Cold prospecting is dead.
According to Pew Research, 81% of consumers rely on their own research to make important decisions. A recent Sales Lion survey confirms this, stating that 77% of B2B customers won’t even speak to a sales rep before doing their research.
So cold prospecting is dead, then?
If you’re talking about the brute force approach, make a list and call until you close; this cold approach no longer exists. However, there’s a new way to initiate a cold approach that produces consistent win/win outcomes for prospects and sales reps.
The modern approach to cold outreach is alive and well.
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If you were cold prospecting 30 years ago, you needed specific tools to achieve consistent success:
In the past, cold prospecting was viewed as a numbers game. Most sellers use brute force to make a sale. Over time, customers grew to hate cold callers.
With modern cold prospecting, you’ll need the following tools:
Today, cold prospecting requires specificity and careful planning. The brute force is out.
As we’ve seen, prospects today are doing their research. But they also expect you to do your research. Today, prospects universally expect:
What does this mean for your messages?
You’ll need to create messages that are specific to your prospects. Generally, you’ll want to warm your prospects up before approaching. Don’t worry; I’ll share templates so you can do that.
With this in mind, let’s look at the templates you’ll need to pitch cold prospects.
This is an all-purpose template you can use as a conversation starter. It’s an easy opening salvo to initiate a conversation with your prospect. Authenticity and value are the key details of this template. You’ll want to ensure you’re using it to discuss real issues with your prospects.
This should never be a waste of your prospect’s time. Be careful not to do the following:
Here are two templates you can use as conversation starters with your prospects.
Hi [Prospect],
Have you seen what customers are saying about [Company]?
[Lead with your question. Format your question as a problem, trigger, or attention grabber]
I’m seeing lots of public and private conversations about your [company]. Here are a few examples.
[list examples, short quotes, and links to the sources]
[Call to action]
[Signature]
Let’s take a look at this template in action.
Hi [James],
Have you seen what customers are saying about [ABC Widgets]?
[Customers are leaving your company and they’re talking about it on X. They’re saying the widgets they buy from your company fail within 6 mo.]
I’m seeing lots of public and private conversations about your [widgets]. Here are a few examples.
I found 678 of these nasty responses across all platforms. These are all new reviews and feedback in the last 24 hours.
[We can fix this problem in 7 days. Interested?]
[Signature]
See what I mean?
This quick question was completely customer-focused. At no point did I ask for a manager’s name and phone number or intel on a key decision-maker. At no time did I make my question about what I wanted.
Here’s another template.
Hi [Prospect],
Are you still dealing with [problem]?
[Who] are saying that [company] is still dealing with several serious problems.
[List examples]
[Call to action]
[Signature]
Here’s a look at this template in action.
Hi [Prospect],
Are you still dealing with [high employee attrition rates]?
[Former employees on Glassdoor] are saying that [Starlabs] is still dealing with several serious problems.
I realize this is a sensitive topic. If you don’t have the right strategy in place, this is going to get worse. Do you know what you need to address this problem?
[Take our quiz and find out]
[Signature]
This cold prospecting template can address any problem; however, it’s more important to use it to address specific problems and issues your prospects want to fix, not “need” to fix.
The ideal situation? Your prospect is highly motivated and looking to solve a specific problem in your wheelhouse.
The best problems meet at least one of the following criteria:
Let’s take a look at two templates you can use.
[Prospect],
[Name] with [Company] here. I’ve noticed that you’re dealing with [problem] right now.
[Consequences of ignoring the problem]
This [resource] will help you to (a.) immediately fix the problem and (b.) prevent this problem from happening again.
It’s free.
[Call to action]
[Signature]
Now, let’s plug in some sample data to see how this template looks in action.
[Rick],
[Andrew] with [Ignite Media] here. I’ve noticed that you’re dealing with [a lot of negative reviews] right now.
[Google will index these reviews in 48 hours or less. Then, they’re going to start showing up in their search results. Your web traffic will begin to drop in another 24 hrs.]
This [checklist] will help you to (a.) immediately fix the problem and (b.) prevent this problem from happening again.
It’s free.
[You can get it here.]
[Signature]
Let’s look at another version of this template.
Hi [Prospect],
I assume you’ve heard about the [problem]?
[People] at [Company] are talking about it [venue], and it’s getting attention. They’re telling [who] about it.
[Consequences of ignoring the problem]
My name is [Name]. I’m with [Company]. In 4 minutes and 17 seconds, I can show you how to (a.) Fix the problem (b.) Immediately shift the bad publicity and fallout and (c.) Get [who] to focus their attention on something else.
