How to write a sales call

script
If a naive 21-year-old can succeed with a good cold-calling sales script, it's
time for you to write your sales script using these proven techniques and
examples to close more deals.

What a sales script is and is not

Simply put, a sales script is a written dialogue guide for your prospect
discussions that you can use on the phone, in person, or on voicemail.

It is not meant to be, nor should it be used, like a robotic monologue.

Sales scripts should be used as maps to help get you to your intended
destination of making a sale or setting an appointment.

Common objections to sales scripts

Thanks to the legions of sleazy telemarketers who use poorly-written sales
scripts to call you during dinner, many salespeople object to using scripts.

However, their effectiveness has been proven by industries with the

hardest-to-sell products, such as insurance and cars. So, they're sure to
work wonders for your company’s bottom-line.

A fear that comes with sales scripts is that creativity will be stifled and you
and your employees will sound bad. Some people are offended when given
sales scripts and claim they know “how to sell.” But, research has proven
that sales teams that use well-written scripts post double-digit increases in
closing rates and conversions.

Why using sales scripts is smart

In addition to increased closing rates, there are compelling reasons why
smart executives are using sales scripts.

1. Builds confidence
Having a written set of responses to prospect objections gives salespeople
security, knowing they won’t be caught off-guard with unexpected
questions or objections. This increased confidence is communicated to
your prospect, which inspires trust.

2. Reminds you to always be closing

Every salesperson needs to be reminded to always be closing. Often, I've
found myself getting sidetracked and forgetting the most important part of
the conversation – to ask for the sale and close the deal.

3. Not forget key points

Having your sales script handy, in hard copy or on your screen, helps you
to remember the key points of your product’s features that could go unsaid
if you try to rely solely on your memory.

4. Improves sales skills

The use of sales scripts improves sales skills both in new and veteran
sales people. Having the main framework of the sales presentation scripted
frees intellect to more skillfully handle nuanced aspects of a sales process.
TIP: Learn the best cold email outreach strategy in 2019 for closing more
sales.

ABCs of how to write great sales

scripts
To write a great sales script, I've outlined basic steps that will help get you
off to a good start.

A) Decide your purpose and goal

First, clarify your objectives. Do you want to make a sale, set an
appointment, build client relationships, renew your contract, or get a
referral? Net down on your exact goals of the contact.

B) Match your product's benefits to your

prospects needs
Second, envision your ideal prospect and hone in on their perspective,
needs, and wants as they relate to your product or service features and
benefits. What are their problems that your product will solve?

TIP: Understand the needs of your prospect with the G2 Buyer Intent + Sales
Navigator integration. Discover prospects actively researching you, your products
and your competitors.

Increase sales with LinkedIn and G2 →

Suppose you are contacting marketing executives about your web
development services; it is far better to focus on how your web technology
increases inbound leads, rather than mentioning your high level of
programming expertise. While both are true, the marketer will better
respond to the benefit of inbound leads solving their marketing problems.

It is vital to separate features from benefits and focus mainly on benefits.

Here’s an illustration: An umbrella's features are that it is made of water

resistant cloth, but its benefit is that it keeps you dry in the rain.

Make a list of your product’s features and corresponding benefits. Add

those benefits to your sales scripts to make them work for you.

C) Detail objections and craft client meaningful

responses
Finally, list all the objections you are likely to encounter and use your
benefits to overcome them.

The five most common prospect objections that stump sales executives
are: time, money, shopping around, needing boss (or spouse) approval,
and indecision.

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7 killer sales script examples to steal

Below are seven examples to help inspire you when drafting your next
sales script.

1. Cold call script – gatekeeper tactics

“Hello, I was hoping you might be able to help me out here. [pause] I’m
looking to connect with the person in your department who manages social
media marketing. Do you know who that night be?”

In their haste to get off the phone, this person will almost always reveal the
name of the person you need to talk to.

Now ask to be put through or call back and ask for the contact by name.

“Hello, my name is Ben. I need some help. I looked on your website, but I
couldn’t find your name. Are you the one who usually answers the outline
line? I’d feel much better if I knew your name before I asked my favor?

Okay, Donna, thanks.

I’d like to speak with your boss. How can I make that happen?"

(Courtesy of Eventual Millionaire.)

2. Appointment setting script – focus on

prospect need
"Hi there!

This is [Name] at [Company name]. How’s your day going?

The reason I am calling is that we develop software that notifies recruiters
when clients hire their candidates and forgot to tell them [Prospect’s
problem]. Last year, we found over 4,200 missed fees across just 120
customers. [Prospect’s need and want.]

I’d love to set up a time for you to speak with our account director [Name],
because I think we can identity fees you’ve already earned. Do you
have 20 minutes on [Date] or [Date]?"

(Courtesy of First Round.)

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3. Voicemail script – hook interest with Social

Proof
"Hey there! [Name] from [Company name] here.

You’re hearing from me today because it looks like your organization loves
to focus on honest, superior customer service. At [Company name], we’re
all about that too. We’re backed by awesome customers like [Customer
1] and [Customer 2], and [Social media proof].

These organizations typically see [Results] (Consider prospect

needs/wants, such as increased sales, cost savings, etc.)
within [Time] after implementing with us.
[Prospect's first name], I would love to connect with you about your specific
needs and what your resources currently look like. I also have a suggestion
for how to [Result]. Give me a call back at [Number] if it’s convenient for
you, or feel free to reply to the email that I will be following up
with. Thanks!"

(Courtesy of Yesware.)

4. Phone script – overcome obstacle to defer to

email sent
"Can we find [Amount of time] next week to talk more?"

[Prospect says to send email in order to get off the phone.]

"Yeah, that’s not a problem. What’s the best email to send that to?"

[Prospect gives email address.]

"Great, I’ll send you an email and include some possible times. Just so I
send over reasonable times, is there a day that works better for you?"

[Prospect tells you day(s) that are most ideal.]

"Typically, mornings or afternoons?"

[Prospect chooses either morning or afternoon.]

[You pick a specific time on a day mentioned in either the morning or

afternoon.]
"Great, [Day] at [Time] works for me. I’ll send you a calendar invite as a
placeholder."

Note: If the prospect won’t budge on giving timing, saying no time is good
right now, try asking one question about their biggest pain point (and ask
for an email address if you don’t already have it). Then tell them exactly
what you’ll be sending over (Not just a generic one-pager — personalize it
to their specific needs) and follow up by email, asking for a condensed
amount of time.

(Courtesy of YesWare.)

5. Phone script - use prospects curiosity

Salesperson: "Hey Naomi. It’s Ian from Acme Company. How are you?"

Prospect: "I’m okay. What can I do for you, Ian?"

Salesperson: "I noticed a number of your ads on Facebook and Twitter

promoting [X] product, and felt you could really boost your conversions by
making just a few small changes."

Prospect: "Sorry, what do you guys do?"

Salesperson: "We work with eCommerce companies like Harry’s to

manage social media ad campaigns. In fact, after only one month of
working with Harry’s, for every $1,000 spent, it gets a 30 percent increase
in conversions."

Prospect: [thinking]
Salesperson: "I’d love to learn more about your ad campaigns, Naomi, and
share ideas that've worked really well for us. Can we find a 15-minute
window next week for a brief call?"

(Courtesy of Copper.)

6. Sales tactic script – using competitive

information
"My name is Jane Smith, and I am with [Company name]. We're a [Type of
company]. As a part of that work, we have just completed a benchmark
study where [industry] firms rate over 350 major suppliers in those areas
critical in deciding who they will do business with.

What we've been doing as a way of introducing ourselves is to share with

some select suppliers survey details specific to you:

How [Company name] rates on six critical success factors, where your
competition stands in relation to you, and what areas you can focus on that
will have the greatest impact on increasing your share of wallet.

That's it. Even if you decide not to pursue this any further than this first
meeting, at least you'll have valuable intelligence as a result. What does
your calendar look like next Wednesday or Thursday?"

(Courtesy of Rain Sales Training.)

7. Cold call – demo schedule script

"Hi, [Name]. My name is Jacob with [Company name].

The reason that I am calling today is to get some time on your calendar.
I noticed that you were hiring 10 new salespeople this quarter. A number of
your competitors are using [Hiring software] to help their sales development
teams secure more conversations with ideal prospects and book more
meetings. They have been able to cut the on-boarding time of new reps in
half using our solution.

I thought the best place to start might be to schedule a quick call to learn
about your current sales challenges and goals that you have for your sales
team. Do you have time to talk on Thursday or Friday at 1 p.m. EST?"

(Courtesy of Risefuel.)

Next steps with sales scripts

Take time to write a powerful sales script using these examples and
customize by inserting your product’s benefits matching to your prospects
needs to dramatically increase your closing rates.

