E-mail: Another wonderful tool at our fingertips to generate new business. But are you going about sending sales-related e-mails the wrong way? Sadly, many people are, including a particular salesperson who “cold” e-mailed Jim Logan, blogger at B2B Rainmaker. While Logan keeps the guilty party’s identity confidential, he shares the e-mail and asks his readers if they can spot the mistakes. The following is a copy of the e-mail:

My names is [Joe Salesperson] and I am contacting you on behalf of [Company]. We are a lead validation and management provider. As an affiliate network, you know the importance of lead quality and understand how vital it is to the success of your business. We are currently offering two validation platforms at highly competitive prices and very flexible contracts. [Company] might be able to add value to your already existing business. Our platforms can be easily white labeled and we offer dedicated account support and easy campaign setup. If this is something that interested you I would love the opportunity to further discuss what we can offer you.

Any consideration is greatly appreciated.

Thanks,
[Joe Salesperson]

According to Logan, this e-mail has “plenty” of mistakes. Can you find them all? To find out, click here to read his follow-up post.

Despite the influx of new ways to communicate with clients (e-mails, blogs, etc.), a personal phone call still remains a powerful way to stay in touch. Along with this great communication tool comes the not-so-fun possibility of having to leave a voicemail message. Few people enjoy leaving voicemails, playing the waiting game after leaving a message, or not having the call returned at all.

Founder and President of Engage Selling Solutions Colleen Francis likens the voicemail box to a black hole. This is a perfect metaphor for how many feel when hearing the recorded message answer your call: “No matter what you put into it, your efforts never see the light of day ever again-prospects don’t return your calls and you spend more time than you think you can afford being on the phone leaving message after message,” she explains in a recent article on Rain Today.

She lays out a three-step plan that will make sure your messages are heard, but also returned. Below is the first step, and the other two can be read by clicking here.

Step #1: Leave a short, purposeful message that requires no action by the person you are calling.

“Notice that the message does not include leaving your phone number. There’s a reason for that. Your first message must not require any kind of task or action on the part of the called party. You’re the one who makes the commitment to call back at a specific date and time. Also, if the call is a referral, be sure to include that person’s name in your message. Doing so helps to establish that you’re not some stranger at the other end of the line. You’re a known quantity who has something that is useful to offer to the person you are calling. This gives the called party an added incentive to talk to you.”

Even though the term “Sales” is a dirty word in the Ad Agency world, here are a few basic sales tips that will help your new business efforts this year.

1.    BE PROACTIVE
Referrals and networking are what I consider ‘reactive prospecting’… You don’t move until an outside source moves you.  Proactive prospecting involves the most dreaded duty required of every salesperson: Cold Calling.  I have some great tips on making Cold Calling less painful.  Let me know if you want them

2.    BE PROTECTIVE
Desperate times call for desperate measures… from your competitors.  Keep your finger on the pulse of your current clients.  Contact them, consult them, and coddle them.  Do all the crap you did to win their business and they will likely shun any uninvited suitors.

3.    BE SMART
Don’t waste your creative time on mundane tasks like research.  Outsource work that doesn’t interest you to companies that like to spend hours pouring over raw data for relevant insights (like Ad-ology.net)

4.    BE PERSISTENT
Lots of people try sales, for a while.  If they aren’t successful, they quit and move on.  Successful salespeople are persistent.  Persistent may actually be too modest of a description…Successful salespeople are like pit bulls.  It’s almost as if they can’t take the hint that you’re not interested.  They continue the conversation long after the prospect has said “No, thank you”.  They are not necessarily rude, or even pushy. In fact, they are quite often friendly, approachable and interested in talking about your favorite subject: You.

5.    BE PERSISTENT
Seriously!  Persistence is THAT important.  It’s human nature to stop asking for business after a few “No’s”, but a good salesperson will continue to pursue a prospect just past the point of politeness.  Try this exercise the next time you’re on the hunt… Call on the prospect until you feel it is a complete Dead-End… Then call on them 2 more times!

6.    BE RESPONSIBLE
Someone has to be in charge of the New Business process.  Don’t make the mistake of giving shared responsibility to the whole team.  Your receptionist and Art Director are not Salespeople… If they were, you’d have hired them to be the New Biz Hunter.

7.    BE EDUCATED
An overwhelming majority of the Small Business Owners who responded to a recent Ad-ology Research survey said the MOST IMPORTANT factor for any salesperson is to “Know MY business”.  Tire Manufacturers couldn’t care less about your 20+ years of combined experience with Snack Foods, your lofty awards or your sacrificial pro-bono project.  Do your homework on THEIR business and walk in the door with a base knowledge of  the challenges and opportunities THEY face everyday.

8.    BE INTERESTING
Which do you think people like better?  Hearing about you, or talking about themselves?  Being “interesting” is really nothing more than knowing what to say to keep them talking about their business.  Do number 7 and number 8 should come naturally.

9.    BE THE CLIENT
I don’t mean it like, “Be the ball” (Chevy Chase as Ty Webb in Caddyshack).  I mean, treat your agency like it’s a client.  For all the great ideas we have for others, we do a poor job of marketing ourselves.  It’s the “the shoe-maker’s kids go barefoot” syndrome.  Start promoting your services with the same zeal you usually reserve for your biggest client.  (To gauge how well you’re doing in this area, clear your Internet browser’s cookies & cache, then Google your agency’s name.  If you show up in the first few pages, you’re doing better than most Small-to-Mid sized agencies I’ve worked with).

10.    BE CAUTIOUS
Business will eventually get better and the recession will give way to fruitful days once more.  As eager and as desperate you may be for New Business now, keep in mind that you are entering into a long term relationship with the clients you pick up today.  If they are not the type of client that you normally work well with, you may consider taking a pass.  Don’t let a short-term gain turn into a long-term pain.

A recent article on RainToday lists five unexpected places where you may snag new-business leads. The author, general manager of RainToday Erica Stritch, writes, “…in the economic slowdown, you need to be more on top of the leads you already have. You need to be vigilant in working your leads. Instead of looking for new leads, look to the leads you already have right beneath your nose.”

A great example from the list is “Lost Proposals.” Just because you didn’t win an account, doesn’t mean that’s the end of the road for you and the prospect. Keep up lines of communication, whether it’s a quick e-mail hello or an article you pass along. Just make sure to stay in touch and keep that connection. You never know when the right project may come along that is the perfect fit for that prospect and your agency.

For the other four ways to find a “treasure trove” of leads, check out Stritch’s article, “Forgotten Leads: How to Find a Treasure Trove of Leads Hidden Within Your Firm.”