Don't Be THAT Marketer -- Part 2

I recently wrote an article entitled Don't Be THAT Marketer. This post is a follow-up.

After posting that article, a marketer who read my post contacted me by email. He began with "You seem to target marketers." He then asked something like, "Is this more like it?" and proceeded to present his pitch.

I've thought about that email several times since and today I received an email from another marketer, who began his email with, "Forgive my tenacity. I reached out a few days ago but I haven't heard back. I appreciate you are busy."

I seldom respond to cold contacts, but I decided to do so in this case. And, remembering the email from the earlier marketer, I thought I might clear up any misconceptions by publishing the reply I sent today. So here it is:

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I don't mean to be rude, but I normally do not respond to cold contacts by email, mail, phone, or otherwise unless I believe there is some strategic benefit, nor do I believe I owe any response to a cold contact -- no matter how many times it is followed up. I realize we are all just trying to make a living, but the sheer number of emails I receive wastes a significant amount of my time in vetting and disposition.

Occasionally, I make an exception as in this case. Your opening leaves me with the impression that you understand and take seriously the hurdles of a cold contact. You have to initiate a contact, promote a relationship, and close a deal while being considerate of the party you are contacting.

What you are missing is vetting your target. Just a little research would likely have led you to the correct conclusion that I am not a strategic fit for your services. This would have saved you the time and effort of initial contact and follow-up, your organization the cost of your time and effort, and me the time and effort of vetting and deleting (or in this case, responding to) your email(s).

Regardless, I hope you have a profitable year.

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You see, it isn't about "targeting marketers," it's about consideration on both sides of the contact. Neither side of that contact is the bad guy. Everyone is just trying to make a living.

Marketers are used to having doors slammed in their faces. A little polite persistence is okay -- but you also have to know when a polite "no" means further effort is a waste of your time; move to the next target.

As I remember a marketing presentation I heard long ago, the presenter told the audience: "Sales is about control. If the customer comes in to buy a blue car, you sell him a red car." He gave other examples and ended this part of his monologue with, "And if you can get him in the trunk, bouncing up and down to test the shocks, you know you have a sale."

In my opinion, when a sale becomes a battle for control and an endurance contest, we all lose.