I hear a lot of people dogging on email these days as a biz dev tool. “People’s inboxes are too crowded.”
But I’m calling BS.
When email doesn’t work, here’s why:
- Prospecting emails are sent to the masses with no personalization or connection made to the issues and goals of the recipient.
- Follow-up emails after you’ve made connection with your prospects (or even after you’ve quoted them) all deliver self-centered messages like this: “Just checking in to see if you’re ready to move forward with ____.”
- “Nurturing” emails (or newsletters or whatever you’d like to call them) don’t nurture at all. Instead they push sales messaging, talk about your new shiny products and report on who won the company dodgeball tournament. No one cares.
Last week I cohosted an actionable webinar with Adam Beck of CADENAS PARTsolutions about how to make email work for manufacturing biz dev professionals (sales and marketing). We had a great turnout with over 60 live attendees.