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How To Get Clients With Sales Prospecting & Social Selling (GUIDE)

How To Get Clients With Sales Prospecting & Social Selling (GUIDE)

Table of contents

1°) Introduction

How to get clients with Sales Prospecting & Social Selling?

Spoiler: it's not difficult.

Mastering sales is fast, really fast. You don't need to be a growth hacker to generate leads at scale. You don't need to be a seasoned Sales Rep to close +$10k deals.

If sales was complicated, there won't be 16 year olds out there making 6 figures a year with their service business.

So what are you lacking off?

What you need to succeed in Sales Prospecting & Social Selling | Breakcold

1: actual information on how to do B2B sales in 2023, not in 2010. 2: a repeatable & scalable sales process that work for almost any kind of B2B company 3: an understanding on how to leverage technology to make 1 & 2 work together

That's why I decided to build this Masterclass with actionable tips. No BS here, just pure value.

1.1. Who is this video for?

Ok. So who is this video for?

Basically anyone who needs to find B2B clients, namely:

  • Startup co-founders
  • Agency owners
  • Sales Development Representatives (SDRs) & Business Development Representatives (BDRs) or Account Executives (AEs)

Obviously, not everything will work for everyone, so I'll adapt parts of this sales training according to the ones who have a high paying offer (service business) or not (startups).

1.2 What you'll be able at the end of this blogpost

After this article | Breakcold

At the end of this blogpost, you'll be able to:

  • generate leads for your business with Outbound Sales & Inbound Marketing
  • close deals
  • build yourself a personal brand

1.4 Who Am I?

BTW, who the fuck am I to give you a course on Sales Prospecting & Social Selling?

Bonjour.

My name is Arnaud Belinga, I'm French, I love skateboarding & Formula 1. And I'm also the co-founder & CEO @Breakcold, a social selling software.

Basically, sales prospecting is boring and we want to make it enjoyable for your prospects but also for yourself.

So as you can see my job is to sell a software, not courses. So I thought, why not give out as much value as possible for free instead of charging $2000 for it.

If you like this mindset, make sure to share this article because I plan to give out more bangers like this in the future.

Ok, thanks Arnaud but "How do I get clients with Sales Prospecting & Social Selling?".

Alright calm down, this is how we'll do it:

  • first, we need to understand how the B2B buyer's journey has changed and work today
  • second, we'll assess which B2B sales techniques are the best right now
  • from there we'll be able to build a system that will make us sales
  • and finally we'll see how to actually put in place such system

2°) The state of the B2B buyer's journey

Why should we talk about it?

Because if you don't know how people buy, you won't know how to sell.

The State of the B2B Buyer Journey | Breakcold

Let's break this down:

  • compare to B2C, people in B2B buy things they usually need
  • what was needed in B2B couldn't be made by anyone for a long time, it was hard and/or costly to produce (eg: building a software)
  • but now everything gets commoditized, anyone can sell anything

In plain English it means that:

  • if you offer something new that people need: it will be easy to sell
  • once what you're selling is no longer new and saturated, it's a commodity so it's harder to sell

Anyone can sell anything | Breakcold

So how can you make the difference in a B2B environment?

  • you can build a brand or
  • you can have a unique positioning

These 2 used to work and still work to a certain extent but nowadays, there's so many B2B offers in any type of industry that the attention of prospects is scarce.

Attention is the most scarce resource today and being able to get attention is the most valuable skill today.

That's why Mr.Beast, Kylie Jenner or Kim Kardashian are billionaires.

Getting the attention is hard in sales prospecting | Breakcold

But you'll tell me it's B2C right? The thing is my friend, everything that happens in B2C always happens in B2B.

Now B2B buyers know there's plenty of solutions for their problems, they know your positioning, they know your brand, but they're people and people relate to people, not brands.

B2B buyers, more than ever, want to be considered and will favor the products, the softwares, the services that they appreciate the most and this has a tremendous impact in how you do sales prospecting and social selling.

So now let's see how we can answer this with current B2B sales techniques.

3°) The State of B2B Sales Techniques

What are the best sales techniques to generate leads and close sales?

The goal here is to avoid hard work that doesn't bring you leverage. If you don't know the fuck I'm talking about, go check this video from Alex Hormozi:

.

Field Sales (door-to-door prospecting)

Popularity: (1860 - 2000) Cost: $$$ oil is expensive these days Efficiency: Mid Scalability: Low Deliverability: never certain Time consuming: High Easy to get prospect attention: Yes Relationship building potential: Good

We're in 2023, not 1993 so it's a NO for Field Sales.

