Let's say you've got a new startup. Or you're a salesperson with a new territory, and no one knows who you are yet. Well, if you don't have a multi-million dollar marketing budget to bring prospects to you, you'll need to go to them instead.
That's where cold outreach comes into play. You can't build the same kind of brand awareness that billion-dollar companies do, but you can generate awareness the old-fashioned way: hard work. And that's exactly what cold outreach is all about.
In this Founder's Guide to Cold Outreach, we'll cover how to perform outreach that is efficient, effective, and friendly. That way, you can engage new prospects and open the door to scheduling the sales presentations that will grow your business. Let's get started:
When talking about cold outreach, we mean any kind of digital communication between you and a prospect that creates the first contact. And you'll be happy to know that no in-person or offline methods are necessary.
In fact, 70% of B2B decision makers today prefer remote communication anyway. So the key is to use digital platforms like email and social media to achieve several things during your outreach:
So, if there are several ways to get on a customer's radar, what makes cold outreach so special? There are several reasons that cold outreach is advantageous to other outreach methods, such as:
Those are just some of the benefits of cold outreach over other sales methods. But you may be wondering about the downside, such as potentially annoying your prospects:
Cold outreach is most often done with email, LinkedIn, or other social messaging. And in today's day and age, most of us get more spam than we care to deal with. Like anything else, cold outreach can be spam — if it's done the wrong way. If you send mass messages without changing it, and you don't make it worth your prospect's time.
But in this article, we're focusing on the ways to do it strategically, so that it's well-received by your prospects. With that said, here are 6 cold outreach tips you need to know:
Far too many companies focus on themselves when communicating with prospects. They start their messages off with "my company" or "our product" instead of speaking about the customer. With every cold outreach campaign, keep it focused on the prospect. Talk about their problems, their situation, their recent awards, and anything that makes them the focus. After all, everyone's favorite subject is themselves — your prospects are no different.
It is vital to keep all of your outreach communication professional and friendly. This is not the time to act like your prospect's best friend. While certain levels of rapport and informality are understandable at other sales stages, play it safe for now.
Your prospects are much more likely to take you seriously if you have an officially incorporated company. So that should be the first step. Secondly, make sure your email signature includes all of the necessary contact information, as well as some links to your website so the prospect can conduct further research.
What does your product or startup bring to the table that others don't? Ultimately, that is the question you must answer in the mind of your prospect. When conducting cold outreach, aim to provide value right away. This can come in the form of:
And much more. Focus on bringing value, and your message is much more likely to get their attention.
This is an extension of keeping your messages focused on your prospect. But personalization is something that takes, even more, thought and effort. Personalization is much more than mentioning your prospect by name. To personalize your outreach efforts, spend some time researching them beforehand. Even 10 minutes of research can provide you with an idea of their role, affinities, accomplishments, and personal interests. These all create great segues into making it clear that you didn't just copy and paste your outreach.
After seeing all the important customization and thinking it takes to do cold outreach, you might be concerned about the time commitment. That's exactly why it's important to systemize your outreach.
Use cold email templates, for instance. These help you create consistently effective outreach without reinventing the wheel. Simply change out a few words such as the prospect's name and company, and you're off to the races.
Mailshake is an excellent tool that helps founders scale their cold outreach. It provides an automated way to implement all of the tips above — turning prospects into leads across email and other channels. Mailshake's cold email outreach features include:
Mailshake works with every popular email provider, enabling your team to streamline cold outreach and focus on higher lever prospecting strategies. Schedule a Mailshake demo today to learn more about maximizing your outreach process.
Companies need to get smarter about the ways they are contacting potential customers. The business world has become too crowded otherwise, and you won't stand out. That means you need a proven strategy to perform cold outreach. With cold outreach, you can contact decision-makers, make a great impression, and take them through the next step of your sales funnel. Of course, you shouldn't just jump in and start sending messages. Instead, use the guide above to make sure you're sending the right messages at the right time. That way, you can generate a wealth of new leads and customers for your startup.
Sujan Patel, Founder of Mailshake
Sujan Patel is the founder of Mailshake, a sales engagement software used by 38,000 sales and marketing professionals. He has over 15 years of marketing experience and has led the digital marketing strategy for companies like Salesforce, Mint, Intuit, and many other Fortune 500 caliber companies.
Start, grow, and manage your business. We're with you each step of the way.