Benefit from an Email sequence when cold calling

True story. How a $500,000 account closed because of a stupid simple follow-up email sequence from a cold call. The result was not typical, but you can boost results using this strategy.

A coaching client I worked with called me from his car, having just left a client meeting. “Scott, that Email follow-up system we set up just made me $500,000.”

Paul, that’s great news. Tell us how the battle was won.

Table of Contents

Keys to an Email follow-up sequence while cold calling B2B

1. The technology to do this is cheap and simple.

2. It took some time to write the initial article series, but it was info that was already kicking around in some form or it was part of his standard rap. Once written, it was done and he hasn’t had to touch it again.

3. On this big account, he just closed Paul told me this was a potential client he had been chasing for years who always blew him off.

But this time, just before the guy was about to cut him off, Paul said, “Hey, I have a series of articles I would like to send you on the topic. Can I put you on the list.” The prospect mumbled yes before goodbye. Paul entered him into the system. (You could employ the same concept with snail mail in various formats.)

Be provocative, direct, a little controversial

4. Paul told me that when he wrote the series, he ended up deviating a bit from my advice. The first few touches were kind of dry and serious and didn’t give options for action. But the subsequent articles had interesting headlines, good openers, an easy path for the next step, which in Paul’s business has to be a meeting.

5. Paul said that what really worked was being a bit provocative in his articles.

Saying things that were a bit direct or controversial got him phone calls and talking directly to good prospects. Many people make the mistake of not wanting to be controversial to anyone, so their info is dull and boring and ignored.

Paul discovered that his most provocative articles were forwarded to others, and now his list is growing organically.

Why send a follow-up email sequence when cold calling?

6. The prospect called him because of an article on retention bonuses.

Money paid to employees to stay on a while when a company is sold. This prospect that Paul had been chasing for years CALLED HIM UP and said “You really know what you are doing. I have some questions on retention bonuses.”

Paul did not make a fatal mistake often made. He refused to give the info over the phone. He sold a face-to-face meeting with the prospect to answer his questions.

After a couple of meetings, he gets a major deal signed. At the moment of truth he stood up to this very demanding trophy prospect and refused to do what he wanted.

He insisted on a meeting. Got it, and the sale.

7. Paul also said that the response form we designed was really working. He tested a couple of versions. The offer of valuable information and strategies on topics his audience cares about resulted in inquiries, phone calls, and people signing up for his list.

Email sequences presell you when you are not there

8. Paul told me that one difference he noticed was that people he talked to were now warmed up. Without him having to manage the touches, these prospects had heard from him before and gotten his best stuff. It made a big difference in the initial conversations.

Plus, it allowed him to build a relationship with an entire class of people that were ignored because of a lack of time.

9. One of my observations about Paul and why he is so successful is that he is able to see a bigger picture than most. He works not for the day but the future.

In this case the future was three months, and the payoff was half a million dollars.

10. Now Paul is in a highbrow high-level big money industry where simple emails and low-cost snail mail touches couldn’t possibly work. Wrong.

Good marketing is good marketing. Hit the right people with the right message consistently and you will get results.

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