Chasing the wrong account is about as effective as chasing your own tail. Thankfully, with Rev, you’re tapping into the power of artificial intelligence and proven algorithms to identify and build target lists of accounts that look and act like your best customers, significantly cutting back on the time and effort your sales team must commit to cold outreach and the ensuing chase.
Even with the technological leg up on prospecting, however, optimizing success to showcase strong ROI requires sales finesse. The tactics outlined here are designed to increase appointments booked, pipeline generated and revenue captured.
To become that sales team, each SDR should refine their approach using the 3 Ps.
The 3 Ps of outbound
Persistence
According to the book Predictable Prospecting, your team should follow up with a well designed cadence of 8-12 touches. Don’t give up on making contact with your targets. With Rev, you’ve already verified—at the exegraphic level—that your target account list has a high propensity to purchase. Giving up too soon is the surefire way to not see your pipeline turn into revenue.
Personal
Leverage multiple channels like email, calls, LinkedIn, video. Prospects are bombarded with follow-up, so stand out. Make sure your team is communicating that they’re genuinely trying to help solve the prospect’s problem.
Patience
The target account list you built in Rev is prioritized and comprised of companies so early in their buying cycle that they likely haven’t yet shown intent to purchase from you. That’s great. It likely means they also haven’t heard of your competitors either. While some accounts may be quick to respond, you and your team should be prepared to nurture your list for mid-term and long-term opportunities. Because Rev’s AI has validated their propensity to buy, you’ll want to make sure you stay top of mind.
With the right targets at the right time and with the 3 Ps to optimize your approach, your team is ready to deploy this 7-step cold outreach sequence.
7 steps to improve your cold outreach
Step 1: Give value
Let your prospects know who you are and why you’re suited to guide them to the solution they need.
Email example:
Subject: { First Name }, checking in.
Body: { First Name } –
Many { Contact’s Title }s today are struggling with { problem statement }. And most often, many of them don’t know where to start.
So, I thought you might benefit from our { Content Piece } that other top { Contact’s Title}s we’ve worked with have found useful when getting a plan in place to solve { specific initiative, pain point, problem }. I hope you find it just as helpful.
Let me know if you’ve got any questions. I’m quick on replies. You can also schedule a time to chat using the link below, if that’s easier.
Sincerely,
{ Your Name }
Step 2: Show impact
Show you’ve got their best interests in mind by presenting them with additional content that highlights how they can work with you to reach their goals.
Email example:
Subject: { First Name }, { Content Title }
Body: { First Name } – I wanted to follow up and share a case study that shows how company xyz partnered with { Your Company } to { insert problem solved/impact made }. Enjoy!
Sincerely,
{ Your Name }
Step 3: Ask for their help
You know your prospect can benefit from your product, if they’d just get back to you. Ask them to clarify their needs, availability and confirm you’re speaking to the right person in their company.
Email example:
Subject: { First Name }, could use your advice.
Body: Hi { First Name },
I’m writing to follow up on my previous emails. I haven’t yet heard back from you, which probably means you’re busy, it’s not a good time or I’m reaching out to the wrong person.
If any of those is the case, is there a better time for me to check back in or perhaps someone else I should be speaking to who handles { your solution } decisions?
Thanks for your help.
Sincerely,
{ Your Name }
Step 4: Humanize yourself
Remember the personalization part of the 3 Ps? It means tailoring your pitch to the person on the other end, AND letting them put a voice, face and personality to your outreach!
Phone call example:
{ First Name } – This is Rob, with { Your Company Name }, following up on the email I sent you regarding { Content Title }. I don’t know if you had a chance to take a look at it yet and I certainly know you weren’t expecting my call, so I’ll keep it brief.
My goal is to be a resource for you when it comes to { problem you solve }. { Your Company Name } is a leader in { short power statement/differentiator }. We work with { describe your impressive customer base } and look forward to sharing what we’ve learned along the way with you.
Our customers are experiencing { ROI statement }, which has been a game changer for them. We’d like to show you how to do the same.
When would be the most convenient time of the day to set up a brief exploratory call with our solutions expert?
Voicemail example:
{ First Name } – This is Rob, with { Your Company Name }, following up on the email I sent you.
I wanted to introduce myself so you know there’s a human on the other end of that email and, more importantly, a resource to provide you with any additional information you might need as you think about { business problem } and how to effectively solve it.
We’ve got plenty of examples of companies similar to { Company } that we have helped that I think you may find interesting. I’ll plan on touching base next Wednesday at 8:00 AM to try and connect again, or if it’s easier, you can reply to my email with a time that works for you and I’ll make it happen. Also, my direct line is { 000-000-0000 }. Talk soon!
Step 5: Understand their needs
This is where patience may come into play. Reiterate your understanding of their problem and provide them with valuable content. Respect their mental bandwidth and summarize what’s in it for them. Keep going!
Email example:
Subject: { First Name }, { Content Piece }
Body: { First Name } – A lot of other { Contact’s Title }s are finding the following { Content Piece } interesting, and I thought you might too! Here are the top three points I thought you’d care about the most:
- { Summarize problem, solution and business impact }
- { Summarize problem, solution and business impact }
- { Summarize problem, solution and business impact }
Enjoy!
Sincerely,
{ Your Name }
Step 6: Set a date
Take the work of finding a day and time to address their problem off of their shoulders. Propose a specific meeting and let them know you’re committed to making the process as painless as possible.
Email example:
Subject: { First Name }, Next Thursday 12th, 2pm PST
Body: { First Name } – I’m looking to grab a brief 15 minutes of your time next { Day, Date, Time – Timezone } to give you a quick walk through of { short form solution statement }.
Does that time work? If not, send me one that does and I’ll manage the invite.
Sincerely,
{ Your Name }
Step 7: Acknowledge radio silence
Remember, your approach has made you 74% more likely to close this sale, but the timing might just be off. Let them know you understand and ask for feedback so you can follow-up at a more convenient time.
Email example:
Subject: { First Name }, Radio silence
Body: { First Name } – I’m experiencing a bit of radio silence and I’m wondering if timing simply isn’t right.
Do me a favor and let me know either way, so I know how to appropriately follow up or respectfully touch base at a later date?
Sincerely,
{ Your Name }
Final thoughts: Build trust
Closing the deal is your ultimate goal. That’s why you started this process with a high-quality target account list and why you need to continue to optimize your outreach strategy. It’s not enough to have a great list. You also need to actively build trust with your targets.
Your targets need to know what your company does, how you do it and—most importantly—how you can help them reach their goals. You need to give them meaningful content that shows why now is the time to engage with you and the value they can expect to gain. That means that these 7 steps should serve as foundational guidance. They make up the framework for trust and connection—but the material you include and the story you tell will ultimately be what builds their trust and confidence in you.
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