I might have shared a similar rant before, but I had to deal with this a few times last week and I hope at least one person in sales will learn from this.
If you cold email me with a product or service when we have had no relationship beforehand, that’s a cold call, it’s a virtual knock on a strangers email door. I find it annoying. I understand it’s hard to get your product in front of people and while I don’t like it much, I tolerate it.
However, when you then follow up with an email saying, “I haven’t heard back from you…” Well now that’s just rude. I don’t owe you anything for taking my unsolicited time to look at and maybe even read your first message. You didn’t hear from me because I’m not interested. How many thousands of ‘I haven’t heard back from you’ emails do you have to send to get a positive response? I bet it’s astronomically low. I bet your time would have been better used elsewhere.
On Friday, I got a call from someone who had sent me an email and a follow up. The only reason it got through my secretary is because the product name had the word ‘class’ in it, my secretary thought the voice sounded like a student, and I said to put it through instead of asking her to take a message like I usually do. When he started in with, “Hi, I’m [Name] from [Company], I’m not sure if you’ve had a chance to look at my last 2 emails…” I was already done. I was actually politer than I needed to be and started into a routine I’ve gotten pretty good at. I start with ‘We’ve gone through a lot of changes in the last while and I’m not interested in adding anything new at this time… and I go on for about 10 more seconds on double speed and end with, ‘I wish you all the best but we really are not interested, thanks, bye’. And I hang up even if the person has time to respond.
No, if I didn’t respond to your first email then I’m not interested in your product or even a free trial. A follow up email won’t help. A follow up email then phone call is doubly obnoxious. In fact, you can be sure of two things. First, I don’t want to work with you even if your product is great. And second, I won’t see a third email from you because I’ve blocked you and moved your email to junk. If enough of us did that after second unsolicited cold-call emails, that company email address might even find itself on the wrong side of spam filters… and I’m ok with that because if their first email wasn’t spam to begin with, their second email was definitely was.
