Since I posted a negative email the other day, here's a good one from today: "I just added up the value of the leads. I just got an email that is for two loans, 1 for $350 Million and a second for $150 Million. All together, I have spent less than $25.00 and have approximately $1,500,000,000 in potential business. With not even one cold call."
This is from someone who represents wealthy investors looking to place loans. This is a highly competitive business and one that is very difficult to prospect for. People who do this normally spend 12 hours a day, every day making phone calls as well as a lot of expensive networking in an attempt to build a list of contacts, and hope that those contacts produce leads over time. Here, on the other hand, is someone who used a few simple marketing techniques, spent less than the average cost of a networking breakfast, and has more leads than ANY of his competitors who are doing things the old way. Part of his marketing strategy is to create an impression of being powerful. This is impossible if you are cold calling. Cold calling creates the exact opposite impression, i.e. that you are in need, and as a result it turns off the most highly valuable prospects of all. They only want to deal with business equals. No exceptions.