Like most business owner’s in our industry, my event planning website proves to be a solid sales tool to solicit potential clients. So when I receive an email that entitled New Client Inquiry through my web inquiry form (it also has this cute, bright green tag on it which of course = money), I won’t lie. My heart skips a little beat.

A potential client has taken the time to email ME! All a quiver, I move my mouse to open the email. My mind is racing…what could it be? A full service wedding (cha-ching)? Please, please, please, please, don’t let it be a wedding on a date that we are already overbooked for…..

(Mouse) Click.

It’s NOT a potential client (shoulders slump forward). It’s my sales rep from TheKnot.com letting me know they have advertising opportunities. She obviously doesn’t remember the email exchanges we have done in the past few months discussing, at length, their advertising opportunities.

Now, I am irritated. Our business email is published on the website and yes, it would have taken a few more minutes to actually TYPE it in an email. And even a few more minutes to learn the name of the owner (um, I have whole page dedicated to myself) so the email is addressed personally. And then, just a FEW more minutes to cross reference the business name to her database to see if she has already contacted us.

You see where I am going? People want to buy from people. Our clients want to feel special and treated personally. Remember that when selling YOUR services.

And since this blog is read by many wedding vendors, keep in mind this principle when reaching out to network. Do not use someones Web Inquiry. Do not send out automated, impersonal emails. Take the time to review their site and their blog before you contact them. Make it personal. The door will be opened to you.

Now back to my sweet, Knottie Sales rep. I emailed her back and explained to her why it is not professional to solicit through a business Web Inquiry. I also explained why doing so it is not in her best interest to use that method for future cold calling. I UNDERSTAND her situation. Actually I have been “her” in a previous corporate life, scraping business websites to solicit and cold call to sell online advertising. It is as much fun as it sounds.

She is under a lot of pressure to sell online advertising in a super tight economy. I’m just going to assume that no one ever trained her on best practices.

TheKnot.com … call me!

Happy Selling!