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Why It's Time to Kill the Cold Call Once and For All

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W hy It’s T i me t o Ki l l t h e O nc e a n d F o r A l l


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50 y e a rs a go, co ld callin g w o rke d l ike a char m. THEN


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Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Sure! I can’t get product information anywhere else, so I’d love to hear your pitch! [seller] [buyer]


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But t o da y, i t ’s a lit t le diff er en t . NOW


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Hey there, Ms. Buyer - Do you want to hear all about my amazing product? Are you kidding? I’m way too busy for this. [seller] [buyer]


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Hey there, Ms. Buyer - do you want to hear all about my amazing product? No - I can just look you guys up online if I’m interested. [seller] [buyer]


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*ring* *ring* [dialing] [seller] Hi, you’ve reached Betty Draper. I’m not here right now, so please leave me a message and I’ll get back to you. [buyer] *ring*


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[sigh] [seller]


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It’s p re t t y cl e a r fr o m bu ye r s’ reac tio n s t o co l d c alls t hat t hey’r e...


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It’s p re t t y cl e a r fr o m bu ye r s’ r eac tio n s t o co l d c alls t hat t hey’r e... . . . ba d f o r t he b uyer.


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B u t w h a t a bo u t fo r t he selle r ?


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Let ’s co n s i de r so me st at ist ics.


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e ff e c t i v e calling is in Cold 0% 9 the time. of Sourc e: Har v ar d B us i ne s s Re v i e w


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Less tha n 2% of cold c alls resu lt in mee tings. Sourc e: Le ap Jo b


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Want 36 sales email templates that buyers will actually respond to? DOWNLOAD


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It takes 18 e b u y e r. th a singl nnect wi alls to co c Sourc e: TO P O


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Call ba ck rate s are le ss than 1%. Sourc e: TO P O


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Assumi n g a 0. 3% a pp o in t me n t bo o kin g r ate, a n d a 20% wi n r at e, it wo u ld t ake 6,264 c o l d ca l l s t o make 4 sales. Sourc e: Si mpl e Sal e s Tr ack i ng


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Ouch. [seller]


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It ’s p re t t y cl ear t hat co ld ca l l i n g i s also...


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It ’s p re t t y cl ear t hat co ld ca l l i n g i s also... . . . ba d f o r t he seller.


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Wo n de ri n g w h y co ld callin g ha s be co m e l ess eff e ct ive?


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Wo n de ri n g w h y co ld callin g ha s be co m e l ess eff e ct ive? Le t ’s g o t o t he b uyer :


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“Desk phones are for outbound calls only.”


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“Desk phones are for outbound calls only.” “Email is a much better way to get a hold of me, frankly, than the phone.”


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I don’t answer the phone unless it’s on my contact list. If it’s someone who really needs to speak to me they will leave a message. Sourc e: Ras s o c, F o r b e s , T hi s i s M o ne y


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But wa i t - wh a t abo u t vo ice mail?


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B ut w a i t - w h a t abo u t vo ice mail? Cou ld a g r ea t m e ssag e b e t he cold c a l l ’s s a vi ng gr ace?


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I got s o m e ba d n e w s fo r yo u t he r e...


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The n u m be r o f p e o p le r et r ievin g the i r v o i ce m a i l s dr o p p ed by 14% be t w e e n 2011 an d 20 1 2. Sourc e: Vo nage, eVo i ce


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The n u m be r o f p e o p le r et r ievin g the i r v o i ce m a i l s dr o p p ed by 14% be t w e e n 2011 an d 20 1 2. Coc a C o l a & J P Mo r gan have do n e away wi t h v o i ce m ail fo r t he majo r it y o f t h e i r w o r ker s. Sourc e: Vo nage, eVo i ce


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The n u m be r o f p eo p le r e t r ie vin g the i r v o i ce m a i l s dr o p p e d by 14% be t w e e n 20 1 1 an d 20 1 2. Coc a C o l a & J P Mo r gan have do n e away wi t h v o i ce m a il fo r t he majo r it y o f t h e i r w o r ke r s. Onl y 1 8 % o f p e o p l e check vo icemails fro m u n re co g nized n u mber s. Sourc e: Vo nage, eVo i ce


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Col d ca l l s a re ba d fo r t he bu yer, an d ba d fo r t h e se ller.


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Col d ca l l s a re ba d fo r t he bu yer, an d ba d f o r t he selle r. I t ’s t i m e t o k i l l t he co ld call.


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Cold Calling 1930-2015 R.I.P. “Do you have a minute to talk about my amazing product?” Passed away peacefully when people stopped answering their phones.


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N ow th a t w e’ v e bu rie d t he co ld call...


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. . .w h a t do we do n ext ?


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Tu rn u p t he heat .


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Wa rm ca l l s an d e mails: • Capitalize on demonstrated buyer interest • Are relevant to the buyer’s unique situation • Respond to trigger events • Take advantage of referrals • Are way better for the buyer and the seller


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Here a re a fe w examp les wit h tem p l a t e s t o g et yo u st ar t e d.


