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How to Do Cold Emailing

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If you are a salesperson or business owner, you likely send some form of cold emails. The logic you use for those will greatly impact your ability to start conversations and get engaged with new prospects.

With that being the case, it will probably be worth your time to attend our webinar on "How to Do Cold Emailing" where we will discuss key things to do and not do with your cold emails and these small changes should have a direct impact on how your emails are received and responded to.

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How to Do Cold Emailing

  1. 1. How to Do Cold Emailing
  2. 2. Magic Beans Magic Beans Magic Beans
  3. 3. Increase the prospect: • Reading the email • Replying to the email • Buying the product Decrease the prospect: • Not reading the email • Instantly deleting (Instant delete)
  4. 4. Core Concepts Building Your Email Messages Sending Your Cold Emails
  5. 5. Understand the Prospect Prospects are extremely busy Get a lot of emails from salespeople Humans care about their own stuff Likely not in buying mode Delete many messages without reading (Instant Delete)
  6. 6. Don’t sound like a salesperson trying to sell something
  7. 7. Make it all about the prospect Not about you
  8. 8. Use Brevity
  9. 9. Don’t Sell the Product, Sell the Meeting Stage GoalsInitial Contact Cold Call Inbound Call Email Event 2 to 5 minutes 80% on prospect 20% on you Appointment Phone Call Face-to-Face Discovery 20 to 30 minutes 50% on prospect 50% on you Presentation Discovery Presentation Demonstration 1 to 2 hours 20% on prospect 80% on you Pre-Qualify Gather high-level information Build interest in having conversation Schedule the Appointment Pre-Qualify (Cont.) Hard Qualify Gather detailed Information (Discovery) Build interest in meeting Schedule the Presentation Sell Product Map out Next Steps Close (Sale or agreement to move forward)
  10. 10. Use a Multi-Touch Mindset
  11. 11. Educate the Prospect
  12. 12. Call the Prospect
  13. 13. Core Concepts Building Your Email Messages Sending Your Cold Emails
  14. 14. Sales Message (Sales Pitch) Call Scripts Email Messages Voicemail Scripts Objection Responses Appt Script Presentation Website / Marketing
  15. 15. Product Selling Sales Pitch Consultative Selling Sales Pitch Company Product Features Pricing Goal: Closing sale Benefits (Value) Common problems (Pain) Questions probing for problems (Pre- Qualify) Customer examples (Name Drop) Differentiation (Product) ROI (Product) Impressive Company Facts Goal: Starting conversation (or close for next step)
  16. 16. Sales Message (Sales Pitch) Call Scripts Email Messages Voicemail Scripts Objection Responses Appt Script Presentation Website / Marketing Company Product Features Pricing Close Sale
  17. 17. Sales Message (Sales Pitch) Call Scripts Email Messages Voicemail Scripts Objection Responses Appt Script Presentation Website / Marketing Value Pain Pre- Qualifying Questions Name Drop Differentiation ROI Company Facts
  18. 18. Product Gym Membership Treadmills Weights Classes Personal Training Lap pool Sauna Steam room Yoga Studio
  19. 19. Product Benefits Lose weight Get healthier Get on and stay on a workout schedule Transition to a healthier lifestyle Feel better Become more attractive Improve self-confidence Decrease stress Become happier Gym Membership Treadmills Weights Classes Personal Training Lap pool Sauna Steam room Yoga Studio
  20. 20. Product Benefits Lose weight Get healthier Get on and stay on a workout schedule Transition to a healthier lifestyle Feel better Become more attractive Improve self-confidence Decrease stress Become happier Problems Need to lose weight and get in better shape Not healthy and do not feel good Difficult to get on and stay on a workout schedule Do not feel good and often get sick Not happy with physical appearance Do not have a very good self-image and level of self-confidence Often feel stressed and depressed Gym Membership Treadmills Weights Classes Personal Training Lap pool Sauna Steam room Yoga Studio
  21. 21. Product Benefits Lose weight Get healthier Get on and stay on a workout schedule Transition to a healthier lifestyle Feel better Become more attractive Improve self-confidence Decrease stress Become happier Problems Questions Need to lose weight and get in better shape Not healthy and do not feel good Difficult to get on and stay on a workout schedule Do not feel good and often get sick Not happy with physical appearance Do not have a very good self-image and level of self-confidence Often feel stressed and depressed Gym Membership Treadmills Weights Classes Personal Training Lap pool Sauna Steam room Yoga Studio How do you feel about your physical appearance or level of fitness? How important is it for you to lose weight or get in better shape? Have you ever had difficulty getting into a routine of working out? How do you feel about your overall level of health or how you generally feel on a daily basis? How would you describe your image of yourself or your level of self-confidence? How often do you find yourself stressed out or depressed?
