The CustomerCentric Selling® Field Guide to Prospecting and Business Development: Techniques, Tools, and Exercises to Win More Business

Chapter 12E-MAIL PROSPECTING

E-mail Prospecting 101

For many salespeople, e-mail has replaced the telephone as the prospecting tool of choice. Under increasing pressure to prospect and not wanting to do telephone prospecting, or having given up on it, salespeople have turned to e-mail as a way to demonstrate that they are doing something—and who knows, you might get someone to engage. However, we’ve talked a number of times in this book about what we are looking for in our own e-mail mailbox and how we deal with the unsolicited e-mails that we receive. Despite that fact, salespeople continue to use this method without regard for the consequences. This being the reality, let’s explore the pros and cons:

Pros

• E-mail is fast. First, your production ...