Go on, hands up all those who genuinely relish a day on the phone/email, contacting people who have no idea who you are, little idea of what you do, and an abiding desire (however ill-informed) to ensure that this remains the case?

Cold calling is important; vital, actually. But, unless you have the skin of a rhino and the indomitable spirit of a committed obsessive, it’s no fun. And anyone who tells you other wise is a fibber.

So, what to do? Well, the trick is to make the call less ‘cold’…

Imagine this – being able to call a prospective client, knowing already that they have been sent some initial pertinent information, have received it, have opened the email (and perhaps any attachments), possibly forwarded it to colleagues, or even (heavens be praised) visited your website as a result.

Bliss. Your call is no longer cold. It might even be positively warm.

And all you need to do to achieve this transformation, is to spend a little time creating an engaging, relevant email shot.

It won’t be a magic bullet, but it will almost certainly hit more targets, more often.

Goodbye, cold call…

Richard Pettinger

Marketing & Commercial Manager