  22. 22. Product Benefits Lose weight Get healthier Get on and stay on a workout schedule Transition to a healthier lifestyle Feel better Become more attractive Improve self-confidence Decrease stress Become happier Problems Questions Example Need to lose weight and get in better shape Not healthy and do not feel good Difficult to get on and stay on a workout schedule Do not feel good and often get sick Not happy with physical appearance Do not have a very good self-image and level of self-confidence Often feel stressed and depressed Gym Membership Treadmills Weights Classes Personal Training Lap pool Sauna Steam room Yoga Studio How do you feel about your physical appearance or level of fitness? How important is it for you to lose weight or get in better shape? Have you ever had difficulty getting into a routine of working out? How do you feel about your overall level of health or how you generally feel on a daily basis? How would you describe your image of yourself or your level of self- confidence? Helped a 35 year old man to lose 40 pounds. He ended up getting a new job, a new girlfriend, and says he is happier than he has ever been.
  23. 23. Product Benefits Lose weight Get healthier Get on and stay on a workout schedule Transition to a healthier lifestyle Feel better Become more attractive Improve self-confidence Decrease stress Become happier Problems Questions Example Need to lose weight and get in better shape Not healthy and do not feel good Difficult to get on and stay on a workout schedule Do not feel good and often get sick Not happy with physical appearance Do not have a very good self-image and level of self-confidence Often feel stressed and depressed Gym Membership Treadmills Weights Classes Personal Training Lap pool Sauna Steam room Yoga Studio How do you feel about your physical appearance or level of fitness? How important is it for you to lose weight or get in better shape? Have you ever had difficulty getting into a routine of working out? How do you feel about your overall level of health or how you generally feel on a daily basis? How would you describe your image of yourself or your level of self- confidence? Helped a 35 year old man to lose 40 pounds. He ended up getting a new job, a new girlfriend, and says he is happier than he has ever been.
  24. 24. Email Topics Consultative Selling Sales Pitch Benefits (Value) Common problems (Pain) Questions probing for problems (Pre- Qualify) Customer examples (Name Drop) Differentiation (Product) ROI (Product) Impressive Company Facts
  25. 25. Email Subject Lines Consultative Selling Sales Pitch Benefits (Value) Common problems (Pain) Questions probing for problems (Pre- Qualify) Customer examples (Name Drop) Differentiation (Product) ROI (Product) Impressive Company Facts
  26. 26. The Improver (Value) Message Subject Line: Look better, feel better, and lose weight Hello {contact first name}, The reason I am reaching out is that I am with Top Gym and we help people looking to lose weight to: • Look and feel better • Lose weight • Get on and stay on a workout schedule • Transition to a healthier lifestyle • Improve their self-confidence We help to improve all of those areas and that is why I am reaching out to you. Are you available for a brief 15 to 20 minute meeting next Tuesday or Thursday morning where we can share with you some examples of how we have helped individuals to get healthier and improve their lives? Best Regards, {email signature}
  27. 27. The Problem Solver (Pain) Message Subject Line: Not happy with physical appearance Hello {contact first name}, The reason I am reaching out is that I am with Top Gym and we find that people looking to lose weight can have challenges with: • They aren't happy with their physical appearance • They need to lose weight and get in better shape • It can be difficult to get on and stay on a workout schedule • They are not healthy and do not not feel good • They do not have a very good self-image and level of self-confidence We help to improve all of those areas and that is why I am reaching out to you. Are you available for a brief 15 to 20 minute meeting next Tuesday or Thursday morning where we can share with you some examples of how we have helped individuals to get healthier and improve their lives? Best Regards, {email signature}
  28. 28. Client Example (Name Drop) Message Subject Line: Lost 60 pounds, got a new girlfriend, and became a happier person Hello {contact first name}, One of the reason I am reaching out to you is that we worked with 35 year old man and provided a full health improvement program. This helped them to lose 60 pounds, which led to him getting a new job, a new girlfriend, and become happier than he has ever been. I don't know if we can help you in the same way and that is why I am reaching out to you. Are you available for a brief 15 to 20 minute meeting next Tuesday or Thursday morning where we can share with you some examples of how we have helped individuals to get healthier and improve their lives? Best Regards, {email signature}
  29. 29. Some Questions (Qualify) Message Subject Line: How do you feel about your physical appearance or level of fitness? Hello {contact first name}, I am trying to determine if it makes sense for us to talk at some point. Here are some of the questions that I would ask you to get a better idea on that: • How do you feel about your physical appearance or level of fitness? • How important is it for you to lose weight or get in better shape? • Have you ever had difficulty getting on or staying on a workout schedule? • How do you feel about your overall level of health or how you generally feel on a daily basis? • How would you describe your image of yourself or your level of self-confidence? If you answer "Yes" to any of those, we could likely have a very productive conversation. Let me know if you are interested in putting a few minutes on the calendar. Best Regards, {email signature}