1. The hyper-personalized cold email to decision

makers
A well-crafted personalized cold email stands out from the hundreds of generic cold
emails your recipients receive each day. And there are huge chances that it will
produce the results you want – a response or a meeting with the prospect.

One way to personalize emails is by looking at their website/product and finding out
what’s currently wrong with their system. Once you’ve nailed the pain points, you get
to be the hero and fix it.

Here’s an example of a highly personalized cold email sent from one of our SDR.
 Takeaways:

 Address the right recipient

Your research should not limit to just the company but should also include finding the
right recipient to contact in the organization. Make it clear why you’re reaching out to
them as opposed to anyone else in their company. According to the data shared
by Tucker Max on the Harvard Business Review website said that “people are far
more motivated to help others when they feel uniquely qualified to do so.”

 Show (not tell) the value

One great way to grab the recipient’s attention is to show them how your solution
can help provide value. Get creative. Add a screenshot of their website/product or a
short video that shows how they can benefit from using your product. Giving the
value early in your outreach process shows that you value the lead’s time and they
don’t have to hang with you in case they aren’t looking for a similar solution.

Cold email template:

Hi {recipient name},

I am reaching out to you because being the {recipient’s current role}, I was certain
you would know more about the current process in place at your company
for {which department}.

Like we’ve helped {your existing customer}, I felt you might be interested in
improving your {the biggest challenge for the prospect}.

I did a fair amount of research on your company’s {current system} and I’m sharing
a few of my thoughts here which could help you save {the benefit your product
offers}:

<screenshot of their web page>

1. I noticed that {state the current problem and how it can be better}.
2. {state the current problem and how it can be better}

I’d love to share a few more ideas with you and spend more time in understanding
your current process.

{recipient name}, could we spend 15 mins this week to chat about this?

2. The cold email to get in touch with your

competitors’ customers
To grow your customer base, you also need to get in touch with your competitors’
customers. Many businesses are dissatisfied with their current solution, and if you’re
able to jump in and offer your solution at the right time, then there is an opportunity
for a sale.
 Sending emails to your competitor’s customers can also be quite tricky. You need to
craft an effective cold email that doesn’t bad mouth about the competitor or comes
across as being jealous.

Here’s an example of an email our sales development representative sent out to one
of our competitors’ customers.

Takeaways:

 Maintain a casual email tone

The tone of your cold email matters, especially when you are unfamiliar with the
company and recipient. Using boring, rigid and sales-y language isn’t going to coax
them to do business with you. Instead, use a casual and conversational tone to get
them excited and interested in your solution.

 What’s in it for them

Your email should clearly state the benefit the lead would gain by moving from your
competitor. Tell them what makes you different and why should they opt for your
solution. Share some materials to prove your point, but make sure you don’t come
across as sales-y or too pushy.

Cold email template:

Hi {recipient’s name},

Firstly, let me state that as the {designation of the recipient} of {company’s

name}, you must be getting a bunch of emails and deleting most of them just as I do.

The primary reason I am reaching out to you is to discuss your {your competitor
name} environment. I assist organizations to transition over from {your
competitor’s name} to {your company name} with {what benefit do they gain}.

We have added over {the number of customers} with a healthy percentage being
known, trusted {their industry sector}.

I believe I could be of value to your business and would love to work with you. Are
you available for a 15 minutes meeting on Friday?

3. The email to re-engage with prospects gone cold

There is nothing more frustrating for an SDR to watch a once-piping hot lead going
cold as ice. You know the prospects are reading your emails, they are looking at
your website (thanks to CRM!), but for some reason, you can’t seem to get a
response. We’ve all been there, right?

But hey, just because a promising prospect went cold on you doesn’t mean they are
dead. You can always revive old opportunities by warming them up and putting them
back into your sales campaigns.

Here’s an example of an email our SDR sent to those leads who signup but didn’t
proceed with further action.
 Takeaways:

 Add a little bit of humor

Most people like laughing – so make them laugh! Add a meme or funny emoticons to
crack them up. Adding a little bit of fun to your cold email isn’t going to hurt, and it
almost always works.

 Follow up till they respond

Not all cold leads are going to turn into hot customers. But as a sales development
representative, you need to qualify or disqualify them as soon as possible. It’s not
worth spending time on leads who are never going to become your customers. For
that, you need to follow up with your recipients until you get a reply, even if it’s ‘No,
I’m not interested.’

Cold email template:

Hi {recipient name},

I hope you are doing great It’s been a while since we were in touch.

{recipient’s company name} had trialed with {your product name} for their {what
function did they use the product for} in the past. I would love to reconnect with
you and your team to better understand why you had moved away from the

same

We have made some market breaking innovations since you had signed up and
partnered with some big names like {customer 1} and {customer 2} too. Let’s have
a quick chat sometime next week, {recipient’s name}?

I would be more than happy to show you those innovations, Monday (January 16th)
at 10:00 am sounds good for you?

4. The cold email with social proof to win over

prospects
Just by rattling about the benefits of your product isn’t going to entice prospects to
spend their precious time with you. You need to build credibility with the prospect, for
them to take you seriously and consider buying from you. And one of the ways to do
that is by adding social proof in your cold email.

Mention the names of your well-known customers who share the same buyer’s
persona, pain, and priorities. You can also mention your investors or shared LinkedIn
connections to win your recipient’s trust.
 Takeaways:

 Keep it short and crisp

A long introduction, bragging about your company not only makes your email harder
to read but also makes recipients lose interest faster. Instead get straight to the point
and explain everything that you want in the first two sentences. Use simple language
and short sentences so that it’s easy for prospects to scan it and understand the
meat of your cold email.

 Maintain an email structure

Your cold email should have a great opener, your objective, social proof and a call to
action in separate paragraphs. If a paragraph exceeds more than 2-3 lines, break it
up by using bullet points.

Cold email template:

Hi {recipient’s name},

My name is {salesperson’s name} and I am the {designation} for {your company

name} in the {region of the prospect}. {a sentence about what your company
does}

{customer 1, 2, 3} have all moved to {your product} in Q3 to help with:

1. {benefit 1}
2. {benefit 2}
3. {benefit 3}
And much more

I would love to get on a short call with you for a quick review of your current systems
and how we can help.

5. The cold email with useful (helpful) resources

When you get emails from a stranger asking for your precious time, do you oblige?
Well, in most cases, we don’t. That’s the case with your recipients as well, where you
are the stranger to them.

So instead of always asking for the lead’s time, share some useful resources that will
help them learn more about your solution. Send some of your best blogs that they
can consume and also share on their social network. If they like what they see, they
will also give you a time to call.
 Takeaways:

 Share relevant content

These emails work because you are giving them the value even before they ask for
it.

 Leave communication open

In this case, you aren’t pushing for a sale or asking for their time. Instead, you are
giving them an option to get in touch with you, which increases their desire to do.

Cold email template:

Hi {recipient name},

{congratulate them on their recent success}

I work with {your company name}. I would love to connect with your {person in
charge of implementing the service you are selling} to understand your current
processes and suggest how {your product name} can add value to {recipient’s
company name}.
 I am listing a few features below that might interest you,

1. {resource 1}
2. {resource 2}
3. {resource 3}

I will be looking forward to hearing from you, thanks in advance.

6. The cold email with statistical information

Sharing some helpful information about the prospect’s industry not only grabs their
attention but also creates a hook to introduce your solution.

Here’s an example of such an email.

Takeaways:

 Use stats to get their attention

 Using performance stats in your cold emails catches attention and creates an aura of
authenticity. It also serves as a hook to introduce your solution.

 Nail your CTA

When you end your email with “Are you free to talk next week?”, your prospects
aren’t going look for a convenient date and time on their calendar to talk to you.
Instead, make the decision a lot easier for them by giving them a specific date and
time. It reduces the stress of having to look at the calendar and think which date
would work for both of you.

Cold email template:

Hi {recipient name},

As the {title of the recipient}, I thought you might find this stat interesting.

{add a recent study about the recipient’s industry}

With this rapid growth in {recipient’s industry}, I’ve had the opportunity to work with
companies like {customer 1} and {customer 2} in the {region of the recipient} by
improving their {the result of using your product} with {your product name}.

{recipient name}, it would be great if we can get on a short 10-minute call on Friday
at 2:00 pm?

7. The generic cold email template

Yes, personalized emails works. But it’s also time-consuming.

Your outreach lead list not only has decision makers but also involves influencers
and the ones below them. And when you send out emails to the latter group, you
don’t necessarily have to hyper-personalize it.

Here’s an example of one of our generic cold emails.

 Takeaways:

 Validate yourself

When you get emails from a stranger, you want to know who is that person and why
they matter to you. Any form of social proof – a famous customer, an investor, or a
mutual LinkedIn connection – helps to build your credibility and trust with the
prospect.

