Buttering up to prospects or blunt pitching? Which one is better?

Dmitry

buttering up image cover

Howdy friends! I'm sure a lot of you are doing sales via email. Some people call it cold emails, some people call them warm. There are a ton of different strategies and approaches to doing sales over email and I'd love to hear your thoughts.

What do you prefer to do when reaching out to new potential client via email? Do you try to butter them up and then casually pitch your services or do you go straight to pitching without wasting their time with needless flattery?

Or perhaps you do something entirely different?

eleonorang

I believe there's a time for both and that we should build up a strategy to make it happen properly.
If the client already knows you because he's been reading your blog, liking or sharing your posts, subscribing to your newsletter and so on, they basically know what you sell and may expect you to address them directly - only by that time your communication will not be cold anymore, but rather it will be seen as added value, because you are taking some time off your schedule to dedicate to them alone.
I guess if the client has downloaded stuff or expressed interest in your services, you can shift from good copywriting and attraction content to (warm) pitching ?

Dmitry

eleonorang Interesting! I was thinking more of prospects who don't know you and when you reach out to them directly.

Do you ask them point blank whether or not they need your services or do you try to butter them up first: like congratulate them on some sort of achievement or milestone?

Or do you have some sort of mix and match?

cariobana

I actually tried the cold-email bit only once. The response did not impress me positively. But that was in the last century. Maybe a should give it another go...

My personal marketing relies a lot on referrals and repeat clients. I used to participate actively in LinkedIn forums, but then got really busy and had to stay away. I am slowly getting back into the groove. Tools such as Buffer and Hootsuite help.

Nowadays, I use Canva to create nice looking introduction cards and that is what I send to existing clients, potential clients (people who I have met on conferences and networking events I attend). Those are set in a way that they can be easily forwarded as a referral intro, if need be.

Going back to your question, I do my buttering up in person, then send them a nice looking "invitation" to contact me. I am currently designing one. I can place it here if it is ok.

eleonorang

cariobana Going back to your question, I do my buttering up in person, then send them a nice looking "invitation" to contact me. I am currently designing one. I can place it here if it is ok.

Go ahead! No problem for us, Gio. You could also collect interesting feedback from colleagues ?

@Dmitry I think buttering up always helps on a general level ? But there are times when you do not even have enough information on those clients to congratulate them for anything... In which case, you could try a colder approach, but it's a gamble. Normally I strongly trust inbound marketing to save me ?

cariobana

Eleonora, sorry I could not get back to you earlier. I tried. Below is one message I sent after Hurricane Irma hit us. Many of my clients responded to it, specially those who were still struggling with its aftermath. Its title is " Discipline, Strength and Resolve". The picture is one I took and the sentiment is from Bishop Desmond Tutu: "Hope is being able to see that there is light despite all the darkness." The first part of the body is my message, then follows a list of entities assisting with hurricane relief for those who need it or can help. There is no mention of work in the body.
http://giolester.com/wp-content/uploads/2017/10/Discipline-strength-resolve.jpg

cariobana

And here are two of the cards I will post on social media or send to clients who I have not heard from in a while. They are about 6 years apart.

Older: http://giolester.com/wp-content/uploads/2017/10/ptbrfinal.png

Latest: http://giolester.com/wp-content/uploads/2017/10/GiosNew.png

The first one also has an English version. I have not gotten around to doing it for the second one.

eleonorang

Nice job, @cariobana ! The latest card was nicely improved and made more legible and clean! Compared to the oldest card it is now very clear what you do ?

sherifshaaban

Hey All, Just seen this. Using email to contact new clients is one of my main strategies. I Send them an offer in a sequence of emails, but all start with small paragraphs emails. In my next episode with Dmitry and Eelena will provide a free guide on how to use email to win new clients. Come and join us.

Here is a link: https://www.crowdcast.io/e/sales-for-translators/register?rfsn=400475.be597&utm_source=Translators+On+Air&utm_campaign=1c256981eb-EMAIL_CAMPAIGN_2017_11_03&utm_medium=email&utm_term=0_17f3c92a7b-1c256981eb-159105069

eleonorang

sherifshaaban Very interesting, Sherif, thanks for sharing!