Why I t ’s T ime to Ki l l the

Once and For Al l

50 years ago, cold cal l ing

worked l ike a charm.

THEN

Hey there, Ms. Buyer - Do you want to hear all about my amazing product?

Sure! I can’t get product information anywhere else, soI’d love to hearyour pitch!

[seller]

[buyer]

But today, i t ’s a l i t t le di�erent .

NOW

Hey there, Ms. Buyer - Do you want to hear all about my amazing product?

Are you kidding? I’m way too busy for this.

[seller]

[buyer]

Hey there, Ms. Buyer - do you want to hear all about my amazing product?

No - I can just look you guysup online if I’m interested.

[seller]

[buyer]

[dialing]

Hi, you’ve reached Betty Draper. I’m not here right now, so please leave me amessage and I’ll get back to you.

*ring*

*ring* *ring*

[seller][buyer]

[sigh]

[seller]

I t ’s pretty c lear f rom buyers’

react ions to cold cal ls that they’re. . .

. . .bad for the buyer.

I t ’s pretty c lear f rom buyers’

react ions to cold cal ls that they’re. . .

But what about for the sel ler?

Let ’s consider some stat ist ics .

Cold cal l ing is ine�ect ive

90%of the t ime.

Source: Harvard Business Review

Less than

2%of cold cal ls resul t in meet ings.

Source: Leap Job

Want 36 sales emailtemplates that buyerswill actually respond to?

DOWNLOAD

I t takes

18cal ls to connect with a s ingle buyer.

Source: TOPO

Cal l back rates are less than1%.Source: TOPO

Assuming a 0.3% appointment booking

rate, and a 20% win rate, i t would take

6,264Source: Simple Sales Tracking

cold cal ls to make 4 sales.

Ouch.

[seller]

I t ’s pretty c lear that cold

cal l ing is a lso. . .

. . .bad for the sel ler.

I t ’s pretty c lear that cold

cal l ing is a lso. . .

Wondering why cold cal l ing

has become less e ect ive?

Wondering why cold cal l ing

has become less e ect ive?

Let’s go to the buyer:

“Desk phones are foroutbound calls only.”

“Desk phones are foroutbound calls only.”

“Email is a much betterway to get a hold of me,frankly, than the phone.”

I don’t answer the phone unless it’s on my contact list. If it’s someone who really needs to speak to me they will leave a message.

Source: Rassoc, Forbes, This is Money

But wait - what about voicemai l?

But wait - what about voicemai l?

Could a great message be the cold

cal l ’s saving grace?

I got some bad news for you there. . .

The number of people retr ieving

their voicemai ls dropped by 14%

between 2011 and 2012.

Source: Vonage, eVoice

The number of people retr ieving

their voicemai ls dropped by 14%

between 2011 and 2012.

Coca Cola & JP Morgan have done

away with voicemai l for the major i ty

of their workers.

Source: Vonage, eVoice

The number of people retr ieving

their voicemai ls dropped by 14%

between 2011 and 2012.

Coca Cola & JP Morgan have done

away with voicemai l for the major i ty

of their workers.

Only 18% of people check voicemai ls

from unrecognized numbers.

Source: Vonage, eVoice

Cold cal ls are bad for the buyer, and

bad for the sel ler.

Cold cal ls are bad for the buyer, and

bad for the sel ler.

I t ’s t ime to k i l l the cold cal l .

Cold Calling1930-2015

R.I.P.

“Do you have a minute to talk about my amazing

product?”

Passed away peacefully when people stopped

answering their phones.

Now that we’ve bur ied the cold cal l . . .

. . .what do we do next?

Turn up the heat .

Warm cal ls and emai ls :

• Capitalize on demonstrated buyer interest

• Are relevant to the buyer’s unique situation

• Respond to trigger events

• Take advantage of referrals

• Are way better for the buyer and the seller

Here are a few examples with

templates to get you started.

Warm emai l #1 :

Responding to demonstrated interest

Send Now

Hi Buyer,

I noticed you recently downloaded our ebook on Warm Emailing 101. Did you get what you were looking for?

Warm emailing the right way can increase leads by 1000%. I helped a company similar to yours boost their revenue by 500% using cold emailing.

Do you have 15 minutes to hop on the phone so I can share some of the insights I gained working with them?

Warm emai l #2:

Tai lor ing to the buyer ’s unique s i tuat ion

Send Now

Hi Buyer,

I’ve been doing some research on your company, and I noticed that you’re using cold emailing in your outreach.

