How Introverts Can Leverage Cold Email Versus Cold Calling or Networking
If you’re an introvert, you probably already know that you hate cold calling and networking. You probably hate calling a restaurant for reservations, let alone calling someone on the phone to discuss business or sales.
You’re not alone. For those on the receiving end, cold calling is also not a favorite. After all, it seems so spammy, right?
Cold calling, however, still exists for a reason, and that reason is that it does work if you’re a skilled caller. Unfortunately, it can be very difficult for some introverts to overcome their dislike of telephone conversations enough to actually become one of those skilled callers.
Luckily, on the other hand, you aren’t stuck with cold calling in order to get your point across. You can easily take advantage of cold emailing, and see much of the same results.
Whatever you do, don’t let someone tell you that because you’re an introvert, you won’t be good at sales. In fact, many introverts are great at sales. This is for the simple reason that they’re much better an interpersonal connections. When they do connect with someone, it’s at a deeper level. This can make them better at both sympathizing with a consumer’s need, and helping them create a solution to their problem.
Why Cold Email
Some professional sales and marketing reps don’t prefer cold emailing, because they like having the certain level of control that a phone call offers. After all, they can basically control everything that goes on over the line if they know what they’re doing.
However, the great thing about cold emailing is that it’s so efficient and time-saving. You can literally send out a multitude of great cold emails in the time it takes one of your colleagues to call and speak to a handful of people. Additionally, it’s generally easier for you to find emails for the people you want to reach, than direct phone lines.
This is why cold emailing is growing particularly well with understaffed marketing and sales teams. They can make the same impressions, with fewer people and fewer man hours.
And, in a way, cold emailing offers a lot of control, too. Most companies will settle on a certain template for their emails, that focuses on one thing at a time, with a particular subject line and a very meticulously created pitch. This allows them to know what works and then to use it.
Additionally, cold emailing can seem, overall, less spammy than a cold phone call. Instead of calling someone while they’re at home enjoying dinner, you’re sending a nice, conversational and respectable email that they can answer at their leisure.
The content is up to you. However, it should always be very focused on the recipient and it should make sure that you get the point across and spark interest. Your recipient should have a reason to reply, and so that you can actually get a little dialogue going.
Cold Emailing Obstacles
Maybe you’re already thinking that cold emailing will be the best way for you to go, and be successful in the sales world without actually having to talk to someone. Keep in mind that it’s not the perfect medium. As with everything, you’ll have to overcome some obstacles.
For one, you’ll want to hire a great copywriter. Someone with experience writing this type of marketing material will be your best bet. They can help coach you in how to write effective, attention-grabbing subject lines and more, so you never lose your recipient’s attention.
Additionally, just as some individuals have their phone numbers listed on a do-not-call list, some inboxes will send you straight to the spam folder. While you most certainly don’t want that, you do have a little bit of control over the situation. Try not to fill your emails with lots of links or photos that can raise a red warning flag.
You’ll also want to have a good system in place to track your follow ups. You’ll want to be timely and plan it out just right. If you’re sending a ton of cold emails, it can get difficult to prioritize, or even to remember what you sent when. Good record keeping and data will be vital.
So How to Make Cold Emailing Work For You
As an introvert, you’re probably going to want to make cold emailing work as well as it can for you. In a way, you’re almost proving to your cold-call sales colleagues that your way can work just as efficiently as theirs, if not better.
So how do you make sure you’re sending out the best cold emails possible?
No matter what you’re selling, pitching or just trying to connect in regards to, the way you compose a cold email is generally the same. You’ll want to have the same basic components, and each is important in its own way.
Now, some will say that you should never, ever cold email someone that you haven’t at least had brief contact with. This is wrong. You can definitely cold emailing anyone you want.
Your cold email should touch on something that’s important to them as a human being. It should be as unique as possible all the while still being a cold email that’s going to be quick and easy to manufacture. Plus, it needs to stick out in some way that grabs their attention, so that you actually get the response that you want.
It all starts with the subject line. After all, it’s what’s going to make your recipient either open or discard your email. You’re going to want something that creates interest and grabs a little attention (or a lot!).
