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How to Write the Perfect Cold Email — Transcript

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0:00hello hello hello welcome good morning
0:02good evening good afternoon wherever you
0:05are in the world we're so excited to
0:06have you here today as you can see I'm
0:08joined with a very special guest we have
0:11Sam McKenna in the house one of the
0:12world's greatest email copywriters and
0:15I'm gonna give people a few minutes to
0:17to trickle in but while we do I want to
0:20know in the chat what outbound response
0:23rates are you seeing right now what are
0:25you getting from your emails and your
0:26sequences how many people are getting
0:28back to you
0:31uh 6 170
0:3418 1.1 43% what are why why are you here
0:40you should be sending more emails we've
0:42got some 20s almost none some ones some
0:45fives 0.9 way down in the last few
0:48months um I'll call that out while
0:51people trickle in if you see a big drop
0:54in your email deliverability or your
0:56reply rates your open rates check out
0:58our webinars about email deliverability
1:01that could be what's causing the drop in
1:04performance but we have some incredible
1:06content today with Sam about how to get
1:09those numbers really really high up Tom
1:11out of 20,000 emails four or five
1:13responses we got problems Tom we got to
1:14fix that okay so we've got plenty of
1:17people here I am gonna get this started
1:20um everyone let's do it so I'm gonna run
1:23us through some housekeeping then I'm
1:26going to pass things over to Sam she's
1:28going to run you through her literally
1:29trademark method show me you know me for
1:32how to get anyone to reply to your cold
1:34emails I'm going to show you how to do
1:35it in Apollo those of you who have been
1:37to these webinars before no this is not
1:39thought leadership this is action
1:40leadership we're going to show you how
1:41to do it we're g to walk you through
1:44some examples of emails and then we'll
1:45do a Q&A at the end stay all the way
1:48through y'all this is um this is just
1:50jam-packed with actionable content here
1:54we are with how to write the perfect
1:55cold email um okay yes Robin asking a
2:00million people are asking are we
2:01recording it we are recording this
2:03webinar okay and I'll get to that in a
2:05second uh this webinar is sponsored by
2:08Apollo that is my employer if you're not
2:11familiar with Apollo we're the world's
2:12only endtoend sales engine and if you
2:15haven't already you should create an
2:17account for free at
2:19apollo.io now yes we're recording the
2:22webinar if you leave before the end of
2:24the webinar I will be offended and I
2:26will cry but I will still send you the
2:29recording to your email and we will post
2:32it on YouTube and on our website so you
2:34can find it afterwards if you have a
2:37question please try and drop it in the
2:39Q&A tab on the right side of your screen
2:42if you're overwhelmed by the chat you
2:46can navigate away from the chat tab by
2:48just clicking onto messages or docs or
2:51Q&A any of the other tabs and and you
2:53won't see the chat okay um if you try
2:56and sell things in the chat or spam or
2:59or root F we'll just boot you from the
3:01webinar and you won't be able to come to
3:02Future ones so please don't spam the
3:04chat okay um all right everybody we're
3:08going to get this show on the road let's
3:09do it but before we do I want to share
3:12something with you on November 8th at
3:149:00 A.M Pacific time we have our first
3:17ever annual event it's called Olympus
3:20now why is this important at Olympus we
3:23are going to be revealing the brand new
3:26features coming to Apollo we have three
3:28huge new new features coming to Apollo
3:31that are game changers and we have a
3:33lineup of incredible speakers we have
3:35our CEO and our chief of product but we
3:37also have this guy Andrew huberman who's
3:39a neuroscience professor at Stanford
3:42University who's going to be talking
3:43about how to sell with science more
3:46successfully I'm going to run a quick
3:48poll before I pass it to Sam if you guys
3:50want to be the first to know about
3:52Olympus about the new features coming to
3:54Apollo if you want to do a live Q&A with
3:57Andrew huberman and also m cyel who
4:00leads y combinator the most successful
4:03startup incubator in the world who's
4:04going to be talking about how to take
4:05your company to 10 million in Revenue
4:07come to Olympus it's free so I'm going
4:09to run a poll really really really
4:12quickly um and if I can stop sharing my
4:15screen I'll be able to have it take over
4:16the screen so if you just say yes to
4:19this poll that should be on your screen
4:21right now I will register you for
4:23Olympus and it will get added to your
4:24calendar that's all you have to do so
4:26this is our first ever annual event
4:28please say yes if you're interested in
4:30seeing incredible new features from
4:31Apollo hearing from Andrew huberman
4:34Michael cbel and some other incredible
4:36speakers as well we'll send you more
4:37information I'm not going to run this
4:39for too long because we have a ton of
4:40content to get through I have a thousand
4:42yeses right now that's feeling pretty
4:44good want to see if we can get that to
4:462,000 and then Sam just has this
4:48incredible show me you know me method
4:50about email copyrighting and it's coming
4:52I promise I'm not gonna I'm not gonna
4:53hold that up too long we'll give this 10
4:56seconds and then we're going to move on
4:59and if you you stay to the end and you
5:00don't get to say yes right now I'll run
5:02the poll again don't worry about it okay
5:05five four
5:08three and that's all she wrote everybody
5:11okay so with no more further Ado I'm
5:14going to share my screen again and I'm
5:16gonna introduce the most incredible
5:18email copywriter I have ever met Sam
5:22McKenna um this is me you guys know me
5:24this is Sam McKenna I'm going to pass
5:26this over to Sam in one second Sam
5:27McKenna though guys she runs Sam sales
5:30Consulting she also formerly was the
5:33director of Enterprise sales at LinkedIn
5:36we all use LinkedIn Sam sold all of us
5:38on LinkedIn she's the best of the best
5:40she's going to take you through her show
5:41me you know me framework I'm going to
5:43stop sharing I'll give it to you Sam
5:45please take it away amazing thanks uh
5:48you guys so so great to meet you thank
5:50you everybody for joining us super
5:51stoked to be here we're gonna talk about
5:53a lot of stuff today right um
5:55specifically around cold emails and how
5:57to get this cooking a little bit better
5:59for you you guys so I'm going to pop
6:00into our slideshow Josh give me the
6:02thumbs up that you guys can see our
6:03slides we got the the goldcast infinite
6:06Mirror of Death oh the infinite mirrors
6:08of course hold on you guys we're gonna
6:10get this popping in just a second feel
6:12free to give me a hard time until then
6:15and then we should be good to go and you
6:17should see my slides now yeah yep there
6:19we go love it so show me you know me you
6:21guys for for those of you who don't know
6:23me I been in Enterprise sales for about
6:2416 years uh broken a ton of Records Was
6:27an individual contributor for seven EX
6:29leader for the rest and then started Sam
6:31sales an all women team can we give it
6:33up for all women and sales especially on
6:35October uh women in sales month a 14 we
6:38have over here um we've been in business
6:40for about four years we have almost 200
6:42clients we've done a great job we're
6:44tired s caffeine but man are we having a
6:47great time and part of what our
6:49foundation is based on is exactly this
6:51show me you know me if you can squint
6:53and see in the background on a while
6:55you'll also see that it is framed behind
6:56me along with a pineapple that is
6:58sometimes precariously position behind
6:59my head with the top coming out and
7:01Urgent bird gets the worm which is one
7:03of our philosophies we love urgency but
7:06let's talk about show me you know me why
7:08it matters why it's really important
7:10first of all it's just the art of
7:12knowing our buyers as humans what the
7:14company is that they do what Their
7:15vertical is and just digging into that
7:18and to me show me you know me is
7:20something that bleeds from every single
7:22touch point you have with your buyer the
7:24very first email you send all the way to
7:26when you've had them as a client for 20
7:28years the key that I want you guys to
7:30take away from this first and foremost
7:32is that we probably are going to be in
7:35sales for most of our career the
7:36majority of us are going to make a
7:38career out of this so think about the
7:40things that you do today and how is this
7:42going to impact you in a year from now
7:44in five years from now do the things
7:46today that help build a long game and
