Cold Call or Cold Email?

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April 29, 2021

by a searcher from University of Toronto - Joseph L. Rotman School of Management in Toronto, ON, Canada

When reaching out cold to a potential target, have you had more success with an email or phone call? I find calling the generic number on the website ends up with the administrative assistant answering and not passing along to the owner. If I do get the owner, they seemed surprised and not interested. Email seems like a better way to get the message across, but is obviously much easier to ignore than a phone call. I'm curious to hear your strategies.

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Reply by a searcher
from Manhattan College in Port St. Lucie, FL, USA
To Alvin’s point, #1 typically yields the highest degree of entry. CEO’s at times do use LinkedIn as a form of side channel discussions before they transfer to official channels on email. Email has been exhausted as a valuable tool unless you are farming an existing or installed base network. Some of the higher LinkedIn services can also help you reach target C suite executives without having a prior connection. Just some further suggestions. Hope this helps.
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Reply by a searcher
from McMaster University in Toronto, ON, Canada
Chris, we generally approach it two ways: 1. A warm call through a COI (intermediary, broker, advisor, CPA) or 2. email. Cold call works but it's a law of large numbers whereby your conversion rate into an actual meeting will be exceptionally low. They're emotional decisions and generally, they want to keep it private so they're talking to the people closest to them. Warm intros are the best.
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