<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=577820730604200&amp;ev=PageView&amp;noscript=1">

Why do you keep sending emails to your prospective clients instead of calling them?

You know that most people get too much email, and because they are already too busy, a salesperson’s email is among the easiest to ignore.

You know that an email finds its way to the bottom of a never-ending onslaught of emails that accumulate day and night, moving to a place where it is both out of sight and out of mind.

The information you provide to your prospective client about what makes your company so great isn’t useful or helpful to your potential client as an email. More still, more PDFs are not better than fewer PDFs. Fewer PDFs aren’t better than no PDFs (unless it is serious insight with your handwriting all over it).

An email is a lousy place to ask for the Commitment for Time, especially when it is your very first communication. It’s doubtful that you can pitch enough value in this format to gain the commitment you seek.

You make it easy to say no when you ask over email. You make it possible for your prospective client to reject you without even having to tell you no by merely pressing the delete button.

You have established that you are no different from the dozens or hundreds of salespeople and sales organizations that seek efficiency instead of effectiveness, trading less effort for even less effectiveness. Your effort should match your desire for the outcome you want, and your unwillingness to exert that effort is proof positive you don’t want the outcome enough.

The person receiving your email knows something about you, namely, that you are afraid of them. They know that you prefer to hide behind a computer screen, which indicates a lack of confidence and suggests you don’t think of yourself as a peer and a value creator.

You send the email believing that your dream client will read your words, pick up the phone, call you directly, and ask you to drive out to see them so they can buy from you. But the phone never rings, and you rarely receive even a rejection email. When you do receive an email, you believe it indicates engagement and become your dream client’s penpal, arguing for a meeting.

Email has a place in your prospecting sequence and cadence. However, it should not be your first attempt, and it isn’t the right place to ask for the commitment for time. If you want to schedule a meeting, and if that meeting is important to you, start by picking up the telephone.

Post by Anthony Iannarino on February 15, 2019

Written and edited by human brains and human hands.

Anthony Iannarino

Anthony Iannarino is an American writer. He has published daily at thesalesblog.com for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success.

Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. You can reach Anthony at thesalesblog.com or email Beth@b2bsalescoach.com.

Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at iannarino@gmail.com

ai-cold-calling-video-sidebar-offer-1 Sales-Accelerator-Virtual-Event-Bundle-ad-square

Are You Ready To Solve Your Sales Challenges?


Hi, I’m Anthony. I help sales teams make the changes needed to create more opportunities & crush their sales targets. What we’re doing right now is working, even in this challenging economy. Would you like some help?

Solve for Sales

Join my Weekly Newsletter for Sales Tips

Join 100,000+ sales professionals in my weekly newsletter and get my Guide to Becoming a Sales Hustler eBook for FREE!