Amidst this unpredictable pandemic, where people are sheltering in place and social distancing themselves. We’ve reached a new inflection point in the curve of virtualizing our worlds. And it just so happens that this is one of the best times to reach out via cold email.
I want to preface by saying this practice has largely worked for me when I reach out. But is neither representative of the population nor guarantees a reply.
The Lesser-known Rock Hyrax in the Room
When reaching out via cold email, the first thing I do is to address the elephant in the room. Outside of the “why are you reaching out to me” question that everyone has, the second most pertinent question, consciously or subconsciously, often is “how long will this take?” – the rock hyrax in the room.
Fun fact: Apparently, the rock hyrax is the elephant’s closest cousin. Frankly, I didn’t know that until I began writing this piece.
Most people who’ve spent some time honing their skills for cold emailing can answer the first question rather well. But, many miss the second.
Close cousins include:
- What does the time commitment look like to respond to the email? To address the ask meaningfully? What is my opportunity cost?
- How long will this relationship like?
- Can I get along with this person?
- Will this be an extension of work?
The most important frame of mind is to be honest. If it’s a sales call, it’s a sales call, not “expanding my network.” If you think it’s going to take half an hour to chat, say it. Don’t be nebulous. Set expectations and be forthcoming and candid from the get-go.
“So… why are you reaching out to me?”
And, I’ll leave no stone unturned. If you know the receiving end is busy, also address why they are the best candidate to answer your ask. Be specific. Whether you’re trying to close the first few clients in your pipeline or reaching out to learn, consider the answers to these questions:
- How did you find them?
- What about them makes you insatiably curious to reach out?
- Why they’re the best fit? What’s in it for them? What’s in it for you? (Note I ask “What’s in it for them” before I ask “What’s in it for you”)
- Have you spent time doing diligence? On the person? Industry? Topic?
- (Optional) Are there inflection points in their life/career/public presence that are unrelated to your ask, but you find oddly fascinating? Pick 1-2.
- Note: You should be approaching this question from a point of admiration, fascination, and/or genuine curiosity. If you have any malicious intent, don’t bother.
It just so happens that the same holds for rekindling old flames. Although it’s, by no means, a replacement for social interaction, hopefully it’ll keep the pan hot, when you do sautée after we start mingling at dinner parties again.
Photo by Geran de Klerk on Unsplash
Stay up to date with the weekly cup of cognitive adventures inside venture capital and startups!