  30. 30. Here is What I Got (Product) Message Subject Line: Luxury and full service workout facility Hello {contact first name}, If we were to meet and determine that we might be able to help you, it might lead us in a direction of talking about our luxury and full service workout facility. What that provides is includes Treadmills, Weights, Classes, Personal Training, Lap pool, Sauna, Steam room, Yoga Studio . Some ways that this differs from other options out there are: • We do not use contracts so you can join and cancel at any time without any haggling • More equipment, classes, and TVs than typical facilities • Treat cleanliness and equipment maintenance as a top priority Are you available for a brief 15 to 20 minute meeting next Tuesday or Thursday morning where we can share with you some examples of how we have helped individuals to get healthier and improve their lives? Best Regards, {email signature}
  31. 31. Last Attempt (Takeaway) Message Subject Line: Checking In Hello {contact first name}, Hope all is well. I never heard back from you and sometimes "no response" is indeed a response, but I thought I would follow up with you one last time. The reason I am trying to connect with you is that we help people looking to lose weight with some of the below areas. • Look and feel better • Lose weight • Get on and stay on a workout schedule • Transition to a healthier lifestyle • Improve their self-confidence If I don't hear back from you, I will assume that you are the not right person to speak with or that those are improvements that you are not interested and I will close the file. No problem if that is the direction you prefer. If I should be contacting someone else regarding this, I would greatly appreciate any pointing in the right direction that you can provide. Best Regards,
  32. 32. Core Concepts Building Your Email Messages Sending Your Cold Emails
  33. 33. Automate
  34. 34. Track
  35. 35. Lead Scoring
  36. 36. How
  37. 37. Getting Email Addresses [First Name]_[Last Name]@websiteaddress.com [First Name].[Last Name]@websiteaddress.com [First Name]@websiteaddress.com [Last Name]@websiteaddress.com [First letter on first name][Last Name]@websiteaddress.com [First Name][First letter of Last Name]@websiteaddress.com [First Name][Last Name]@websiteaddress.com [Last Name][First Name]@websiteaddress.com [Last Name].[First Name]@websiteaddress.com [Last Name]_[First Name]@websiteaddress.com First Name]-[Last Name]@websiteaddress.com [First letter on first name]-[Last Name]@websiteaddress.com First Name]-[First letter of Last Name]@websiteaddress.com [First letter on first name].[Last Name]@websiteaddress.com First Name].[First letter of Last Name]@websiteaddress.com [First letter on first name]_[Last Name]@websiteaddress.com First Name]_[First letter of Last Name]@websiteaddress.com
  38. 38. Getting Email Addresses
  39. 39. Please Like Comment Share Subscribe Thank You!!!
  40. 40. SMART Sales System S M A R T ales essaging nd esponse actics
  41. 41. Cold Calling Objections Gatekeepers Sales Messaging Voicemail Qualifying Closing Sales Process Rapport Building Interest Cold Emailing Setting Appointments Building Credibility Call Cadence Methodology Salesperson Manager Cold Calling Scripts Objection Responses Key Questions Marketing Tools Voicemail Scripts Meeting Scripts Email Templates Software Platform CRM Email Automation Resources and Services Books Training Videos One-on-One Coaching Sales Consulting Live Sales Training Completely Aligned 2 Part System
  42. 42. Cold Calling Objections Gatekeepers Sales Messaging Voicemail Qualifying Closing Sales Process Rapport Building Interest Cold Emailing Setting Appointments Building Credibility Call Cadence Methodology Salesperson Manager Cold Calling Scripts Objection Responses Key Questions Marketing Tools Voicemail Scripts Meeting Scripts Email Templates Software Platform CRM Email Automation Resources and Services Books Training Videos One-on-One Coaching Sales Consulting Live Sales Training Completely Aligned Only Use the Methodology
  43. 43. Cold Calling Objections Gatekeepers Sales Messaging Voicemail Qualifying Closing Sales Process Rapport Building Interest Cold Emailing Setting Appointments Building Credibility Call Cadence Methodology Salesperson Manager Cold Calling Scripts Objection Responses Key Questions Marketing Tools Voicemail Scripts Meeting Scripts Email Templates Software Platform CRM Email Automation Resources and Services Books Training Videos One-on-One Coaching Sales Consulting Live Sales Training Completely Aligned Only Use the Software
  44. 44. SMART Sales System Pricing • Software - $49 per user per month (40% discount for annual subscription) • Sales Training – No cost on YouTube • Scripter Walk-Through (2 hour engagement to create your pitch) - $200 For $249, you will get a full library of sales scripts, emails, and tools
  45. 45. Contact Us Michael Halper Founder and CEO SalesScripter mhalper@salesscripter.com @salesscripter

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