This is obviously highly dependent on industry, market, product, etc. I do cold e-mail (personal preference vs calling) but within some basic guidelines:
1) Target Potential Customers
Rather than blanket e-mail every person in my industry, I look for people and organizations that are significantly more likely to be receptive to my product. I've segmented my market based on highly-relevant characteristics to increase chances that my e-mail will be well received. The contact may even already be looking for a product like mine. I also keep an eye out for news articles and mentions for people in my space that show they are a relevant lead.
2) Do My Research
Nothing gets deleted faster than a stock e-mail. I research my prospective targets and try to understand what their situation is. What is their reputation in the market, what are they struggling with, and can my product help alleviate any of that? This shows that my e-mail is more than just SPAM and that I'm trying to develop a relationship.
3) Play It Slow and Develop a Relationship
As mentioned in other posts, cold calls can be as much for info as a sales lead. In some markets, its also about developing a relationship that may take a long time to convert. Even if someone's not interested in my product, if I can help them in another way (maybe an intro) I'll do it to keep the conversation going. Maybe down the road they'll return the favor by providing me a rec.
4) Let It Go
Followup is key, but beating someone up is a waste of time. If someone's not interested and doesn't want to be bothered I'll let it go. The last thing I want is to develop a bad reputation or be reported as SPAM.
With policies like these, companies account for the % of times abuse is likely to happen. Retailers and manufacturers spend millions analyzing buying and returning patterns and factor that into prices.
So "abuse" over time could cause prices to increase by a small amount. However, not hassling people over things that rarely happen increases loyalty, which increases volume, which increases the discounts a retailer can get from a manufacturer...
The vast majority of people don't need to benchmark video cards or want to "rent" products - they buy things because they need them and that's why good customer service exists.
1) Target Potential Customers
Rather than blanket e-mail every person in my industry, I look for people and organizations that are significantly more likely to be receptive to my product. I've segmented my market based on highly-relevant characteristics to increase chances that my e-mail will be well received. The contact may even already be looking for a product like mine. I also keep an eye out for news articles and mentions for people in my space that show they are a relevant lead.
2) Do My Research
Nothing gets deleted faster than a stock e-mail. I research my prospective targets and try to understand what their situation is. What is their reputation in the market, what are they struggling with, and can my product help alleviate any of that? This shows that my e-mail is more than just SPAM and that I'm trying to develop a relationship.
3) Play It Slow and Develop a Relationship
As mentioned in other posts, cold calls can be as much for info as a sales lead. In some markets, its also about developing a relationship that may take a long time to convert. Even if someone's not interested in my product, if I can help them in another way (maybe an intro) I'll do it to keep the conversation going. Maybe down the road they'll return the favor by providing me a rec.
4) Let It Go
Followup is key, but beating someone up is a waste of time. If someone's not interested and doesn't want to be bothered I'll let it go. The last thing I want is to develop a bad reputation or be reported as SPAM.