Is this email working??

I'm often asked to help “craft” the perfect e-mail for my sales team to help with thier unsolicited attempts at becoming a trusted advisor. 

My latest reply to that request was: “I don’t think you want my help.”

I am not a fan of e-mail for many reasons (political, cultural, and technical). I hardly answer my co-workers’ e-mail, and almost never respond to unsolicited external attempts. I’m not alone in this thought process. Just browse LinkedIn posts for 10 minutes and you’ll see the numerous complaints of unwanted and invasive e-mail. “Just got back from a conference and had to ask IT for a new e-mail address” was the latest in my feed.

As a security advisor, I am constantly fighting AGAINST my sales team's tactics:

• I recommend security services that teach users NOT to open unknown e-mails.  
• I recommend solutions that outright block unsolicited e-mails or e-mails not within “normal behavior”.  
• In case both of those fail, I recommend placing in big red letters: ‘WARNING: THIS E-MAIL ORIGINATED FROM SOMEONE OUTSIDE YOUR ORGANIZATION. DO NOT REPLY, OPEN ATTACHMENTS, OR CLICK ANY LINKS UNLESS YOU KNOW THIS PERSON AND ARE ANTICIPATING THIS COMMUNICATION”

With such a cynical outlook on e-mail as a method to find new business, what other avenues are there?  

• There’s the trusty #coldcall that no one ever answers anymore.  
• There’s the #creepy stalking your prey as they leave the office and head for post-work drinks
• There’s the ultra-invasive “Hey, I got your cell, can you spare a minute?” Text messages #instablock
• How about the super annoying #LinkedIn random chat “Pardon the interruption, but do you have a few minutes to chat?”

I do have a couple of ideas regarding business development for all you sales guys and gals out there. These will make it through the security measures I mention and recommend above. They’re not “instant scratch off winners", they take time, but I think they work:

• Build your personal brand. Blogs, Vlogs, Podcasts, Newsletters, etc. Be someone that people come to for information. “But I’m in sales, I don’t have the information.” You have the connections to the product managers, engineers, and architects. Be the connector! Think like your target, they’re scouring Google and LinkedIn searching for answers to their problems. Be the answer with your content and your presence. Don’t just send an email hoping they’re having a problem you can solve.  
• Build your personal network. Cultivate, Cherish, and Grow your vendors, colleagues, partners, and customer relationships equally. Where do the majority of sales come from? Referrals! So don’t be afraid to ask your connections to refer you to theirs.  When you do get down to business with a new client, what words spill out of their mouth within minutes? “Who else have you worked with?” Wouldn’t it be nice to skip that question because “Joe said you were good people.” Don’t skip the happy hours, the “boring” conferences, or any other chance to shake hands with another human. Be a connector! Even if you can’t sell your customer product a, introduce them to product A’s sales team.  
• Be Attentive. There are opportunities everywhere if you just open your eyes and ears. Listen to what people are saying and make mental notes of frustrations, pain points, and intolerances. Armed with that information, you can go to work putting together the right puzzle pieces to solve all their problems. Every customer is a “unique snowflake”, but their problems usually aren’t. Solve one problem for person A and you might be able to use the same solution for person B, C, and D.

Does email work for you? Are you finding new, better ways to reach prospects? Leave a comment and let's talk!