In my line of work, I receive a lot of inbound cold-call emails (or LinkedIn mail) from digital marketing and sales vendors. While the volume is coming from Salesforce (dude, I’ll call you when I need you) I get plenty from IT, app developers, creatives, etc.

The best ones think about my business and speak to me in ways that help me achieve an obvious goal for a consultancy in agriculture and food. Others seem to jump inside my brain and lure me in with words like newest, unique, no other place.

Programmatic vendors are the worst at this. One recently hyped a targeting that only they could do with a unique algorithm that fortune 500 companies are flocking to use.

A Word About Sales