Cold Calling Pre-Approach Letters and Emails

"Leslie, your book doesn't discuss the appropriateness of scheduling phone meetings (one-on-one web conferences) with Top Executives. Is this appropriate?
Also, does it makes any sense to attempt to soften the sales by sending an email to the executive using the same benefit statements to try and elicit positive interest? "
Shelia

Absolutely one-on-one web conferences are appropriate with Top Executives. When you nail down your unique selling proposition (USP) and use it during your prospecting call to secure a phone meeting ... make sure the topics in your web conference are formatted around the USP that piqued the interest of the executive in the first place.

As far as the subject of sending an email to elicit positive interest. Remember the majority of snail mail and email is culled by the executive assistant and never reaches the executive. Direct mail and email campaigns can yield amazing results. But "one shot, one letter, one email" does not constitute a well crafted Direct Response Marketing campaign. This is a branch of marketing with a steep learning curve.

If you opt to go this route, don't be disappointed if you take dozens of hours to painstakingly pour your little-ole-sales-heart out in a letter/email ... then you call your prospect, ask if he has received your letter or email only to learn he has no idea what you are talking about.

My counsel is to phone first.

Visit: www.coldcallingexecutives.com

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