Physical networking in B2B events

Popularity peak: (1970 - 2010) Cost: from $0 to $+4,000 if you go to paid events Efficiency: High Scalability: Low Deliverability: N/A Time consuming: High Easy to get prospect attention: Yes Relationship building potential: Good

Physical networking can worth it for huge deals but they definitely don't worth your time, effort & energy - especially if you have a team.

The ROI will only be interesting if you're selling at an enterprise level. The average ROI is 5:1. This means that for every dollar you invest, you should receive 5 dollars in return on average.

You can 5X this ROI with other sales techniques so it's a NO for physical networking.

State of the B2B Sales Techniques

Cold Call

Popularity peak: (1980 - 2010) Cost: High Efficiency: Mid Scalability: Low Deliverability: Uncertain Time consuming: Yes Easy to get prospect attention: No Relationship building potential: Low

Cold calling is working less and less over the years and it should be only use if you have a really high paying offer, otherwise your ROI will suck. If you're targeting local businesses though, it's by far, by far the best outbound sales channel like Thomas Gonnet showed in his video:

.

Considering its scalability and its lack of automation, it's a NO for this video.

Mass mailing

Popularity peak: (1998 - 2009) Cost: Low Efficiency: Low Scalability: High Deliverability: Low Time consuming: Low Easy to get prospect attention: No Relationship building potential: 0

Mass mailing is a 2002 thing, using this method is the best way to go to the spam folder at scale. It's a NO.

Cold email

Popularity peak: (2011 - current) Cost: from $0 to +$400/month Efficiency: High Scalability: High Deliverability: High Time consuming: No Easy to get prospect attention: Mid Relationship building potential: Mid

Like they say "You're only one cold email away to everything you dream of". It's a YES.

LinkedIn automation tools

Popularity peak: (2018 - 2021) Cost: from $19 to +$99/month Efficiency: Mid Scalability: Mid Deliverability: Mid Time consuming: No Easy to get prospect attention: Mid Relationship building potential: Mid

In just 4 years, people became incredibly good at spotting (but also hating) LinkedIn automation. If we consider that you can get your LinkedIn account banned pretty easily, it's a big NO.

Social selling (content marketing + DMs)

Popularity peak: (2020 - current) Cost: from $0 to +$100/month Efficiency: High Scalability: Mid Deliverability: High Time consuming: Mid Easy to get prospect attention: Yes Relationship building potential: High

Social Selling is a mix of content marketing, relationships building & cold messaging on platforms like LinkedIn or Twitter. It's probably the best way to make B2B sales right now, so it's a YES.

Conclusion: Social Selling & Cold Emailing are the winner, what's next?

4°) The Ideal System: a Sales Flywheel focused on building relationships

Ok, so now that we know that social selling & cold emailing are overall the best B2B sales methods right now, what should we do?

We need to build a system.

The Ideal Sales System | Breakcold

A Sales System

This system needs to:

  • generate us leads constantly (doesn't take time)
  • generate us leads exponentially (takes times)
  • close deals constantly with relationships building

What we want is basically a sales flywheel, a system where the more we do sales prospecting the easier it gets to make sales because of the compounding effects of our system.

To generate leads constantly, we'll use: cold email. To generate leads exponentially, we'll use social selling. To close deals constantly with relationships building, we'll use social selling as well.

The Flywheel breakdown

With that being said, this how our sales flywheel look like:

The Sales Flywheel | Breakcold

Step 1 - Automated cold email campaigns

First, we'll send automated cold email campaigns. This will generate leads every day or every week depending on how motivated you are.

Step 2 - Engage with your 20 ideal prospects & 20 B2B influencers in your niche

While our cold email campaigns are automatically running, we'll engage with our 20 ideal prospects & 20 B2B influencers in our niche with social selling. Don't worry, this won't take you more than 30 mins a day and rewards are huge.

Step 3 - Manage positive replies from cold emailing

Once you've generated leads with cold email, you need to close them. For that we'll use a Sales CRM to manage the life of our lead, this CRM will also help us engage prospects with social selling.

Step 4 - Post on social media (social selling)

Then we're gonna add our positive replies from cold emailing on LinkedIn if it's possible and we'll post on LinkedIn.

The more you engage with prospects, with likes, comments or DMs, the more they'll see your posts on Social Media, the faster you'll close them before or after the call.

It will also generate you inbound leads.

Step 5 - Compounding effects

As your audience of qualified prospects (on LinkedIn or Twitter) gets bigger, it's easier to go through step 1 to 4.

Why? Because your social proof and personal brand will help both cold prospects and warm prospects to close faster.

What if you cannot do all at once?

If it's too much for you to handle, just focus on generating leads with cold email and closing them with social selling - you can skip the generating leads with social selling part (step 2, 4 & 5).

So now what do you need to learn for this to work?

