When it comes to making cold calls, whether you don’t have time or don’t the desire, it can be easy to find an excuse to not pick up the phone. Because of this, many salespeople try to use email to generate leads.

While we believe the best way to consistently generate leads is to use a mix of phone calls and emails, we do have a process that can improve your ability to get into new accounts only using email and we outlined that in our recent webinar “How to Generate Leads Without Making a Cold Call”.

Here is a recording and the slides.


Building a Good Sales Pitch
Your sales pitch impacts what you say when talking with prospects and it should also impact what you say in your emails. If you would like to generate leads with only the emails that you send, then you should have a good sales pitch that can be used for what you say in your email messages.

That being said, our strategy for generating leads without making cold calls starts with creating a good sales pitch for what you sell. The process that we recommend for this involves identifying the benefits that your product provides, the problems, you help to fix, the questions you should ask, some customer examples, and more.

Creating Good Emails
Once you have organized your sales pitch, you can use all of the details that we recommend that you identify to create email templates. You can take the benefits that you provide and use those to create an value-focused email message. You can take the problems that you help to resolve and create a pain-focused message.

These are the type of messages that you can send to your prospect instead of sending emails that just talk about the products that you sell.

Creating Email Threads
Our methodology will help you to create different email messages that you can send to your prospects. What recommend a process where you create what we call “email threads” where are sets of emails that are tied together and scheduled to go out to a prospect over a period of time.

What Makes this Possibly Work
As we discuss in the webinar recording, we don’t promote this as an email only strategy that eliminates the need to pick up the phone and at the same time you will end up crushing your quota. What we are saying is that we recommend that you make calls and send emails. But if you only have time or interest in sending emails, this is a strategy you can use and if done right, you can generate some leads without making calls.

But that is based on some things being considered and applied and here is are some things that help to make this possibly work for you.

  • This will require you creating a good pitch in terms of having benefits and pain points that the prospect will connect with
  • It is key for you to not sound like a salesperson in your emails
  • You establish a level of persistence with multiple emails going to each prospect
  • You apply this process to a large number of prospects