Research shows that cold emailing is on the decline, andI worry that you’re not reaching your customers as e�ectively as you could be.

My company advocates for warm emailing, an approachthat can increase leads by 1000%. Do you have 15 minutesto hop on the phone so I can share some of the insightsI gained helping a company similar to yours boost revenue by 500%?

Warm emai l #3:

Responding to a t r igger event

Send Now

Hi Buyer,

I noticed you just got a job with Awesome Company.Congratulations! That must be an exciting transition.

I know you got a lot of value from our warm emailing system in your last position. Could we hop on the phone this week to discuss Awesome Company’s warmemailing needs?

Warm emai l #4:

Introduct ion by referral

Send Now

Hi Buyer,

I got your name from Peggy Olsen. We recently started working together on Company X’s warm emailing, and she’s already seen a 100% increase in the amount of leadsher team is driving.

Peggy mentioned that you were looking for a new sales email system. Could we schedule a quick call to discussthe sales email situation at Business Y?

Exci ted to get your warm emai l

system cranking?

Exci ted to get your warm emai l

system cranking?

There are just a few steps you’ l l

need to keep in mind.

1 . F ind good fit buyers to target

HubSpot ’s f ree CRM contains a searchable database of

6 MILLION PROSPECTS

Find the perfect prospects for you by searching by industry, locat ion, and

company s ize

Prospects

WEBSITE VISITS

Search all prospects in this view...

Name

+

+

+

Procter & Gamble

Vimbo

Wikivu

COMPANY INSIGHTS

Domain

zzzquil.com

vimbo.com

wikivu.com

Find valuable new prospects

By country

By industry

Country

Industry

Start searching foryour perfect fitprospects today

GET HUBSPOT CRM

Prospects

WEBSITE VISITS

Search all prospects in this view...

Name

+

+

+

Procter & Gamble

Vimbo

Wikivu

COMPANY INSIGHTS

Domain

zzzquil.com

vimbo.com

wikivu.com

2. Track your emai ls

Get not ificat ions when prospects open your emai l , so you can capita l ize on their

at tent ion in the moment

Activity Stream

OPENED NOT OPENED CLICKS SALESFORCE HUBSPOTALL

8 ViewsMute Thread

Christopher O. has opened New Proposal

OPENED 10/14/2015 in Massachusetts United States

2 ViewsMute Thread

Anum H. has opened Fall Inventory List

OPENED 10/14/2015 in Cambridge, Massachusetts

30 ViewsMute Thread

Mark R. has clicked Pricing Page

CLICKED 10/12/2015 in Cambridge, Massachusetts

3. Research

Research your buyer to make your message relevantto their s i tuat ion and personal ized to them

3. Research

Research your buyer to make your message relevantto their s i tuat ion and personal ized to them

Learn more about your buyer on:

Linkedin Twit ter CompanySite

PersonalBlog

Google IndustryNews

Press &Media Page

SEC.gov

4. Get not ified about t r igger events

Use Google Alerts to set an alert for your targetcompanies and industr ies.

AlertsMonitor the web for interest ing new content

Apple

This will create an email alert for esnider@hubspot.com

CREATE ALERT Show options

5. Work your network

Before reaching out to a new prospect , check LinkedIn to see i f you have any shared connect ions.

I f so, reach out and ask i f your common acquaintance would be wi l l ing to introduce you.

Your warm emai l checkl ist :

Target good fit buyers

Track your emai ls

Research

Get not ified about t r igger events

Work your network

Research

Your warm emai l checkl ist :

Target good fit buyers

Track your emai ls

Research

Get not ified about t r igger events

Work your network

Research

Use a CRM

GET HUBSPOT CRM

Prospects

WEBSITE VISITS

Search all prospects in this view...

Name

+

+

+

Procter & Gamble

Vimbo

Wikivu

COMPANY INSIGHTS

Domain

zzzquil.com

vimbo.com

wikivu.com

The HubSpot CRM makes it easy

for salespeople to personalize and

track their interactions.

It’s free, so there’s no risk. Why

not just try it out?

Cold cal l ing had a good run, but i t ’s

t ime to give buyers what they real ly want .

Warm outreach =

Happier buyers =

More sales =

Happier sel lers

And that ’s an equat ion we can

al l get behind.

Are you commited to serving

today’s buyer?

Subscr ibe to the HubSpot Sales Blog,

and join the inbound sales revolut ion.

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