1: you need to master how to craft an Offer & comprehend your Buyer Persona 2: you need to master Cold Emailing 3: you need to master Social Selling 4: you need to master closing Deals with a CRM

I know what you're thinking: "Jeeeeez, that's a lot".

Let me free your mind: this is NOT difficult.

Everything you need to know can be learned in this video. Then it's just deliberate practice, showing up every day & iterating until you get results.

Ready?

Let's go.

5°) Working on your Offer and Buyer Persona

Crafting a good offer & knowing your buyer persona are THE most important things in Sales Prospecting & Social Selling.

Let me say that again: Crafting a good offer & knowing your buyer persona are THE most important things in Sales Prospecting & Social Selling.

If your cold emails don't work, if your DMs don't work, it's because either your offer sucks or you target the wrong people.

Everything else, EVERYTHING ELSE is secondary.

5.1 Your Offer

A good offer is:

  • well-priced
  • unique or different
  • is money back guaranteed (if it's a service business)
  • solves a legal obligation, saves time or makes money

A cold email with a bad offer | Breakcold

But actually, what matters is how you pitch your offer, not the offer itself.

Let's take a real life example.

For a future video, I created a fake agency that sells Twitter Ghostwriting - that is my offer. (extract the offer video)

If I pitch to a prospect the following: We write tweets for your startup.

It's a bad offer, why? Because it's descriptive, the goal is to sell benefits, outcomes, not features or what we do.

Let's do the pitch again:

We write tweets for your startup = wrong

Cold Email Pitch | Breakcold

We turn your Twitter Startup account into a lead generation machine = Yes

Cold Email Pitch 1 | Breakcold

We're talking about growing from 0 to +500,000 impressions per month, generating website visits, backlinks and more leads = Yes.

We'll talk more about how to structure a sales pitch in the cold email part of the video.

5.2 Your Buyer Persona

Now let's talk about your Ideal Customer Profile (ICP), also known as buyer persona.

Segment it

When doing sales prospecting, you need to segment your ICP into different ones. Why? Because it will help you be relevant in your sales copy.

For example, let's say your ICP is Startups. That's way too large.

Ideal Customer Profile | Breakcold

Niche down to B2B Fintech Startups in downtown New York and adapt a sales copy for that specific niche and replicate the process to other areas & industries.

Total Addressable Market & ROI

Before prospecting, you need to know your TAM: Total Addressable Market.

Why? Because it will determine if you can go for volume in your sales prospecting or not.

Imagine you sell million dollars Rockets like Elon, you don't have many potential clients. You'll be forced to do what is called Account-Based-Marketing or ABM.

It means that you'll have to hyper personalize every interactions with these prospects in order to close them.

On the opposite if you TAM is big, you can go for volume and be more aggressive in your outreach.

Total Addressable Market | Breakcold

For example, you sell a live chat software to SMBs for $25 per month. Potentially, 1,000,000 businesses can be your customers. In that case, it won't be dangerous to automate your prospecting and not hyper-personalizing your discussions.

Your offer & total addressable market will mainly determine:

  • your ROI of doing sales prospecting & social selling
  • your Personalization ROI (ie if it's worth it to personalize your outreach or not)

6°) Send Cold Emails

It's now time to learn how to send cold emails.

6.1 What is Cold Email

In case you still don't know so far in this video, cold emailing is the process to send emails to strangers.

Goal of cold email

The primary goal of a cold email is to get meetings with your prospects. Some people also use cold email to build partnerships, get backlinks for SEO etc.

Is cold email legal?

Long story short, yes it's legal, yes it's GDPR compliant, as long as you send cold emails to B2B email addresses, not B2Cs.

You also need to have a legitimate interest to do business with your recipient. Cold email is prohibited in some rare countries though, so check it out.

6.1 Find leads

The first step of cold emailing is to find leads. In this video, I won't talk about cheap tricks on how to find email addresses manually. We want to be efficient.

How to find B2B email addresses | Breakcold

There's basically 3 ways to find B2B email addresses:

  • buying databases from a service business
  • buying a subscription to a database software
  • scraping some data yourself and using an email finder

Scraping some data yourself and using an email finder takes time and is not the most money efficient.

Buying databases from a service business can cost you thousands of dollar one time or per month.

The best way to get email addresses is to use a subscription-based database software (also known as Sales Intelligence Software).

Let's divide this in 2 categories:

  • the softwares that allow you to build your ideal customer profile and export the data
  • the softwares that will make you super relevant

Sales Intelligence softwares to build your ICP

This is a list of softwares you can use:

  • LinkedIn Sales Navigator + Evaboot/Findymail
  • Zoominfo
  • Pharow
  • Kleanleads
  • SeamlessAi
  • Lead411

List of Sales Intelligence Softwares | Breakcold

All of these have their advantages & disadvantages but my favorite is Apollo.

Why?

