TOP 5 Cold Email Tips to DOMINATE B2B Sales | Cold Emailing Strategy, Tech Sales Tips, SaaS Sales

Summary

In this informative video, the speaker shares top five cold email tips for boosting B2B sales response rates. Key points include evaluating your offer's competitiveness, utilizing A/B testing to refine email components, leveraging proven email templates, emphasizing follow-ups, and focusing on booking meetings rather than direct sales. The speaker also stresses the importance of doubling down on effective strategies rather than spreading efforts too thin.

Takeaways

• 🔍 Evaluate or reevaluate your offer to ensure it is competitive in the market, as this is crucial for getting responses to cold emails.
• 💼 If your product or service isn't competitive, consider changing it or how you present it to make it more appealing to your target audience.
• 📈 Use A/B testing to understand what works and what doesn't in your cold emails by changing one variable at a time and tracking the results.
• 📝 Utilize proven email templates with data backing their effectiveness as a starting point for your cold email campaigns.
• 🔄 Follow up at least three times with a gap of three to seven days between each follow-up to increase response rates, as busy executives might overlook your initial message.
• 🤝 The primary goal of a cold email should be to book a meeting, as it's easier to build trust and sell emotionally during a conversation rather than through email alone.
• 🎯 Always include a clear call to action in your emails, inviting the recipient to book a time on your calendar or suggesting a meeting time that works for them.
• 🚫 Don't take lack of response personally; executives are often busy and may simply forget to respond, so persistence in following up is key.
• 📊 After sending multiple campaigns, tweak your email elements continuously to optimize for your specific target demographic and increase response rates.
• 📈 When you find a method that works, such as effective cold emailing, double down on it rather than spreading yourself too thin across multiple sales channels.
• 🛠️ Mastery in sales often comes from focusing on one effective strategy and refining it, rather than trying to do everything at once, which can lead to inefficiency.

Q & A

What is the main topic of the video?

The main topic of the video is discussing the top five cold email tips for B2B sales.

Why is it important to evaluate or reevaluate your offer when sending cold emails?

Evaluating or reevaluating your offer is important because it ensures that what you're selling is competitive in the market, which is crucial for getting responses and closing deals.

What should you do if your offer is not competitive?

If your offer is not competitive, you should either change your product or service to make it more appealing or switch jobs to sell a better product, or change the narrative of how you present your offer.

Can you give an example of how personal branding can create a competitive offer?

The example given is the speaker's experience in the NFT space. Due to their established brand and successful NFT project, people trust them and are willing to pay for their services, creating a competitive offer with little competition.

What is A/B testing and why is it important for cold emailing?

A/B testing involves changing one variable of an email to see which version works better. It's important for understanding what aspects of your email are effective and for continuously improving your response rates.

What resource is recommended for finding proven email templates?

The resource recommended is HubSpot's 25 proven email templates, which can be downloaded for free and adapted for specific products and services.

How many times should you follow up after sending an initial cold email?

You should follow up at least three times, with each follow-up coming between three to seven days apart.

Why is it important not to take it personally if people don't respond to your cold emails?

It's important because the recipients are often busy and may forget to respond. Persistence in following up can eventually lead to a response and potentially a sale.

What should be the primary goal of a cold email?

The primary goal of a cold email should be to book a meeting with the recipient, as it's easier to build rapport and sell products or services during a conversation rather than through email alone.

Why is it recommended to double down on a method that is working for cold emailing?

Doubling down on a working method is recommended because it allows you to focus your efforts and master that particular method, increasing conversions and efficiency, rather than spreading yourself thin across multiple methods.

What is the final advice given for salespeople who are trying to master their craft?

The final advice is to focus on doing one thing really well rather than trying to do everything. Mastering one effective method can accomplish most professional goals in sales.

Outlines

00:00

📈 Boosting B2B Sales with Cold Email Strategies

The video starts with an introduction to the top five cold email tips for B2B sales. The speaker acknowledges HubSpot's support and dives into the importance of evaluating one's offer in the market to ensure competitiveness. The speaker emphasizes the need to understand the market position of the product or service being sold, suggesting that if the offer is not compelling, it's crucial to either change the product, switch jobs, or alter the presentation of the offer. A personal example from the speaker's experience in the NFT space illustrates the power of positioning and creating a demand for one's services. The importance of A/B testing in email campaigns is also highlighted as a method to improve response rates by tweaking various elements such as subject lines and calls to action.