Your subject line should always be fewer than seven words. The most important words should be close to the beginning of your phrase. Your seven words should be carefully picked.
In some cases, you can use email sending services customize your email subject lines. For example, some might say, “Joe, check this out!” Not that that’s a great subject line, but it puts the recipient’s name front and center.
Then, it’s time to tackle the body of the email. You want some copy that’s going to be unique and individualized in a way that shows you’ve done your research and that you have a clear reason why you want this person’s interest.
Also make sure you tell them what they’ll be getting out of answering your email. What are you giving to them? How will this benefit their life?
Then, make sure that you keep it relatively short, and that you stay on point. You want something that’s no more than two or three paragraphs, a few sentences each, if that. No rambling or rabbit trails.
You’ll want to sound human, too, and conversational. Make yourself come across as approachable and friendly. You’ll be more likely to get a response.
The Right Combination
Even if you, as an introvert, hate the idea of calling someone, it’s also important to realize that a little phone work can be good as well. It doesn’t have to make up the bulk of your outreach. You can easily complement your emails with a little phone follow-up here and there, just to shake up your outreach.
In some cases, it’s best to maybe send an email, and then follow up with a brief phone call. Or, you can even reach out via social media first, and then either email or call. Reaching your target consumer on a variety of levels can show that you’re doing your homework and you know what they’re doing and what they want.
This kind of research will also help you to add a little personal layer to both your cold calls and your mass emails. Just mentioning a Facebook post that someone wrote, and saying it was funny or that you agreed with their statement, can go a long way in showing that you care about the person on the other end.
If you still don’t find yourself warming up to the idea of cold calling, and you’re dreading any phone calls that you have to make for work, a bit of rehearsal can go a long way. Know your lines and what you want to say, and then practice beforehand. Imagine all the different avenues the conversation could take, and prepare accordingly.
Cold Emailing as Networking
Of course, remember that cold emailing is not just for sales! It’s also a very handy tool to use when it comes to networking, which can be an equally painful process for introverts. After all, who wants to go to an event where you know no one, and where you’re forced to make idle chit chat over poor excuses for appetizers?
Take your cold emailing skills and make them work for you in this arena as well. You can’t abandon networking completely, just because you’re an introvert. Relationships within your industry are key to getting promotions, finding new jobs and making your way up the corporate ladder.
Now, while networking events are popular, they’re also a little unauthentic and don’t give you a lot of one-on-one time. This is especially true if you’re in a bigger city and everyone is flocking to the same networking events each week.
Social media and LinkedIn are often overlooked and no one wants a cold call. That’s why cold emailing works so well in this instance. You’re not trying to sell something, and you genuinely want to connect.
Every professional, young or old, checks their email almost constantly, so they will see you. But how do you write a great networking cold email?
Just like in cold emailing for sales purposes, you’ll want to do your research. Finding the correct email address is only the start of the battle. You’ll want to stalk their LinkedIn, social media and other channels, to see what they’re up to, their opinions, their work history and how compatible the two of you are. While you’re there, maybe retweet something from their feed, so that they recognize your name briefly when you email.
Then, it’s time to reach out. Don’t start with a boring intro; instead, get to the heart of the matter. Tell them what you want right away, and why. Make sure to feed their ego (everyone likes it).
However, make sure you’re not just take, take, taking. You want to offer them something in return, as meager as it is. What can you give them?
As always, keep it short, concise and simple. Don’t ask for too much, and don’t beat around the bush. Also, don’t make them think. If you want to meet, suggest a time, date and place. If you want their opinion on something, don’t make them go out and find it; attach it as a link or pdf.
If you happen to be looking for a job, feel free to attach your resume, but don’t seem presumptuous. You can always brush it off as “simply a way to get to know my background.” Don’t assume they’ll read it, and don’t demand anything. If they read it, great. If they don’t, but still want to talk to you, that’s great too.
Always, always follow up if you don’t get a response right away. Sometimes your email can get lost in a dredge of other emails, or someone intends to write you back, they just need a little reminder. Get yourself to the top of the inbox again.
Introverts Do It Best
Again, just because you’re an introvert, don’t believe that you won’t be great at a sales position, even if it does require a lot of human interaction. Email can make it easy and pain-free.