B2B sales. The right way.
Business founders get rejected everyday more than most people do in a year. But how much rejection you deal with isn’t relevant – how you deal with all that negativity is what defines you.
And the most successful founders refine negativity into little diamonds of positivity, because they know every situation has multiple outcomes that are, to a different degree, both positive and negative depending on your point of view.
When people don’t understand you, they might try to protect themselves and wait for all facts to come out until they make a decision.
It’s the same with potential clients that you call, meet or sent cold email to – they don’t need you at the moment.
…only because they’re too busy trying to decide whether your offer is good and whether you’re trustworthy.
Working with software houses, we approach new clients with cold emails because it opens up a lot of possibilities:
The number of responses that a cold email campaign generates depends on who you send it to and how you write it – if you get a lot of responses, that’s a cold email campaign well done.
But cold emailing is just a channel to send your offer directly to potential clients, and any information you get in return should not be misread or disregarded:
Some clients need a while to be convinced – so don’t panic whenever you hear “not now” or simply “no” when pitching your services.
One of our cold email campaigns for a software house generated over 200 responses. Around 50 potential clients responded with strong interest.
150 said they were either not interested at the moment, or not at all.
When this happens, founders without experience in cold emailing (marketing/sales) are usually disappointed. What you should do instead of being disappointed is:
There’s one more HUGE advantage that founders often miss here. Learning which customers don’t need you at all is awesome. Only when you gain that knowledge, you can start focusing on the customers that really want to buy from you.
Most potential clients that aren’t interested at the moment either need more information to change their minds, or more time to decide.
There’s no way of knowing what type of information they need or when they will decide – so you do your best to stay in contact until it happens.
You should talk to every person that’s interested in buying, as well as try to learn from those that can’t or won’t buy:
Solid client communication is a must, because it can help you optimise your business and sales for maximum efficiency. It starts with solving the core issues that all businesses have to solve (and most fail at it):
These are hugely important issues, so don’t get caught up in just chasing cash because it will make you blind. Cashflow is the lifeblood of business, but real marketing, lead generation and sales aren’t mainly about getting cash from someone’s account into yours:
They are tools for staying in touch with your customers, learning about them…
…and determining the shortest pathways to build trust, a relationship and business with them. The deals that you close from cold emails are the pure financial value in this scenario.
But being able to talk to customers from all around the globe by sending a few emails is a killer advantage that founders about, say, 40 yrs ago would literally kill you to get.
Meanwhile I see a lot of founders that don’t use this advantage – and instead sit back and wait for customers to start calling and knocking on their doors.
You can look use any tool you want, work with any client generation company, look at all the analytics, heatmaps and data in the world. But you’re all forgetting that a simple conversation, just with the right person, can lead to a relationship, a deal or enlightenment.
As your company’s founder, you have to remember about the power of simple conversation – it’s the main tool of any business founder out there. Start talking to your customers more, and care about them. Really care about them. Cashflow will follow.
Generating cash from closing new deals is one thing, and it’s not that hard to do when your offer is really (truly and honestly) awesome.
But if you don’t have a big enough network and keep to yourself in life, the probability that you’ll create an awesome offer without customer feedback is really low. And your most successful competitors don’t get great ideas out of the blue – they listen to their clients and simply adapt to their needs.
You simply have to start talking with potential customers. The easiest way to start talking is to send cold emails to a lot of them around the globe to see who will respond. Then eventually find a group of customers that will start responding to you, who really need you – and whom you really want to work with.
Get direct customer feedback, find the customers most willing to buy from you, and build long-term relationships on new markets.
Even negative replies aren’t anything to worry about, because they’re a great signal:
If you don’t focus on getting to your customers quickly, they aren’t going to come knocking on your door. Start talking to them – start cold emailing. You can always do it with RightHello. 😉