by Will Rotondi
When I was a kid, I used to be afraid of using the telephone. While part of it had to do with the fact that I was incredibly shy, the main reason I didn’t like doing it was because I was scared of dialing the wrong number. Then not only would I have to talk, I’d have to talk to someone I didn’t even know.
You cold-callers out there might be amused. (Haven’t had any trouble with that kind of approach, amirite?)
Now that so much marketing, sales, and prospecting is performed online, I’ve also seen how concerned people get about sending email. While it’s true that there are KPIs that can tell you when you’re reaching out too much, or when your messages aren’t resonating with your audience, don’t get bogged down in every detail trying to make your emails perfect.
They’re just that – emails. If one flops, don’t worry. There will always be more to send. Most will be read and forgotten, until you send the one that will be timely and relevant to someone.
What matters most is that you remain persistent. Even if you reduce the frequency at which you reach out to your prospects – whether it’s to educate them or invite them to a conversation – don’t stop unless they flat out tell you no.
This is particularly true when you’re coming up on what you would consider your industry’s “slow season.” You may think that no new business will be generated, but that doesn’t mean that you won’t find and develop your next round of ideal prospects so that they’re ready to buy from you when peak season does roll around.