 Show you have the expertise

Listing out the customers who share similar persona, pain and priorities shows that
you have the expertise and builds your credibility.

Cold email template:

Hi {recipient name},

Does {recipient’s company name} have an effective {product domain} strategy

for this quarter?

I work with {the recipient’s company vertical} across {recipient’s region} to

implement {product domain}strategies across the organization to utilize a more
automated, efficient and user-friendly {department which uses your product}. {A
line about your company}

We’ve helped organizations like the {customer 1}, {customer 2}, {customer 3},
and {customer 4}consolidate tools ({the features you have to offer}) to
improve {the benefit of your product for the organization}.

Do you have 5-10 minutes this week for a brief call to determine if it makes sense to
talk further?

(P.S.- Here is a testimony of how we are helping {customer 5})

These 7 cold ‘situational’ email templates are a great starting point to send emails to
your leads. Get creative and add your own spin to make it your own. But always
remember, cold emails are most effective when they are personalized to the
recipients. When you take the time to learn about your prospects and personalize
your emails, you will see better results

Cold Email Templates

{Company Name} + {Your Company}

Hi {name},

My name is {name} with {Your Company}.

We help {specific company type} with {one liner}.

I wanted to learn how you handle {thing your company handles} at {Company Name}
and show you what we're working on.

Are you available for a brief call at {time options}.

(source)

{Company Name} + Smart Host

Hi Mike,

My name is Nick and I’m a co-founder at Smart Host. We help property managers
optimize their pricing on marketplaces like HomeAway, VRBO, and Flipkey.
I wanted to learn how you currently handle price optimization and show you what
we're working on.

Are you available for a quick call tomorrow afternoon?

(source)

How to Export [company] Prospects from professional social networks and into
your CRM

{name},

I'd like to discuss your lead gen efforts.

We're helping other [industry] companies collect their prospects straight from
professional social networks and import them directly into their CRM (adding phone
numbers and email addresses).

Quick question: can you put me in touch with whoever is responsible for new
prospecting and revenue generating tools at {company}?

Hi {name},

{myName} from {myCompany} here.

Companies make more sales with consistent marketing. {myCompany} can put proven
sales tools into the hands of everyone who sells your product.

If that sound useful, I can explain how it works.

(source)

Hi {name},

I’m trying to figure out who is in charge of [leading general statement] there at
{company}.

Would you mind pointing me towards the right person please, and the best way I might
get in touch with them?

Hello {name},

What would it mean to your top-line revenue if you saw a 70% increase in contact
rates, 50% improvement in closes, and 40% increase in quota-hitting sales reps?

Let’s find a few minutes to talk about how InsideSales.com is providing these results
to our clients.

I’m available tomorrow {insert 2 times you’re available}. Can we sync up?
Hi {name},

I hope this note finds you well.

I’ve been working for a company called {my company} that specializes in X, Y and Z.
In thinking about your role at {company}, I thought there might be a good fit for your
group.

Our {product name} has garnered a lot of attention in the marketplace and I think it’s
something that your organization might see immediate value in.

Can you help me get in contact with the right decision-maker?

Looking for best [insert job area where you’d like to start] contact

{name},

I am doing some research on your company to determine if there is (or is not) a need
for [insert your strongest pain point].

Could you please help me by pointing me to the best person there for a brief
discussion?

Where shall I start?

{name},

I’m hoping you can help me, who handles the [insert pain point here] decisions at
{company} and how might I get in touch with them?

[theircompanyname] and [yourcompanyname]

{name},

I’m sorry to trouble you. Can you tell me who makes the [insert pain point here]
decisions at your company and how I might get in touch with them?

(source)

Appropriate person

{name}

We have a service that will help you [insert quick one liner about the value your
service delivers].

Would you guide me to the person responsible for [insert the relevant department or
task your service empowers — “marketing, sales, pipeline building”] and let me know
how I might get in touch with them?
{name},

We have a service that will help you [insert quick one liner about the value your
service delivers] and have helped similar businesses achieve XYZ results.

What’s the best day/time this week or next for a quick 15 minute conversation?

Looking for an Accountant

I was wondering if you were looking for more business customers?

I know the majority of small businesses are always looking for a great accountant and
I'd be able to generate leads for you if this is something you're interested in.

Are there any types of businesses in particular that make good clients for you?

Name

P.S. If you aren't the right person to contact about this, please let me know

(source)

10 x {company} [result] in ten minutes?

Hello {name},

I have an idea that I can explain in 10 minutes that can get {company} it’s next [100
best clients].

I recently used this idea to help our client {competitor} almost triple their monthly run
rate.

{name}, Let’s schedule a 10 minute call so I can explain. When works best for you?

(source)

Hi {name},

This is {salesrep} with RJMetrics. I just took a quick look at your site and noticed that
{company} looks similar to many of the SaaS clients that we help everyday.

I’m sure you’re already thinking about engagement metrics and ROI by acquisition
source, but I’d love to get a sense for how you’re uncovering t hat data and share
some insights we’ve learned along the way towards understanding the story behind
your business.

If I’ve got the right person, can we connect in the next few days? If not, who would you
recommend I speak with?

Appropriate Person?
Hi {name},

This is SDR with RJMetrics. Wanted to introduce myself, as {company}'s sales

development platform looks similar to many of the businesses we work with everyday.

While I've got your attention, we'd love if you guys gave RJMetrics a spin. Our client s
are using us to do things like optimize customer acquisition spend, understand drivers
of CLV, and standardize reporting of KPIs across internal teams and investors.

I’m assuming you’re the best person for this - If not, who would you recommend I
speak with?

Bookkeeping sucks, let us handle it.

{name},

Bookkeeping sucks, and you have a business to run. You created CompanyName out
of a passion to do something great, unique, and game-changing. Not to spend your
limitless talents and limited time on day-to-day bookkeeping tasks. AcuityComplete’s
bookkeeping professionals want you focus your time and efforts on growing
CompanyName into an empire; not worrying about whether your books are reconciled
correctly.

If your core business competency isn’t bookkeeping, let’s talk. I’d love to find out more
about CompanyName and how we can help eliminate this headache for you.

Do you have any current issues that we can help answer?

Appropriate person

Hi {name},

I am writing in hopes of finding the appropriate person who handles multicultural

media. I also wrote to Person x, Person Y and Person Z in that pursuit. If it makes
sense to talk, let me know how your calendar looks?

VoodooVox helps increase the revenues of Fortune 500 companies by marketing to

Hispanics. Each month we reach 25 million Spanish speakers with an audio message
they must hear. We insert 30 second audio and SMS advertisements into phone calls
made on calling cards. The benefit to users is they make their call free. The benefit for
our clients is they can increase store revenue by providing text message coupons.
Typical redemption is 3%. You can measure results online and with store sales.
Advertisements can target specific ethnic groups and geographies. Some clients
include Burger King, P&G and Chili's.

If you are the appropriate person to speak with, what does your calendar look like? If
not, who do you recommend I talk to?

(source)
Appropriate person

Hi {name},

I am writing in hopes of finding the appropriate person who handles online

advertising? I also wrote to Quinn XXXX, Kristy XXXX and Rob XXXX in that pursuit. If
it makes sense to talk, let me know how your calendar looks?

AroundYou helps increase the revenues and exposure of local companies by

marketing directly to targeted and local traffic. Each month we reach over 240,000
Australians thru our site by profiling events, activities and things to do. We profile
companies thru our featured listings, Iphone App and targeted Google advertising. The
benefit to users is that they can search their area free. The benefit for our clients is
they can increase revenue and exposure by utilising the featured listings and targeted
traffic. You can measure results and statistics online. Your listing will target specific
suburbs and postcodes. Some clients include The Herald Sun, Leader Community
Newspapers, The State Theatre and The Art Gallery of NSW.

If you are the appropriate person to speak with, what does your calendar look like? If
not, who do you recommend I talk to?

(source)

I am doing some research on ________ to determine if there is a need for

KISSmetrics’ person-based web analytics platform. Could you please help by pointing
me to the appropriate person there that may have an interest in a brief discussion?

For context – Here is a short infographic introducing you to KISSmetrics.

{infographic}

In advance, thank you for your help.

Who wants a Customer Success 1-on-1?

I’ll be honest, this is not “another sales pitch” from Sales Instead, I’d like to send you a
2-minute demo video of Gainsight’s Customer Success Management solution:
http://vimeo.com/63709432

We are VC backed ($9M Series A) by Battery Ventures and our k ey customers include
Marketo, DocuSign, Xactly, Jive, Informatica, YouSendIt, etc. One of our core value
props is “Success for All” and we would like to offer everyone a 1-on-1 with our
Customer Success experts to simply discuss best practices (reducing ch urn,
structuring your customer-focused team, increasing up-sells, etc).

