Cold email for B2B companies
I'm hoping you can help me.
My company, Zenefits, is doing a really cool thing in the HR space: We've designed a free tool that ties your existing benefits plans, payroll system, and all of your other HR processes (Onboarding, Compliance, FSA, 401k, etc.) into one online dashboard.
Who would be my best point of contact for HR at Blitzlocal?
I'm looking to connect briefly for a 30-45 minute informational walkthrough of Zenefits via screen share in the coming weeks to see if we can bring some additional value to those existing HR systems...
Rewritten optimized version
❷ Saw you're a HR veteran, the only other people in the world who I can talk to about FSA's, 401k's and ERISA's without eyes glazing over. :)
❸ Wanted to see if you may be in the market for a Swiss knife. Let me explain...
You know how Swiss knives saved us from having to bring every little tool by itself? In the same way, we created a dashboard that lets you administer benefits, manage insurance and maintain compliance. All in one place.
❹ Bonus: our Swiss knife also comes with someone to cut a rope and open that bottle for you:
We also provide you a 1-on-1 benefits advisor who would find coverage and insurance savings just for [Company Name]. ❺ Urbana Holdings is pretty happy about saving [X rounded figure] in insurance premiums.
If this sounds interesting, would you have 15 mins to see if our dashboard would work for [Company]?
❷ Build rapport with your prospect by relating to them on a personal level.
❸ Memorably explain how your product works by comparing it a scenario or object everyone knows about with similar qualities.
❹ Extend your analogy to explain your other key perks and features.
❺ Throw in a figure about how an existing client is benefiting from [this feature] to back up your points.
Cold email for companies who provide services
Ryan Luedecke here, CEO of Sumo Jerky. Just started a new office snacks service & thought LeanStartup Machine would be a great fit. I know office snacks can seem a bit of a distraction, so wanted to make a quick case why it's a good business decision for you:
- No late afternoon productivity losses and mood killing side effects (i.e. food comas and sugar crashes) of other office snack foods.
- Employees get legitimately excited about trying new jerky every month.
Here's what Kara from Sendgrid said about our latest jerky delivery: 'I've heard some people say this is the best yet :). I sent out the email letting them know its here and they were gathered around the table just waiting for me to bring it upstairs :). Thanks for an awesome pick!"
- Insanely good deal right now for our "beta" users. As low as $10 employee / mo.
Can I sign you up to try it out?
Rewritten optimized version
❶ Wondering if you've ever noticed this: the office going from conquer the world to sleepy mode a little after 2pm?
❷ We've had a lot of success vanquishing those early afternoon fades by putting delicious beef jerky within any employee's arm reach. Scouring coast to coast for true jerk artisans, we can surprise your staff every month with won't-find-these-in-Walmart flavors like chile limon and habanero.
❸ Novel flavors + chomping on A grade beef = you may start noticing a few more check marks beside each day's goals :)
Let me know if you'd like to receive a free jerk sample? [3 days after they receive the free sample, send them a follow up email asking them to subscribe to the monthly plans.]
❷ Describe what your solution is and why your solution is superior.
❸ What is the biggest benefit you offer to the prospect, a benefit that is most relevant to their goals? A lot of people get this one wrong. For example, if you're selling office snacks, your biggest benefit is not that you satiate employees' hunger or make them happier (employees will not be the ones buying your snacks, the company is!). So for a company, your benefit is by making their employees livelier and happier, they get more stuff done for the company.
Cold email for contractors or freelancers who offer services
I recently graduated from 4 sand have started a web design company. I have years of experience building websites for small businesses and I have started building websites specifically for Interior Designers and companies like yours.
I was looking around your website, and I think that we could build you a professional new website that looks great not only on desktops, but tablets and mobile as well - which now accounts for 40% of web traffic.
Since we're just starting out full lime, its really important to us that we do a great job. Referrals are a huge source of new business for us. It's also really important that we leave you with something you feel comfortable adding to and editing on your own in the future.
I'd love to send along examples of what we've done in the past if you're interested.
Thanks for your lime!
Rewritten optimized version
❶ Really like your interior design work - wish I could wake up inside a few of those rooms!
❷ We've helped many interior designers use their websites to capture 5-8% more customers. Here's a video review [use a screen capture tool with voice recording] of some of the elements you can change to convince your next visitor you can design their dream home.
❸ A preview of the points:
- Add a slider of large portfolio pictures right on your homepage so visitors can immediately see your style and talent
- 'Share to Pinterest and Houzz' buttons on all your pictures - a lot of people decorating their houses create inspiration boards. By letting them save your work, they'll be reminded of you when they're ready to bring their vision to life.
- A dedicated page for your customers testimonials with pictures of each design project - people are much likely to work with you after seeing successful past projects.
You can view your video review here: [link to screen capture audio video]
Let me know what you think!