Because in terms of pricing, you won't get anything better. Apollo is a combination of:

  • LinkedIn Sales Navigator, where you can filter leads to build your buyer persona
  • Builtwith, because you can find individuals or companies depending on which technology they use

Apollo gives you almost everything about your prospects: their emails, company name, personal LinkedIn URL, personal Twitter URL and so on.

Alright so let's build a prospecting list in Apollo for our fake Twitter Ghostwriting agency:

  • first, go to the people section of Apollo to build my ideal customer

  • we want to target startup founders because being visible is a hot topic for them so in job-titles I'm gonna write 'co-founder'

  • then, let's say we want to target only co-founders that are in NY

  • ok, now we want to take only co-founders who have a startup with a headcount between 11 to 50, why? Because below there won't have enough money and above the sales process is too complicated

  • in terms of industry, we'll go with computer software to make sure we have startup founders and not agency co-founders for example

  • finally, we could have selected the live chat Intercom as technology because it's crazy expensive, so we'll know for sure money won't be a problem but I will keep that way

Once I've built my ideal customer, I just have to:

  • select every leads on each page
  • add them to a list
  • and then from the list I can export the CSV ready to be use in a cold email software

The only downside with Apollo is that you can save only 25 leads at a time but thankfully you can use Findymail to speed up this process.

Now that we have one prospecting list built with a sales database software, let's see how we can build another one with a no-code scraping one.

Sales Intelligence softwares to be super relevant

Imagine you're selling a software or service to French Professional Photographers. I'm pretty sure that part of the Nikon French Twitter account has tons of them.

Scraping Twitter Email Profiles | Breakcold

What if you could just copy paste the tweet URL of Nikon France and get automatically the first name, last name, website URL and valid B2B email address? It would be cool right?

Well my friends, it's actually possible.

If you're using Scrapybird, you just need to go to a Twitter Profile or a viral tweet and click on export followers with email address and BOOM: you got yourself a high quality prospecting list.

This time you don't even need to export a CSV, all the data is directly sent inside Breakcold so let's see how to import the CSV file.

Email verifier

But first, let me talk about email verification.

You remember Apollo? Where we got our leads from? They say that the email addresses they have are valid but the truth is about 70/80% are not and that's NOT good news.

Why's that?

'Cause if you have invalid email addresses, your emails will bounce and if they bounce, you email deliverability will suffer and you'll end up into the spam folder.

We'll talk in-depth about email deliverability later in the video, BUT for now, the only thing you need to understand is that you need to clean your email list.

There's a few softwares that are dedicated to that like NeverBounce or ZeroBounce but at Breakcold we do that for free when you import leads so let's import leads.

Importing Leads

To import leads inside Breakcold it's pretty easy, first, you're going to build a list in the leads section, we'll call it 'Twitter NY'.

Then we'll click on import CSV and we'll go through each step, we'll map the fields of our CSV with Breakcold's ones but most of the times, the software will automatically match fields together.

Importing Leads in a cold email software | Breakcold

Don't forget to import the LinkedIn, Twitter & Website URLs because it will be helpful for us later in this course.

Once you've imported your leads, Breakcold will automatically check if the email addresses are valid or not.

When they're not valid you have two options:

  • using Breakcold email finder to fill the gap, or
  • deleting the leads because it's a waste of your time

I personally delete the leads, except if it's leads I really want to have as client.

Alright, so we have a clean prospecting list that is imported into our cold email software. It's now time to work on our email deliverability.

6.2 Deliverability: impact on your open rate

You need to care about your email deliverability, otherwise you're fucked.

If your emails don't reach the primary inbox, they won't have chances to get opened: that's deliverability.

If you emails don't get opened, you won't get replies: that's copywriting.

So let's start with deliverability.

Email Domain

Number 1 rule about email deliverability: use a dedicated domain to cold emailing.

Why? Because if you go to the spam folder for any reason, it will affect your whole domain authority, which is very bad for SEO and other stuff.

Cold Email Email Domain | Breakcold

What should you buy then?

If your website is breakcold .com, go buy getbreakcold.com, trybreakcold.com. Always aim for the .com, because this extension has a better authority.

How many domains should you buy?

It depends on how many emails you want to send per day. Always aim to send maximum 30 emails per day per sending domain so you'll be sure to never have deliverability problems.

So if you want to send 300 cold emails a day, you'll need to buy 10 domains and you'll use what is call email rotation but we'll talk about that later.

But to be honest, when you're a beginner, 2/3 domains is fine.

Where should you buy the domain?

From anywhere you want but for deliverability reasons and ease of use, let's pick Google Domain.

