How do you feel when we receive cold emails? How often have you thought 'thank goodness that cold, unannounced email was sent to me'. You don't and it's more likely that you wont. People aren't sitting waiting for a cold approach and no matter what you may read out there - email has had its day.
Businesses are shifting away from email as an internal communication tool. Have a look at your personal email account - the inbox is probably full of updates from brands you buy from and emails wanting you to spend more. It's rare you will use it to have a two way conversation and rarer that you will respond to a cold email - so why would you do that in business mode?
Most of our active interactions now take place on social. What may start with an email soon jumps to a chat or messenger service.
I'd suggest that maybe the other 5% of salespeople aren't making mistakes because they have shifted to social!
The biggest challenge we all face as a B2B salespeople is reaching the right person. Rather than wasting time, it’s all about using time wisely. This means getting in touch with the right person and not spending time on those who can’t move your offer forward. Your focus should be on the person who can make a buying decision and who knows the value of the service you’re offering. That person will get what you’re saying, becoming a new lead and even a closed sale. The perfect cold email generates leads, while more haphazard ones will leave you with a declining open rate and in extreme cases, a tarnished reputation. But you’re not the only one missing a great opportunity—95% of salespeople all make the same cold emailing mistakes