Interested?
[Call to action]
[Signature]
Let’s see this template in action.
Hi [Rick],
I assume you’ve heard about the [negative reviews].
[Sales reps] at [Competitor Corp.] are talking about it [online], and it’s getting attention. They’re telling [all of their prospects] about it.
[This is going to hit your win rate hard. If these reps are right, you will have to spend more money to generate leads and offer more incentives on the back end to close them. This is not good.]
My name is [Andrew McDermott]. I’m with [Ignite Media]. In 4 minutes and 17 seconds, I can show you how to (a.) Fix the problem (b.) Immediately shift the bad publicity and fallout, and (c.) Get [these sales reps] to focus their attention on something else.
Interested?
[Schedule a 4m 17s chat here]
[Signature]
This is a powerful cold prospecting email template.
This template takes one B2B prospect and turns them into bait to attract more prospects. This template is perfect for sales reps who are either (a.) completely responsible for generating their own leads or (b.) playing an active or influential role in marketing.
Here’s how it works.
Let’s look at the templates you can use to take advantage of this process. This tactic is a bit different as it’s a non-traditional approach that requires nuance.
If you’re pitching a prospect via social media (DM or updates):
Hey [@prospect], you’re a legend. You guys faced [problem] head-on, and [time] later, you’re ahead of everyone. Can I interview you on [date/time]? I’d love to hear more about your story.
Here’s that template with sample data.
Hey [@abcwidgets], you guys are legends. You guys faced the [negative review avalanche] head on, and [8 weeks] later, your [revenue growth has outperformed market leaders]. Can I interview your [CMO], [@joshkennedy] on [Thursday, Feb 29th]? I’d love to hear more about your story [and I know all of our followers would as well].
This next template will help you to set up the meeting.
Hey [@prospect], I can’t wait to sit down and chat with you. How long would you like our conversation to be? We typically chat for [15, 30, or 45 min.] Here is the list of questions I had in mind for our chat (let me know if you’d like me to change any of these questions).
[List of questions]
Talk soon!
[Signature]
Next, share the content on your website or a partner’s website.
Hey [@prospect], here’s a transcript of our call and the post we plan to publish. Does this look good to you? Let me know if you’d like us to make any edits, changes, or corrections ahead of time.
[Signature]
Finally, add content upgrades or resources to the post to convert prospects. Post this content wherever you feel it will gain the most traction. If you think you will get the most value from posting this content on your website, do it, then promote it aggressively. If you’ll get more value from content syndication, do that.
Your customers are incredible pitchmen.
Most of the time, online reviews are used passively. You request a review from a customer, your customer gives you the review. If you’re lucky, those reviews are picked up by Google and shared via local search.
Then, these reviews are forgotten.
Your online reviews could be doing more for your business. Using these reviews to cold pitch your prospects is a powerful way to amplify the effectiveness of your cold prospect emails.
Here’s how you do it.
Now, you’re ready to use these reviews in your pitch. But first, a few things about this approach.
All right, let’s take a look at the templates.
Hi [Prospect],
You mentioned struggling with [problem]. I shared some options and mentioned the results you can expect to achieve.
You should be skeptical.
After all, I’m the [title] trying to close the sale. Of course, I’m biased. 🙂
Do you know who’s not biased?
[Reviewer name]
[They] were dealing with the same exact problems you’ve mentioned. Here’s what they had to say after working with us to fix their [Problem].
[Quote]
See it for yourself.
[Signature]
Here’s that template again with sample data.
Hi [Nathan],
You mentioned that you were struggling with [below average realization, utilization, and productivity rates]. I shared some options and mentioned the results you can expect to achieve.
You should be skeptical.
After all, I’m the [Account Executive] trying to close the sale. Of course, I’m biased. 🙂
Do you know who’s not biased?
[Howie H.]
[Howie] struggled with the same exact problems you’ve mentioned. Here’s what they had to say after working with us to fix their [below average realization, utilization, and productivity rates].
[“I can’t even believe it. I thought these guys were all hype, but I was desperate. I needed a solution. The attorneys in our firm were spending 58% of their time on administrative work. Of the 42% of the time spent on client work, we could only collect 15%.
We were busy but unprofitable, with revenue leaking everywhere.
We implemented the solution Andrew recommended, and 8 weeks later, our revenue has increased by 527%! Our cash flow has stabilized. Our attorneys are working less earning more, and our team is so much happier. Productivity rates have doubled for the last five weeks!
I was so wrong about these guys, and I am so glad I gave them a chance!.”]
Read this review on [G2].
[Signature]
Here’s another template you can use.
