1. Why It’s Time to Kill the
Once and For All

2. 50 years ago, cold calling
worked like a charm.
THEN

3. Hey there, Ms.
Buyer - Do you want
to hear all about my
amazing product?
Sure! I can’t get
product information
anywhere else, so
I’d love to hear
your pitch!
[seller]
[buyer]

4. But today, it’s a little different.
NOW

5. Hey there, Ms.
Buyer - Do you want
to hear all about my
amazing product?
Are you kidding?
I’m way too busy
for this.
[seller]
[buyer]

6. Hey there, Ms.
Buyer - do you want
to hear all about my
amazing product?
No - I can just
look you guys
up online if I’m
interested.
[seller]
[buyer]

7. [dialing]
Hi, you’ve reached
Betty Draper. I’m not
here right now, so
please leave me a
message and I’ll get
back to you.
*ring*
*ring* *ring*
[seller]
[buyer]

8. [sigh]
[seller]

9. It’s pretty clear from buyers’
reactions to cold calls that they’re...

10. ...bad for the buyer.
It’s pretty clear from buyers’
reactions to cold calls that they’re...

11. But what about for the seller?

12. Let’s consider some statistics.

13. Cold calling is ineffective
90%of the time.
Source: Harvard Business Review

14. Less than
2%of cold calls result in meetings.
Source: Leap Job

15. Want 36 sales email
templates that buyers
will actually respond to?
DOWNLOAD

16. It takes
18calls to connect with a single buyer.
Source: TOPO

17. Call back rates are less than
1%.
Source: TOPO

18. Assuming a 0.3% appointment booking
rate, and a 20% win rate, it would take
6,264
Source: Simple Sales Tracking
cold calls to make 4 sales.

19. Ouch.
[seller]

20. It’s pretty clear that cold
calling is also...

21. ...bad for the seller.
It’s pretty clear that cold
calling is also...

22. Wondering why cold calling
has become less effective?

23. Wondering why cold calling
has become less effective?
Let’s go to the buyer:

24. “Desk phones are for
outbound calls only.”

25. “Desk phones are for
outbound calls only.”
“Email is a much better
way to get a hold of me,
frankly, than the phone.”

26. I don’t answer the phone
unless it’s on my contact
list. If it’s someone who
really needs to speak to me
they will leave a message.
Source: Rassoc, Forbes, This is Money

27. But wait - what about voicemail?

28. But wait - what about voicemail?
Could a great message be the cold
call’s saving grace?

29. I got some bad news for you there...

30. The number of people retrieving
their voicemails dropped by 14%
between 2011 and 2012.
Source: Vonage, eVoice

31. The number of people retrieving
their voicemails dropped by 14%
between 2011 and 2012.
Coca Cola & JP Morgan have done
away with voicemail for the majority
of their workers.
Source: Vonage, eVoice

32. The number of people retrieving
their voicemails dropped by 14%
between 2011 and 2012.
Coca Cola & JP Morgan have done
away with voicemail for the majority
of their workers.
Only 18% of people check voicemails
from unrecognized numbers.
Source: Vonage, eVoice

33. Cold calls are bad for the buyer, and
bad for the seller.

34. Cold calls are bad for the buyer, and
bad for the seller.
It’s time to kill the cold call.

35. Cold Calling
1930-2015
R.I.P.
“Do you have a minute to
talk about my amazing
product?”
Passed away peacefully
when people stopped
answering their phones.

36. Now that we’ve buried the cold call...

37. ...what do we do next?

38. Turn up the heat.

39. Warm calls and emails:
• Capitalize on demonstrated buyer interest
• Are relevant to the buyer’s unique situation
• Respond to trigger events
• Take advantage of referrals
• Are way better for the buyer and the seller

40. Here are a few examples with
templates to get you started.

41. Warm email #1:
Responding to demonstrated interest
Send Now
Hi Buyer,
I noticed you recently downloaded our ebook on Warm
Emailing 101. Did you get what you were looking for?
Warm emailing the right way can increase leads by 1000%.
I helped a company similar to yours boost their revenue by
500% using cold emailing.
Do you have 15 minutes to hop on the phone so I can share
some of the insights I gained working with them?