05:01

📝 Leveraging Proven Email Templates for Higher Conversions

The speaker continues by discussing the value of using proven email templates, recommending HubSpot's collection of 25 free templates with a demonstrated history of success. The templates cover various scenarios, including first-time outreach and follow-ups. While these templates are not guaranteed to work in every case, they provide a solid foundation that can be adapted and A/B tested to fit specific products, services, and industries. The speaker stresses the importance of not taking non-responses personally and the necessity of following up at least three times with a gap of three to seven days between each attempt. This approach can significantly increase response rates and lead to more successful sales outcomes.

10:02

🗓️ The Art of Following Up and Booking Meetings via Cold Emails

In the third paragraph, the focus shifts to the importance of following up and the goal of booking meetings through cold emails. The speaker advises that the objective of a cold email should be to secure a meeting rather than attempting to sell directly through email, which is often ineffective for high-value products and services. The speaker recommends using a call to action that invites the recipient to book a time on the sender's calendar, facilitating a more personal and effective sales pitch. The speaker also touches on the importance of not wasting time on unqualified leads and emphasizes the value of a salesperson's time, suggesting that focusing on one effective method, such as cold emailing, can be more beneficial than spreading efforts across multiple channels.

🚀 Doubling Down on What Works in Cold Emailing

The final paragraph wraps up the video with the fifth and final tip: when a strategy is working, it's essential to double down on it. The speaker warns against the temptation to diversify efforts across multiple sales channels when one method, such as cold emailing, is proving successful. Instead, the recommendation is to concentrate on refining and optimizing the effective method to increase conversions and meeting bookings. The speaker concludes by reiterating the importance of mastering one's craft and focusing on doing one thing well, rather than spreading oneself too thin across various sales techniques.

Keywords

💡Cold Email

A cold email refers to an unsolicited message sent to potential customers or clients who have not previously consented to receive communications from the sender. In the context of the video, cold emails are a primary tool for B2B sales and prospecting, with the goal of securing meetings and closing deals. The script emphasizes the importance of making these emails compelling to increase response rates.

💡B2B Sales

B2B, or business-to-business sales, involves the exchange of goods, services, information, or money between two or more businesses. The video script discusses strategies specifically tailored for B2B sales, such as crafting competitive offers and utilizing effective cold email techniques to engage with business prospects.

💡Response Rates

Response rates measure the number of replies or interactions received from a particular marketing or sales initiative, such as cold emails. The video focuses on improving these rates by evaluating offers, A/B testing, and following up effectively, which are all aimed at increasing engagement from the target audience.

💡Evaluate/Revaluate Offer

Evaluating or reevaluating an offer in the script means assessing the competitiveness and appeal of the product or service being sold. The video emphasizes that understanding and improving the offer is crucial for increasing the likelihood of a response to a cold email, as a compelling offer is more likely to attract interest from potential customers.

💡A/B Testing

A/B testing is a method of comparing two versions of a variable, such as an email subject line or body, to determine which performs better. In the video, the presenter advises using A/B testing to optimize cold emails, by altering one element at a time and measuring the response to find the most effective approach.

💡HubSpot

HubSpot is a company that provides software for inbound marketing, sales, and customer service. In the script, HubSpot is mentioned as a supporter of the channel and for offering 25 proven email templates that can be utilized to improve cold email effectiveness, indicating their role as a resource for sales strategies.

💡Positioning

Positioning in marketing refers to the process of creating a unique image or identity in the minds of consumers for a product or service. The video uses the concept of positioning to illustrate how creating a unique offer or service can reduce competition and increase the demand for what is being sold, as exemplified by the presenter's personal experience in the NFT space.

💡Follow Up

Following up refers to the act of sending additional communications to potential customers who have not responded to an initial outreach. The video stresses the importance of following up at least three times with a specific interval to increase the chances of getting a response, as busy executives may overlook initial contact.

💡Book a Meeting

In the context of the video, 'book a meeting' refers to the call to action at the end of a cold email, with the goal of scheduling a conversation with the recipient. The script explains that the primary objective of a cold email is to secure a meeting, as it provides an opportunity to build rapport and discuss the product or service in more detail, which is often more effective than trying to sell via email alone.