Who is the best person to speak with about Customer Success? Let us know if there’s
someone else who heads up those efforts.
Hi Eric,

I understand you are the CEO at Single Grain, and given that our customers who used
to use similar technology, a chat may be beneficial.

In short, we've created the sales automation salespeople have been craving by
shoring up the shortcomings, filling in the blindspots, and reliving the frustrations of
current solutions. The difference is obvious - see for yourself.

Are you available for a brief chat this week or Monday/Tuesday of next week?

Thanks

P.S. Feel free to compare us with others [link to comparison page]. We want you to :)

(source)

Back to categories ↑

Researched Outreach Email Templates

Looks like we have plenty of things in common...

Hey {name},Here are some commonalities between Yesware and TOPO:

 Twilio is a customer (and also an integration partner now powering our click -to-
call feature)
 We are a Salesforce.com ISV partner, and it looks like Salesforce.com is a
client of yours
 Our Director of Sales, Mike Maylon is on the speakers list at the Saleshacker
conference. He also used to work at Netsuite, another client of yours
Most importantly, we're focused on driving results. Customers like Twitter, Acquia, and
The Financial Times have seen a 25% growth in new business using our product.
Customers choose our sales technology to accelerate their sales efforts.

Let's explore how we can work together to help your customers share the same
experience our customers have had since using Yesware. I can also share with you
some more customer success stories and why our market-leading product is chosen
by high growth sales teams.

When is the best time for you to connect? I would be more than happy to facilitate an
introduction to Mike if that's preferred by you.

Cheers,
{name}
P.s.: it looks like your session title is TBD. If there is any data/information I can help
provide you to strengthen your presentation, please let me know.

(source)

Introduction: {Your first name} <> {Prospect's first name}

Hi {Prospect's first name},

I recently came across {blog post title} that you/your company wrote/shared/posted on
{social media platform}. {Topic of blog post} seems like an interest that we share. In
fact, {one sentence comment on/reaction to blog post}.

I work for {your company} and we {your company's value proposition}. {Referral}
recommended I reach out to you with ideas on how to solve [problem your product
addresses]. I'd love to get some time on your calendar to discuss these ideas and
{topic of blog post}. Are you available for a 10/30/60 minute call on {date}?

I look forward to talking soon.

(source)

Question about upcoming product launch

{name},

I read in the WSJ yesterday that you're expecting to receive FDA approval for a new
ulcerative colitis drug in the next few months.When that finally does happen, you're
going to want to get it into the market quickly. We recently helped another pharma
company slash their packaging delivery time from 18 days down to just four days.

You can read how we did it at: www.packco.com/casestudy.

Would you be interested in a quick conversation next Tuesday? Let me know a time
that might work for you.

(source)

A few other experiments you can run to grow your email list

Hey {name},

Been a huge fan of your site since it first went up. Noticed you've been running
several experiments to grow your email lists.

Here are a few lesser used strategies that drives explosive growth:

- Members only bonus area: You offer a lot of juicy bonuses to entice new signups.
There doesn't seem to be a way for existing members to also receive them right now.
Think creating a members-only bonus area where existing subscribers can go to
download your latest goodies would go long ways to build their long-term loyalty. -
Behavior settings on your optin box: Noticed your optin-box still pops up for people
who already subscribed. You can use a much longer lasting cookie to stop it from
annoying your existing subscribers.

I've been coding for the last several years with a focus on building viral growth
engines. I recently coded all the backend for RoyalSee's pre-launch campaign: [link].
They got 10K signups in 2 weeks.

Happy to lend a hand with future projects - let me know what you think.

(source)

New partnership?

{name},

You did an excellent job speaking at the recent 21st Century B2B Culture event - you
have great understanding of social business. Do you see social business working
being effective in B2C?

I had a few ideas on how it could work in B2C that are related to your recent book
(which I read). I help B2C SMBs use the internet to bring their business to the national
market.

What’s the easiest way to get 10 minutes on your calendar Thursday to share how our
market expertise can be mutually beneficial?

(source)

Hi {name},I noticed you guys don't have a commenting widget on your site. It's actually
something my company Wigeto provides emagazines for free to boost
engagement.When you have a few minutes, I'd love to talk to you or the appropriate
person about taking care of that.

(source)

I noticed on your website that xyz is a customer. Congrats on getting traction with
such an established brand, which is undeniably no small feat for an early stage
startup.I know from speaking with other founders that many, if not all, find it
challenging to developing a repeatable selling process in a way that feels natural,
comfortable and authentic without sounding “salesy”. The impact – inaction. Lack of a
predictable pipeline and sales.In the past year we’ve worked with companies like abc
and def to help them close more deals in less time without selling their soul and was
thinking we might be able to help xyz in this area as well.

I’m not sure if this is a fit for you folks, but if you’d like to learn more would you be
open to carving out some time to explore?
Alternate ending: If you’d like I can send you a 2 minute demo so you can evaluate.

(source)

{name}, is your marketing automation tool working for you?

Hi {name},I understand you may currently be using Pardot as a marketing tool, and I
was wondering if you’re experiencing any difficulty with it. Pardot users often find that
they need a more scalable solution as their business grows, and as a result we’ve
seen many customers switch to Marketo in recent months. These customers see
immediate increases of 30-100% in productivity and a dramatic increase in leads –
purely because they get much more capability in an easier-to-use package.

Why are Pardot users switching? Marketo removes the limitations that held them back
– some of the major benefits that these customers have experienced with Ma rketo
include: A much more productive, intuitive, and flexible interface for creating marketing
campaigns (ranked #1 for user experience by independent analysts) Ability to quickly
report on pipeline, revenue, and ROI by marketing campaign or channel Flexi ble lead
scoring – which includes scoring models by product line or division, and automatic
score reductions when your leads are inactive Drastically improved ability to leverage
lead intelligence solutions inside your CRM For a limited time, we are also o ffering
special pricing packages to make switching incredibly easy and attractive.

Please reply to this email or click here if you’d like to set up a time to talk about
whether Marketo makes sense for your business. Or, learn more here.

Question about company plan to expand

{name},

I just read your interview in Mark-It News where you mentioned your company's plans
to expand your franchise operations by 35%.In the past year, we've worked with three
other franchisors to drive significant traffic to their newly opened locations. On a
comparative basis, same store sales in the three months were up between 17 – 23%
over previous launches.

Would you be interested in learning how we did this? I’m available next Thursday, May
6th. Give me a time, and I’ll give you the details.

(source)

Back to categories ↑

Referral Outreach Email Templates

Terry Fisher says you’re interested in better lead gen strategies
{name},

Terry Fisher told me today that you two were talking about how tough it is these days
to get new leads in the door. It's a big issue that all consulting companies face ri ght
now.

After looking at your website and registering for your white paper, I have some
thoughts regarding where you may be losing people in the process. And, I've got some
ideas you can implement fairly easily that should have a positive impact on lead
conversion rates.

Let’s schedule 30 minutes to talk some more about this.

(source)

Back to categories ↑

LinkedIn Outreach InMail Templates

(when connecting)

I would love to connect with you at some point and learn more about Converto.

Would be great to have a conversation around the websites we crawl that are adding
and dropping your competitors like Adometry.

Best,
Jason

Hi Ravi,

The article you shared on LinkedIn yesterday addresses a challenge that I've heard
two sales directions mention this week. Your unique perspective would be beneficial
for them to hear.

We help sales execs improve their reps success with a similar approach. Do you have
5 mins to speak on Wednesday or Thursday afternoon this week?

(source)

Intro?

Hi {name},

I was looking to get introduced to Johnny Dealmaker from Project X and saw you were
connected to him. Not sure how well you’re connected to him, but if the relationship is
strong, I’d really appreciate an intro to chat about ways to work with my Project Y.
Please let me know if you feel comfortable doing this and I’ll forward over a proper
request for introduction that you can forward to him.

(source)

Intro?

Hey {name},

Was hoping that you might be able to introduce me to Johnny Dealmaker at Project
X?

I wanted to connect with him because our email list targets a similar demographic with
limited overlap. Seeing as our products are non-competitive, I wanted to touch base to
see if he was up for brainstorming ways to leverage our existing user bases to grow
both of our lists.

We did this with Company R in the past, and both parties received a 15% lift in new
subscribers.

Any help is much appreciated.

(source)

Back to categories ↑

Follow Up Email Templates

First Follow Up
Re: [same subject]

{name}, is the below of any interest to you?

(source)

Re: [same subject]

Hi {name},

I didn't hear back from you last week when I was looking for the appropriate person
managing your [statement]. That's not a problem.

If it makes sense to talk, let me know how your calendar looks. If not, who is the
appropriate person?

