Good day and happy Wednesday! Let’s get right into it today!

What’s on the agenda?

• Tips from the top

• 2nd line of your cold email

• PitchFolio

• How to work through “No budget”

• 9 Cold Email Mistakes

• Creative Tactic of the week

• Additional Resources

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Tips from the top

This week’s tip from the top comes in the form of a LinkedIn post from Josh Braun. Josh is always sharing great posts, but we found this one to be especially valuable. Be sure to like the post and follow him to support his content!

“Cold call phraseology that lowers the zone of resistance:

• “We’ve never met but…”

• “I know you weren’t expecting my call but”

• “I know you’re probably in the middle of something but”

• “I know I’m interrupting but…”

• “Full transparency, this is a cold call, but”

• “You don’t know me. I’m a complete stranger.”

These phrases lower resistance because they validate the prospect’s feelings and expectations. They create a sense of psychological safety.

Each one uses “preemptive empathy.”

The caller knows the prospect might feel annoyed or defensive and acknowledges it first.

This approach aligns with what the prospect is already thinking. When the caller openly says, “This is unexpected,” or, “I’m interrupting,” it makes the prospect feel understood and respected.

This little bit of validation can trigger a subtle “Alright, I’ll listen for a second” response.

By addressing resistance head-on, the caller lowers the prospect’s guard.

Being straightforward, transparent and respectful creates a momentary opening.”

The 2nd line of your cold email

We often talk about creating relevant messaging in cold emails, but there's a common mistake that many reps make. It's the second line of a cold email.

The first line is where you catch the reader's attention with an observation or something relevant. The second line should be where you make a connection from that observation to your product or service.

Bad Example: "Hey Bob - Looks like you're using Hubspot. Our product is a XYZ..."

Better Example: "Hey Bob - Looks like you're using Hubspot. Other marketing leaders say that when they use Hubspot, XYZ happens..."

The key to writing a compelling email is to master the link between lines 1 and 2. This is what will make your cold email sound smooth and cohesive.

Don't personalize for the sake of personalizing. Make sure that there is a link between the two sentences.

A great starting point is to answer the question "what's the result of the first line?"

-> Using a tech stack -> What problems do people face when using that tool?

-> Growing the team -> What often happens when you grow the team?

-> Releasing more content -> What's the challenge associated with this?

Practice answering these types of questions for your own company.

In partnership with: PitchFolio

How to Handle the “No budget” objection

In this video from 30 Minutes to President’s Club, Armand shares how to work through this common objection

Check out the video below!

9 Common Sales Email Mistakes

Lavender consistently produces great content about cold emails. If you’re looking for actionable tactics, look no further.

This article from Lavender talks about 9 common sales email mistakes and how you can fix them. Here are our favorite 2 (be sure to read the article for the other 7!).

Using the Wrong Writing Tone

If you’re using complex words and trying to sound smart, you could be hurting your reply rate. They are often associated with talking “at” your prospect. Instead, try using an unsure tone - see the article for what this sounds like

Writing Lengthy Emails

This may sound repetitive, but it’s so incredibly important. The data doesn’t lie - shorter emails get more responses.

Be sure to check out the rest of the article!

Creative Tactic of the Week

"I've taken a new approach with some of my voicemails. I essentially read out my personalized emails into my prospect's voicemail inbox.

Pretty much all of their other voicemails are generic sales voicemails, so if I can show I've done my research in their voicemail inbox, my hope is that it will stand out.

It's not overly complicated, but just another way to stand out a bit!"

Resources from Our Partners

• RepVue: Worried you might be underpaid? Check out RepVue (it's free!). RepVue has tons of data on base salaries, OTE, quota attainment, product/market fit, and so much more. 

• Skylar: Want to practice your cold calls? Try cold calling the Skylar AI bot (it's free)!  Think you can book a meeting with the bot? Try it out!