42. Warm email #2:
Tailoring to the buyer’s unique situation
Send Now
Hi Buyer,
I’ve been doing some research on your company, and I
noticed that you’re using cold emailing in your outreach.
Research shows that cold emailing is on the decline, and
I worry that you’re not reaching your customers as
effectively as you could be.
My company advocates for warm emailing, an approach
that can increase leads by 1000%. Do you have 15 minutes
to hop on the phone so I can share some of the insights
I gained helping a company similar to yours boost revenue
by 500%?

43. Warm email #3:
Responding to a trigger event
Send Now
Hi Buyer,
I noticed you just got a job with Awesome Company.
Congratulations! That must be an exciting transition.
I know you got a lot of value from our warm emailing
system in your last position. Could we hop on the phone
this week to discuss Awesome Company’s warm
emailing needs?

44. Warm email #4:
Introduction by referral
Send Now
Hi Buyer,
I got your name from Peggy Olsen. We recently started
working together on Company X’s warm emailing, and
she’s already seen a 100% increase in the amount of leads
her team is driving.
Peggy mentioned that you were looking for a new sales
email system. Could we schedule a quick call to discuss
the sales email situation at Business Y?

45. Excited to get your warm email
system cranking?

46. Excited to get your warm email
system cranking?
There are just a few steps you’ll
need to keep in mind.

47. 1. Find good fit buyers to target
HubSpot’s free CRM contains a
searchable database of
6 MILLION PROSPECTS
Find the perfect prospects for you by
searching by industry, location, and
company size
Prospects
WEBSITE VISITS
Search all prospects in this view...
Name
+
+
+
Procter & Gamble
Vimbo
Wikivu
COMPANY INSIGHTS
Domain
zzzquil.com
vimbo.com
wikivu.com
Find valuable new prospects
By country
By industry
Country
Industry

48. Start searching for
your perfect fit
prospects today
GET HUBSPOT CRM
Prospects
WEBSITE VISITS
Search all prospects in this view...
Name
+
+
+
Procter & Gamble
Vimbo
Wikivu
COMPANY INSIGHTS
Domain
zzzquil.com
vimbo.com
wikivu.com

49. 2. Track your emails
Get notifications when prospects open
your email, so you can capitalize on their
attention in the moment
Activity Stream
OPENED NOT OPENED CLICKS SALESFORCE HUBSPOTALL
8 ViewsMute Thread
Christopher O. has opened New Proposal
OPENED 10/14/2015 in Massachusetts United States
2 ViewsMute Thread
Anum H. has opened Fall Inventory List
OPENED 10/14/2015 in Cambridge, Massachusetts
30 ViewsMute Thread
Mark R. has clicked Pricing Page
CLICKED 10/12/2015 in Cambridge, Massachusetts

50. 3. Research
Research your buyer to make your message relevant
to their situation and personalized to them

51. 3. Research
Research your buyer to make your message relevant
to their situation and personalized to them
Learn more about your buyer on:
Linkedin Twitter Company
Site
Personal
Blog
Google Industry
News
Press &
Media Page
SEC.gov

52. 4. Get notified about trigger events
Use Google Alerts to set an alert for your target
companies and industries.
Alerts
Monitor the web for interesting new content
Apple
This will create an email alert for esnider@hubspot.com
CREATE ALERT Show options

53. 5. Work your network
Before reaching out to a new prospect, check LinkedIn
to see if you have any shared connections.
If so, reach out and ask if your common acquaintance
would be willing to introduce you.

54. Your warm email checklist:
Target good fit buyers
Track your emails
Research
Get notified about trigger events
Work your network
Research

55. Your warm email checklist:
Target good fit buyers
Track your emails
Research
Get notified about trigger events
Work your network
Research
Use a CRM

56. GET HUBSPOT CRM
Prospects
WEBSITE VISITS
Search all prospects in this view...
Name
+
+
+
Procter & Gamble
Vimbo
Wikivu
COMPANY INSIGHTS
Domain
zzzquil.com
vimbo.com
wikivu.com
The HubSpot CRM makes it easy
for salespeople to personalize and
track their interactions.
It’s free, so there’s no risk. Why
not just try it out?

57. Cold calling had a good run, but it’s
time to give buyers what they really want.
Warm outreach =
Happier buyers =
More sales =
Happier sellers

58. And that’s an equation we can
all get behind.

59. Are you commited to serving
today’s buyer?
Subscribe to the HubSpot Sales Blog,
and join the inbound sales revolution.
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