5 Ideas for Starbucks using Twilio

Hi {name},After sending my last email, I got really excited and wanted to share some
ideas I had on how Starbucks could leverage Twilio:

 Mobile app distribution - reduce friction by allowing your website visitors to

download your mobile app by texting the download link to their phone. Our
technology intelligently detects whether a phone is on iOS or Android OS and
sends them to the right app store.
 Picture message a coupon to your customers on their birthday. Why tell them
how good a frap will be when you can show them the gooey ribbons of
caramel?
 New VIP service: text your order in to your local Starbucks. Get your favorite
thirst quencher sooner.
 Picture message Starbucks coupons w/QR codes to your friends on special
occasions.
 Leverage geo-location services to MMS special deals to customers when they
are in close vicinity to a Starbucks.
The possibilities are really endless.

I'd love to chat with you further about how other companies are using us, as well as
chat more about how we can help foster Starbucks' future innovative ventures.

What's the best way for me to get 15 minutes on your calendar?

(source)

Re: [same subject]

Hi {name},

I just wanted to circle back on my email below re: getting you a comments widget for
your site. Are you free for a quick call on Monday or Tuesday?Across similar size
partners, we’re seeing an average increase of 1 minute on site with the addition of our
widget.

(source)

Re: [same subject]

Hey {name}, how is it going? Can we schedule a time to talk this week?

(source)

Follow up to a first conversation

Re: [same subject]

Hi {name},

I really enjoyed our phone conversation [or meeting] earlier today and especially liked
learning about your unique role at {company}. I understand the challenges you are
facing with [challenges discussed] and the impact they are having on [insert personal
impact].

As promised, I have attached [or linked to] the resources and materials that can help
you better understand how we can help you solve [insert compelling reason to buy].

Please let me know if you have any questions. Otherwise, I look forward to talking with
you again on [date and time].

(source)

{MyCompany} Call Summary

Great speaking with you today, {name}! I'm glad we agree {MyCompany} would be a
great fit for your team.Here are the top value adds we went over:
{Special}

{Special}

Resources for Review:

X
Y
Z

Action Items:
{Special}P.S. {Special} — use this opportunity to link to case studies or third-party
content your prospect may enjoy

(source)

Second Follow Up
Re: [same subject]

Hi {name},

Have you come across the “Information Security Community?”Check the group out:
[link to Linkedin Group]

From our last discussion this group looks to be filled with your target prospects that
could ensure you reach your Q4 sales target. Some of the challenges expressed in the
group are problems your team helps solve.

What’s the best way to get on your calendar for 15 tomorrow? I’ll show you th e
playbook on how to drive revenue from this group.

(source)

Re: [same subject]

Hi {name},
I have tried to get in touch with you to see if there is a mutual fit between our
companies expertise and your goals around [statement].

If you are not interested or there is another person you would like me to follow up with,
please let me know.

Would it make sense to invest 5-10 minutes to determine if there is a mutual fit
between your [statement] and our expertise?

If not, who do you recommend I talk to?

[competitor X and Y]

Hi {name},

Just wanted to send you an example of how we’re working with [competitor X and Y] to
deliver this solution. Check it out here [link to example].

So far feedback has been extremely positive. Would love to get you guys up and
running too when you have a few minutes.

(source)

Re: [same subject]

Drop me a note if you caught the email below {name}; I know you're a busy man!

I'd love to talk a little bit more about {mycompany}, yourself, and any ways in which we
can be collaborating. A phone call / Skype would be a pleasure.

Hope you had an excellent weekend,

Re: [same subject]

Hey {name}, we got some new press coverage [link]. I’d love to pick up on our
conversation. When’s a good time to chat?

(source)

Next step?

{name}, I'm writing to follow up. I'm not sure what our next step is.Let me know what
makes sense as a next step, if any?

Thanks for your input.

(source)

Third Follow Up
Re: [same subject]
Hi {name},

I first want to apologize that we haven’t been able to connect recently. I feel like
somewhere along the way I must have made it difficult to communicate or dropped the
ball because for awhile there it seemed like you guys were really excited about our
offering. Apologies if this was the case.

I just want to open back the communication lines and let you know that I know you
have a lot on your plate and if this is something that is no longer a priority, that’s
totally cool – in fact as a startup, I completely understand! If nothing else, I’d enjoy
opportunity to hear what’s new on your end and maybe even get some feedback on
how we can improve our offering.

Let me know if you have a few minutes next week to hop on a call.

(source)

Re: [same subject]

Drop me a note if you caught this {name}. Would love to chat some more about your
sales / provide any assistance I can there. Discussing your plans for [your area of
expertise] (even if it's just advice I can pass on!) would be great too.

Hope you're having an excellent start to the week.

Re: [same subject]

Hey {name}, can we hop on a quick call Wednesday 4pm or Thursday 11am?

Cheers,
Name

PS: thought you might find this article interesting [link]

(source)

Re: [same subject]

{name},

When we spoke, I thought that I understood _______, but you haven't responded. Did
I misunderstand or has something changed?

After a Voicemail

Sorry I missed you

Hi {name},

Sorry I missed you on the phone today. I was calling because [explain your purpose].
My voicemail said I will try you again on [date and time] and you can always reach me
before at [phone number].

(source)

Just Tried Your Line

{name},

I just tried giving you a call and left a voicemail. [call to action].Please give me a call
back at {XXX-XXX-XXXX}, or send me a note if you get the chance.

Thank you!

(source)

Back to categories ↑

Break Up
Re: {same subject}

Hey {name},

Haven't heard back from you. Thank you for the opportunity. Can I put it on hold for
now?

(source)

Thanks from {company}

{name} - I wanted to reach out to you one more time regarding _______. If I don't hear
back from you, I’ll assume that the timing isn’t right and I won’t contact you again.

If I can be of assistance, you can always contact me at the number below.

(source)

Permission to close your file?

{name},

We are in the process of closing files for the month. Typically when I haven’t heard
back from someone it means they’re either really busy or aren’t interested. If you
aren’t interested, do I have your permission to close your file?If you’re stil l interested,
what do you recommend as a next step?

Thanks for your help.

(source)

Thanks from [company]

Hi {name},

I know we haven’t been able to connect, which usually means one of two things: Either
the timing may not be right or you no longer have a need.

In either case, I want to respect your time so I’m going to go ahead and close your
file.

Otherwise, if you would still like to talk, please call me to discuss next steps.

Thanks again.

(source)

Re: [same subject]

Hi {name},

I’ve reached out a few times regarding your sales prospecting strategies there at
{company}. My guess is that we’re out of touch for one of three reasons:
- You don’t see a fit
- You have another solution to create predictable outbound prospecting numbers
- You are secretly a superhero and have been too busy fighting crime to reply

If any of these are correct then they may be the exact reason why we should talk
now…

(source)

Are you ok?

{name},

I reached out previously regarding {what you do} and haven't heard back from you
yet.This tells me a few things:
• You're being chased by a T-rex and haven't had time to respond.
• You're interested but haven't had time to respond.
• You aren't interested.Whichever one it is, please let us know as we're getting
worried!

(source)

Re: [same subject]

Hi {name},
I’ve tried to reach you a few times to go over suggestion on improving ___, but haven’t
heard back which tells me one of three things:
1)  You’re all set with ____ and I should stop bothering you.
2)  You’re still interested but haven’t had the time to get back to met yet.
3)  You’ve fallen and can’t get up and in that case let me know and I’ll call someone to
help you...Please let me know which one as I’m starting to worry!

(source)

Should I stay or should I go?

Hi {name},

I know you’re busy. Just give me a 1, 2, or 3 —

1. We’ll pass on partnering with EVENT NAME this year, thanks for the offer!

2. We’re interested in the Event, but it’s not a good time, reach back out to me in 1
month.

3. I’m interested — let’s talk!

Thanks!

(source)

Back to categories ↑

Trial
SalesLoft Walkthrough

Hey {name},

Hope you are well. SalesGuy here, with SalesLoft (sales intelligence tool you are
testing).

Would you like to connect for me to show you the ins and outs of our software? We
would love for you to start Lofting at expert level in no time! How about sometime later
this week?

Cheers!

Lets get you lofting, Ryan

Hi Ryan,

Akoma with SalesLoft; I hope you’re doing well. I wanted to reach out and see if a
prospecting tool such as SalesLoft might be on your radar? I’d love to learn a little bit
more about your lead generation at Attach.

I’d be happy to take you through a high-level overview of our solution and show you
some effective ways to find accurate and relevant leads, quickly add them to a list,
discover emails and phone numbers, and push that data to your CRM.

Do you have some time Friday or Monday? If so, propose a few times (timezone
included).

SalesLoft + Attach = A Perfect Match

Hi Ryan,

Thanks for taking an interest in SalesLoft. I am excited to learn more about your lead
generation/prospecting strategies at Attach. Happy to answer any questions that you
might have about SalesLoft and show you a few best practices.Can we put something
on the calendar for Friday or Monday?

