Should you Use Sales Letters Before you Cold Call
it makes sense to send out a letter before cold calling. They think this gives them something to start speaking about. They can say, “I sent you a letter, did you get that?”
Nevertheless, when you call, these are the reactions you typically get:
• What letter/e-mail?
• What was it about?
• Sorry – I don’t remember seeing it. What are you selling?
You may as well not have sent out the letter at all. Saying, “Hi, I’m just calling to see if you got my letter?” does nothing to move the conversation forward or to generate two-way dialogue. You’re still at square one.
4. A sales letter makes you talk about yourself first
When you start your cold call by explaining what a sales letter was about, you’re talking about yourself, your product, and your company.
