By Troy Harrison – Sales Navigator
I’m going to start with a confession that might make some of you uncomfortable: I think cold email prospecting is 100% dead. Not struggling. Not “needs some tweaking.” Dead. Gone. Finished.
Yet everywhere I look, I see salespeople cranking out dozens of cold emails every day, convinced they’re doing productive prospecting work. It’s like watching someone try to light a fire by rubbing two wet sticks together – lots of motion, lots of effort, zero results.
But here’s the thing that really gets me: When I tell salespeople this, they nod along like they agree, then go right back to their desks and fire off another batch of “personalized” prospecting emails. Why? Because cold email has become the security blanket of modern sales. It’s comfortable. It feels like work. And nobody tells you “no” to your face.