7:49really set you up for Success so show me
7:51your know me what do we know about our
7:52buyers how can we do a research how can
7:54we dig into what their compan is doing
7:56what's going on with them and really set
7:58ourselves up apart so to me this starts
8:01with our subject line and here's what I
8:03would say Focus Less on quantity and
8:06focus more on quality if you even send
8:09don't R your eyes me if you even send 20
8:12show me you know me emails in a week
8:14you're going to be off to a killer start
8:16think about all of those percentages you
8:18guys shared earlier how low your open
8:20and response rates are by the way
8:22industry average I saw a lot of
8:23questions about that industry average
8:25about 6% of an open rate and point 9% of
8:30a response rate we're not even getting a
8:31full percentage Point that's industry
8:33average but industry average isn't show
8:35me you know me an industry average is
8:37sending all the same stuff quick
8:39question Josh and Sam connect Josh and
8:41Sam with inequality signs in the middle
8:43what is that about right instead stand
8:46out and it starts with the show me and
8:48know me of your subject line now I want
8:50you guys to look at the one that's on
8:51the left on the right here running
8:53podcast plus Chicago Pizza raise your
8:56hand if that makes sense no nobody
8:58because it was written for the specific
9:00person that's receiving it so first and
9:02foremost we're going to think about how
9:04to create a subject line right to
9:06convince the person to even open up our
9:08email that show me you know me is pulled
9:11first from their LinkedIn profile and
9:13second if there's nothing on their
9:15LinkedIn profile it's literally a dust
9:16storm from like 2008 of when they last
9:18updated it go to the company website
9:21what are quotes that are going on where
9:23have they spoken on a podcast recently
9:25have they been mentioned an article are
9:27there quotes you can pull Have you
9:28listened to to this podcast today and
9:30you are desperate to get Josh's
9:32attention and you can pull a quote from
9:33that and throw it in your show me know
9:35me subject line so he will give you a
9:36meeting all of that stuff is relatively
9:39easy to find and yes it may take you 20
9:43or 30 minutes to write your first show
9:44me know me subject line and then the tie
9:46to it but give it a shot with 20 emails
9:49stick with it I promise you will get
9:51more efficient the goal is that we get
9:52around to five to seven minutes for
9:54creating each of these emails now before
9:56you tell me I've got a 100 of these to
9:58send every single day what I'm I going
9:59to do so you roll we'll talk about why
10:01this matters and how to do this a little
10:02bit more efficiently then let's think
10:05about beyond the subject line what's the
10:07next thing they look at it's the first
10:10sentence think about your own user
10:12experience in your inbox what pops up in
10:14Outlook if you guys are unfortunately
10:15still using Outlook if you're looking at
10:17your Gmail when you're looking at your
10:19phone you see two things well
10:21technically you see three the name of
10:22the person no one knows who we are the
10:24subject line and then the first sentence
10:27and those two things subject line and
10:28the sentence are what determines whether
10:31we get that email open or whether they
10:33move on the critical thing to keep in
10:35mind here is how do we show up in a
10:38different way two things I would tell
10:40you I know I saw in the chat earlier
10:42that some people put in I hope this
10:44finds you well if you do not already
10:46follow my future husband corporate bro
10:48on Instagram I highly recommend that you
10:49do that and also Google his hope this
10:52finds you well video it makes me shake
10:53laughing every time no matter how often
10:55I watch it but cut that stuff out that's
10:58what we normally see right we see two
11:00things hope this finds you well or we
11:02see people jump right into the sales
11:04pitch so I might email Josh and be like
11:06Josh companies like Apollo and our
11:08clients are using us and doing this
11:11jumping right into the sales pitch no
11:13better way to say this is a sales email
11:16and by putting that front and center or
11:17starting with a nicity happy Monday
11:20There's No Such Thing happy Tuesday hope
11:22this finds you well cut all of that out
11:24instead do two things number one start
11:27with who you are start with this line
11:28that you right here we have yet to be
11:31properly introduced but I'm Sam McKenna
11:33and I'm the CEO of Sam sales now some of
11:36you were probably thinking but wait I'm
11:37not supposed to introduce myself at the
11:39beginning of the email I was told to
11:40never use my name what am I supposed to
11:42do the thing I want you to consider is
11:44the combination of a show me you know me
11:47subject line plus the we have yet to be
11:49properly introduced it's so different
11:52you've done your research and it makes
11:54somebody think huh I don't know this
11:56person but they seem to know something
11:57about me and maybe we should have been
11:59introduced so that combination often the
12:02not gets you an open which is half the
12:05battle what do we write next that's
12:06forthcoming but just doing this I
12:09promise you I'd be stunned if every
12:12single one of you didn't get a pop in
12:14your open rates just as a starter now
12:17what do we do here in the first part of
12:20your email you're going to want to think
12:21about tying authentically right to what
12:24it is you said so somebody might email
12:26me and say Sam I see you went to FSU
12:29right maybe they write go nlls any nles
12:31fans out there it's okay if you're not
12:32any nles fans though no no one so
12:34somebody might write that in the subject
12:36line go NS plus apollo.io let's say and
12:39then they write in there and they're
12:40like Sam I see you went to FSU that's
12:43awesome go nolles want to buy your stuff
12:45and I'll be like no what about FSU you
12:48have to think about an authentic tie to
12:51whatever it is that you say put that
12:53there in the friend Center you can also
12:55add it directly as a PS if you want ps's
12:58are awesome to catch the eye and pull
13:00somebody down but after you do that make
13:02sure there's a beautiful transition what
13:05most people do is say sam so you went to
13:07FSU I had a great time I always went
13:09there I tailgated a memories of my dad
13:10it's so awesome hey do you want to buy
13:12my stuff no we have to transition while
13:16I could talk about FSU all day while I
13:18could go on about this forever while I
13:19have seven other things on your profile
13:21that I'd be so excited to talk to you
13:23about and connect with you on the real
13:25reason for my Outreach is XYZ now one
13:28thing I want to tell you to about the
13:29subject line and the website and finding
13:31information there you guys have surely
13:33heard the words compelling event use a
13:36compelling event what a great way to
13:38stand out on your subject line I sort of
13:41disagree and here's why when we think of
13:44compelling events we usually think of
13:45the lowest hanging fruit the laziest way
13:48for us to be able to get somebody's
13:49attention so maybe we get a Google alert
13:51and it says apollo.io raised $100
13:54million apollo.io raised $100 million
13:57let's hear it for Apollo amazing now if
13:59we email Josh and we say Josh congrats
14:03on your raise of $100 million guess what
14:04else he's going to get the exact same
14:06subject line from 4200 other people
14:09let's be different right so dig in a
14:11little deeper what can we find out about
14:13Apollo other than their fantastic Rays
14:16right think about that stuff super super
14:18huge as a way to stand out again
14:20connecting the dots on it what matters
14:22to us about that and then the transition
14:25one more thing I'm going to tell you
14:26guys let's use Tesla as an example if we
14:29remember some time ago Tesla had their
14:31fifth strike quarterly positive earnings
14:33and what does that mean Tesla got on the
14:35S&P 500 what does that mean everybody
14:37did sent Tesla an email congratulations
14:39on your S&P 500 wow riveting thank you
14:41so much no one's congratulated us so far
14:44instead we took a look we found that
14:46Tesla was doing these really cool popup
14:48shops throughout Europe and they were
14:50tying it to where in the world is K in
14:52San Diego three of you on the call might
14:54remember that show and that's fine but
14:56if you think about this instead of
14:58congrats on your S&P 500 we leveraged
15:01that sent it to 400 Global marketers and
15:04got a
15:0538% response rate not open response rate
15:10what a killer way to stand out so talk
15:13about that in subject line tie it
15:14authentically do your transition and