This is how you should do it:

  • go to Google Domain and write the domain you want

  • go to you cart and make sure to tick custom email, then choose Google Workspace Business Starter

  • write your first name, last name and the username of the email account you intend to use

Cold Email Deliverability | Breakcold

  • quick-tip for the guys listening here: you can use a woman instead of yourself, it will jump your open rate & reply rate like crazy

  • quick-tip 2: set up a profile picture in google workspace account, a human face will always look good in your recipients' inbox

  • quick tip-3: don't forget to redirect your sending email address to your main website, people copy paste it more than you think, for that go to google domain, my domain and in website, click on forward domain to set this up

  • quick-tip 4: subscribe to some newsletters to show it's not just an email for prospecting, it will help in the long term deliverability of your domain

Once you bought your sending email domain, you need to set up SPF, DMARC & DKIM.

SPF, DMARC, DKIM

WTF is SPF, DMARC & DKIM?

Long story short, it's DNS records (domain settings) that will certify that you're the real owner of your email and to prevent that other people send emails on your behalf.

Good news, SPF & DKIM are set up by default when you buy a domain on Google Workspace so we just have to set up DMARC.

Cold Emails DMARC | Breakcold

This is how you can do it:

  • first, go to google domains, click on my domains and click on manage
  • click on DNS
  • open custom records, click on manage custom records & click on create new record
  • in HOST, insert: _dmarc
  • select the TXT type
  • TTL should be at 3600
  • finally in data enter "v=DMARC1; p=none; rua=mailto:youremail@yourdomain.com"

That's it, you've set up DMARC. Now let's set up Custom Domain Tracking.

Custom Domain Tracking

What is custom domain tracking? When you use any kind of cold email softwares, by default you're basically using an invisible pixel to track the open rate (ie how many people open your email).

The thing is, you're sharing this pixel with other users of the platforms, so if people are spammers and have a terrible deliverability, yours can be at risk too.

Prospects can't read cold emails | Breakcold

That's why you need CDT to use your own pixel, the one from your email domain.

To se this up:

  • go to settings then advanced in Breakcold
  • type your domain
  • then you need to copy past the generated info in a new DNS record like we just did with DMARC

Alright, now we're almost done with the deliverability settings, let's end this with Email Warm Up.

Email Warm Up

Email Warm Up is basically a process that keeps your email deliverability safe. When you buy a fresh domain, if you start to send 50 emails per day, you'll easily get blacklisted because it's not a normal human behavior.

To get there naturally without sending manually fake emails with other email addresses, you need email warm up. Thanks to this process, your email will send automatically emails to other users of your cold email software.

Email warm up to secure your email deliverability | Breakcold

In general you'll get about 40/50% reply rate which is huge and this will send a signal to Google & Outlook algorithms that you are a good sender, not a spammer.

To set up Email Warm Up, you need a software. Here I'll do it with Breakcold. Just go to your email settings and click on activate email warm up. Don't touch the settings on the autopilot mode, and that's it, you're done!

Now, every day emails will be sent automatically by the tool and the ones who go to the spam folder will be mark as non spam from the other recipients so your deliverability will be safe.

When should you stop Email Warm Up?

Never, you should always let the warm up running.

How long should you keep the email warm up run before sending cold emails everyday?

You should wait at least 3 weeks before starting out to send 20/30 emails a day if you're starting out with a fresh email domain.

We'll talk about other deliverability details later in the video, but now it's time to create our first cold email campaign!

6.3 Creating a cold email campaign

To create a cold email campaign:

  • go to campaigns inside Breakcold

  • click on create campaign

  • select a cool emoji to represent your campaign and enter the name of your campaign

  • then go to options

  • choose how many emails you want to use for your campaign. Each email has its own sending daily limit that you chose in your email settings

  • once a limit is reached, emails will be automatically send from the next email address you selected: it's called email rotation

  • then choose the time range of your sequence, here I want to reach out people in the NY timezone between 10.01 AM & 11.51 AM

  • I decide to contact people in their work day from Monday to Friday

  • Then it tells me that with these settings I will reach 29 leads per day.

  • I disregard all the default settings and click on save

  • Finally, I will connect the prospects I want to reach out by going to leads and connecting the Twitter NY list we created.

Everything is ready now, we just need to write our cold email sequence.

6.4 Copywriting: impact on your open & reply rate

To write our cold email sequence, we can start from a template or from scratch, let's start from scratch to talk about email copywriting.

Copywriting is really not complicated, let's break the myth in 1 minute.

How to write good cold emails | Breakcold

Keep it short

  • first keep it short, on average cold emails with less than 75 words get the most responses, who likes to read emails long as Route 66 anyway?

Really long cold emails don't work | Breakcold

Don't use links

  • second, don't use links in your cold emails, they will reduce your email deliverability, only use links that you know they could improve your reply rate like loom videos but don't use links like your website in the signature. People will check your website from your sending email address anyway

Avoid spam words

  • third avoid spam words like free, now, buy, because at scale this will get your email blacklisted, I use Breakcold's email assistant for that

Is Cold Email Spam?

