Closing an end user sale is the only way to make serious money in this business. Yes it’s lovely when they approach you and make a fabulous offer, but this is rarely the case. So instead of waiting around for what is probably never going to happen, a small amount of domainers take the initiative and contact the end users themselves.
And it’s here that the fun begins. Now as far as I’m aware there is no right way to contact a potential buyer of your name. Yes there are certain things you can do to smooth the way, a polite e-mail, a professional sales call, etc…
But there are some things you definitely shouldn’t be doing and that’s what I’m going to focus on today:
1) Don’t send your offer from a free e-mail address. Not only is it very unprofessional it also lacks credibility, trust and has a reek of spam to it.
2) Do not send a one size fits all e-mail. You must tailor each mail to each company/individual you plan to sell the name to.
3) Always send the mail to a specific person. Do not address it Dear Sir/Madam or just plain old Hi. (If you have to call to get the correct persons details then do so.)
4) At the bottom of your mail you must have your telephone number, and preferably a website you have (this just helps to add a bit of credibility.)
5) Do not have a spammy title to your e-mail. Make it professional and intriguing so it doesn’t end up in the trash or spam folder.
6) If you are calling, make sure your sales pitch is perfect. Have all the reasons listed as to why this name is such a great fit for their company and what the domain can do for them.
7) It’s a good idea to put an actual price in the email. Just having, make me an offer is unlikely to get you very far. I actually tried the same letter with make offer and a price and only got one reply on the make offer mail and four on the mails where I had a price listed.
Be realistic with your price. You may think it’s a $100,000 name, but why would a company pay that for it. How many offers in that region have you received over the last year?
9) Take time crafting your letter. It is your one chance to make an impression so don’t send out an unprofessional pitch. Obviously you won’t have it perfect first time round but hone it after each response you get. (The perfect letter is a moving goalpost and you will need to constantly revise yours.)
10) If possible try to follow up with a phone call.
11) Don’t give up too soon. It’s basically a numbers game. You could send out 100 mails and get nothing (although this is unlikely – you will at least have some response) and then the next 10 you send could yield the buyer.
Take a look at the below thread on Namepros as it has some excellent tips on crafting a letter to send out to end users.
Next week I will be showing you a couple of letters I have sent out in the past, one successful and one not.
I’ll be interested to hear and see any comments from readers as to other mistakes that they have made or seen others make.