❷The biggest barrier to a prospect agreeing to hire you? It's hard for them to visualize based on your abstract benefits and past successes how you can specifically help them. That's why you get a lot more yes's when you show them exactly what they can improve based on the service you provide.
❸ List a few of your best suggestions and the reason behind them to entice your prospect to watch your entire video review.
Cold email to poach a competitor's customerFor this approach, you can hire a virtual assistant to browse different sites and compile a list of prospects who use a competitor's products. Examples of good sites where you can find customers to poach: Nerdy Data (if your competitor's product is something people add to their sites, Nerdy Data lets you find all the sites that use their code), Capterra (customers who reviewed your competitor's product), Reddit (find people who mentioned they use your competitor's product). Have your virtual assistant note the prospect's full name and the company they work for (search for it on Google or Linkedin if this info is not readily available). With a prospect's full name and company information, you can smart guess their email address.
❶ As you may have heard, Alvo acquired Trellis. Sometimes acquisitions work out and sometimes ... the product gets shut down. Or starts drifting from its vision. Or the new owners increase its price by a lot.
❷ Over at Swell, we have all the product management features you love:
- Draggable cards
- Using boards, lists and cards, manage the workflow for any type of project from development to interior design
- Attach many different types of content to cards from checklists to images
❸ Plus we can do a lot more to 10x your project productivity:
- Native iOS and Android apps for phones and tablets with real-time data sync
- Bug tracking (open/closed statuses, assign priority, attach code)
- Built-in instant chat to discuss different projects and move them forward
❹ Give us a try with 1-click data migration
❷ Show the prospect your product has the most important features of your competitor's.
❸ Then list a few valuable features you have that your competitor doesn't to entice them to migrate.
❹ If possible, make it easy for prospects to switch by letting them migrate their existing data.
How you helped another company
❶ Saw your announcement you're launching your spring collection next week - very excited to see your new designs!
Before it drops, you can definitely set up a viral social referral program to build massive pre-launch buzz. ❷ We just wrapped up helping YogaTease, a subscription box company, sign up 10 000+ excited customers with a multi-tiered refer-a-friend contest.
❸ I'll be free this Friday at 2pm-3pm. I will reach out to you then to give a 10-min rundown.
❷ Explain the results you delivered for another company doing similar work.
❸ A lot of sales emails ask a prospect when it is a convenient time to reach them. Do not expect your prospect to do any work this early in the relationship. You have to take the initiative to get the ball rolling. Your initial sales email is about building initial interest and setting the context for your call.
Opening the conversation by using a referral from the prospect's colleagueGetting a referral from your prospect's colleague lends you credibility. Also, letting your contact know someone else is aware of this exchange gives them more impetus to respond.
Just fire off an email to a mid-level employee of the company with:
❶ I wanted to get in touch with someone about your advertising. Who would the best person to speak about this?
Using a referral from their colleague in a cold email
❶ Sarah from marketing recommended I speak to you about advertising. I'm Evrin from AdBlend. We have worked with several top luxury brands including Hermes and Prada to customize their ads to the website/app they appear on and the preferences of visitors seeing them. All dynamically.
This is how your ad would look, seamlessly blended into any context it appears in:
[screenshot of product customized to prospect]
We can also inserts images from visitors' connected social media profiles relevant to your brand to grab their attention. Basically, native personalized advertising, without you having to create unique designs for every publisher you advertise on.
❷I'm free this Wednesday afternoon and I'll give you a quick call 4-5pm with a few more details.
❷ Again, don't expect your prospect to take the initiative to call you. Your initial sales email should focus on introducing them to your products so they know what to expect when you call them.
Method credit: Breakthrough Email
Ask for feedback: put yourself in front of a potentially influential customerIf you're just starting a business, find influencers and ideal customers who would benefit from your product and email them to ask them for feedback. The benefits are twofold. First, they can provide you with valuable insights about how your product can be improved. Second, they may actually end up being your customer if you like your product or share it with their audience. This approach is effective because by only asking for their advice, you’re not raising their don’t-sell-me defenses.
Hey Ideal Customer,
❶ I've looked up to you (and wondered where you get your unlimited stamina) ever since I binge read Metamorphosis in high school (until my thumbs turned color!). ❷ I created a doc editor for prolific writers like you and I'd love to get your thoughts on it.
❸ Basically, it get rids of most of those annoying in-between steps when writing.
Done for you features: it lets you create sections inside a doc so you can easily rearrange paragraphs. Without resorting to copy and paste. You can also turn sections into universally shared ones that can be inserted into other docs. Update that section in one doc and magically, it updates in all the others.
Here's the 5 months in the belly version: [link]
❹ If this sounds interesting, would you be open to a 10-min chat to go over some of the 'ugh' aspects of writing you'd love to not have to do?
❷ Briefly explain what you created.
❸ Highlight 2-3 of the major pain points your product solves.
❹ Ask them for a brief chat to discuss the challenges they face doing what your product solves.