Us­ing cold emails to grow your busi­ness

South Shore Breaker - - Health& Wellness - CANDICE REEVES SMALL BUSI­NESS ES­SEN­TIALS edi­tor@southshore­breaker.ca

Small Busi­ness Week gained some se­ri­ous mo­men­tum in Lunen­burg County this year thanks to Ber­nice Wil­liams, a com­mu­nity and eco­nomic de­vel­oper of Ber­nice Wil­liams Con­sult­ing. I had the op­por­tu­nity to at­tend one of the Busi­ness Builders’ events called Ask the Ex­perts Break­fast. This net­work­ing event was de­signed to show­case the ex­per­tise we have in our own back­yard by giv­ing lo­cal busi­ness own­ers some one-on-one time with sea­soned in­dus­try pros.

Dur­ing the event, I caught some time with the owner of Mind’s Eye Creative, Ash­ton Ro­den­hiser. She uses her cre­ativ­ity as a pow­er­ful tool to graph­i­cally record and present ideas that flow out of work­shops, meet­ings, sem­i­nars, con­fer­ences and more.

She opened up the con­ver­sa­tion with the words, “how I tripled my in­come from last year,” and I was im­me­di­ately hooked. I’ve heard of the term “cold email pitch­ing” be­fore, but I’m one of the many busi­ness own­ers that are guilty of un­der­us­ing this ef­fec­tive growth strat­egy.

A cold email pitch refers to reach­ing out to some­one at a busi­ness who doesn’t know you, mak­ing them a “cold” con­nec­tion in­stead of a “warm” one, where some­one is fa­mil­iar with you.

Ac­cord­ing to Hub­spot, 86 per cent of busi­ness pro­fes­sion­als pre­fer to com­mu­ni­cate by email and the goal of this type of email is to get in touch with the de­ci­sion­maker and open the lines of com­mu­ni­ca­tion to dis­cuss op­por­tu­ni­ties.

Here are some tips Ro­den­hiser shared on how to send an ef­fec­tive cold email dur­ing our Ask the Ex­perts ses­sion: Make it per­sonal

Per­son­al­iz­ing your cold emails can dou­ble your re­ply rate. Use the re­cip­i­ent’s name and make spe­cific ref­er­ences to the com­pany, like a re­cent event you at­tended, an ar­ti­cle you read or a new prod­uct they launched. Set up Google Alerts to get au­to­matic up­dates on the com­pa­nies you’re tar­get­ing.

Be in­for­ma­tive

“Don’t be salesy; be in­for­ma­tive,” says Ro­den­hiser. “Peo­ple want to have con­ver­sa­tions with real peo­ple.” Put your ben­e­fits in terms of value for the com­pany, like men­tion­ing past suc­cesses you’ve had with an­other client, in­clud­ing any num­bers and sta­tis­tics to make your pitch even more en­tic­ing.

Fol­lowup

There’s no magic num­ber for how many fol­lowup emails to send, but busi­nesses that send four to seven emails re­ceive three times more re­sponses com­pared to send­ing only one to three emails. Ro­den­hiser says, “We need to get away from the no­tion that we are bug­ging peo­ple, fol­low­ing up seems ob­ses­sive to us, but to a com­pany, it’s fa­mil­iar.” If you plan to in­clude phone calls as part of your fol­lowup, Ro­den­hiser ad­vises hav­ing a phone script pre­pared with ques­tions and an­swers about what your busi­ness has to of­fer.

To learn more about Mind’s Eye Creative and the ex­pert en­trepreneurs in­volved in Small Busi­ness Week 2018, visit the Busi­ness Builders’ Face­book page.

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