💡Double Down

To 'double down' in the video means to focus and invest more resources or efforts into a strategy that is proving to be successful, rather than diversifying efforts across multiple tactics. The presenter advises salespeople to concentrate on the methods that are yielding results, such as cold emailing, to maximize efficiency and outcomes.

Highlights

The importance of evaluating or reevaluating your offer to ensure competitiveness in the market for effective B2B sales.

Understanding the necessity of standing out in the market to gain responses, especially for those without a strong brand name.

The suggestion to change the product, service, or job if the offer isn't competitive enough to attract customers.

Personal example of creating a unique offer in the NFT space that generates demand and trust from potential clients.

The strategy of positioning your offer to be in high demand and thus more likely to receive responses.

The necessity of A/B testing in cold emailing to understand what works and what doesn't, and to improve response rates.

The process of A/B testing by changing one variable at a time in an email campaign to find the most effective approach.

Recommendation to use proven email templates with data backing their effectiveness as a starting point for A/B testing.

HubSpot's offer of 25 free proven email templates as a resource for crafting effective cold emails.

The significance of following up at least three times with a gap of three to seven days to increase response rates.

The importance of not taking non-responses personally and continuing to follow up to secure a response.

The goal of a cold email should be to book a meeting rather than trying to sell the product or service directly via email.

The advantage of selling emotionally during a phone call or meeting compared to the logical approach of email communication.

The recommendation to include a clear call to action in the email to facilitate booking a meeting or further conversation.

The strategy of doubling down on what works in sales, such as focusing on cold emailing if it's yielding results.

The caution against spreading efforts too thin across multiple sales channels when one method is already effective.

The advice to master one sales method rather than attempting to do everything, which can lead to better professional outcomes.

Transcripts

What's going on, everybody.

So in this video, we are going to be talking about my top five cold email tips.

You got to know if you want to dominate B2B sales.

Now a quick shout out to HubSpot for supporting the channel and helping

make this video possible.

And let's go ahead and dive right in.

So no matter whether you are a salesperson or maybe your sales manager,

or you do any type of B2B prospecting, right.

The challenge is that sometimes

when you send a cold email, not a lot of people are going to respond.

And so what are the things that you can do to shift that and change the narrative?

So that your response rates start to increase,

you start to get more meetings and ultimately you can close more deals.

So the first thing that a lot of people overlook

is actually evaluating or reevaluating your offer.

Now, here's the thing.

No matter what it is you're selling, you have to really understand

whether or not what you're selling is competitive to the rest of the market.

Meaning, if you sold the same thing that everybody can sell

and everybody can do just as good as you, and maybe they can do it

faster and cheaper.

Well, why would anybody respond to you, especially if maybe you don't

even have a brand name? Right. They would go for somebody else.

So the first thing you have to do is evaluate your offer

to see if what you're selling is something actually competitive.

Because I've seen so many different times where people they try really hard.

They send hundreds of emails, right? Maybe they're not that experience.

And then they're like, Oh, man, Patrick, it's not working. I just sent it.

All these people.

I followed up three times, like you said, and nobody is responding

And usually the issue is not necessarily that the cold email doesn't work.

Cold email definitely does work.

The challenge is that their offer is just not good.

So if you're selling a product and service, that is just not good.

If you're an entrepreneur, you can change your product,

change your service and create a different offer

so that it's more appealing to somebody. Right.

Now, if you're working at a company, what you can do

is you can switch jobs and find a better product to sell.

Or you can change the narrative of how you present your offer

so that it's more attractive to your ideal customer.

Now, give you a personal example,

something that I personally am going through currently right now. Right.

So some of you guys might know I am in the NFT space.

I actually have a NFT channel called The Parallax dedicated to NFT.

And because I have that and I also launch my own NFT project,

a lot of people, you know, they come up to me,

they messaged me, they asked me, Patrick,

hey, I need help launching my own project just like how you did it.

Right. And at the time, you know, I didn't offer any services.

You know, I was just like, I'm kind of busy with my own project.

I don't really want to help other people right now

because I don't have the capacity. Right.

And just so many people started asking me for these services because,

number one, they cannot find someone else in the market that they can trust.