15:17then what's the challenge we're solving
15:19for our buyers look at the emails that
15:22you guys are sending today and here's
15:23what I want to ask you does your email
15:25say what your company does or does your
15:29email say the challenge you solve and
15:32why this is so important is I bet it
15:34says what your company does right we
15:37help modern organizations do XYZ we
15:39drive 3x pipeline for you in a Day cute
15:41you and everybody else supposedly if it
15:44says what you do what we have to think
15:46about is that we make it too easy for
15:48the buyer to just say we already do
15:49that don't need you buy right instead
15:52think about how we can do something like
15:54this and let me give you guys an example
15:56right of something around LinkedIn sales
15:58Navigator so we might think of this like
16:00LinkedIn sales Navigator right this is
16:01the line of business that I used to
16:03support when I worked there I'm sure
16:04many of you guys use it if you want to
16:06learn how to use it better come to our
16:08website we have tons of content on it
16:10but here's the thing what most reps will
16:12say right when thinking of how to
16:13leverage sales Navigator still say
16:15something like hey we can help you
16:16leverage insights and data about your
16:18buyers at the right time and help your
16:20sellers we have a PO over that we have
16:22zoom info for that we have Google alerts
16:24for that we don't need you so we've got
16:25to think about the challenge if I was
16:28going to reach out to somebody let's say
16:29and I wanted to train them on LinkedIn
16:30sales Navigator like we often do I might
16:33say something like this given the modern
16:34sales organization you are I suspect
16:37your LinkedIn sales Navigator customer
16:38but also suspect your reps don't use it
16:40as much as you'd like or to the full
16:42breadth of its capability we also can
16:45make this assumption because we hear
16:46this from every single one of our
16:47customers we spent a 100,000 million
16:49trillion good billion dollars on
16:51LinkedIn sales Navigator in 5% of our
16:53buyers of our reps use it great so we
16:56know that's a challenge you know that
16:58the challenge your buyers have because
17:00you talk to them every day because you
17:01get on Discovery calls because hopefully
17:03your leadership team has identified here
17:05are the five things that our buyers go
17:06through and how we can solve them so I
17:08want you to think about do you surface a
17:11challenge that maybe they don't have or
17:13maybe they have but they don't know that
17:14they have or that they have and they
17:16know they have but then that's only half
17:19the battle what we have to think about
17:21that is the hidden or forthcoming
17:24objection think about what you're saying
17:26to your buyers we can help you we
17:28suspect you have a challenge and we can
17:29help you do it and they're going to say
17:31okay well so what we probably already
17:33have a solution for that or we've got
17:34something else that's coming up that can
17:35already solve
17:37that yeah Josh so sorry to interrupt you
17:41I am so riveted by this um we're getting
17:44a couple people asking if you can go a
17:45tiny bit slower and also to those of you
17:48feel like this is going too fast you
17:50will get the recording and you will be
17:52able to watch this at your own speed
17:54okay so uh there we have it back to you
17:59sorry to interrup here it comes no you
18:01got it no thanks you guys thanks for for
18:03noting that um we are pressed for time
18:05so I just wanted to make sure we get
18:06through everything but yes I will slow
18:08down a little um hey let's talk about
18:10just the value proposition a little bit
18:12more right so three things you can think
18:14about here one the hook what is a
18:17specific hook you can solve as a
18:19specific problem your buyer has again
18:21just think about that I might also in
18:23pitching sales Navigator I might say
18:25something like hey I bet that 6% of your
18:27inbound leads come in from people who
18:30change jobs and reach back out to you
18:32that's what industry average is like
18:34what happens to the
18:3694% get them to think what's a hook I
18:38can use what are their pain points and
18:41the other thing is we want to think
18:42about not gains people actually move
18:45much faster when we think about loss
18:47aversion right so thinking about
18:50customers turning thinking about
18:51employees um having going through
18:53attrition right and quitting don't think
18:56about we can help you get this we can
18:57help you build XYZ more pipeline think
19:00about how you can spin it to loss
19:01aversion instead they would tell you as
19:05you think about this challenge as you
19:07think about the value proposition you
19:09have if you look at this and you say I
19:12just don't know what it is that we do I
19:13don't know what resonates here's a
19:15really cool hack that you can use one go
19:18to your boss let's hope to God that they
19:21already know what those are and they can
19:22direct you but if they can see if your
19:25buyer exists in your organization so if
19:28I worked for a company and I sold two c
19:30I might go to my cro and I might just
19:32say hey this is the value proposition
19:34that I talk about what do you think also
19:37if you are a bdr or if you a junior AE
19:39and you're like I am not going to go
19:40talk to my super scary cro what an
19:43impact you would make by simply saying I
19:46love your feedback on something this is
19:48the tactic that I'm using this is the
19:50value proposition how would it resonate
19:52with you what is it that you think
19:53differently holy canoli you will stand
19:56out as the only person that does that
19:58but again if you've got if you're
19:59selling even not to AO SVP of sales CMO
20:03somebody in it go and talk to them build
20:06that value proposition with them what an
20:09amazing asset you will be to your team
20:12now again we want to think about the
20:14hidden or forthcoming objection if I
20:17reach out to Josh and I say Josh you
20:19guys have LinkedIn sales Navigator I'm
20:20sure you're not using it to the full
20:22breath of its capability we'd love to
20:24talk to you about it interested in
20:25learning more Josh is gonna say no I
20:28have a customer success manager for that
20:30we have a former LinkedIn rep that works
20:32here we're good I have to think about
20:35the butt right look at this cute cartoon
20:37I have to think about the butt that is
20:39forthcoming right what is it that's
20:41going to be an objection because I'll
20:43tell you you're buyers are not going to
20:45respond to that email they're not going
20:47to say but we have a CSN for that why
20:49one they just don't have the time to
20:51respond to you and 30 other people that
20:52have reached out the other thing is that
20:55they don't want to argue with you
20:56because what are we going to do we're
20:58going to hear that objection and we're
20:59going to say wait wait wait wait and
21:02we're going to respond and we're going
21:03to try to capture their attention
21:05instead just do that right then and
21:07there right think of what the most
21:09common objection is that you get to your
21:12technology your platform Your solution
21:13your analytics whatever it is that you
21:14sell what's the most common objection
21:17get at it in that email so I might say
21:20something like right while you do
21:22already have a CSM right I suspect you
21:24have a CSM that can support you I might
21:26say customer success manager in case
21:28they don't know what CSM is here's how
21:30I'm Different here's why we matter
21:32here's the impact that I can make that
21:35value statement there has to be the so
21:38what of what you do right you've got to
21:41get around that one way or the other and
21:42in the first email is the place to do it
21:45so let's just recap really quick we've
21:47got a subject line that says show me you
21:49know me the second component is our
21:51first sentence not hope this finds you
21:53well the next component is the
21:55transition into while I could talk about
21:57this all day
21:58the real reason for my Outreach is value
22:01proposition make sure that value
22:03proposition is a specific challenge that
22:06we know they have and then pause and
22:08just think if I send this what will they
22:11likely object to what will they say back
22:13if I could get everybody to respond and
22:15object what would they say pick the
22:17thing that is the most likely to happen
22:19right there might be seven different
22:20scenarios but pick the most broadest one
22:23and then write that in while you may
22:25already have a CRM in place while you
22:28may already have a Analytics tool in
22:31place for this here's why we're
22:32different and here's the so what of why
22:35you should care right and it's not that
