Driving new business continues to be a struggle for firms.

Here at Launch, our sales development reps operate on principles of polite persistence, consistency and reaching out with value.

We strive to avoid overly aggressive reach-outs, generic messaging and the sneaky tricks we see some salespeople use to break through.

And speaking of those sneaky tricks, here are a few I’ve had used on me recently by salespeople (via email), and I’m guessing you’ve experienced these as well.

Here are 5 new business development techniques you should NOT use

(Not only are they annoying, but they’ll ensure you never get anywhere near a conversation with your prospect).

1. Using “ASAP” in the subject line (and in all caps)

Basically just pathetic. it implies a false sense of urgency which will only make your prospects want to bludgeon you.

2. Apologizing in the subject line (for something that didn’t happen)

I received an email this week with the subject line “Re: Ugh I am so sorry!”. In the email this person apologized for sending an incorrect link previously, which he had not. Basically a blatant (sales) lie.

3. Using “Re” where there was no previous email

(See #2 above) I’m sure you’ve seen it. It implies there was an earlier email sent, an earlier email you sent. And now you’re just outright upsetting your prospects.

4. The Subject Line Has “Urgent” in it

A definitive “boy crying wolf” tactic, and ethically dubious, along the lines of ASAP above. Especially ineffective given if something is truly urgent, it’s typically not positive news anyway, so using this tactic is only going to make a prospect irritated, or worse.

5. Repeatedly calling from different numbers

I’m seeing this a lot lately: a salesperson changes up the phone number and corresponding city and then carpet bombs you with calls to trick you into picking up. Lame.

The common thread that runs through all these examples is the mindset salespeople employ when using them.

They’re being sneaky in all cases and they’re only playing the short game, that is, “I got through, he/she opened my email!”

OK, and then what?

Are you paid for every open email? No.

If you’re a salesperson/new business director, you cannot sell in any of these ways and effectively break through to your prospects, much less stay employed.

Are you a B2B firm looking for a bigger pipeline of new leads?  Drop us a line (mark@leadlaunchers.com)