00:00So now we want to kind of get into some of the sales-related questions, right, and tap into that
00:05great wisdom that you've accumulated over the 14 years.
00:08There's so much emphasis on cold email these days in selling.
00:12Why should the use of the phone still command respect?
00:16I think a cold email is fine if you're just doing email blasts, if it's just a template.
00:23I think a phone is essential these days for multiple reasons.
00:26The first is it will give you a chance to understand the company's culture, where you're calling.
00:32Secondly, you might meet people prior to the decision maker where you can build a relationship, learn more information, and
00:39in my opinion, do a positive escalation.
00:42So when you have this relationship with either the gatekeeper or somebody else that's assisted you before transferring, you can
00:48give the gift of mentioning how amazing this individual was that works at your company.
00:53So your first impression, if it is a cold call, and you're meeting somebody for the first time, you're showing
01:00very good faith.
01:01You're just not coming in asking for an appointment.
01:03In my opinion, you're gaining a couple points.
01:06And I think you're also eliminating the chance of any sort of upsell compared to just a cold email.
01:12You're eliminating any sort of chance of getting a referral or any additional business from that unless they decide to
01:18write back.
01:19There's no way to get any sort of feedback, the positive or the negative aspects of the product in which
01:25you're representing.
01:26And then finally, as I say before, there's that relationship and rapport building that you're meeting with somebody.
01:34So where you would be able to get the pass to pitch, you will be able to get that follow
01:40-up appointment, or you would be considered a little bit more than somebody that just sends out templated emails.
01:45But I will say this, my friend, if somebody is just using these cold emails as their marketing strategy, why
01:53don't you take an extra 30 seconds, okay, just to look at their website or LinkedIn profile, because you would
02:00possibly be able to uncover something
02:02that would give you a sort of connection, or you can congratulate them on a promotion, on an anniversary, a
02:10third location, you could say their slogan, I don't know.
02:14But if you're just calling me sir and giving me some email, it's extremely informal.
02:18But if you mention my pinball machines, I'm going to read your entire email.
02:23So at least you're going to have a shot with me.
02:24So my suggestion is just to, instead of being a print, be a painting.
02:31Actually add a little bit to these templates, if that's your only strategy.
02:37But Michael, to answer your question, you are eliminating so many different ways to build momentum, energy, and relationship building
02:43by eliminating any sort of phone calls.
02:47Wonderful.
02:48I totally agree with you.
02:49So thank you for that.
02:51I recall a past client telling me that they'd only reach live people about 3% or 4% of
02:57the time.