22:38you have a great user interface it's not
22:39that you're cloud-based it's not that
22:41your Integrations are amazing you've got
22:43to get deeper than that and the so what
22:46is always going to have value
22:48proposition and so what will always need
22:50to be tied to that specific buyer
22:52Persona right let's think of the Tesla
22:55example again right think about those
22:57things what is a Tesla what what do they
22:59do they're an electric car okay what's
23:02the benefit of that oh you don't have to
23:04get gas it's good for the environment
23:06whatever else and then we've got to
23:08think about the so what and when we
23:10think about that so what we have to
23:12think about the buyer Persona my so what
23:14for a 24y old that doesn't commute a lot
23:16is going to be very different than my so
23:18what for a 49-year-old dad of three who
23:21is usually late in the mornings getting
23:23his kids to daycare or whatever it may
23:25be I've got to think about who that
23:26buyer is so I can I a here's why you
23:29should give a darn I was so I cancourse
23:31here's why you should give a about
23:33this particular thing right and then the
23:37close how do we end this so first of all
23:40think about the call to action we don't
23:42want to say can I book five minutes with
23:44you 15 to 20 minutes Tuesday at two
23:46o'clock instead solicit for interest up
23:50for a chat interested in learning more
23:52don't specifically ask for time now the
23:54other thing is we want to think about a
23:56calendar link and I know Josh and are
23:58going to have a little Spar on this just
24:00a touch but here's the thing I would say
24:02when you think about your calendar
24:04length right when I send out a calendar
24:06link what am I doing in outbound email
24:09specifically I'm saying hey you book the
24:12time with me right here's the link to my
24:14calendar you do the work it's really
24:17presumptuous the other thing that I'm
24:19doing I want you guys to think about
24:21like this in a real world dating
24:22scenario let's say I walk up let's say I
24:24say Josh at a bar can't do this we're
24:27both married and have kiddos right but
24:28let's say I see joshh at a bar I'm like
24:30hey you're super cute do you want to go
24:31for drink sometime and Josh is like
24:33totally would love to and I'm like
24:35awesome here's my calendar link for you
24:38to book that date with me Josh should be
24:40like what in the actual hell just
24:41happened I'd be like I know I'll see
24:43myself out so think about this right if
24:45you really want to do a great mix you've
24:47got this great calendar feature with an
24:49apollo.io but use that in conjunction
24:52when first of all when somebody responds
24:54and says we'd love to meet I cannot wait
24:56to hear buy your product and you're like
24:57I know it's cuz I wrote you an amazing
24:59email but when you do that say here are
25:01times I'm available I would love to see
25:04when you're free and if it's easier
25:05here's my calendar link right so let's
25:07think about the buyer first now if
25:10you're really going to do it the Sam
25:11sales way I actually wouldn't send the
25:12calendar link and here's why I don't
25:15want that buyer first of all have to
25:16pull up two screens right they're going
25:18to look at my calendar theirs back to
25:20mine maybe other people's pay the B the
25:22other thing is I just don't want them to
25:24work around my internal schedules right
25:27they're going to my one in on my
25:28forecast call my 17th massage of the
25:31week just me just kidding they're going
25:33to work through all of that right and I
25:35just want to say hey I'm Different tell
25:37me when you're free and I'll book time
25:39with you rarely do we have to chase and
25:43rarely does somebody say 17 times but do
25:46not align with mine so just a little
25:48something to be different there final
25:50thing how do you close um there's some
25:52really good memes that are not so safe
25:54for work that talk about how what it
25:56means when you sign with best and then
25:58there's some some really other good ones
26:00um out there with other signatures but
26:02here's what I would say don't use
26:03sincerely don't use best if you get it
26:05best for me I actually did sign an email
26:07best this morning I was pretty excited
26:09about it if you get it best for me it
26:10means we're not on good terms right now
26:12so think about that um otherwise just
26:14use thanks and cheers whether you use
26:17thank you thanks cheers totally up to
26:19you also exclamation points or not what
26:22do we do the thing to think about for
26:24you is whatever is authentic to you if I
26:28was my authentic self I would have 17
26:30exclamation points at the end of my
26:32chairs would that terrify everybody yeah
26:34am I gonna do I am 100% that person that
26:37has to go back in my emails and delete
26:38my exclamation points which I still feel
26:40rude when I do it but alas right just
26:42make sure it's authentic to you whatever
26:44language you use in your emails however
26:46you close however you greet whatever it
26:48is make sure it fits who you are as a
26:50human we sometimes see people who use
26:52humor and emails and then they join the
26:54calls and they're not funny so make sure
26:57is authentic to whoever you are right
27:00get after it there and then let's talk
27:03about apollo.io Josh do we want to go
27:06through our emails or do we want to go
27:08through a demo we are gonna jump into
27:11Apollo and I'm gonna show you all how
27:13did do this in real time using Apollo
27:17how to write a show me you know me email
27:19how to find somebody that's worthy of
27:21getting a show me you know me email
27:22we're going to go through it together
27:24first of all we're not done guys we're
27:26going to come back and say is going to
27:28walk through some examples of show me
27:30you know me emails that actually got
27:33responses and booked meetings with high
27:34value prospects so stick around through
27:36my demo portion but as you all know I
27:39don't want this to just be about uh
27:41thought leadership for you I want this
27:43to be about uh action for you as well so
27:46we're going to get into Apollo and you
27:49guys should be able to see this screen
27:51right now I'm trying I I've heard you in
27:54previous webinars uh you guys all want
27:57the screen to be bigger so I'm trying to
28:00execute on that now the screen is bigger
28:03um I'm going to hide my face as well so
28:06it'll be even bigger than that actually
28:08I'm having trouble doing that Janet can
28:10you
28:11uh yeah it doesn't matter okay and uh
28:14bear with me this is live I'm gonna have
28:16to jump through a few different Windows
28:17okay so the first thing I want to do you
28:20guys is I'm going to come into Apollo
28:21and I'm going to go into my search Tab
28:23and to save us some time I've built
28:25what's called a saved search so if if
28:27you're in Apollo and you're often doing
28:30your prospecting and you're looking for
28:32the same kind of people you can just hit
28:34this save filter after you do a search
28:37and it's going to save your searches so
28:38you have some searches here that you've
28:40saved in the past and I've done one it's
28:42called VP of Ops retail I'm going to
28:44click on it now I want to give you guys
28:45some context for this example one of you
28:47reached out to me on LinkedIn yesterday
28:49I may mispronounced your name Leela or
28:51Leila Laya I'm not sure I'm sorry uh and
28:55you asked hey can you show an example of
28:58selling to somebody other than a saleson
29:00how do you sell to somebody in retail so
29:03for my example guys I chose VP of
29:05operations in the United States or
29:08Canada with between 500 and 2,000
29:10employees at the company who works in
29:12retail that's what I'm looking for okay
29:15and that's my list so what I'm going to
29:18do now is I've returned this great list
29:20of all these VPS of operations and I
29:23found somebody yesterday that I was
29:25really interested in I've already saved
29:26them and it's this person Jim Rose okay
29:30so if I click into Jim's name I get this
29:32page and I can see that Jim is the
29:34president of op Vice President of
29:36Operations at Pilot now I'm actually
29:38familiar with pilot if you're not in the
29:40United States uh pilot has a large chain
29:44of gas stations all across the country
29:46so I know something about this company
29:48I've interacted with them before um but
29:50I want to actually go take a look at
29:52Jim's LinkedIn and this is where things
29:54get tricky I have to stop sharing my
29:57screen screen and share a different
29:59window so we can see Jim's LinkedIn
30:01because yall want that big screen size
30:02so here we go all right so I then went
30:05to Jim's LinkedIn okay and I found Jim
30:08on LinkedIn and immediately I started
