Why you won’t get my attention with cold sales messages

I spend a lot of my day deleting emails, voicemails, LinkedIn messages and Twitter DMs from hungry salespeople looking to sell me a B2B service. I do understand we all need to earn a paycheck and feed our families but does it have to be at the expense of bothering others?
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​And if you are still reading this thinking that sending an email or a direct message with some clever subject line starting with RE: to make it look like we have corresponded before, this post is for you!
 
I would first like to out you all with some of the “strategies” you think you are using that are actually turning us all off instead of capturing our attention.
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Subject Lines

• Adding my name to the subject line “Allie, I have valuable information to share” is not going to make me think you know me.
• Trying to fool me with FOMO “Your competition is using this, why aren’t you?”
• Bribing me with success “Interested in growing your customer base by 50%?”
• Trying to convince me that you have discovered the next Google “Revolutionizing the insights industry”
• And my favorite, the little white lie “Great meeting you, let’s connect.” Sorry, but I remember who I meet and it wasn’t you!

The Message
Maybe you get me to read on. But the interest is short lived when I see these:

• You start by saying “I know you are busy but…” or “I hope this isn’t a bad time…” really, you are already cold emailing me, just get to the point!
• Telling me that you are sending me ANOTHER email or message so that I would see it at the top of my inbox. Because I didn’t want to respond to you the first time, you have to continue to hit my already full inbox?
• When the greedy sales person ends the message by saying “if you are not the decision maker please direct me to the right person” like you think I am going to forward you along to someone else to bother.

I won’t end this post by simply telling all salespeople what they do wrong; instead here are some less invasive ways you can get my attention.

• Find me in a professional group I have opted in to join. If I took the time to join the group and interact, I won’t mind talking within the confines of that group
• Show me your expertise by publishing blogs, papers and case studies and posting them to social media and professional sites.
• Talk to me at a networking event, I am there to mingle and learn.
• Advertise in places I will see.

​Although you may not be able to capture my attention by sending me a cold email or message, your services are needed. All business owners and managers are constantly seeking the best advice, resources and better ways to do things. We just ask that you respect our time and let us easily find you. Be in the places we are looking and give us an easy way to learn more and contact you. And with that, I look forward to speaking with you… on my terms! 

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