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Wa rm e mail # 1 : Respo n di n g t o de mo n st r at e d in t e r e st Hi Buyer, I noticed you recently downloaded our ebook on Warm Emailing 101. Did you get what you were looking for? Warm emailing the right way can increase leads by 1000%. I helped a company similar to yours boost their revenue by 500% using cold emailing. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained working with them? Send Now


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Wa rm e mail # 2: Tai l or i n g t o t h e bu y er ’s u n iq u e sit u at io n Hi Buyer, I’ve been doing some research on your company, and I noticed that you’re using cold emailing in your outreach. Research shows that cold emailing is on the decline, and I worry that you’re not reaching your customers as effectively as you could be. My company advocates for warm emailing, an approach that can increase leads by 1000%. Do you have 15 minutes to hop on the phone so I can share some of the insights I gained helping a company similar to yours boost revenue by 500%? Send Now


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Wa rm e mail # 3: Res p o n di n g t o a t r igger e ven t Hi Buyer, I noticed you just got a job with Awesome Company. Congratulations! That must be an exciting transition. I know you got a lot of value from our warm emailing system in your last position. Could we hop on the phone this week to discuss Awesome Company’s warm emailing needs? Send Now


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Wa rm e mail # 4: In t ro du ct i o n by r efe r r al Hi Buyer, I got your name from Peggy Olsen. We recently started working together on Company X’s warm emailing, and she’s already seen a 100% increase in the amount of leads her team is driving. Peggy mentioned that you were looking for a new sales email system. Could we schedule a quick call to discuss the sales email situation at Business Y? Send Now


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E xc i t e d t o g e t y o u r war m email s y s t e m cran kin g?


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Exci t e d t o g e t y o u r war m email s y s t e m cr an kin g? There a re j u s t a few st e p s yo u ’ll n e e d t o ke ep in min d.


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1. F i n d g o o d fi t bu ye r s t o t ar ge t H u bS p o t’s fr ee CRM c o n ta i ns a s e a rc h a b l e da ta ba s e o f Find th e perf ect prospects f or y ou b y search ing b y ind ustry, location, and company siz e 6 M I L L I O N PR OSPECTS Find valuable new prospects Prospects WEBSITE VISITS Search all prospects in this view... COMPANY INSIGHTS By country Name Country Domain Procter & Gamble + zzzquil.com Vimbo + vimbo.com Wikivu + wikivu.com By industry Industry


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Start searching for your perfect fit prospects today Prospects WEBSITE VISITS Search all prospects in this view... COMPANY INSIGHTS Name Domain + zzzquil.com Vimbo + vimbo.com Wikivu GET HUBSPOT CRM Procter & Gamble + wikivu.com


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2. Tra ck y o u r e mails Get n o ti fi c a ti on s wh en prospects open you r em a i l , s o you c an capitaliz e on th eir a tten ti on i n the moment Activity Stream ALL OPENED NOT OPENED CLICKS SALESFORCE HUBSPOT Christopher O. has opened New Proposal OPENED 10/14/2015 in Massachusetts United States Mute Thread 8 Views Anum H. has opened Fall Inventory List OPENED 10/14/2015 in Cambridge, Massachusetts Mute Thread 2 Views Mark R. has clicked Pricing Page CLICKED Mute Thread 10/12/2015 in Cambridge, Massachusetts 30 Views


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3. Re s ear ch Res ea r c h you r bu yer to m ake y our messag e relev ant to thei r s i tu a ti on a n d personaliz ed to them


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3. Re s ear ch Res ea r c h you r bu yer to m ake y our messag e relev ant to thei r s i tu a ti on a n d personaliz ed to them Lea r n m or e a bo u t y our b uy er on: Linkedin Twitter Company Site Personal Blog Google Industry News Press & Media Page SEC.gov


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4. Get n o t i fi e d a bo u t t r igge r eve n t s Us e Goo gl e Al er ts to s et an alert f or y our targ et c om pa n i es a nd ind ustries. A l e rt s Mo ni t o r t he web f o r i nt eres t i ng ne w c onte nt Apple This will create an email alert for esnider@hubspot.com CREATE ALERT Show options


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5. Wo rk y o u r n e t wo r k B e for e r ea c hi ng ou t to a n ew prospect, ch eck Linked In to s ee i f you ha ve a n y sh ared connections. I f s o, r ea c h o u t a n d a s k i f y our common acquaintance wo u l d be wi l l i ng t o introd uce y ou.


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Yo u r wa rm e mail che cklist : Ta r get goo d fit b uy ers Tr a c k you r emails Res ea r c h Get no ti fi ed a b out trig g er ev ents Wor k you r network Res ea r c h


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Yo u r wa rm e mail che cklist : Ta r get goo d fit b uy ers Tr a c k you r emails Res ea r c h Get no ti fi ed a b out trig g er ev ents Wor k you r network Res ea r c h Us e a CR M


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The HubSpot CRM makes it easy for salespeople to personalize and track their interactions. It’s free, so there’s no risk. Why Prospects WEBSITE VISITS Search all prospects in this view... COMPANY INSIGHTS Name Domain GET HUBSPOT CRM + zzzquil.com Vimbo + vimbo.com Wikivu not just try it out? Procter & Gamble + wikivu.com


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Col d ca l l i n g h a d a go o d r u n , bu t it ’s t i me to g i v e bu y e rs w hat t he y r eally wan t . Wa rm o ut r each = H a p p i e r bu ye r s = Mo re s ales = H a p p i e r seller s


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An d t h a t ’s a n e qu at io n we can a l l g e t b ehin d.


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Are y o u co m m it ed t o se r vin g t o da y ’s bu ye r ? Subscri be t o t h e H ubS p o t S ales Blo g, and j o i n t h e i n bo u nd sale s r e vo lu t io n . SUBSCRIBE


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