30:11scrolling down and I can see that he's
30:13actually fairly active on LinkedIn um if
30:16I refresh this it should give me his
30:18post history I'm hoping yeah so he's
30:21fairly active he posted last week two
30:23weeks ago a month ago and I click into
30:25the first post and I see that there are
30:28he he's really writing about his team
30:29and he's got these great pictures of him
30:31with people who work for him and he has
30:3330,000 team members 850 locations and
30:36one and a half million guests every day
30:39I thought okay that's interesting I've
30:41just learned something about his company
30:42I've learned a little bit about him um
30:44and I can use some of this in my email
30:46here in a minute I also if I go back to
30:49his profile I keep scrolling down and I
30:51can see that he went to Buffalo State
30:53University I don't know anything about
30:56Buffalo State University
30:58so I Googled what is the mascot of
31:00Buffalo State and I figured all right
31:02it's this Benji the Bengal no idea but I
31:04figured that out right now okay I got
31:06Benji Le Bengal I also don't know where
31:08Buffalo State University is so I put it
31:11into Google Maps and I searched for it
31:14and I found that Buffalo State
31:15University is actually right on the
31:17border of the United States and Canada
31:19and this is where I I got I was like
31:21okay I'm curious where is the closest
31:24Pilot Flying Jay gas station to Buffalo
31:28State University and I actually figured
31:29out that it's in Canada it's not in the
31:31United States so I thought all right
31:33this is something there's something
31:34coming together here uh so I kind of
31:38have enough information to pull this
31:41together but there's one more thing that
31:43I did I went to their website I went to
31:44the Pilot Flying Jay website and I
31:47started scrolling down and I found that
31:49they don't call themselves gas stations
31:51they call themselves Travel Centers okay
31:54so now I feel like I have enough to do a
31:56show me you know know me and I'm going
31:58to go back to my Apollo and I'm going to
32:01try and put one together
32:03so here we go I'm in Apollo I've got Jim
32:07right here now what I can do is I can
32:10just click add the sequence add contact
32:12to sequence and I'm going to add him to
32:14a show me you know me sequence that I
32:16made yesterday and I'm going to walk you
32:17guys through that sequence it's right
32:20here okay so this sequence is pretty
32:22straightforward I've only added three
32:24steps but you can add many more the
32:26first one is a manual email the second
32:28one is a phone call two days later the
32:31third one is just a automatic email that
32:33follows up I'm going to start with that
32:36so you can see what that looks like this
32:37is just very simple if you've been to my
32:39previous cold call or cold email webinar
32:41you'll have seen this before it just
32:42says Hey first name just wanted to see
32:44if I'm barking up the wrong tree this is
32:46my follow-up email y'all but now I'm
32:48going to show you my show me you know me
32:49email so I wrote this yesterday it took
32:51me about 15 minutes uh but this is where
32:53it came together Benji the Bengals
32:55favorite Flying J day okay so what I
32:59said was hey Jim we haven't met yet but
33:01I'm Josh and I run the couponing program
33:03at coupons to go the person who asked me
33:05to do a demo like this works at a
33:06couponing company I just made this up
33:08okay I drive across the country often
33:11for work and when I can I stop at Pilot
33:13Flying Jay that's what we call flattery
33:14friends but then remember from their
33:16website they don't call themselves gas
33:17stations they call themselves Travel
33:19Centers so I added that y'all have hands
33:21down the best experience of any travel
33:23center okay when I saw you went to
33:26Buffalo I wanted to drop you a line of
33:28some Flying Jay trivia this is where my
33:30Google Maps sleuthing comes in I say
33:32here it is the closest Pilot Flying Jay
33:34to Buffalo state is in what country and
33:36then I continue I said while that
33:38percolates this is what Sam calls the
33:40transition uh the real reason I'm
33:42reaching out is to chat about coupons to
33:44go my guess is if you could find a way
33:46to both Delight Pilots one and a half
33:47million daily customers got that from
33:49his LinkedIn and increase the per
33:51transaction Revenue by 20% or more made
33:53that up you do it but it's hard to get
33:55that kind of impact at your scale that's
33:57what we do while you already have some
33:59awesome coupons uh we've already helped
34:01your competitors I call this fomo break
34:04their quarterly sales targets if you're
34:06up for a chat I'd love to talk this is
34:08my email okay now you'll notice I did
34:11not include in this email a link to my
34:14calendar like Sam said but Apollo does
34:19have some incredible absolutely
34:22incredible calendar uh features in the
34:26Apollo meetings platform and I want to
34:27show you guys what that actually looks
34:29like and when and how to use that so
34:32give me a second to find it and I'm
34:34seeing people are saying hey that email
34:36was too long and you're probably like
34:38what the hell Josh I came to your last
34:39webinar and you said to keep every email
34:41super short well I want to tell you guys
34:43something about that right sometimes
34:45you're not going to be able to do show
34:47me you know me um in my experience
34:50there's just you're going to go to their
34:51LinkedIn there is nothing you're going
34:52to go to their company site there is
34:54nothing in that case I gave you guys a a
34:56lot of tools in my previous webinar for
34:58what to do there but when you do have
35:01something to to that you can write about
35:02you can craft an email for show me you
35:04know me um I want you guys to to do that
35:06for your highest value prospects and
35:09when you do that Sam gets about 25%
35:12reply rate for her emails okay so I want
35:15to show you guys what to do when someone
35:17replies so I've already showed you how
35:18to write a show meun know me email using
35:20Apollo now what do you do when someone
35:22responds and says that they're
35:23interested well first what we're going
35:25to do is we're going to go into the
35:26engage tab of Apollo and we're going to
35:28go to meetings if you're familiar with
35:31Kenly chili Piper any of those tools you
35:34can cancel your subscription because
35:36Apollo has that in the Apollo platform
35:38today this is brand new it just came out
35:41and most of you haven't seen it before
35:43when you land on land on this for the
35:45first time it's going to ask you to
35:47connect your calendar now I've already
35:49done that when you connect your calendar
35:51you can then create a meeting type now
35:53those of you who are sdrs this is Magic
35:55for you okay there's different types of
35:57meetings we can have in the calendar one
35:59of them is for a single host so that
36:00would be like me setting up meetings for
36:02myself but if I'm an SDR I could also do
36:05multihost so let's say I have one SDR
36:07who's supporting two or three account
36:09Executives I can choose a multihost
36:11setup which would allow me to send one
36:14calendar link and it would rotate
36:16between those a account exacts I support
36:18based on who's available first I could
36:21also do around Robin okay around Robin
36:23just puts my account Executives in order
36:25so if I'm supporting Bobby and Johnny
36:28Bobby will get the first meeting Johnny
36:29will get the second one okay and then
36:31it'll go back and forth back and forth
36:33the last meeting type is incredibly
36:35powerful if you have inbound leads guys
36:37if you're getting leads coming to your
36:38website you can actually use Apollo to
36:41Route those people to a calendar where
36:45they can book a meeting right from your
36:46website you don't have to then you know
36:48go into Salesforce or HubSpot find the
36:50lead email them add them to a sequence
36:52all of that you can just do it straight
36:54from Apollo with the inbound router form
36:57I'm not going to spend a ton of time on
36:59that because I want to show you how to
37:00do this and show me you know me okay so
37:02this is Apollo meetings makes it really
37:04easy for your prospects to book time
37:06with you and to uh reschedule if needed
37:09but here's what you do let's say you
37:10send a show me you know me and you get
37:12an email back that's like this yes I'm
37:14interested when can we talk I can hit
37:16reply and this is where the magic for me
37:18like really blows my mind I can hit
37:21meetings because I've connected Gmail to
37:24Apollo and I can literally plug in
37:27my calendar link to my email in like two
37:29clicks now I've written a template for
37:31this and it looks like this that's great
37:33I'd love to chat when is convenient for
