about the number and standard way (often times uncomfortable or harassing) of the cold approaches received on-line. On the other side, the initiators are complaining about the lack of reactions they get.
Having attached to my Job Title the name of a big company attracts numerous requests to discuss collaboration opportunities, or see demos of new products and services. I love that it keeps me connected with the innovations and trends in the market, expands my network and, sometimes even gets to that win-win collaboration. I get lots of requests, but only some of them make me react.
Bear with me to tell you about two different situations.
Once, I was approached by someone from a company trying to enter the market. They were asking if I could meet their CEO. They could get it arranged for the day after if I’m available. With no clear purpose why me, whit their CEO (really?), what for. I was sincerely curious what’s behind that sales pitch, but also interested in the person asked to do such a task. We had a nice conversation. End.
The other time, I was approached by a company selling e-learning services. It made me answer even if we don’t need their services, we already have another provider and are happy with. Still, I took the time to visit their site (they created a user name and password on my name), and sent them a piece of feedback. Following this conversation, one of the managing partners contacted me a few years after. He just wanted to say thank you personally for my reply. (No surprise they’ve done some big sales meanwhile).
So what makes us react to a cold approach?
A good cold approach gets to the heart of the Recipient. It’s human. Any approach, tailored for your own voice, which is pressure free and helps to build trust and position you as a value-adding businessis agood approach. Give something free to test out. And, once you’ve made contact in this way, and got interest, you’re ready to open up a conversation about working together. Don’t sell from the start when you don’t know what your potential customers need. Don’t ask for a meeting (meaning more of their time already). Don’t ask them to share with you their business needs and priorities from the start. Don’t chase them if they don’t get back to you.
Behind every item in an Inbox is a real person. Like all of us, busy.
So I have a question to you: What makes you react to a cold approach?Glad to see your point of view in comments. Thank you!
PS: In this world cannibalized by technology, the personal connections are still the ones that get us together. That touch us and make us react or make us smile.
