My Favorite Paradox: Inbound Sales for Cold Leads

By Shoshi Weinstein

Hi John,

My company does awesome stuff. There’s a good chance you need us. Would you be free to speak Monday morning?

Best,
Shoshi

Before coming to Bold Digital, this was pretty much what my go-to cold outreach looked like. If your first touch sales emails look something like this (even if it’s the beginning of an automated drip), we’ve got a problem.

The problem is that the email I wrote out above is centered about one person: Y-O-U. Let’s break it down.

  1. Right off the bat, you’re talking about your company. This has nothing to do with the prospect. Who they are, their space in the market, their newest PR feature, their brilliance, their challenges. That’s what you should be talking about.
  2. Next, you’re a) assuming their needs, and b) exuding confidence that you’re the solution. Here you have explain to them why you think there’s a mutual fit. Have you learned about a particular challenge of theirs? Does that challenge sit in good company with the challenges your clients faced before implementing your solution? What’s a tip you can offer that will help them today?
  3. Lastly, you’re suggesting a time that works for you. They’re interested in a call? Great! If you have HubSpot Sales or other scheduling software, this is an awesome way empower your prospects. By to putting them in the driver’s seat, they can set the date/ time that works best for them. It also beats the ping pong match you’re all too familiar with, trying to find the right time over email.
  4. Bonus tip: Your sign off. Recent research has found that the top 3 response rates for sign offs included words of gratitude. A simple ‘thanks’ can go a long away.

So what is inbound sales?

By writing my pre-Bold email, you offer no personalization and no value or help in an area your prospect needs guidance. What you need is an inbound sales approach. With an inbound sales strategy, you can replace in your head “selling” with “helping”. By helping your prospects through supporting their dream, empathizing with their disadvantages, and offering advice and encouragement, you can build a solid relationship based off trust.

Where can you get started? In the world of inbound, the #1 rule of the game is, you guessed it, personalization. This is just as true for sales as it is for marketing. Whether you’re approaching a hot, inbound lead or you’re working on your cold outreach efforts, all communication should feel personalized.

But enough with the introductions. Let’s dive into the cold pool.

Inbound sales for cold leads

From everything we’ve talked about this far, it seems like cold emailing is the antithesis of inbound. Yes and no. Inbound leads, literally speaking, are incoming leads that come to you out of their own volition. But the truth of the matter is, as a startup still working on creating brand awareness, there’s a good chance you can’t solely rely on inbound marketing to fulfill your total goal of Sales Qualified Leads (SQLs) you want to attract/ convert on a weekly, …read more

Read more here:: B2CMarketingInsider

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