37:35you now you'll notice my first thing in
37:38the email I didn't say click my calendar
37:40I actually asked when's convenient for
37:42you right I want to serve my buyer and
37:44make it as easy for them as possible but
37:46here's where the calendar link comes in
37:48PS if it's easier here's a link to my
37:51calendar and then using the meetings
37:52tool all I need to do is click this copy
37:55scheduling link I can highlight this a
37:57little bit and you could save the
37:58template to do this but I wanted to show
38:00you guys this bam there's a link to my
38:02calendar it was all right there it was
38:04in my Gmail I didn't have to do anything
38:05else and this email just says if nothing
38:07on here works for you let me know and I
38:08can move stuff around okay I want to
38:10show you guys one more thing before we
38:12go into some more show me you know me
38:13examples and we're doing the Q&A you can
38:17also choose times from your Calender and
38:21embed those times in your email so I
38:24wouldn't do this for a cold Outreach I
38:26would do this when I'm working a deal
38:28I'm trying to get the second third
38:29fourth meeting set up something like
38:32this it embeds the available times right
38:34into the email I think that's pretty
38:35cool that's super Nifty so that was my
38:38demo of how to do show me you know me in
38:41Apollo and I am going to run a poll
38:44right now where you guys have a few
38:47different options for what you can do
38:49okay if you want uh I'm going to run it
38:51just give me one second
38:54okay um can you guys see the PO
38:57poll yeah I think yeah okay now this
39:01poll if you guys are curious the
39:03meetings Apollo meetings I just showed
39:04you is available for everyone um in
39:07Apollo you only get six meeting Types on
39:09the basic plan if you want more than
39:10that you do have to pay um but I'm
39:13running a poll right now if you guys
39:15want to talk to somebody about Apollo or
39:17you want to get more training for Apollo
39:19reply to this poll okay uh it's not
39:22letting me open the poll though Janet do
39:24you know why that might be
39:27um that's weird you can reply to the
39:29poll you have four different options for
39:31the poll
39:33and yeah the poll's not opening I'm
39:35gonna I'm gonna come right back I'm
39:37gonna refresh my computer because maybe
39:39it's
39:50me can you hear me Sam there's nothing
39:52like doing live right do
39:55live
39:58oh he left us
40:01again while we wait for Josh to come
40:04back here he is I'm back you're
40:08back oh this is so
40:11weird there we go there we go the poll's
40:14open okay so we give you four different
40:16options in previous webinars you only
40:18had two if you're new to Apollo and you
40:20want to buy it or get a demo say yes to
40:22the first option if you're an existing
40:24customer and you want to upgrade your
40:25plan to get more from Apollo with our
40:27custom or Pro options say yes to the
40:29second option if you don't want to buy
40:31more Apollo but you need more training
40:33say yes to the third option I have
40:35created with my team something called
40:37Apollo Academy where I've made Deep dive
40:40videos showing you how to use every
40:42single component of the Apollo platform
40:44if you say yes to that I'm going to send
40:46you a link to Apollo Academy but if you
40:48love me you'll say yes to the first or
40:51second option people uh people around
40:53here care about those so I'm not going
40:55to run this for too too long I'm just
40:56going to leave this running for about a
40:59couple minutes and while we do that I'm
41:00going to take some Q&A but then guys
41:03don't leave because we're gonna go
41:05through the show me you know me methods
41:06with Sam and I'm going to give you an
41:08option to get in touch with her as well
41:10this is going to be super valuable I
41:12promise okay thanks for bearing with me
41:14guys it was uh that was pretty crazy so
41:16some questions for the Q&A um you're
41:19asking does it work without Outlook too
41:21yes Apollo meetings Works without
41:22Outlook so no worries there you can
41:25connect your outlook to the meetings you
41:26can connect your Google calendar to
41:28meetings as well uh Sam this one's for
41:30you really quickly and guys I'm just
41:32going to leave this Poll for another 30
41:34seconds so uh say yes if you you know if
41:36you got them smoke them say yes if you
41:37want it Sam for you how do you apply
41:39show me you know me to cold B Toc emails
41:43business to Consumer is that something
41:45you've ever seen oh yes um I think can
41:48be also a little bit challenging but
41:50just think about what the consumer cares
41:51about using that as your showman you
41:53know me can be easy so if they're
41:55thinking about what whatever that might
41:56be how do they get more Instagram
41:58followers or how to do XYZ for their
42:00small Mom and Pop Shop um let's say if
42:02there's a single single location or
42:04insurance or financial advisoring
42:07advisoring advisory um just think about
42:09what they care about cut through the
42:11noise just by talking about something
42:12that's specific to them your subject
42:14line if it's valuable to them right and
42:16it's not just the generic stuff will
42:18really help awesome all right guys I'm
42:21going to close this poll thank you for
42:23those of you who voted uh I'll run it
42:25again at the very end if we have time
42:27but Sam if you want to share your screen
42:29you can take us through some show me you
42:30know me examples uh right now let's get
42:33into it yeah let's talk about this
42:35really quick right so I think just a few
42:37things I want to mention um questions
42:40that I saw popping up so how do we
42:42decide who is worth our time for this
42:45and I would tell you this is where I
42:46would say don't think about quality or
42:49quantity again think about quality and
42:50go higher whoever you're currently
42:53reaching out to I challenge you reach
42:54out to one title of above that two
42:57titles above that most of us when we
42:59send emails we're comfortable reaching
43:01out to our boss's title right so maybe
43:03that's a manager senior manager whatever
43:05and then the skip level so perhaps the
43:07director but when we start to get a
43:09senior director SVP C we get super
43:12nervous don't get nervous the higher you
43:15go in title and the bigger the company
43:17the more spam they get every single day
43:20so 20 30 40 emails I'm not kidding every
43:24single day there's an executive we
43:25talked who says they spend 30 minutes of
43:27their day 30 this is a company called
43:29service now if you guys know them spends
43:3230 minutes of their day deleting crappy
43:34email in their inbox not even spam so
43:37easy way to stand out go higher you will
43:39stand out so much more effectively the
43:41second thing that I would just say is
43:42how do you scale this you don't scale
43:44this just put in the effort so take a
43:46look at this in the email that we've got
43:48here subject line day Phillips plus
43:50LinkedIn plus Sam sales makes absolutely
43:53no sense to you guys as it should not it
43:56only makes sense to the person that gets
43:58it so think about reading through this
44:00email talk about the things that we've
44:01talked about right transition challenge
44:03value proposition the close it's all
44:06there now as you look at this and as we
44:08think about the length right just like
44:11Josh talked about shorter versus better
44:13some of you guys asked what's the
44:14lavender score love the friends over at
44:16lavender what I would tell you is while
44:19everybody is saying shorter shorter
44:21shorter is better 150 words making sure
44:24you have a a good lavender score based
44:26on length write it as the letter F I
44:29never understand that one really long
44:31sentence one shorter sentence in a close
44:33what don't forget these are human beings
44:36that we're reaching out to first and
44:37foremost and the second thing is if
44:39they're getting 20 of your emails right
44:42they're getting 20 emails from people
44:44just like you every single day imagine
44:46if they said yes to really short emails
44:48imagine if you said hey saw you guys
44:50just had a series raise suspect that you
44:52are ready to increase hiring that's
44:54exactly what we do for your compe
44:55editors worth worth a chat no we already
44:59have a recruiter for that why should I
45:00talk to you when you think about that we
45:03have to get an executive to spend 13
45:06seconds 16 seconds to read our email and
45:09decide whether or not time with us is
45:11going to be well spent the only time
45:13that's going to happen is let's say
45:14their recruiter just quit let's say they
45:16have a bleeding gushing issue that needs
45:18to be resolved right now that's when
45:19they're going to respond but that's like