Any thoughts?

Hi Ryan,

I wanted to reach out one last time and see if Attach has thought any more about
implementing SalesLoft?

I would be happy to chat and answer any questions, do you have some time Friday or
Monday.

Let's Talk KISSmetrics!

Hi Ryan,

Thanks for setting up your KISSmetrics account! Are you available for a quick chat to
discuss KISSmetrics best practices to make sure you are getting the most out of your
trial period?

Please let me know when you are next available and we can schedule a call.

Back to categories ↑

Startup
John - my name is Tyler and I'm the CEO of Clever. My company has developed new
technology that reduces the time spent doing SIS integrations by 80%.

I figured this might be of interest to you given the new middle school reading software
Scholastic just released.
I'd love to get your feedback even if you're not in the market for this right n ow. Do you
have 20 minutes this week? It looks like I'm open Tuesday at 1 or 2pm ET if either
may work.

Tyler

(source)

Looking for advice

Hi FNAME,

I'm a first time entrepreneur and I just started to build my product. I'm looking for
experts in this space and several of my friends pointed me in your direction. So I was
hoping you could give me your feedback before I spent too much time building
something that nobody wants :)

Here's my idea: I have a crawler that crawls millions of websites daily and can see
who started a free trial with Mixpanel almost instantly. Do you think information like
that would be valuable for somebody like KISSmetrics or I'm just wasting my time
here?

Thanks in advance!

-ilya

(source)

Back to categories ↑

Other
Viewing content alert (e.g. opened an Attach link)

Re: [same subject]

Hey {name},

Last time we chatted, you requested that I get in touch in November. I may be a month
early, but I figured it’d be worth checking-in.

Have you given any additional thought to the proposal? I’d be happy to do a quick
review of it on the phone and answer any pending questions.

When’s a good time to talk?

(source)
Responding to a request to match competitors pricing

Subject: Re: demo follow up

No worries... short answer is no, we aren't able to compete on price against FooCorp.

The FooCorps's of the world have spent a couple decades now in a the race to the
bottom and it shows. I have no doubt you can get their product (or a whole raft of
others) for a few bucks cheaper than us.

Our product, Acme, is different. We're designed to help improve your company's
performance in the critical area of XYZ. The ROI on doing that is enormous.

Now, not every organization sees the value in investing in XYZ. I g et that. But if yours
does, Acme is one of the most leveraged investments you can make.

Assume HelloSign does 5-6 transactions in the [XYZ field], that's going to run 300-
600k per year (so figure this is a $1-2MM investment over 3 years). The value of each
transaction will be maybe 2-5x that if they're done well, whereas a bad one we know
can actually destroy value.

On the cost side, great transactions churn over at less than half the rate of low
performing ones - which means if you do a better job at XYZ, you'll save 10's of
thousands in new transaction costs as they stay longer. And on and on....

So ultimately if you think Acme will help you do this better - even just a little bit - the
whole thing is peanuts. The cost difference between our product and the others, even
less.

Look, FooCorp's customers are switching to Acme in droves because we're investing
heavily in great customer service and innovation. Those things cost money but, as we
see above, they drive tons of value so the market is happy t o pay.

We'd love to have HelloSign on board as a customer and I'd be happy to have another
chat with you or them if you think it would be useful. Let me know!

(source)

Back to categories ↑

Sequence
First Email

How to import targeted professional social network leads straight into your
{company} CRM
{name},

I’d like to discuss your lead gen efforts. We’re helping other {industry} companies
collect their prospects straight from professional social networks and import them
directly into their CRM (adding phone numbers and email addresses).

Quick question: can you put me in touch with whoever is responsible for new
prospecting and revenue-generating tools at {company}?

(source)

Second Email

Re: [same subject]

{name},

Predictable Revenue author, Aaron Ross recently wrote this article: How Email
Marketing Company WhatCounts Added an Extra 26% To Their New Sales Growth
Rate In One Year (+ Their Favorite Sales App: SalesLoft).

I’d love to help you uncover whether you could do the same. How about a short call so
I can understand your revenue objectives at {company} for {enter timeframe}?

(source)

Third Email

Re: [same subject]

{name},

I have tried to reach out a few times over the past week to go over your lead
generation / prospecting strategies at {company}. I have not heard back from you and
this tells me a few things:

1) You are all set with your current prospecting / lead gen strategies at{company}, and
if that is the case please let me know so I will stop bothering you.

2) You are interested but have not had the time to respond.

3) You are being chased by a hippo and need me to call for help.

Please let me know which one it is as I am beginning to worry...

Thanks and I look forward to hearing from you.

(source)

First Email
Hi Drew,

My name is Jerry and I am the founder at Shipping Company. We work with

organizations like Sears and Target to hold FedEx and UPS accountable.We track all
your shipments, identify those which have been delivered late, and file claims on your
behalf. You only pay when packaging tracking is credited to your account.

What would be the best way to get 15 minutes on your calendar to explore if this
would be valuable to Company?

Cheers,
Jerry

(source)

Second Email

Re: [first subject]

Hi Drew,

I'm sorry to trouble you again. At my company, Shipping Company, we give you real
time visibility of all shipments, identify those which have been delivered late, and
obtain package tracking on your behalf.

You pay for performances so if we don't save you money we don't get paid. Wh o
would be the person to speak to about this at Company?

Thanks,
Jerry

(source)

Third Email

Re: [same subject]

Hi Drew,

Wanted to make sure you got my earlier message. I'd like to learn about the pains of
package tracking at Company. If you are the appropriate person to speak with, what
does your calendar look like earlier next week? If not, who do you recommend I walk
to?

- Jerry

(source)

First Email:
Appropriate person

Hi {name},

I'm trying to figure out who is in charge of [leading general statement] there at
{company}.

Would you mind pointing me towards the right person please, and the best way I might
get in touch with them?

Thank you,

Looking for best [insert job area where you'd like to start] contact

{name},

I am doing some research on your company to determine if there is (or is not) a need
for [insert your strongest pain point].

Could you please help me by pointing me to the best person there for a brief
discussion?

(source)

Second Email:

Re: [same subject]

Hi {name},

I didn't hear back from you last week when I was looking for the appropriate person
managing your [statement]. That's not a problem.If it makes sense to talk, let me know
how your calendar looks. If not, who is the appropriate person?

(source)

Third Email:

Re: [same subject]

Hi {name},

I have tried to get in touch with you to see if there is a mutual fit between our
companies expertise and your goals around [statement].

If you are not interested or there is another person you would like me to follow up with,
please let me know.

Would it make sense to invest 5-10 minutes to determine if there is a mutual fit
between your [statement] and our expertise? If not, who do you recommend I talk to?
(source)

Fourth Email:

Re: [same subject]

Hi {name},

I’ve reached out a few times regarding your sales prospecting strategies there at
{company}. My guess is that we're out of touch for one of three reasons:

- You don't see a fit

- You have another solution to create predictable outbound prospecting numbers

- You are secretly a superhero and have been too busy fighting crime to reply

If any of these are correct then they may be the exact reason why we should talk
now...

(source)

First Email

Revenue Growth

Hi {name},

My name is {salesrepresentative} and I’m with {sendercompany}, a [what you do].

We’ve worked with venture backed startups to Fortune 500 companies like [comp anies
you've worked with].

We take a different approach to growing companies and aren’t like [other companies
in a competitive niche].

We move quickly and if we don’t think we can kick butt for you, we’ll be upfront about
it.

Are you free for a chat this week or next about marketing? If so, please pick a time
slot here: [link to book a meeting using scheduleonce.com]

(source)

Second Email

Growth initiatives

{name},
I wanted to see if you had 5-10 minutes to connect re: [what you do]. We’ve been able
to generate solid revenue for our clients and both are still fairly untapped.

Can you point me to the person that handles this?

(source)

Third Email

(name}

Hi {name},

We recently helped a startup [insert result] by [what you do].Can you point me to the
person that handles [what you do] to discuss further?

(source)

Fourth Email

Scaling customer acquisition

{name},

One of our clients was able to [improve metric by number] at half of their target cost
per acquisition number. Is this something that might interest you right now?If so, can
you point me in the direction of the person that handles this?

(source)

Fifth Email

Are you ok?

{name},

I reached out previously regarding WHAT YOU DO and haven't heard back from you
yet.

This tells me a few things:

• You're being chased by a T-rex and haven't had time to respond.

• You're interested but haven't had time to respond.

• You aren't interested.

Whichever one it is, please let us know as we're getting worried!

(source)
 Back to categories ↑

Inbound
Hi {name},

I noticed that you recently visited our {Page or Blog Post}. I wanted to quickly check in
and make sure that you were able to find the resource you were looking for?I also
thought you might find these additional resources helpful:

- {link to helpful resource}

- {link to helpful resource}

I actually also took a minute to look at your company, and I thought you might be
interested in how your current performance compares to the industry benchmarks that
we regularly see. Would you like to talk tomorrow at {insert 2 times you’re available}?

