Time for Change |  How to Approach New Business

Adam Karmi - 23/05/2016

As businesses look to scale, one question amongst marketing and sales teams is constantly on the agenda - what is the best way to approach new business? Although sending a high volume of cold but “personalised” emails is efficient, it could well prove to be counterproductive to building meaningful, long-lasting relationships. Also, with the colossal amount of emails received by business professionals on a daily basis, isn’t this an opportunity to switch your marketing efforts back to direct mail, in order outshine your competition?

According to Email Statistics Report, 2015-2019 by The Radicati Group, Inc. business professionals sent and received 112.5 emails per day in 2015. Compare this to the likely low number of letters they receive in the post, and clearly there is an opportunity to impact here.

Think about it.

If marketing and sales teams want to increase their chances of connecting with prospects, then they must put in the time and effort to get to know them, and to genuinely personalise emails, rather than use CRM software to “personalise” the sender/receiver name in your email blast.

By now, the vast majority of decision makers are aware of - and equally frustrated with - the CRM software used to “personalise” marcomms.

After attending the Greenbook IMD 2016 event in London last week, my theory was confirmed as a panel of decision makers all revealed that one of the most annoying things they experience are these email blasts, and all followed a similar process as a result:

Do not open email, trash it, mark it as spam.

So here’s the question - is it really worth losing potential opportunities for the sake of convenience and an attempt at efficiency?

People don’t become best friends or get married overnight; relationships require time & effort from both parties, and the same goes for business.

It really boils down to how much you value your contact and business opportunity.

If you actually value leads as much as you say you do in the “personalised” email, then teams must put in the time and effort necessary to understand their contacts’ needs and develop their relationship with them by offering valuable content and ultimately a solution.

Cue the feasibility police.

I understand that it’s not feasible to personalise every message for each contact.
There is simply not enough time or resource, and it requires a lot of effort.
However, have automated CRM systems made most businesses lose touch with the true value of connecting with a prospect on an emotional level? They are human after all.

It really is a case of, as with everything, “you get out what you put in.”

More effort, more reward.
More real personalisation, more chance of building strong relationships with prospects.

So here are some guidelines in the form of simple Do’s and Don’ts to improve your business relationship building skills:


  • Do treat your contact as a person and not as a number in your database.
  • Do make your emails personalised… actually personalised.
  • Do explore innovative and creative ways of reaching out to contacts - stand out from the crowd.
  • Do provide relevant and useful content that is easily digestible for the potential prospect
  • Don’t send un-personalised email blasts.
  • Don’t try and rush the sale.
  • Don’t come off as uncomfortably overfamiliar, by knowing absolutely everything about the contact.
  • Don’t chase people who are clearly not interested - if they have not replied to your many attempts to reach them, it’s probably time to move on.

By following the do’s and don’ts above, we can be one step closer to stopping the spam messages, we can expose businesses to opportunities and partnerships that fit their needs, and finally, we can create a more efficacious business environment for all.

So what's next? Well, it's time to deliver content that inspires.  Check out our post on the simple steps that will help you deliver compelling content here.

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