When you want to establish a relationship with a prospective client, be it a builder, realtor, multifamily developer or single-family homeowner, what’s better for an initial contact, email or phone call? After all, you only have one opportunity to make a first impression. You want to make sure that it is a positive one. Robert Graham, author of Cold Calling Early Customers, recommends sending an email because it does not require the recipient to respond immediately. Plus, he adds that you can use an email as a reason to make a follow up phone call.
Another reason to email first instead of calling is it provides the opportunity for you to explain your value proposition and convince the prospect that you are a better solution than the one they may currently be using or are considering. Realistically, few of your prospects are going to take a call from a showroom they may never heard of before or may not be interested in.
You can skip the email or phone debate altogether if you can use a mutual contact to introduce you. If you don’t have a mutual contact, check out the prospect’s LinkedIn profile, Twitter or Instagram accounts and use social media to engage and demonstrate how you can add value to their project.
Regardless of your strategy, make sure you know who you are contacting and what their needs are. Researching a prospect enables you to craft personalized messages.
If you are still unsure of the best way to contact prospects the first time, consider experimenting. Email 10 prospects, call 10 prospects and engage 10 others on social media and determine which works best.