YES! Millennials can sell.

Hi {name},Thank you for signing up to test drive Kapost. I recently read your blog post
"Can Millennials Sell?"

As a millennial myself, this specific line really resonated with me, "Juxtapose this
against your average Gen X salesperson who still speaks lovingly of the Blackberry's
tactile keyboard, who maintains maybe just 1-2 social properties, and who prefers the
face-to-face meeting to the digital one." My dad is a successful salesmen who is still
using a Blackberry and scheduling in person meetings, ha!

My role here at Kapost is to see if I can answer any questions for you about Kapost, or
clarify anything about our platform after taking a Test Drive.

Please let me know if I can provide you with any additional resources.

(source)

{name of downloaded ebook}

Hey {name}

Whats going on?I saw that you downloaded our {ebook / whitepaper / guide} -- I hope
that you enjoyed it or soon will.

If I can be of any help at all, please don't hesitate to reach out .

Take care
{myname}
{mytitle} @ {mycompany}

PS: just connected on Linkedin

Back to categories ↑

Subject Lines
Ben, loved your tweet yesterday (source)

Ben, love what you guys are doing at Datanyze (source)

Appropriate Person?

Right Direction?

Quick Question? (source)

[Mutual connection] recommended I get in touch. (source)

Ideas for [thing that’s important to them]. (source)

Question about [recent trigger event]. (source)

Question about [a goal they have]. (source)

Thoughts about [title of their blog post]. (source)

Have you considered [thought / recommendation]? (not your service!) ( source)

(Name), quick question for you. (source)

[Referrer] said you might be able to answer this question.

Back to categories ↑

Opening Lines
I noticed you ... (source)

[Mutual connection] mentioned ... (source)

I Saw that we both ... (source)

I loved your post on ... (source)

 Congratulations on ... (source)

B2B Email Template

If you have a targeted lead list and your response rate is less than 10%
with personalized emails, your emails could use some work. Earlier this
year a B2B company came to me for help with their emails. They offered an
incredible service for the SaaS space, but weren't very successful with their
sales emails. Their response rates were below 2%.

In about a month of working together, I created a single sales email

templatethat got them more than 16 new customers. But before I reveal the
template, let's dig into what was wrong with their previous approach.
Why their emails were failing:
1. Too long: No one wants to read a mini ebook in an email.
2. Too many ideas: Although the company had an amazing product, they were
highlighting too many value props in their emails, which confused readers.
3. Too "me me me:" Their emails talked way too much about why they were
awesome and listed their company's features instead of putting it in terms
of value for the customer.
4. Too hipster: They wanted to seem young and modern, but overly fancy
marketing automation templates made their emails seem impersonal and
spammy, even with customization. No one thinks they're getting a personal
email if it's too pretty.
We've gone through the bad, and now it's time for the good. Here's the new
and improved template they deployed:
10x [prospect's company's] traction in 10 minutes

Hello [Prospect Name],

I have an idea that I can explain in 10 minutes that can get [company] its next 100 best
customers.

I recently used this idea to help our client [SaaS company/competitor] almost triple their
monthly run rate.

[First name], let's schedule a quick 10-minute call so I can share the idea with you. When
works best for you?

-[Name]
The results of this email spoke for themselves:

 57% open rate

 21% response rate
 Outcome: 16 new customers

So why did this sales email template work when the previous ones failed?
Here are a few reasons:

So why did this sales email template work when the previous ones failed?
Here are a few reasons:
1. Exciting subject line

The subject line is your gatekeeper, so 50% of email work should be spent
crafting and testing different subject lines. You want to create an exciting
but credible (not spammy or sales-y) subject that intrigues recipients.

Make your subject line compelling and informative to pique the recipient's
interest in the body of the email -- and research the prospect so the subject
line is personalized for them.
2. Enticing offer

Give your prospects a reason to respond, and a simple call-to-action. Who

wouldn't want to "almost triple their monthly run rate?" Mentioning your past
success with another client they've heard of makes this offer seem more
realistic and attainable. Include relevant numbers and statistics to make
your offer even more exciting.
3. Personal feel

This sales email has the same basic format and tone of an email you'd send
to your mom or best friend. When you're too formal, you sound stiff and like
a salesperson rather than a person-person.

In the example above, the salesperson's "idea" makes the email less
aggressive and aligns with where the recipient is at the beginning of their
buyer's journey. Before you hit the send button, do a final read-through of
the email to make sure it has a natural and conversational tone.
4. Social proof

One of your biggest barriers to selling is risk. No one wants to be the first
customer and work with a company without credibility or experience,
mentioning one of your customers and the results you delivered to them
makes you less of a risk.

You can attach client case studies to provide your prospect with a detailed
preview of your work. With a compelling example, the prospect will be more
inclined to work with you.

Cold Sales Email Templates for B2B

Here are two cold email templates that you can use to create emails your
prospects will want to open.
1. B2B email template for finding the decision maker in the company

Appropriate person

Hi [Prospect Name],

I am writing in hopes of finding the appropriate person who handles [DEPARTMENT I.E.
MEDIA]? I also wrote to [PERSON X, PERSON Y, AND PERSON Z] in that pursuit. If it
makes sense to talk, let me know how your calendar looks.

VoodooVox helps increase the revenues of Fortune 500 companies by marketing to Spanish-
speakers. Each month we reach 25 million Spanish speakers with an audio message they must
hear. We insert 30-second audio and SMS advertisements into phone calls made on calling
cards. The benefit to users is they make their call free. The benefit for our clients is they can
increase store revenue by providing text message coupons. Typical redemption is 3%. You
can measure results online and with store sales. Advertisements can target specific ethnic
groups and geographies. Some clients include Burger King, P&G and Chili's.

If you are the appropriate person to speak with, what does your calendar look like? If not,
who do you recommend I talk to?

Thanks,

[Your Name]
This template is used by Bryan Kreuzberger, Founder of Breakthrough
Email, as a first touch email. He clearly states the purpose of the email and
includes information about previous clients to demonstrate his credibility.
The email is wrapped up with a call-to-action that outlines the next steps.
2. B2B email template to build rapport

Congrats on the new role. Re: call follow-up.

Hi [Prospect],

Just left a quick message at the office for you. I chuckled a little bit when I got an automated
email this morning from your predecessor, [NAME OF PREDECESSOR] who we worked
with briefly, and before him, [OTHER FORMER COWORKER NAME], who we worked
with as well ...

First and foremost, congrats on coming into this new role! I'm sure you've got a lot going on -
so this conversation might be timely or not. If you're stressed, this is my go-to :)

My role here is working with businesses (in the area) on how they can effectively and
efficiently drive more traffic to their website, increase conversions, and nurture leads into
customers.

How has your first month kicked off so far?

- [Your Name]

Caroline Ostrander, a HubSpot Freemium Service Manager, and former

Business Development Representative, used this template after
researching the prospect and finding a rapport building opportunity. Not
only was she able to relate to the prospect regarding the new job, but she
also mentioned his co-worker's names and referenced her other attempts
to help their company.
3. B2B email template to establish value

Helping your team accomplish X

Hi [Prospect Name],

I saw you recently downloaded a whitepaper about X. I've worked with similar companies in
[Y field/industry] and I thought I'd reach out.
[Prospect's Company] looks like a great fit for [Your Company] and I'd love to understand
what your goals are for this year.

We often help companies like yours grow with:

 X solution/result

 Y solution/result

 Z solution/result

If you'd like to learn how [Your Company] can help you reach [X goals], feel free to book
time on my calendar here: [Meeting Link]

Thanks,

[Your Name]

What do you have to offer the prospect? This B2B email template allows
you to engage with them and suggest some time to connect.
4. B2B email template to introduce yourself

Resource for [industry/strategy] questions

Hi [Prospect Name],

I'd like to introduce myself as your resource here at [Your Company Name]. I work with
businesses in the [software, healthcare, nonprofit, education, etc.] industry, and noticed you
visited our website in the past.

This inspired me to spend a few minutes on [Prospect's Company] website to learn more
about how you're approaching [X strategy for customer service, sales, marketing, etc.]. I
noticed some areas of opportunity and decided to reach out to you directly.

[Your Company] is working with similar companies in your industry, such as [X Company
Name], to help them accomplish [Y goals], and giving them the [Z tools/solutions] to
succeed.

Do you have 15 minutes to discuss [Prospect's Company] this week?

If so, you can book time directly onto my calendar here: [Meetings Link]

Looking forward to meeting,

[Your Name]

Use this B2B email template to introduce yourself and your company to the
prospect. Plus, it includes social proof with a customer example.