Use a basic vocabulary

  • then use a simple vocabulary, 5th grade reading level emails get more open than other ones, shout-out to Will from Lavender for this stat

Be contrarian

  • do the opposite of what everyone's doing, if people use a capital letter in their subject line, don't use one to disrupt the pattern of their inbox and so on

Subject line

This is what we'll do actually for our subject line, let's go with: about your Twitter Startup Growth with no capital letter

Alright then, let's talk about the structure of your cold email:

  • you need to use an opening line (keep it short)
  • then you insert your sales pitch (keep it short)
  • after that a quick CTA with or without a closing line (keep it short)
  • you can finally use a PS line (keep it short)

Cold email opening line

For the opening line, let's go for now with something generic (we'll talk about personalization after)

Hey {FirstName}, just joking {{first_name}}! Let's break the ice:

Cold email sales pitch

For the sales pitch, you can structure it in 3 ways:

  • a sales pitch that use client case study
  • a sales pitch with value proposition
  • a sales pitch that gives value first

Here let's make a sales pitch with a value proposition, it looks like this:

Do you like Twitter? We can turn your Twitter Startup account into a lead generation machine.

We're talking about growing from 0 to +500,000 impressions per month, generating website visits, backlinks and more leads.

Using numbers in your sales pitch is key for the reader and to create interest.

Cold email call to action

Now it's time to write a call to action, here let's use "Worth a chat?"

If you wanna learn more about cold emails CTA.

Cold email signature

Finally let's make our signature simple

Sophie Williams - Head of Growth @TweetUnicorns

We could stop there, but I'm willing to take a small deliverability risk by adding an image in my signature to make it look more human and professional.

The cold email we will send | Breakcold

Follow-up emails

Ok. So we've now written the first step of our email sequence, what about the follow-ups?

Follow-up Email Example | Breakcold

Follow-up emails are key to get responses. Most people will not reply to you because they don't want to but because they're busy. My favorite example is Ryan Breslow, a startup billionaire who followed up 15 times another co-founder to just get a meeting which eventually landed a big deal for his company.

How many follow-ups should you write? There's lots of debates about that but for me 2 is the best.

In this example let's go with 1 because we don't have a lot of time for this video.

You want your follow ups to add extra value to your first email and/or to make your recipient react. Here I'll go with a traditional break up email:

Last email - I won't bother you with 7 emails like people do these days!

Is the above email relevant to you {{first_name}}?

--

Sophie

Some people also use humor or divisive CTA in their follow-ups.

Now we can see in the email preview that each variable we put automatically adapts to the information we have about our leads.

We could just click on send but I want to talk you about cold email personalization first.

6.5 Personalization: impact on your open & reply rate

Personalizing your cold emails can have an impact on both your open rate & reply rate.

Your open rate is determined by your subject line and the preview text. The preview text is usually your cold email opening line. If your cold email opening line is generic, people will see it and it will make them less click on your emails.

Your reply rate is mainly determined about how well you target the right buyer with the right offer. But some people just don't like being pitched like robots. People now are able to spot cold email automation so they will appreciate every personalization touch.

Should you personalize your cold emails?

But personalizing cold emails takes time, so why should you personalize them?

Hmm, the answer is Yes.. and No. Basically, there's two things to take into account.

First, if your total addressable market is just a 1000 prospects, you need to hyper-personalize your cold emails but if it's not, what matters is to be relevant.

Relevancy beats personalization every single time. If you combine both: jackpot.

To be relevant, it's simple:

  • send cold emails to people you know they have the pain you're solving
  • use a generic sentence to say where you found them for example

If we take the cold email we wrote together, it looks like this:

Hey {FirstName}, saw you had in interest on growing Twitter accounts on Jeffrey's tweet.

Layers of personalization

When it comes to personalization, there are 3 layers that you can do:

  • first layer is to use variables, it's the ones like {{first_name}}, {{company}}, these works well in the subject line
  • second layer is to be smart about your prospect segmentation to craft a generic copy for your list. If I only target 100 people that are all co-founders of a B2B Fintech Startup in NYC, my email could looks like this:

Hey {FirstName}, just joking {{first_name}}! Let's break the ice:

Does Twitter matter for an NY Fintech Startup like {{company}}? We can turn your Twitter Startup account into a lead generation machine.

We're talking about growing from 0 to +500,000 impressions per month, generating website visits, backlinks and more leads.

Worth a chat?

--

Sophie Williams - Head of Growth @TweetUnicorns

PS: I've been to NY in 2013, you're so lucky to live there!

  • third layer of personalization is to use hyper-personalized first lines, also known as icebreakers.

