A Terrible Prospecting Email Example

Lead Generation Companies | How NOT to Prospect Using Email and Video

(We reached out to executives with this company on four different occasions – calling, emailing, etc. Never got a response. Waited and waited. We give up. The company is unresponsive. As a result, the gloves come off.)

Shame on them. It’s time to out them.

The company who sent this God-awful email is Avaya. Shame on them. Dan Murphy is the new VP of Global Marketing. Wake up, Dan! Sorry, Dan, but we’re fed up with you now.

As we pointed out in this blog article “The Current State of B2B Demand Generation“, most companies still use email as their main lead generation tool. So how well they use email is critical. This example shows how NOT to do it.

This is an actual email a business partner received from a multi-billion dollar telephony company, Avaya. It proves that even really big companies can send terrible emails. The company name and Salesmansales rep name has been removed to protect them. (We wish to show an example, not punish them.) (Updated: due extended non-communication, it is time to punish them.)

What’s wrong with it?

It’s totally me, me, me. It talks only about the seller’s company, products and features.

Not one word about what problem it solves for the prospect, why the reader might need it, or sharing insights the prospect may need into how technology is evolving.

It is a disaster from a big company , Avaya, that should know better.

From: B, Brian M (Brian)
Sent: Friday, July 01, 2011 10:27 AM
To: Jim Burns
Subject: Brian from AVAYA Phone Systems

Hi Jim,

I wanted to follow-up on my voice mail to you regarding your company’s future plans.  As your AVAYA Phone Systems Inside Sales Representative I look forward to further conversations around this topic.

I’d like to invite you to watch the following short videos which briefly talk about the benefits that our AVAYA Phone Systems IP Office Solution and Unified Communications solution could bring to your business.  (Link to Video clips of product demo appears here.)

Please feel free to contact me with any questions regarding our products and services.  I encourage you to look at the other offerings that we have featured on our website and see how we can help your organization reduce costs, increase productivity and expand efficiency.

I look forward to working with you in the future and am available to assist with any other questions that you may have.



Brian M. B| Global Inside Sales, AVAYA Certified Professional Sales Specialist

It’s 100% a product shill. The email is about product. The videos are about product. Sorry, but terrible job.

What do you think? We love comments.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies rapidly grow revenue by transforming how they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or send an email to sales at findnewcustomers.com.


2 thoughts on “A Terrible Prospecting Email Example

  1. I have three similar examples from irresponsive companies listed as leaders in a Forrester Wave report on email marketing that did not bother to follow up on email and messages I left on their webforms.
    In one of those three cases, I managed to get in touch with a sales guy who redirected my request to his colleague in charge of my geographic area. After explaining what I was looking for and a partial response by email, nothing. No sign of intelligent life. So much for “lead generation”.

  2. Thanks for your note. I reached to to them numerous times, including sending a note to executiveoffic@company.com. I know they read it too. But they never responded.
    “No sign of intelligent life” is right.

    Their former VP of Marketing, Paul Dunay, is a good friend. I assure you that this never would have happened on Paul’s watch.

    I sent this blog post to the executive office. Will they respond?


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