How Use Cold Emailing to Get New Clients

1. Chapter 18 – Email Prospecting

2. Email Dos and Don’ts
Building Your Email Messages
Sending Emails

3. Understand the Prospect
Prospects are extremely busy
Get a lot of emails from salespeople
Humans care about their own stuff
Likely not in buying mode
Delete many messages without reading
(Instant Delete)

4. • Get the prospect to read the email
• Get the prospect to reply
• Get the prospect to buy the product
• Minimize how quickly the prospect
deletes the email
Our Natural Instinct Another Option
Complicated and Difficult Straightforward and Easier
Change Your Mindset

5. Don’t motivate the instant delete

6. Use Brevity

7. Don’t Sound Like a Salesperson

8. Make it All About the Prospect
Don’t Make it All About You

9. Don’t Look Like a Mass Email

10. Don’t Sell the Product,
Sell the Meeting
INTERACTION
CONVERSATION
EXPLANATION

11. Use a Multi-Touch Approach

12. Educate the Prospect

13. Don’t Be Apologetic
I am sorry to bother you.
I know you are busy.
I won’t take too much of your time.

14. Don’t question the
status of previously
sent emails
Did you see my last email?
Did you read my last email?
You never replied to my last email.
I never heard back from you on my last email.

15. Hi Michael,
Did you ever receive my email about the candidates we have?
If you’re not interested in finding candidates, then ignore this
message and I will never reach out to you again.
But if you’re currently looking for candidates, or will be in the future,
we would love to help :) Please let me know, thanks!
With gratitude and positivity,

16. Hi Michael,
I just wanted to see if you caught my last message? I know they can
slip through the cracks
Looking forward to your response.
Best,
XXX XXX
Founder & CEO | XXX

17. Hey Michael,
Just wanted to touch base since I didn’t hear back from you. Did you
get a chance to take a look at my XXXX?
Would love to know your feedback.
Cheers,
XXX XXX
Communication Specialist | XXX

18. Hi Michael,
I have reached out to you the last few weeks with no reply.
Respectfully, I am trying to understand your outbound sales process.
If you are not interested, or there is someone else I should be
speaking with...I would appreciate you letting me know.
I certainly don’t want to be of any annoyance.
Best,
XXX XXX
XXXXXX

19. Email Dos and Don’ts
Building Your Email Messages
Sending Emails

20. Product Selling Consultative Selling
Company
Product
Features
Benefits
Goal: Get Customers
Value
Pain Points
Questions
Product
Company
Name Drop
Goal: Starting Conversations

21. Hi [Prospect Name],
I am a Senior Account Manager with [Company Name].
We provide:
• [Product 1]
• [Product 2]
• [Product 3]
I am reaching out to see if you need what I sell.
Can I schedule a 20 to 30-minute meeting with you to try to get you to buy what I sell.
Best Regards,
XXX XXX
XXXXXX

22. Product Selling Consultative Selling
Company
Product
Features
Benefits
Goal: Get Customers
Value
Pain Points
Questions
Product
Company
Name Drop
Goal: Starting Conversations

23. VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic
TARGET BUYER
• Small businesses
PAIN POINTS
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
PAIN QUESTIONS
• How important is it to get more revenue out of your
website traffic?
• How important is it for you to improve your website
conversion rates?
• Do you need to increase website traffic and visitors?
CURRENT STATE
• Do you currently have someone that can make changes to your website?
• Are you currently working with a web design agency?
• How happy are you with person working on your website?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• What CMS platform is your website built on?
• When was the last time you considered redoing your website?
• How many different websites do you currently have?
• Are you the person to that makes decisions regarding your website?
NAME DROP
• We worked with an accounting firm and helped them to
do a complete refresh of their corporate website.
• This helped to improve how they told the story of what
they do and the services they provide to website
visitors.
• After only 6 months, they increased the number of
leads that they were generating through their website
by over 500% and increase their overall revenue by
20%.
PRODUCT
• Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
DIFFERENTIATION
• We only work with
accountants
• We use AI to develop the
optimum website layout
• We guarantee results
COMPANY FACTS
• Won design awards 5 years
• In business for 30 years
• Woman owned business

24. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT
Building Blocks

25. Email Topics
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT

26. Email Subject
Lines
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
NAME DROP PRODUCT

27. VALUE
POINTS
Cold Email – Value
Subject Line: Increase the revenue generated through your website
Hello [Contact First Name],
The reason for the email is that we help small businesses to:
• Increase the revenue generated through their website
• improve website conversion rates
• Increase website traffic
I don't know if you want to improve those areas and that is why I am reaching out.
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have
helped other small businesses to generate more leads through their website?
Best Regards,

28. PAIN POINTS
Cold Email – Pain
Subject Line: Website visitors are not converting to customers
Hello [Contact First Name],
The reason for the email is that we help small businesses with the challenges of:
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
I don't know if you are concerned about any of those areas and that is why I am reaching out.
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have
helped other small businesses to generate more leads through their website?
Best Regards,

29. NAME DROP
Cold Email – Name Drop
Subject Line: BG Accounting increased leads by 500%
Hello [Contact First Name],
The reason for the email is that we worked with an accounting firm and helped them to do a complete
refresh of their website.
This helped to improve how they told the story of what they do and the services they provide to website
visitors.
After only 6 months, they increased the number of leads that they were generating through their website by
over 500% and increase their overall revenue by 20%.
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have
helped other small businesses to generate more leads through their website?
Best Regards,

30. PAIN
QUESTIONS
Cold Email – Pain Questions
Subject Line: Get more revenue out of your website traffic?
Hello [Contact First Name],
I am trying to determine if we can help you in the same way that have helped our other clients. These are
some of the questions that I would ask you to figure that out:
• How important is it to get more revenue out of your website traffic?
• How important is it for you to improve your website conversion rates?
• Do you need to increase website traffic and visitors?
Do any of those connect with a challenge or interest that you have?
If so, let’s put a few minutes on the calendar to have a brief conversation.
Best Regards,

31. PRODUCT
Cold Email – Product
Subject Line: Website design services
Hello [Contact First Name],
The reason for the email is that we provide website design services and that includes:
• Design and build websites
• Graphic design
• Copywriting
Some ways we differ from other options out there are:
• We only work with accountants
• We use AI to develop the optimum website layout
• We guarantee results
Are you available for a brief 15 to 20-minute meeting where I can share some examples of how we have
helped other small businesses to generate more leads through their website?