The first way is to write the lines manually. For that, I use Breakcold to aggregate all the news about my prospects so I don't have to open 1000 tabs a day to quickly draft a personalized first line.

People don't like personalized cold emails | Breakcold

Some people also outsource the work to Virtual Assistants, mainly located in Asia or India for cost purposes. In that case, you'll have to build SOPs: standard operation procedures that they will have to follow to carry the work.

Cold Email first lines writers | Breakcold

The second way is to automate the process with AI. For that, I also use Breakcold to generate in bulk lines. Then I spend 1 hour for 200 prospects to pick the best performing line out of the 4 generated. When it comes to AI, always generate the lines from a website URL, not a LinkedIn one because not every prospects fill their LinkedIn profile so you won't have quality data.

AI first lines are helpful only if you do cold email at scale and want to add a small layer of basic personalization, I won't advise you to use them otherwise.

Once I'm satisfied with my icebreakers, I just have to put the variable either as a PS line either as an opening line.

We can now start our cold email campaign!

6.6 Cold email metrics

You've now send your first cold email campaigns, but what is a good open rate and reply rate?

Open rate

A good open rate is anywhere above 60%, top performers have +70/80% open rate. If you have below 40%, it means that you have deliverability problems.

cold email open rates | Breakcold

Reply rate

A good reply rate is 7/12%, top performers have 20+, even 40% reply rate when they hyper-personalize everything + they are relevant.

Cold Email Reply Rates | Breakcold

If you have a bad reply rate, it means that your offer sucks or that you didn't target the right prospects.

7. Managing leads & closing deals with social selling

Time to talk about closing leads with social selling.

It's easy to generate leads, but it's harder to close them. Little things make the difference.

7.1 setting-up the CRM

First, you need to use a CRM where you'll build a sales pipeline. A sales pipeline will help you put leads in the different stages of their customer journey from cold prospect to closed deal.

There are many CRMs out there but in this video, I'll use Breakcold as a CRM. These are the different status I created in this example:

  • cold leads
  • interested leads
  • called leads
  • closed leads

Before this video, I actually launched the campaign we've built so we'll see together the results we have so far.

We can see that I have a 7% reply rate, 4 leads replied and they are actually positive replies.

The first thing we're gonna do is to change the status of our lead from cold leads to interested.

Secondly we'll try to book a call with them, here the different responses we had so far:

Example of a cold email reply | Breakcold

Excellent, we now have 3 calls for our agency offer, considering the pricing of our offer which is $2500 / month, we could potentially close $7500 in sales with just 50 emails sent, amazing.

Prior to the call, I will track the prospects in Breakcold to aggregate all their Twitter posts and LinkedIn posts into one place.

This will allow me to know better my prospects before the call without opening tons of tabs. But most importantly, I can like and comment the post to bond with them even before the call.

I'll talk sales calls in another article but long story short, just sell outcomes, not features and use case studies if you have some.

Once the call with your prospect is finished, you won't close the sale straight away, it happens, but not that much. That's why I'm using Breakcold's prospecting feed to engage & contact my prospects at every stage of their customer journey once they are no longer cold prospects.

Important note here: you don't need more leads, you need to build more relationships.

I know... it sounds: cheesy.

But the best salesperson know that building relationships with your prospects or existing clients is how you'll actually make the difference.

Focus more on closing the opportunities that you have instead of generating more leads. Depending on your product or service, sales cycles can be long, don't expect to close leads in 1 day.

That's why if you should leverage social selling to keep bonding with prospects on a daily basis, you'll be able to stay top of mind so the day they're ready to buy, you'll get the sale compare to your competitors who only treated your prospects are leads, not humans.

You are now able to generate leads constantly with cold email and able to close deals constantly with social selling.

You can stop there, it's already enough but if you want to generate leads exponentially, keep watching.

8°) How to Social Selling

8.1 What is Social Selling

Content + DM + Relationships

What is social selling? Social selling is a way to make sales with social media by posting content, sending cold/warm DMs and building relationships with prospects by liking and commenting their posts.

Social selling is a big thing on LinkedIn & Twitter.

Choose one platform and stick to it

My advice for you would be to pick one platform and stick to it as its too hard to do both at the same time while your cold email campaigns are running too.

The social selling Loop

When it comes to social selling, you need to understand that it's a loop. The more you engage with people, the more they will see your content, this is how these algorithms work. So your job is to engage, create, engage, create over and over.

The Social Selling Loop | Breakcold

If you do this social selling loop and that along the way you make sure that the leads you've generated or your the sign-ups are connected with you on LinkedIn or follow you on Twitter: it's jackpot.

You'll close more customers over time + you'll generate more leads because when they'll like your content, it will be pushed to their own audience which is very often customers that you want too.

