I’ve been back at work 6 hours and I’m already feeling the rejection. I met a lot of great people at a conference over the past 3 days. We exchanged business cards. We said we’d keep in touch with each other, and they promised to visit my website and see if there was a reason to have further discussions. So, I created a list of those awesome people in my marketing software, labeled it with the event name, and structured an email template. I sent the same template to 15 people about 2 hours ago. Do you think anyone has responded? Well only one so far, and it was an un-subscribe from the list.
That bummed me out, to say the least. What did I do wrong? I probably thought other people would remember me as much as I remembered them. I can visualize how we met, where we were in the convention center, what they looked like, where they were from, and what we talked about. I thought reminding them of our connection would be enough to get them to warmly write back and confirm that my business was important to them and that they’d want to explore a business relationship.
Well, it wasn’t enough. Thinking about it now, I didn’t add value in their email. I didn’t give them something. I took them at their word that they would check out my company online, and that they would come back with questions. All I wrote was a little reminder that they promised to visit my website. Maybe that came across as pushy. Or maybe people just haven’t gotten back to their desks yet. But either way, I considered that I should have taken a different approach.
What a great show. I hope you enjoyed it and learned more about [topic or tool] to improve your [problem facing business]. I’m sure improving your [objective] is a top priority for you. I thought I’d send you [piece of content] for you to review. If you’d like any additional information about [topic], I’d be more than happy to have a quick chat over the phone. Just let me know if you have any questions or would like to have a more in-depth conversation.
I’m here whenever you need me.
Had I sent my new contacts a message like this, I’d probably have gotten a warmer (and quicker) reception. That kind of email isn’t pushy, doesn’t make anyone commit to anything, and leaves the ball in the recipient’s court. I should have done some research on their company so I could have found a relevant piece of content to share. Maybe that would have been enough to endear themselves to me (ok that was a little sappy). But I get it now.
So here’s to all of you struggling with convention or conference email follow-ups. And here’s to Hubspot for helping me discover the error of my ways. If you’re going to sell successfully, make sure you add little tidbits of value along the way. Relationships aren’t made in a day, and people will remember you for thinking of them and solving their problems. They won’t remember you for the fancy business card you handed out.