When companies consider their reasons to grow, it’s not long before they realize they cannot do so if they don’t sell enough of their product along the way. Every milestone you reach in sales and billing allows your company to take another step towards your goals. A company’s vision for the future is what growing is all about.
Whatever stage your company is at, remember never to let the sales division get distracted. Sales is growth. You do need to develop content and other strategies that nurture your online presence. But if you focus on selling, you’ll be able to reach your upcoming milestones and open the doors for your business’s next big project.
When you sell on social media, you usually have a plan that consists of targeting your audience and potential customers. You do your best to bring them to your door, right? But how else are you selling?
While networking on and offline is always a good option, there is no better way to build business connections out of nowhere than by cold pitching.
What Is Cold Pitching?
Cold pitching is the art of emailing targeted strangers in order to convinced them to partner with you. A cold pitch is an email or email campaign to a potential buyer.
Your pitches must be as concise as possible. Let the client know within a minute or less that you are not spam. You should communicate that you are a person with whom they would want to do business.
Mention that you saw their site and that you are interested in partnering with them. Following these guidelines will lead them to read about your business and provide a direct way for them to reach you.
A 4-email campaign is one example of a cold pitch. First you send an email introducing yourself and your company, as well as a couple of ideas of what you and your connection could do together.
Then send a quick message as if the first one never happened. Follow up with a third, reminding them what a great fit you’d be. Finish with a fourth telling them that if need your services, they can always reach you via your site or email.
The Importance of Follow-Ups
Follow-ups are emails you send after your lead emails to potential costumers. The 4-email campaign would be an example. You need to complete your follow-up emails before you can cross potential customers off your list.
The two reasons most people fail at cold pitching are that they quit too soon. They are not strict enough about sticking to their strategies. Most people send one email.
If they don’t get a response, they drop the lead. The truth is that if you don’t have a follow-up strategy, you will most likely fail to get any results from cold pitching.
Follow-ups demonstrate persistency. They give you three to four chances to get the right message to the right person at the right time. They give you the chance to turn your diligence into an automatic conversion.
Remember that cold pitching and pursuing potential clients takes patience. For example, the 4-email campaign could take the following amount of time:
- 2nd: three days after the 1st email
- 3rd: a week after the 2nd email
- 4th: a week after the 3rd email
You should put your follow-up dates in a calendar ahead of time. That way you just need to stick to your plan and send your emails when it’s time. Second and third email responses tend to get as many responses as the first email.
The 5 Reasons
Here are 5 reasons why you should use cold pitching to support your digital marketing strategy.
1. Cold Pitching Is the Most Direct Method
There are few tasks that people do everyday more than going through their inboxes. Inboxes are necessary. Emails are how we communicate with our coworkers on a daily basis. They’re where we receive important information.
Getting potential clients’ attention when their minds are on work increases the likelihood they’ll respond. Cold pitching is therefore the most direct way to achieve your desired results.
2. Cold Pitching Nurtures Your Network
Cold pitching allows you to get on a potential customer’s radar. Even if the recipient doesn’t open the message, your email still shows your name and company.
If your recipients do open the emails, they will see you took the time to tailor the email just for them. They will also appreciate your boldness in approaching a stranger with a business offer.
3. Cold Pitching Demonstrates Personalization
Other media strategies are great ways to attract new customers to your business. However, cold pitching is the only one that lets you truly personalize your messages for your customers. Emailing allows you to speak to people by name and to be clear about your specific intentions.
When people on the other side of the screen realize you didn’t just send a message randomly, they will appreciate your effort. They might respond that now is not a good time, but they will at least acknowledge your request.
4. Cold Pitching Is Easily Measured
Because of its traceability, cold pitching is the easiest way to manage market sales. Whenever you start launching campaigns and sending emails to potential buyers, you’ll be able to measure how effective you are.
This ability will give you a significant advantage. You will be able to analyze how many emails you sent, how many answers you got, and how many conversions resulted. Those are all the numbers you need!
Cold pitching will tell you that X emails will generate Y interested people and Z new clients. You will know that if you approach X people, your client base will grow by Z.
Then you’ll just have to make the time to reach that number of people in order to grow your client base consistently. The success of your cold pitching comes down to simple math.
5. Cold Pitching Achieves Conversions
Whenever you send an email, remember there are people on the other side of the screen. Those people could be anywhere in your sales process. They might not know that you fit their needs perfectly, or they might already be thinking of paying you for your services because they saw you elsewhere.
Every email we send represents the chance to get a direct “yes” from someone. Pitch everyone thinking they’re a step away from being clients. With that mentality, you’ll certainly be more motivated than you would be if you expected no answer.
You now have a strategy with which to grow your business and increase your sales. As you are doing so, don’t forget to reach out to your ideal clients and do your best to bring them to your party. After all, they will make your business better.
If you don’t know whom to target with your cold pitching, reach out to the most established leaders and companies in your industry. These should include world-renowned brands.
Look for their email addresses online and send them a message or four. After all, it couldn’t hurt to have Apple, Coca-Cola or Google as your clients, could it?