Ed Gandia developed his favorite prospecting strategy “out of sheer necessity” when the company he worked for as a salesman required him to do his own prospecting.
Without any company-provided leads, Ed had no choice but to cold call. “The prospecting was brutal,” he told us. As a salesman for a construction company, Ed had to drive around town looking for construction sites. Once he found one, he would approach the superintendent. “It was very challenging, but it was the only way to get stuff done,” he explained.
Ed is a B2B (Business-to-Business) copywriter. He also teaches freelance writers how to earn more in less time, by focusing on doing work they really love for high-quality clients. He hosts the High-Income Business Writing podcast, and co-authored The Wealthy Freelancer with two other B2B copywriters, Steve Slaunwhite and Pete Savage.
Ed spoke with Heather Robson and a group of Wealthy Web Writer members about what he calls “warm email prospecting.” It uses strategies he’s developed over years in sales, and as a freelance writer.
You can listen to the entire teleconference, and download a copy of Ed’s handout, HERE.
A Better Way to Find Clients
Ed switched from construction to IT sales in the late 90s. At the time, he had no background in IT, but it was a “hot time for tech,” so he figured the change would be worth it.
“My timing was impeccable,” he told us. During his first week on the job, the stock market dropped 1,000 points — he had arrived just in time for the bursting of the dot com bubble.
Suddenly, he found himself having to knock on doors and find his own leads again.
That situation continued until Ed hit rock bottom one evening when he and his wife were having dinner with friends. One of them started talking about her father and Ed realized he had cold-called the man earlier in the day. He was embarrassed.
“At that moment,” Ed announced, “I realized there’s got to be a better way to find customers.”
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