Number two, they see my brand.

They see everything I'm doing, and they want me to do what I did

for myself. Because of that positioning, I'm

in a field where there's very little competition.

A lot of people trust my brand So it's like if I don't even want to offer

my services, these people are asking me to pay me money to help them out.

And that's just an example of really good positioning

when it comes to entrepreneurship, creating an offer

creating a product and service that people want. Right.

And so instead of me pretending or creating something that nobody wants,

I just ask them, Hey, what do you need?

And then if I choose to offer them those services, that they're already

willing to pay money for, then it's an easy sell.

So if I, let's say, helped one client and I emailed ten clients

who are similar to the person I just helped, obviously

they're going to respond back to me much more highly because my offer

is such and demand, right?

And so the positioning of your offer is going to be incredibly important.

And anything you do, if you really want to increase your response rates,

that's the first thing you got to do.

So the next step I have for you

when it comes to calling emailing is you need to A/B test everything.

So you know, now that you have a good offer

and you're sending out to people, sometimes it works, sometimes it doesn't

So you need a process to understand why it works and why it doesn't.

And this is why A/B testing is very important.

So A/B testing.

All it really is, is, you know,

just changing one variable of an email and see which one works better.

For example, let's say you have a email, you have a subject line,

you have a body, you have a call to action.

Very simple, right?

So let's say you send 100 emails to these group of people and e mails.

This group of people, they will be exactly the same thing.

But let's say you just changed the subject line for, you know, email number two.

Well, email number two work better than email number one.

So from now on,

I will use this subject line because it proved to be more successful.

And so that's pretty much A/B testing, right?

So when you're doing any type of cold emailing, understand

you can ab test your subject lines, your body,

what you're offering in the body and your call to action in the end,

whether you're asking for a meeting or what's the next step, right?

You need to keep A/B testing everything.

And so the way I approach it

is that every email campaign you have to A/B test, right?

And you're always trying to improve one variable on every email.

So after, you know, sending, let's say like dozens of different campaigns,

you know, you'll tweak all these things until you increase your response rate

a little bit every single time.

And after doing that for a month or two, then you should have something

that's very optimized for a specific target demographic.

So don't forget to do this.

Don't be sending your emails and not understanding what works

and what doesn't use some kind of software so that you can A/B test these things,

track it, make adjustments and see what works and see what doesn't.

So before you even start A/B testing, what I would actually do before that

step is to find some type of proven template that has like data

to back it up to show that, you know, it is something that can potentially work

and use that template and use it for your specific product.

And service.

So I want a resource that I can recommend is going to be HubSpot's

25 proven email templates, which you can actually download for free.

And if you want to learn more about this,

there's going to be a link in the description

where you can actually download all these 25 proven templates.

So, you know, if you're,

you know, reaching out to prospects for the first time, you know,

you want to follow up with them, maybe you sent them a voicemail

and you want to send them an email to follow up

many type of scenarios that these emails can actually help you for.

And the best part about these samples

is that they're actually proven to convert, meaning that

because HubSpot has a lot of data, they tried this out.

There's actually statistical evidence that these emails have proven to work.

However, just because you use

it doesn't mean it will guarantee it will work for you,

but you have to massage it and change it up a bit

so that it works for your specific product and service in your industry.

But these have worked in the past for other industries,

so that just gives you a leg up and it gives you something

you can work on top of and A/B test until it works for you.

So if you want to learn more about this, go ahead and click

the link in description.

Download the email templates, try it out and you are good to go.

Now, moving on to the next step, the next thing I got

we got to talk about is following up, right?

So you have might have a great offer.

Maybe you got a good initial email template that somewhat works, right?

But you have to remember following up is very important

because when you're reaching out

to entrepreneur or CEOs, executives they are always going to be busy

and sometimes they see your message

or your email and they want to respond, but something just came up

and then they just completely forgot about it. Right?

So that's why you got to follow up.

There are different strategies of how you can follow up,

but generally the rule of thumb, you should at least follow up

three times and then each follow up should come between three

to seven days usually.

And that's what I usually recommend to my students.

And if you want to learn more about those follow ups, you know,

go ahead and check out those HubSpot templates

because they got some follow ups in there as well.