It's a mix of inbound/outbound that over time is unbeatable, I personally call it Allbound prospecting.

8.2 Personal Branding & Social Proof

First, you need to brand yourself. Whether you choose LinkedIn or Twitter, it works the same:

  • set up a nice looking profile picture that stands out
  • create a banner and most importantly
  • write a catchy headline

The headline is the most important because this is how people will decide to follow you on Twitter or to click on your profile on LinkedIn and to connect.

On both platforms, don't forget to add your website because it will bring you visits every single day.

If you are not inspired to build your profile, go to Favikon and look at LinkedIn creators profiles.

Once your profile is ready it's time to post content

8.3 Content & building relationships with B2B influencers

To have a successful content strategy, on LinkedIn or Twitter, you need to:

  • pick a niche
  • identify top and micro B2B influencers in your niche to engage with on a daily basis
  • post at least once per day

So in my case for example, I talk a lot about sales prospecting so I identified the top influencers on that topic on both LinkedIn & Twitter.

I added these people in Breakcold and I track them so I can engage daily with their content without opening thousands tabs a day because otherwise you need to go to the LinkedIn profile, then to activity and posts which is boring.

If it's LinkedIn, I will engage with them for a week and then I will send them a connection request?

Why?

Because micro-influencers receive many connections request so if you haven't done some social warming, it won't work.

Once they accept you on LinkedIn, if you engage a lot with them every single day, they will see your post and if big accounts engage with you, your reach will be huge.

If you're on Twitter, it works the same but it's more natural as they might follow you at some point if you have a good content or like you over time.

Posting content

Engaging with B2B influencers | Breakcold

Now let's talk about posting content, it's super simple:

  • use FeedHive to schedule your social media posts
  • get inspired from what are writing the influencers in your niche by using Breakcold Social Selling Feed
  • then write 1 LinkedIn Post or 2/3 tweets a day
  • the hook is 95% of your post success, so work on it
  • always engage 1 hour on the platform before posting
  • always engage with your comments in the first 30 minutes after your posts
  • if you do that, you'll have a better reach

Long story short, if you just schedule and are not active, you'll loose.

Remember: engage, create, engage, create.

Alright, so you know how to post content & engage with B2B influencers, let's see how you can do Social Selling on cold prospects on LinkedIn & Twitter.

I talk about in-depth in 2 articles so I'll go quick on this part.

8.4 Social Selling on LinkedIn

LinkedIn Sales Navigator to Find Leads | Breakcold

For social selling to cold prospects on LinkedIn:

  • you need to find leads, for that use Apollo or Sales Navigator
  • I prefer sales nav because I can see live the face of my prospects and my eyes know which prospects are active on LinkedIn or not (generally younger people)
  • I also like Sales Nav 'cause you can filter people by the ones who posted on LinkedIn in the past 30 days
  • then I add them manually, I don't put any note as it's known to reduce by 10% your acceptance rate
  • once they accepted my connection request, I don't send any DM, I wait for 1 week BUT I engage with them using Breakcold social selling feed
  • that way, it might kickstart a natural conversation and they will see my content in their feed as they'll reply to my comments under their posts
  • when the time is right or after a week (it could be whenever you feel to actually), I send a DM
  • that way, it's not aggressive, it's not a cold DM neither and every time it lands conversations & sales calls

You can notice that I don't use any LinkedIn automation tool in this process because:

  • 1: it sucks and
  • 2: people are use to LI automation too much these days (it sucks)
  • 3: I value my account too much to get banned (it suck)

Now let's see on how to do social selling with Twitter.

8.5 Social Selling on Twitter

Compare to LinkedIn, Social Selling on Twitter is different because prospects won't see your DMs straight in their inbox if they don't follow you.

Twitter outreach is hard with DMs | Breakcold

It means that getting their attention is quite hard. I personally receive 3 to 4 spammy DMs a day, it's hard but also easy to stand out because how poor the messages are.

To find prospects on Twitter:

  • use the advanced search
  • type keywords related to your product or service
  • set a minimum of likes or replies - the people who liked or replied are your targets
  • add them to Breakcold CRM and engage with their tweets and send them a DM just after that way they'll remember you and might follow you which is key to fuel the social selling loop

Another way to do Social Selling on Twitter is to simply build leads magnet in the form of a tweet, they can be super viral depending on the value that you offer. And you pretty much force people to follow you in order to for you to DM them the magnet.

The best part about it is that you can automate the process with softwares like Zapplo.

If you don't have any inspiration for lead magnet, here's an example:

By the way, when it comes to DMs, be less aggressive than with cold emails, your goal is to kickstart a natural conversation, keep it really short.

Try Breakcold!

Ready to get better at Sales Prospecting & Social Selling?