Traditional sales involved cold calling through a Yellow book. Let’s start with the basic numbers and the results that we’ve received through cold calling only campaigns..
When we used a cold calling only strategy at one of my previous companies, we managed to get meetings or follow up calls with only 6 out of every 100–120 prospects. That’s not a number that we’re happy with, especially when we were employing 5 sales guys.
Now we meet with 15 out of every 100 prospects using a cold emailing strategy that starts with a cold email into a “warmer” call.
We’ve found that, when done properly, an e-mail first calling strategy can increase your prospect-to-meeting rate by 3–4x at minimum. It’s more time efficient and it gets better results. This also saves you a lot of time and resources.
How it works
Sending an email first and then calling when the prospect replies gives you the best results due to the initial engagement.
Think of an email blast as an “introduction” or hand shake to your initial prospect. It defines who you are, what you do, and what you can do for them to make their life easier.
Getting them on the phone after they respond makes it easier for you to explain your case, and harder for them to say no because the initial connection has already been made. Networking 101 here.
Today we spend so much time interacting with computers and smartphones that we’ve begun to crave more human interaction. We want to build relationships with the people we do business with, so calling is coming back into vogue… but only after we’ve introduced ourselves via email first.
The best tips for cold emailing first
I can’t emphasize this enough, but it’s crucial that you have a quality source of leads. That is the most important thing to cold emailing. If you’re selling an e-commerce software and you’re targeting some finance company, then it’s going to be hard to gauge a response.
Make sure that your lead sources are accurate and if you are going to outsource it make sure you use a reliable source such as GrowthOK. At GrowthOK, we ensure that all lead quality is accurate and matches your ideal customer profile.
You know what makes your company stand out? The level of customer support and quick response.
Inbound leads are hot, but they fizzle out if they don’t hear back from you quickly. Outbound replies are the same.
Just because someone is interested now doesn’t mean they’ll be interested an hour from now. They might get hit with emergencies and decide that your call isn’t urgent. Or they might just forget about you. So be sure to call as soon as possible, while they still remember what you wrote.
Call EVERY reply
Neutral and slightly negative responses are like warm leads. Maybe they didn’t quite understand something you wrote, or maybe they couldn’t immediately see how they would benefit from your product, or maybe they’re not the right person but they know who is.
Again if you have a good source of leads, then you should already have their number on file. Get ready to hit that dial button!
They’ll be more open to receiving your call because they just wrote you an email.
If you’re not getting any response, make sure you adjust and check your email copy. Always be testing.
Come up with a reason to hop on the call
This isn’t rocket science and you don’t need to spend a lot of time brainstorming reasons to call the lead. “I thought it’d be easier just to chat”. Calling after the email just feels natural. They do something, so you do something. It’s give and take.
Find any random reason to shoot a call. It’s much easier to explain all the values of your company over the phone than it is in an email chain. We want to avoid as many email chains as possible and try to hop on a call to explain everything.
Follow up again
You don’t need to push it, but you should ALWAYS follow up again after the call. Let’s say you went through a good call and the leads interested. They request more information, which is quite typical. You send them more information and then MAKE SURE you continue to follow up to close the deal.
An email-first calling strategy means you’ll have to master two things: the email, and the call. If you’re weak in one, you’ll have a leaky bucket.
Of course you could always hire a copywriter for the initial email. Our team are experts in crafting emails that convert and we’d be happy to help you out.
It’s also important to remember that the purpose of an outbound email is not to sell, it’s only to spark their interest enough to receive your call. So don’t bog them down with too many details. Keeping this in mind when you write your emails will greatly improve your interested rates.
I hope this helps your sales funnel. If you’re looking for a quality source of leads, check out GrowthOK.