3 cold email frameworks I use to book 1000+ meetings a year
6 mins read

3 cold email frameworks I use to book 1000+ meetings a year

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Cold emailing is easy when done right. The problem is that 99% of companies and salespeople can’t turn their scores from 0 to 1 without spending hours on training and testing or giving up in frustration. And when they finally succeed, they struggle to turn it into a systematic process that scales without wasting time or hiring more workers.

While the key to good results is usually 1-to-1 personalization, my testing concluded that personalization really makes no difference and is in fact one of the biggest time wasters.

Now there’s nothing wrong with personalization and building a great team, but efficiency will always be king. The whole point of relying on Cold Outbound is to keep your $/hr. Maximize by generating customers as quickly as possible.

Here are the three cold email frameworks I use to book 1000+ appointments in 10 months without spam – in under an hour a week:

Related: 3 Cold Email Strategies With High Response Rates

1. Quoting

Quoting for Cold Outbound is significantly different than quoting for the rest of your business. The way you want to start is by finding the biggest problem for a given market and figuring out how to solve it. During the pandemic, for example, hundreds of course creators made millions as people struggled with boredom and wanted to achieve something during the lockdown.

Next you want a unique mechanism. Selling web design to local businesses has been around for decades. You need to show why your way is better, or that you have a specific system that works well, or even that you’re addressing a very specific area.

The other thing to keep in mind before you start claiming that you can get 10x the results of your competitors is to recognize that market wisdom and if your market is skeptical a unique offering will do more find resonance.

The offer and positioning of your services was the main reason why some of our campaigns got a 2% response rate and others a 25% response rate.

2. List segmentation

Most people create their list of prospects to contact by assembling a huge list of people in their industry.

The problem with this is that you are unable to build an ideal customer persona that resonates. Sure, you can scratch all marketing agency founders in the United States, but all they have in common is the fact that they are in the US and run marketing agencies.

What we want to do is narrow it down as much as possible. Saying you help CEOs in Tampa Bay hiring SDRS to build SDR onboarding systems is exponentially more efficient than saying you help CEOs onboard employees.

Some common things we use to narrow our search are:

  • LinkedIn Keywords

  • position

  • Location

  • keyword on the site

  • services rendered

  • Technologies used

  • awards won

  • announced to the press

  • directories

  • revenue

  • Job Title / Job Level

Those who help with timing:

By filtering heavily and scraping smaller segments from lists, we can “personalize” our emails simply by using variables.

Finding something relevant to compliment him on saves you 10 minutes of your time and it also helps you to be seen as equal or superior as you are an expert in solving his exact problem.

See Also: 7 Cold Email Marketing Strategies That Will Boost Your Sales

3. Email Scripting

Well, there are two ways you can create your scripts: 1) Would you like to call anyone interested? or 2) do you only want to call the top 5% of shoppers who are in the most pain and most likely to close?

Some see this as a question that should be decided at the discovery call and not for the team creating the appointments, but if you can generate dozens of sales calls a day, this question is worth considering.

If you’re in the first camp, you want to keep your emails short, show relevance, what you offer, your unique mechanism, and a gentle call-to-action.

An example of this would be:

Hi NAME – saw you guys on G2, congrats on the 5 star ratings. Would you like to rent SDRs on a commission basis only?

Well, on paper this script seems amazing – 4% of people who were emailed became meetings. The core problem is that a majority of leads mistakenly assumed that the SDRs would generate the appointments for them and not convert existing leads into booked calls.

The company in question was able to book more than 10 appointments a day with a 1-person sales team. This was unsustainable as they disqualified 70% of the customers before call 2.

What we’ve seen for a solution is something that better qualifies the prospect and explains the situation better so they can disqualify themselves if necessary:

Hi NAME – saw COMPANY on G2, congratulations on the 5 star ratings.

We’ve teamed up with various fintech leaders like X & Y to solve the PROBLEM of onboarding SDRs.

May I send more information?

An additional line is enough to turn an unqualified campaign into a service that customers are extremely interested in. In extreme cases, it is ideal to delve deeply into case studies to capture prospects who are in the greatest pain situation at any given time.

These systems are designed so that you can insert and play with different variables, pain points, and benefits in your scripting. The most important thing to remember is that everything here is an amp. If you’re not sending enough volume, it doesn’t matter what you do. If your goal is five meetings a day, sending 10 emails a day is unlikely to achieve it.

Related: How to Write Cold Emails That Convert Sales Fast