45:213% of our buyers so we have to think
45:24about teaching them something giving
45:25them some kind of hypop hypothesis
45:27showing them a challenge that they may
45:29not know how to solve may not even know
45:31that they have the longer so long as it
45:33is personalized and it cuts the meat in
45:35an efficient way really works let me
45:38give you an actual example of this check
45:41this out this is how I got a meeting
45:43with the chief Revenue
45:45officer a couple weeks ago um of a
45:48company that was recently acquired for
45:50over $2
45:52billion and the cool part about this
45:54email is that it took me eight it took
45:56me 18 minutes to get a response 18
45:59minutes now I've changed some of the
46:01names and things in here but check this
46:02out Hugh is Australian plus pipeline
46:04diving in quotation marks plus Sam sales
46:07H is Australian what is that from that's
46:08from a post that this cro recently made
46:12one of his buddies is Australian and the
46:14guy actually the cro said I hate the
46:16lack of personalization out there nobody
46:18seems to care about who I am and what I
46:20do and then his friend Hugh was like oh
46:23yeah let's talk about really bad show me
46:24youi and people just say hey I see
46:27you're from Australia want to buy your
46:28stuff no so I put that in to be funny
46:31pipeline diving was something that the
46:32person mentioned his post and might also
46:34be something that this cro mentioned in
46:36an article in a podcast and something
46:37where he was cited in his content and a
46:40comment in somebody else's this stuff is
46:41out there and then Sam sales he has
46:43absolutely no idea what the hell that is
46:45most likely right and so instead I add
46:48that on as my final thing he says I know
46:50who Hue is I know what pipeline diving
46:52is and it's in quotes right signaling
46:54that he's talked about it and then
46:55here's my start hey Josh hopeing my mix
46:58of facetiousness reue plus listening to
47:00your feedback on today's post were
47:02enough to earn me an open he got the
47:04open and when he responded he said it
47:05did and a meeting here's my EA to help
47:08us book Time Boom Hugh and actually go
47:10back so I'm I'm tying the Hue piece
47:13right I'm qualifying how I know this
47:14person particularly if the cro is
47:17friends with Hugh trusts Hugh's opinion
47:20what a great way for me to qualify
47:21myself and then I talked about his
47:23company I've known your company name for
47:25ever having met your CEO in the early
47:27days was recently part of your XYZ
47:29marketing campaign what I haven't been
47:30successful in yet is earning your
47:32company's business and how we can help
47:33your teams grow and flourish so I'm just
47:35being transparent and honest and using a
47:37little self-deprecating humor here and
47:39then I'm saying in thinking about your
47:41post and your upcoming board meeting
47:43which he mentioned two media things come
47:45to mind right you guys are going to roll
47:48your eyes and get tired and yawn just
47:50reading the rest of this email holy crap
47:52it's long but he read the whole thing
47:55and he became prepared for our call and
47:57I specifically identified how I can be
48:00of help and I also put a link or two
48:02which you probably can't see in here
48:03very well I put a link or two to say
48:05here's my content here's something that
48:07I talked about right I'm convincing him
48:09to give me
48:10time using this email not only did I get
48:13the cro of this company to take a
48:15meeting with me I also got the HUD of
48:17social media of Nike to respond to a
48:20meeting with me and then we also cut
48:22through the noise of the chief legal
48:23officer of Tory bir in an in an email
48:27just using that using some great show me
48:29you know me and getting a response from
48:31the chief legal officer of a 3.4 billion
48:33doll company in 10 hours don't focus on
48:37scale don't focus on quantity focus on
48:40quality go a little bit higher right
48:42Adam I'm with you huge ass paragraph and
48:44it's only the second part of the email
48:46there's more where that came from at the
48:47beginning right but man does this work I
48:51will tell you too just a quick note on
48:53my background it brok in 13 different
48:55sales records in my career I've never
48:56made a cool call don't yell at me you
48:59can really do this right in a quality
49:02way if you just go and think about
49:04things in a different way think about
49:06how low the bar is in sales right and
49:08you can really make impact and what I'm
49:10guessing Here's the final thing I'll
49:12I'll land on and then we'll look at one
49:14more email we're gonna have to jump to
49:16the we're gonna have to skip the last
49:17one Sam to make sure get another sorry
49:21no just the last point that I would make
49:22here is that if you get an open and if
49:25you get response here's what's going to
49:26happen a lot of those responses are
49:28going to be awesome personalization
49:30thanks for the not thanks for cutting
49:31through the noise we're not interested
49:33I'm not the right person now's not the
49:34right time a freaking usually isuse a
49:37different word amazing here's why
49:40because now instead of a yes or a no or
49:42rather being in a maybe we're getting to
49:43a yes or no we're opening the door we
49:46can now connect with them on LinkedIn we
49:47can respond please for the love of God
49:49respond and say thank you thank you so
49:51much for your response I really
49:52appreciate it then we can use language
49:54to ask who the right person is not to be
49:56presumptuous and be like who is instead
49:58right use some crafty language we can
50:00talk about that another time but there's
50:02so much that you can do just by getting
50:04response first and foremost lead with
50:06gratitude second connect on LinkedIn
50:08okay Josh I am done talking you guys
50:10probably thought that would never
50:11happened but here we are I love that no
50:14you're getting so much love right now
50:15Sam and everybody if you want more
50:18you're in luck because Sam runs a
50:21consulting company to help sales teams
50:24do this on your own
50:26I'm going to run this Poll for a couple
50:28minutes if you would like Sam to reach
50:29out to your team about resources and
50:32training say yes to that poll and if
50:34that wasn't enough Sam has on her
50:37website what are called Sam shorts there
50:39are short training videos that she has
50:41made she's offered a discount exclusive
50:43to Apollo
50:45users uh and I'm going to send you guys
50:47a link where you can do that right now
50:50we have 10 minutes left in the webinar
50:52while I run this poll I'm going to try
50:54and take your Q Q&A so I've seen a lot
50:57of questions about the scalability of
50:59this and Sam you've talked about it's
51:01not scalable and I just want to address
51:02that from my perspective yeah guys this
51:06is what you do for your highest value
51:08prospects where closing the deal doesn't
51:11just get you to quota it crushes your
51:13quota so I gave you an example of Jim
51:16Rose from Pilot that is a multi-billion
51:18dollar company if I was selling
51:20couponing and there's a one and a half
51:22million person customer base every
51:24single day and I Clos the deal with
51:27pilot I don't need volume right the fact
51:30is this is a method for big deals
51:32ideally or like these are just not just
51:35big deals these are your most important
51:37leads so I would recommend and Sam tell
51:40me what you think spend 80% of your time
51:43doing show me you know me on the 20% of
51:46your leads that are most valuable to you
51:49and then spend 20% of your time doing uh
51:53more automated personalized at skill
51:55emails like we covered in my last
51:56webinar with the remainder of your leads
51:58what what do you think about something
51:59like that Sam totally totally agree and
52:01the cool part is right when you spend
52:03that 80% on the top 20% your open rates
52:06and your replies are going to pop you're
52:08going to be able to put your feet up but
52:09don't that's when the stuff starts
52:10cooking is you really want to keep your
52:12foot on the gas right forget 3x and 4x
52:14and 5x of your pipeline keep going but
52:16you're going to see such an instant
52:18notice I bet if you guys apply this
52:20sometime this week oh my God you're all
52:23going to see responses you're going to
52:24see some win within the next week give
52:26it a
52:26shot love that okay I'm going to run the
52:28poll for 30 more seconds so if you guys
52:30want to get if you want Sam to get in
52:32touch with you say yes you only have 30
52:34seconds to do it and then because you've
52:36stayed to the end I have a super secret
52:37poll I'm going to run for something
52:39Apollo related get you access to
52:42something before anybody else so I need
52:44to save time for that so that's time
