This document provides guidance on cold emailing for sales purposes. It discusses dos and don'ts for building email messages, including using brevity, focusing on the prospect's needs and pain points rather than selling the product, and avoiding salesy language. It recommends a multi-touch email approach with different messages over time focusing on value, pain, name drops, questions, and the product. It also discusses tracking opens and clicks, scheduling emails, getting email addresses, and following up respectfully if no response is received.

1. Cold Emailing

2. Module 1: Introduction to SMART
Module 2: Consultative Selling
Module 3: Building Your Consultative Sales Message
Module 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses
Module 5: Managing the Sales Process
Module 6: Cold Calling
Module 7: Cold Emailing
Module 8: Voicemail Strategy
Module 9: Getting into New Accounts
Module 10: Dealing with Objections
Module 11: Getting Around Gatekeepers
Module 12: Qualifying the Prospect
Module 13: Closing
Module 14: Networking
Module 15: Prospecting on LinkedIn
Module 16: Improving Mental Strength

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

4. 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)

5. • 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

6. Don’t motivate the instant delete

7. Use Brevity

8. Don’t Sound Like a Salesperson

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

10. Don’t Look Like a Mass Email

11. Don’t Sell the Product,
Sell the Meeting
INITIAL CONTACT
CONVERSATION
EXPLANATION

12. Use a Multi-Touch Approach

13. Educate the Prospect

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

15. 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.

16. 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,

17. 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

18. 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

19. 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

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

21. Product Selling Consultative Selling
Company
Product
Features
Benefits
Goal: Decision
Value
Pain Points
Questions
Product
Company
Name Drop
Goal: Next Step in Process

22. 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

23. Product Selling Consultative Selling
Company
Product
Features
Benefits
Goal: Decision
Value
Pain Points
Questions
Product
Company
Name Drop
Goal: Next Step in Process

24. VALUE POINTS
• Increase the revenue generated through their
website
• improve website conversion rates
• Increase website traffic
TARGET BUYER
Small businesses
PRODUCT
Web design services
FEATURES
• Design and build websites
• Graphic design
• Copywriting
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 a website?
• Are you currently working with a web design agency?
• What CMS platform is your website built on?
• Do you have internal web design resources?
• When does your current agreement expire?
• How many different websites do you currently have?
• When was the last time you refreshed your website?
• How much traffic are you currently getting to your website?
• When was the last time you considered redoing your website?
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
NAME DROP
NAME DROP
• We worked with an accounting firm and they needed to
generate more leads online.
• To solve this we helped them to redesign their website.
• This helped to them to convert more traffic into leads.
• This ultimately helped them to increase the amount of
revenue they were generating through their website.

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

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

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

28. 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 call where I can share some examples of how we have helped
other small businesses to generate more leads through their website?
Best Regards,

29. 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 call where I can share some examples of how we have helped
other small businesses to generate more leads through their website?
Best Regards,

30. 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 they needed to generate more
leads online.
To solve this we helped them to redesign their website and this helped to them to convert more traffic into
leads.
This ultimately helped them to increase the amount of revenue they were generating through their website.
Are you available for a brief 15 to 20-minute call where I can share some examples of how we have helped
other small businesses to generate more leads through their website?
Best Regards,

31. 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,

32. 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 call where I can share some examples of how we have helped
other small businesses to generate more leads through their website?

33. 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,

34. 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

35. 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

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

37. 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)

38. Automate

39. Track Email Opens and Clicks

41. Email Scheduling

42. 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

43. Getting Email Addresses

44. Video and Voice Emails

45. Module 1: Introduction to SMART
Module 2: Consultative Selling
Module 3: Building Your Consultative Sales Message
Module 4: Creating Sales Scripts, Emails, Voicemails, and Objection Responses
Module 5: Managing the Sales Process
Module 6: Cold Calling
Module 7: Cold Emailing
Module 8: Voicemail Strategy
Module 9: Getting into New Accounts
Module 10: Dealing with Objections
Module 11: Getting Around Gatekeepers
Module 12: Qualifying the Prospect
Module 13: Closing
Module 14: Networking
Module 15: Prospecting on LinkedIn
Module 16: Improving Mental Strength

46. Please
Like
Comment
Share
Subscribe
Thank You!!!

47. Follow Us
@salesscripter / @sales_halper
@salesscripter / @michael_halper
@salesscripter
www.linkedin.com/in/mhalper/
@sales_halper

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

49. 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

51. 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

53. 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

55. 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

57. 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

58. Get your copy here
https://www.amazon.com/dp/0578615762

59. www.salesscripter.com