Dear Valentine

by Jennilyn Howell

All relationships have the potential to become repetitive and mundane. You’re working, cooking dinner, helping with the kids’ homework, and keeping track of each other’s keys. Suddenly, you realize you’re in a rut.

Does your marketing approach feel similar to this, like it’s lost its spark? Cold calling is unquestionably difficult, and once you’ve actually gotten through to the right person, he may not even be open to a conversation. Email blasts easily find their way into prospects’ spam folders. Your content doesn’t feel new and young.

Perhaps it’s time to treat your prospects like you’d treat your crush. Start with a simple introduction. Find ways to learn about his services, and gently tell him more about yours. Don’t overwhelm by selling yourself too soon. When he starts to show interest, reach out with a personal note. Eventually, you two become better acquainted and he warms to the idea of having a serious phone conversation.

For those of you who may have your doubts about this, here’s a little Valentine one of our clients received from a crush—er, prospect—today.


I am the Director of Operations at [My Company]. I am leading the effort to establish an ERP system at [My Company] this year.

My colleague had forwarded your information to me some time ago, but I did not call as we were still scoping out our needs.

I think it makes sense to begin discussing about your tool and how it may benefit [My Company]. Would you be available at 2 or 3 p.m. next Monday for a phone discussion?

Thank you very much and I look forward to speaking with you.”

Will it be love at first conference call? We’ll have to wait and see. Let’s just hope our client doesn’t forget to send flowers.

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