[Prospect], you’re in a tough spot.
I’m the [title] trying to close the sale, so I’m obviously biased. 🙂
Do you know who’s not biased?
[Reviewer name]
[They] were dealing with the same exact problems you’ve mentioned. This is a real [business/person] struggling with the same [problem] you’ve mentioned.
[Quote]
See their review on Capterra.
[Signature]
Here’s that template again with sample data.
[Nathan], you’re in a tough spot.
I’m the [Business Development Manager] trying to close the sale, so I’m obviously biased. 🙂
Do you know who’s not biased?
[Patrick C.]
[Patrick’s law firm] struggled with the same exact problems you’ve mentioned. This is a real [law firm] struggling with the very same [realization, utilization, and productivity issues] you’ve mentioned.
[Our attorneys spent 75% of their time on busy work. Most of that did not lead to increased cash flow or revenue for our firm.
The partners in our firm were frustrated. How are junior associates consistently putting in 60-80 hour work weeks but billing for less than 20? Our revenue was not where it should be.
We were skeptical, but we had seen enough to feel hopeful. We decided to move forward with Firmstep.
In three weeks, our revenues stabilized. By six weeks, our situation reversed. Our associates were billing for 75% of their time; as a result, our firm’s revenue tripled by the end of our first year.]
See their review on Capterra.
[Signature]
Sometimes, you need to be direct.
This means you’ll need an offer that immediately conveys value. Value is a nice buzzword and all, but what does it mean? Here’s a definition that I saw recently that captures the point beautifully.
Value is created when a problem is alleviated.
This process is largely automatic.
How do you tell customers that you can create value? With a value proposition.
You’ll need a strong and compelling value proposition to increase the likelihood of success. What does that look like?
A strong value proposition (from the customer perspective) has four elements:
This is then used to create an irresistible offer that resonates with the specific prospects you’re trying to reach.
Here are some templates you can use to create resistible offers.
Hi [Prospect],
You mentioned that you were struggling with [Problem]. If this isn’t addressed [Consequence].
[List value proposition items.]
[Offer]
[Call to action]
[Signature]
Here’s that template again with sample data.
Hi [Jaime],
You mentioned that you were struggling with [cost overruns, scope creep, and mismanagement; you stated that 38% of your projects were not profitable]. If this isn’t addressed [your revenue leaks will continue to grow].
[Our promise to our customers:
A commitment like this is scary for us, but it’s not really fair for you to take on more risk than us.]
[Respond to our proposal in the next 7 days, and we’ll provide your team with free access to our productivity apps. These apps are proven to reduce time-to-outcomes by 27%]
[Here’s a link to your proposal]
[Signature]
This template is versatile. It can be used to open doors, create opportunities, build alliances, and close deals. Using the right name is the key to success.
But how do you know you have the right name?
You maintain the flow of power. As a general rule, you’ll want to attract names with status. You’re looking for three types of names to use in your referrals.
You can choose any name you want to use as a referral. However, it’s probably a good idea to focus on referrals from one of the three categories listed above.
Here are two templates you can use.
Hi [Prospect],
[Referral] mentioned that you were dealing with [problem] and looking for help. Here’s what I’ve learned about your situation so far.
[Concise list outlining the prospect’s situation]
Do I have that right?
[Signature]
Here’s that template in action.
Hi [Jason],
[Nancy] mentioned that you were dealing with [skyrocketing manufacturing costs], and you’re looking for help. Here’s what I’ve learned about your situation so far.
Do I have that right?
[Signature]
Here’s another referral template you can use.
Hi [Prospect],
So I was just speaking with [Referral], and they mentioned that I should slide into your DMs. They told me you were looking for [solution] and asked me to reach out.
How can I help?
[Signature]
Let’s take a look at this template in action.
Hi [Jason],
So I was just speaking with [Nancy], and [she] mentioned that I should slide into your DMs. [She] told me you were looking for [a fix to your employee attrition problem] and asked me to reach out.
How can I help?
[Signature]
These are just a few cold prospecting email templates to warm up prospects and close sales.
What are the important takeaways from all of this?
Follow these simple guidelines, and customers are more open to a cold approach.
As we’ve seen, prospects today are doing their research. They expect the same from you. They want a personalized experience and an offer specific to their situation—delivered at the right time.
To help you deliver this, adopt a sales CRM tool with customizable contact and sales pipelines, like Pipeline CRM. You can also save these cold prospecting templates on our sales and marketing email solution, allowing them to be sent automatically based on specific triggers and lead statuses.
See How Pipeline CRM Can Work For You
sales@pipelinecrm.com
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