32. PAIN POINTS
Cold Email – Checking Back In
Subject Line: Following back up with you
Hello [contact first name],
It has been a little while since we spoke so I thought I would check back in with you.
One reason I thought it might make sense to continue our discussion is if you are having any of the
challenges that we help businesses to resolve:
• Need to generate more revenue through the website
• Website visitors are not converting to customers
• There is a need to increase website traffic
Are you concerned about any of those areas? If so, it might be productive to get back together at some
point.
Best Regards,

33. Cold Email – Last Attempt
Subject Line: Checking In
Hello [Contact First Name],
I never heard back from you and I thought I would follow up with you one last time. The reason I am trying
to connect with you is that we help small businesses to:
• Increase the revenue generated through their website
• improve website conversion rates
• Increase website traffic
If I don't hear back from you, I will assume you are not interested in those improvements or that you are the
not right person to speak with and I will close the file.
If I should be contacting someone else regarding this, any pointing in the right direction would be greatly
appreciated.
Best Regards,
VALUE
POINTS

34. Cold Email – Keep Us in Mind
Subject Line: Keep us in mind - [Product Name or Area]
Hello [Contact First Name],
Since you are a small business owner, you might need make changes to your website from time-to-time.
We provide web design services, so please keep us in mind when you find yourself needing to change or
update your website.
Some ways that we differ from your other options are:
• We only work with accountants
• We use AI to develop the optimum website layout
• We guarantee results
Let me know if you reach a point where you would like to schedule a brief call to discuss.
Best Regards,
PRODUCT

35. Email Dos and Don’ts
Building Your Email Messages
Sending Emails

36. Email Threads
VALUE POINTS
Email #1
PAIN POINTS
Email #2
Delay
(1 or 2 weeks)
NAME DROP
Email #3
Delay
(1 or 2 weeks)
PAIN
QUESTIONS
Email #4
Delay
(1 or 2 weeks)
PRODUCT
Email #5
Delay
(1 or 2 weeks)
LAST ATTEMPT
Email #6
Delay
(1 or 2 weeks)

37. Automate

38. Track Email Opens and Clicks

40. Email Scheduling

41. Getting Email Addresses
[First Name]_[Last Name]@websiteaddress.com
[First Name].[Last Name]@websiteaddress.com
[First Name]@websiteaddress.com
[Last Name]@websiteaddress.com
[First letter of first name][Last Name]@websiteaddress.com
[First Name][First letter of Last Name]@websiteaddress.com
[First Name][Last Name]@websiteaddress.com
[Last Name][First Name]@websiteaddress.com
[Last Name].[First Name]@websiteaddress.com
[Last Name]_[First Name]@websiteaddress.com
First Name]-[Last Name]@websiteaddress.com
[First letter of first name]-[Last Name]@websiteaddress.com
First Name]-[First letter of Last Name]@websiteaddress.com
[First letter of first name].[Last Name]@websiteaddress.com
First Name].[First letter of Last Name]@websiteaddress.com
[First letter of first name]_[Last Name]@websiteaddress.com
First Name]_[First letter of Last Name]@websiteaddress.com

42. Getting Email Addresses

43. Video and Voice Emails

44. Week 1: Introduction to SMART (Chapters 1 - 2)
Week 2: Consultative Selling (Chapters 3)
Week 3: Building Your Consultative Sales Message (Chapters 4 - 9)
Week 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses (Chapters 10 - 15)
Week 5: Managing the Sales Process (Chapter 16)
Week 6: Cold Calling (Chapter 17)
Week 7: Email Prospecting (Chapter 18)
Week 8: Voicemail Strategy (Chapter 19)
Week 9: Getting into New Accounts (Chapter 20)
Week 10: Dealing with Objections (Chapter 21)
Week 11: Getting Around Gatekeepers (Chapter 22)
Week 12: Qualifying the Prospect (Chapter 23)
Week 13: Closing (Chapter 24)
Week 14: Networking (Chapter 25)
Week 15: Prospecting on LinkedIn (Chapter 26)
Week 16: Improving Mental Strength (Chapter 27)

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47. SMART
Sales
System
S
M
A
R
T
ales
essaging
nd
esponse
actics

48. Sales Tools (Scripts)
Call Scripts
Email
Messages
Voicemail
Scripts
Objection
Responses
Meeting
Scripts
Sales
Presentation
Sales Message (Sales Pitch)
Product
Target
Buyer
Type
Value
Points
Pain
Points
Pain
Questions
Name
Drop
Examples
Sales Tactics and Processes (Tips)
Cold Calling
Cold
Emailing
Voicemail
Strategy
Objection
Handling
Dealing with
Gatekeepers
Meeting with
Prospects
Qualifying
Sales
Process
Networking Closing
Level 1
Level 2
Level 3

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50. www.salesscripter.com