It is how we communicate with our friends and family members. It is also how we spread jokes and chain letters to our co-workers, but are we effectively using email as a way to increase our contacts with potential clients?
Many insurance agencies and financial firms still press upon their sales teams the importance of the phone; cold calling, referral calling, calling a book of business. But more and more people are “turned off” by phone calls.
Our modern times have become so impersonal that fewer and fewer business people will sit and chat on the phone, instead turning to email or instant message for a quick conversation without having to stop what they are doing and pay full attention. In addition, many homes have turned off their land lines, opting for cell phone plans for both cost and privacy. So, how do you reach your consumers?
Invariably, business owners, whether corporate, medical, legal, any type of business person really, has spent quite a bit of time and effort training their reception staff NOT to let anyone through who seems to be selling something. Those people we lovingly refer to as “gate-keepers”. The best thing you can do is accept that sometimes you will get through and sometimes you won’t.
It is still recommended that you ask for the business owner or person in charge of handling the company’s benefits when you call, however, don’t be disappointed if they tell you that person is busy. Leaving messages does payoff with some call backs.
After you leave your message with the receptionist, be sure to ask for an email address, even if a generic one. Send them a note with some information that they can respond to. You can even go as far as asking for the receptionist’s email and when the receptionist receives it they can forward it to intended target. More often than not, a receptionist will comply with that request as it seems simple enough and doesn’t come across as too pushy.
Depending on your market, many businesses will have a website which provides an email address. Because of that, there are lead companies who have collected that information and will sell you a list with your target audience’s information and contact emails. This might be a source for prospecting for you, however don’t rule out some good ol’ fashioned prospecting on your own. It may be beneficial to your sale to look at a business’s website to get a feel for their environment. It can only assist you when you make your appointment and visit with the owner or HR person.
Sending information and collecting data via email is one of the most used forms of communication. In this highly impersonal world, it may be your ticket to breaking through the gate keeper barrier and reaching your intended party. They may not respond necessarily to your phone calls, but may be more likely to an email they can read when they have a moment. We are all more comfortable asking questions or sharing personal information when the receiving party cannot see our faces or hear our voices. However, test your email marketing and use the best results to get your foot in the door.