52:45clock uh clock is ticking okay um Sam
52:49Brian is asking what is your approach to
52:52video messaging the show me you know me
52:54approach
52:56um you guys for all the love that I have
52:58for every video platform out there I
52:59think it has a time and place much like
53:01the calendar like um and I would say
53:03don't use it in prospecting here's why
53:05what do you guys normally see when you
53:06see a video that comes through you see
53:08something like this somebody is
53:10literally holding up a sign and they're
53:11like Josh I made you a video what I
53:14think of when I see that is I feel like
53:15somebody's been kidnapped and I need to
53:17come up with Ransom money right like
53:19it's the weirdest thing so here's what I
53:21would say instead use your vide
53:23strategically when your proposals to
53:24connect send followups um and thank yous
53:27I love using video when I have a larger
53:29more complex proposal where I know I
53:31probably am not going to get um in front
53:33of the buying committee and I just want
53:34to say hey everybody I'm Sam Kenna
53:36here's what I'm doing blah blah blah let
53:37me run you 30 seconds or three minutes
53:39usually through the proposal and then I
53:41send that off especially when I can't
53:44get access to the buying committee which
53:45we always not all sometimes cannot um I
53:48want to make sure they see my enthusiasm
53:50my personality my hand gestures for
53:51better or worse um but otherwise I say
53:53no on video prospec
53:55um and I think people also feel guilted
53:57into responding um and then they know
54:00that when they when they look at your
54:02video um that you're going to see
54:04exactly how much time they spend on it
54:05so not my jam stick to text use video
54:08else place other places elsewhere I El
54:12Place new word El Place what's up today
54:14okay we're gonna continue taking your
54:16questions but real quick I'm running
54:17this poll guys we are launching a super
54:20secret new AI assisted home feature
54:23which basically what this is going to do
54:24it's going to use a to help you work
54:26through your tasks from your sequences I
54:28need people to participate in the beta
54:30of that this is not you cannot find this
54:32anywhere else this is only for people
54:33who came to the webinar if you're
54:35interested in participating in the beta
54:37uh there's no cost just say yes and our
54:39team will get in touch with you if
54:40you're the right fit so I'm just going
54:42to run that Poll for another minute or
54:43two and we're g to take a couple more
54:45questions Joel is asking can you
54:47retarget a list for people who've opened
54:49and viewed your message multiple times
54:50but have not yet replied you can Joel uh
54:53Apollo lets you do that using a feature
54:55called plays if you go to the Apollo
54:57website there's a webinar section we ran
54:59a webinar on plays also if you go to
55:03apollo.io academy I have videos on how
55:05to build plays in the Apollo Academy so
55:09um if you want more info on that find me
55:11on LinkedIn you guys can connect with me
55:13there um okay I am gonna run a couple
55:16more uh questions by you Sam that's um
55:20why do you use pluses in your subject
55:22line this is from Harry does it not work
55:26I think it's kind of funky so my my
55:27subject clients will always be a little
55:29funky um I think when it just sets you
55:31apart it's not what people typically get
55:34I also use uh hyphens at the end so I
55:36might say today's meeting thank you
55:38something like that and I use space
55:39hyphen just a little funkiness to set
55:41you apart one more thing I will tell you
55:44let's say this is the ninth email you've
55:46sent someone right you're going through
55:47your sequence all is great and let's say
55:49all of a sudden a awesome call to action
55:51comes up you guys are hosting a really
55:53cool webinar you want to invite them to
55:54an executive Round Table you're hosting
55:56an executive dinner or something at a
55:58football game or something like that
55:59that you want to invite them to you're
56:00going to be in their City think about
56:02what you can do before the re and put
56:05your call to action your compelling
56:06issue before the re so you might say in
56:09Atlanta this week not sweet you know
56:11this Thursday something like that put
56:13that before the re it looks really weird
56:15holy hell will you get an open and
56:17probably a lot of
56:18responses I love that um for those of
56:21you who are not connected with me on
56:23LinkedIn yet I'm my LinkedIn is on the
56:25bottom as a ticker I post about every
56:26webinar and every new course we make on
56:28Apollo Academy so you guys can find me
56:30there um okay I've had a lot of
56:33questions Sam about so we talked about
56:35the first email but they want to know
56:37what do you do next what's the follow-up
56:39Cadence what happens then okay here is
56:41my mega mega trick for you so number one
56:43do your research today carve out the
56:45rest of your time and do it today and
56:47then send out your your email to your
56:50high futin prospects Thursday and Friday
56:52when does the second email come out
56:54right you're probably not going to get a
56:56response to that first one but here's
56:57what you're going to get for the second
56:58one send your second email less than 48
57:01hours after your first one that means I
57:03have to work on the weekend no it
57:05doesn't that's what you have sequences
57:06for so just set it to go out less than
57:0848 hours 44 hours 43 and a half hours
57:11and then that second email should look
57:13like this it should have no new
57:15information in it you already hopefully
57:18killed it in your first email so if you
57:20do a reply all do it with the same
57:23subject line less than 48 in it after
57:25the first one and just say hey Josh
57:27wanted to pop in and see if you'd had a
57:29chance to read my email below I would
57:31still be grateful for appreciative of
57:34the chance to chat with you about how
57:36Sam sales can support apollo.io if
57:38you're up for a chat let me know super
57:40short there's your 150 words friends
57:42that would get a good lavender score use
57:44that super short super simple and here's
57:46what you're here's what you're going to
57:47do one you're giving them no new
57:49information because you already sold
57:50them the first time they read your email
57:52they just got busy and distracted so
57:54let's hope that that's the case second
57:55email comes out when on the weekends
57:57when are they working on the weekends
57:59Executives work an average of almost
58:01seven hours it blows on the weekends so
58:04check that 41.6 yes Sam hours um use
58:08that right and then just send them that
58:10quick short note following up what I
58:12think is also just really cool I'm going
58:14to give you one more side practice here
58:16as you guys work in your LinkedIn uh
58:19connection requests which to me come
58:20around the fourth touch use in your
58:23connection request one make sure there's
58:25a custom script in there but two use a
58:27word for your really really top tier
58:29people that you may not normally work
58:31use so maybe you say hey if you're ever
58:33up for a chat for your top tier people
58:35use the word conversation instead and
58:37here's the cool bonus on the weekends
58:39yes this is where you do have to work
58:40for a wipping hour on the weekends pull
58:42up your LinkedIn DM do a search for the
58:45word conversation pull up any message
58:47that you've sent back and forth with an
58:49executive that you really care about and
58:50use that as a touch point to nurture
58:53them send them an article send them
58:55something tell them why you think it's
58:56valuable and just say I hope it is for
58:58you too and that's it the unbelievable
59:00amount of times that you will get a
59:01dialogue going with a really valuable
59:03executive on the weekends by
59:05shortcutting your way to those
59:07conversations and nurturing them is
59:09unbelievable if you just look for what
59:11we call Bubble hunting look for the
59:13green dots next to the person's face see
59:15who's online right now and hit them up
59:16when they're not distracted and when
59:18they're
59:19online that was amazing and we are out
59:23of time everybody so thank you all so
59:25much for coming uh we really appreciate
59:28it we've gone right to the top of the
59:29hour we have more webinars coming so if
59:33you like them uh you're in luck because
59:35we'll keep doing them as always thank
59:37you so much for your time for spending
59:39an hour with us Sam thank you for
59:41sharing your wisdom with us from the
59:43bottom of my heart I appreciate you all
59:45and we will be seeing you next time
59:47thanks everybody thank you thanks
59:53guys

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