Crafting the perfect cold sales email can be tricky, but these tips and
templates are a great place to start. Above all else, remember to keep it
simple. Looking for more sales email templates? Check out these effective
sales email templates next.
Editor's note: This post contains an excerpt from the book The Predictable
Revenue Guide to Tripling Your Sales, and is published here with permission.
Heather R. Morgan is the founder of SalesFolk, a B2B sales emailing consultancy.
These are some of her best messaging tips, written in her own words.

Respectful Sales Cold Email Template

Hi <First_Name>,
>I know you’re very busy as <Professional_Title>, but I’ve been wanting
to have a quick chat about bringing <Product> to <Company> because I
think it could really help you.
If 15 minutes of your time isn’t too much to ask, then maybe we could jump
on a quick Skype call to discuss this?
What’s important here, is that you make your intentions clear – to talk
about bringing your product to their company – and instantly give a reason
for it.
The “I know what’s up” Email
About a month ago, RyanAir surprised everyone with an email marketing
campaign. Not only did it get a bit of viral traction, it was pretty effective
in terms of sales as well.
Their messages poked fun at this years’ US election candidates in a smart,
non-offensive way, and ended up shared on social media dozens of times.

The best topics for these messages obviously depend on what’s hot at the
moment. But this winter I have a feeling that a lot of people are talking
about Westworld – recently described as the defining show of 2016 by the
Guardian.
NB: A topical email like this is something you can use as one of
your follow-up emails, you should probably restrain from using this as an
introduction email.
Cheerful Sales Cold Email Template

Hi <First_Name>,
I’ve been watching Westworld lately and I’m not sure who’s a robot, and
who isn’t anymore. But my system is telling me that our companies’
storylines might be connected.
There’s no maze, however – it’s really simple. I’d like to talk to you about
<Product> for <Company>.
If that doesn’t look like anything to you – let me know and I won’t bother
you anymore. And if this sounds weirdly familiar, maybe we could jump on
a call?
The key to emails like this is to make sure they know you’re making a
reference. This email starts with “I’ve been watching Westworld lately”
for that reason. Don’t let anyone think you’re a teenager who now believes
in all that happened in a TV show.

The “Here’s all that you need to

know” in order to write a good Email
89% of consumers use Google, Bing or another search engine to find
information on products, services or companies before buying. You should
expect customers to research you, and prepare for it.

People will probably check out your website and Linkedin profile
before replying to your email. If they don’t like what they see, the
likelihood of getting a positive response gets much smaller.
Make it easy to research you with a transparent email that has your most
important links. To pick the links, consider what your customers need to
know before buying from you.

They probably need to know who you are, what you do, how much
they’ll pay and what they’ll get.
Price is the last bit of customer validation that you need, and if you’re cold
emailing someone, it’s not in great taste to start with the price and a “Buy
Now” CTA. Especially in B2B.

All info about who you are should be in your footer. Some sales
influencers even go as far as saying that introducing yourself at the
beginning of your email is a waste of space.

So what are we left with in your sales email? What you do, and what
your customers will get. What could an email focused on these 2 aspects
(plus relevant links) look like?
Transparent Sales Cold Email Template

Hi <First_Name>,
Because we do <Product_Page_link>, I was looking for companies that
might be in need of such a solution.
Visit our website – <Main_Page_link> to see what we’re up to, or skip
straight to our FAQ section – <FAQ_Page_link> – to learn exactly what
we can give you.
I’d love to jump on a call with you – if you have 15 minutes for a chat,
please pick a suitable time slot in my <Calendar_link>. It will make it
easy for us to connect. 🙂
Is it too much to add 4 links in one email? Some would say yes. I’d say
that you’re increasing the probability that people click at least one of them.

What’s a ? That’s a link to your Appoint.ly – if you don’t have an account,

create one now. It’s a lifesaving scheduling tool, and it gives your
customers an easy option to book a time slot in your calendar.

The “What Can I Help You With?”

Email
CEB research showed that 53% of customer loyalty is driven by a
salesperson’s ability to deliver unique insight to the customer. Translation
– if you’re not teaching, you won’t be selling regularly.

But you can’t predict what your customers need help with when you’re
cold emailing. So treat this email as more of an invitation to your own,
personal AMA session.

Obviously it would work best if you have real experience that could help
someone. Sales are becoming more about consulting and caring, and less
about… selling. And sharing valuable information is the best kind of
caring in the 21st century.

Cold email templates can become much warmer if you stop overselling,
and show genuine interest in someone’s business – and a willingness to
talk and share what you know. If you create content – this is the time to
share your best bits.
Helpful Sales Cold Email Example

Hi <First_Name>,
I just wanted to tell you that I really love what you’re doing
at <Company>. If I could ever help you in anything, that would be
awesome!
You might find my experience in <Your_Experience_Domain> useful. I
blog a bit about it – here’s a link <Content_Link> if you would like to
check out if I’m the real deal.
I’d love to steal some of your time to talk about what you do. Would you
mind, maybe at least a 15 minute call?
You’re showing interest, you want to listen about their company, and
you’re offering help upfront. Nothing about you, your company, or your
product.

This could be the most effective email of the bunch, because it is the most
organic one.

Progressive salespeople know that content creation is their most important

weapon in today’s sales environment. Content is a way to share what you
know, to teach people, to spread your knowledge.

If you can create valuable content then it’s a sign that you’re not just a fool
who got into sales because of a great suit and a positive attitude at the job
interview – meaning that you’re worth talking to.

Summary
The 4 basic principles in sales are:

 Be Respectful
 Be Cheerful
 Be Transparent
 Be Helpful
In cold emailing, they translate to:

 The “I respect Your Time A Lot”

 The “I know what’s up”
 The “Here’s all that you need to know”
 The “What Can I Help You With?”
Hope this helps you and your sales team. The basics are often the best.
Stick to simple principles and don’t overcomplicate things – especially not
for your customers.

Keep it simple, keep it valuable

The Basic Template

Hi @firstName, thanks for connecting.
Myself and my team have just developed [unique product/service]. It can [explain
business unique selling point]. Is this something that you’d be interested in?
If you are not the right person to discuss this with can you point in the direction of
your colleague who will be?
Looking forward to hearing from you, @firstname!
Thanks, Dan.

The Phonecall Template

Hi @firstName, thanks for connecting.
I promise I haven’t just connected with you increase my connections on LinkedIn [
Although it’s never a bad thing :)]. I run [insert company].
I’d like to request an initial phone call for an open discussion with yourself to lear
n if [business’s USP] can fulfil some if not all [USP] requirements for your busine
ss. Are you available for a brief call this week?
If you are not the right person to discuss this with can you point me the direction of
your colleague who will be?
Looking forward to hearing from you, @firstName!

The Meet Up Template

Hi @firstName, thanks for connecting.
I wanted to reach out just to let you know about [insert business] in case you ever
need [insert objective].
If you ever need [insert business objective] please feel free to pop in for a coffee.
Best,
Dan

The Conversation Template

Hi @firstName, thanks for connecting.
I always try to get to know something about my connections… are you working on
anything exciting right now?
Best,
Dan

The Funding Template

Hi @firstname ,
I hope you’re having a good week so far. My company, [insert business name and
bio] is looking for investors to embark on our journey. After [insert business succe
ss] we are now looking to close our first round of funding.
After looking through LinkedIn, I thought I would message you to understand if thi
s opportunity would be relevant? Please let me know and we can discuss further if
you’d like to be a part of an innovative project in [insert industry].
Thanks for your time,
Dan

The Building Relationships Template

Hi @firstName,
Thanks for connecting! I look forward to building a professional relationship and i
f there is anything the [insert business name] team and I can help you with I would
love to chat. Please checkout our website[insert website] and I look forward to sp
eaking with you soon!
Thanks!
Dan

The Recruitment Template

Hi @firstName,
I was researching top [insert job title] and came across your LinkedIn profile. You
look like a perfect fit for the direction we’re moving as a company, so I had to reac
h out.
Would you be open to having a quick chat?
Thanks!
Dan

The Free Trial Template

Hi @firstName, thanks for connecting.
Is [insert business solution] on the horizon for your business? If so, I would love to
assist and would like to offer your a free trial at [insert web link]. I’m looking for
ward to hearing your thoughts!
Dan

The Event Template

Hi @firstName,
I saw that we have a few connections in common and thought I’d connect. I’m runn
ing an event at [location] on [date], and thought it might be something that woul
d interest you. Just wondering if you or your team fancy coming? [insert web link]
Dan

The Feedback Template

Hi @firstName,
I was researching top [insert job title] and came across your LinkedIn profile. You
look like a perfect fit for the direction we’re moving as a company, so I had to rea
ch out.
Would you be open to having a quick chat?
Thanks!
Dan