Now, the thing you have to know about follow ups is that

you never want to take it personally if people don't respond,

don't be like, Oh my God, this guy is so mean.

It's just that they're busy, right?

And you just have to keep hanging them until they actually respond.

Sometimes you have to change your offer a little bit and just like reposition

what you're selling, but a lot of times if you just like follow up three times,

you will increase your response rates, right?

So for example, if you send the first email

and you're getting like 6% response rate every follow up after that,

you should be getting like another like 4 to 6%.

So then you can get maybe

after a campaign of four emails you might get between,

you know, 20 to 25% response rate, which is actually pretty good for court email.

All right.

So following up is the key if you want to generate more leads.

Now, the next tip I have for you is that during your cold emails

at the very end, make sure your goal is to book a meeting right.

A lot of people, sometimes they try to sell their product in service

that might be expensive, might be not just through an email.

And it's actually very difficult to convince a company to buy via email

because they want to make sure they can trust you, they can trust your product.

They want to know, you know, other customers that you help.

So they have all these questions, right,

that are very difficult to answer during your email because very logical.

But when you get on the phone with somebody, you can sell them emotionally.

You can make them feel that you're someone of trust.

You can build that rapport,

and then it's just so much easier for you to sell your products and services.

So at the end of the email, I always usually recommend

that you have some kind of call to action.

Something like, Hey, if it makes sense to talk,

feel free to book a time on my calendar or you know,

let me know what your calendar looks like, right?

Depending on how you want to do it, and then send the link

and then they're going to pick a time and then you're going to have a conversation.

So if you think about it from a fundamental level,

the only goal of a cold email

is to get someone to book a time on your calendar so you can talk to them,

learn about them, and potentially sell your products services.

Right. It's all about whether or not it's going to be a good fit.

And so the email itself is almost like a qualifier to see, Hey,

does this guy even pass my test of screening?

Because if they are not a good fit, why even waste your time

talking to them on the phone right now? So that's powerful for an email.

So it's not just like them responding to your email,

but it's you filtering out

the right prospects to make sure that you're talking to the right people.

Very important because if you're a salesperson,

you're an account executive, you're an SDR,

your time is the most valuable thing that you have

and you do not want to waste it on tire kickers.

All right.

So the fifth tip that I have for everyone is that when something is working,

you want to double down.

Now, when it comes to sales prospects, I know a lot of people,

they think that doing omnichannel is going to be the most bang for your buck

in terms of time, right?

So let's say they're doing code, email, code, email starts working.

They're like, OK, now I'm into calling.

Now I'm going to do LinkedIn,

now I'm going to do social selling, now I'm going to create content.

They're like octopuses trying to do everything right now.

This does work in the long term.

If you have a team to do each one of these things,

but it takes a lot of resources, it takes a lot of time,

and it takes a lot of brainpower

to learn how to do each platform because there are actually all different

if you're like more of a solo sales rep, maybe a solo entrepreneur coach consultant

or something like that, understand that if you have one way to generate

leads, that's actually enough to like generate substantial revenue, right?

So like let's say you're doing cold emailing and it's working

instead of jumping on cold calls right now, why not just double down

on cold emailing and increase your conversions, increase

the amount of meetings that you get with the cold email?

Because when you split your time so many different ways per day,

each one is not going to be that effective.

But if you just narrow down and focus on like one thing

that's going to be so much more effective

compared to doing five things at once, realistically

if you're just a regular person and trying to make it in the sales game,

you know, if you have cold emailing just and it's working

and you're getting a ton of meetings, why do anything else right?

Just cold email, cold email, cold email, get your responses up, try different

strategies when it comes to cold emailing, see what can be optimized

to increase your response rate,

and then you just block your calendar of cold emails, right?

So something is working truly double down, right?

Don't start looking everywhere and getting distracted

sometimes to get the best results.

You do the same thing over and over.

Yes, it's boring,

but you master your craft and that's where I feel like

a lot of people are missing out,

especially the younger generation of salespeople

because they think they have to do everything.

But really, if they just do one thing really well,

it can actually accomplish most of their professional goals.

And so with that said, that is everything

we got to cover when it comes to my top five cold emailing tips.

If you enjoyed it, make sure to give this video

like subscribe and turn on notifications and I will see you guys in the next one.