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The Art of Outbound: Crafting Killer Calls and Emails That Convert

· 8 min read
Roy Firestein
Roy Firestein
CEO at Autohost.ai

Hey there, sales superstar! Ready to take your outbound game to the next level? In this post, we'll dive deep into the nitty-gritty of structuring outbound calls and emails that grab prospects' attention and get them eager to learn more.

First things first: let's talk about the foundation of any good outbound strategy - personalization. Gone are the days of generic, one-size-fits-all messaging. If you want to stand out in a crowded inbox or cut through the noise on a cold call, you need to do your homework and tailor your approach to each prospect's unique needs and pain points.

But how do you do that without spending hours stalking them on LinkedIn? Fear not, my friend. I've got some tried-and-true techniques to help you craft outbound calls and emails that are personalized, relevant, and most importantly, effective.

Anatomy of a Killer Cold Call​

Alright, let's talk about everyone's favorite part of sales: cold calling! Just kidding, I know it can be intimidating. But with the right approach, you can turn those icy prospects into hot leads. Here's how:

  1. Do your research: Before you even think about picking up the phone, make sure you know who you're calling and why. Check out their company website, read their blog, and see if you have any mutual connections on LinkedIn. The more context you have, the better.

  2. Keep it casual: When you're on the phone, you want to sound like a real human, not a robot reading from a script. Keep your tone conversational and friendly, even if you're feeling nervous.

  3. Get to the point: Prospects are busy, so don't waste their time with small talk. After a brief intro, jump right into the reason for your call. Something like: "I know you're a property manager and companies like you usually experience a problem with too many chargebacks. Or they have solutions that are not delivering as promised. Or they just don't have any solutions and do things manual and it's costing them time. Does any of that sound familiar or am I off base here?"

  4. Listen more than you talk: Once you've teed up the conversation, let the prospect do most of the talking. Ask open-ended questions and really listen to their responses. The more you can get them to share about their challenges and goals, the better equipped you'll be to position your solution as the answer to their prayers.

  5. Don't be afraid to disqualify: Not every prospect is going to be a good fit, and that's okay. If you realize mid-call that they don't have the budget, authority, need, or timeline (BANT) for your solution, politely wrap up the conversation and move on. It's better to focus your time and energy on prospects who are more likely to convert.

Here's an example of how a good cold call might play out:

BDR: Hi, is this Anton?

Prospect: Yeah.

BDR: Anton, you're gonna hate me. This is a sales call. Do you have 30 seconds? Or would you rather hang up right now?

Prospect: Okay. Yeah. Fine.

BDR: So, I know you're a property manager and companies like you usually experience a problem with too many chargebacks. Or they have solutions that are not delivering as promised. Or they just don't have any solutions and do things manual and it's costing them time. Does any of that sound familiar or am I off base here?

Prospect: You know what? Yeah. That sounds familiar.

BDR: Great. So out of the three, is it the chargebacks, the manual work, or solutions not delivering? Which one?

Prospect: It's the chargebacks that are the biggest issue for us.

BDR: Got it. So if we have a solution that can help reduce those chargebacks, would you be open to a quick 15 minute chat to discuss it? If not, no worries at all.

Prospect: Sure, I can spare 15 minutes to hear more.

BDR: Fantastic. I'm going to follow up with an email to schedule a time that works for you. Keep an eye out for that. Talk to you soon!

See how the BDR kept it casual but stayed on point? They showed they did their homework on the prospect's company and industry, teased a few relevant pain points, and then positioned a quick exploratory call to learn more. That's the formula for a successful cold call.

Crafting Emails That Get Opened, Read, and Responded To​

Now, let's talk about the other half of the outbound equation: email. In today's digital age, prospects are bombarded with hundreds of emails every day. So how do you make yours stand out? Here are a few tips:

  1. Keep it short and sweet: No one has time to read a novel in their inbox. Keep your emails to 3-5 sentences max, so they can be easily read on a mobile device.

  2. Start with a personalized opener: Instead of a generic "Hope you're doing well," try something like "I saw your recent post on LinkedIn about the challenges of property management - it really resonated with me." Show them you've done your homework and care about their specific situation.

  3. Tease the pain points: Just like on a cold call, you want to quickly highlight the challenges your prospect is likely facing. Something like "I briefly spoke with Jim in your organization and it sounds like you may be experiencing some challenges with excessive chargebacks and time-consuming manual work in your property management processes."

  4. Provide social proof: Name-drop a few similar companies you've helped to build credibility. For example, "We specialize in solving these exact issues for companies like ABC Property Group, EFG Residential and XYZ Rentals."

  5. End with a clear call-to-action: Don't leave them hanging! Let them know exactly what you want them to do next, whether it's scheduling a call, downloading a resource, or simply responding to your email.

Here's an example of a good outbound email:

Hi Anton,

I briefly spoke with Jim in your organization and it sounds like you may be experiencing some challenges with excessive chargebacks and time-consuming manual work in your property management processes.

We specialize in solving these exact issues for companies like ABC Property Group, EFG Residential and XYZ Rentals.

The reason I'm reaching out is to see if it would make sense to have a quick 15 minute chat about your current situation to determine if we might be able to help you resolve those problems as well.

I'm happy to share more details on how we've assisted similar companies, but I don't want to assume our solution is a fit for you.

Let me know if you're open to a brief introductory call and I'll give you a ring. If not, no worries at all.

Regards, Roy

See how it ticks all the boxes? It's personalized, relevant, and ends with a clear next step. That's the kind of email that gets responses.

Putting It All Together​

Alright, my outbound aficionado, you now have the tools to craft killer calls and emails that convert. But remember, it's not just about what you say - it's also about how you say it.

Here are a few final tips to keep in mind:

  1. Be human: At the end of the day, people buy from people. Don't be afraid to let your personality shine through in your outreach. Crack a joke, share a personal anecdote, or just be your charming self.

  2. Follow up, but don't be annoying: Most prospects won't respond to your first outreach, and that's okay. Follow up a few times, but don't be a pest. If they're not interested, respect their decision and move on.

  3. Always be testing: What works for one prospect might not work for another. Experiment with different subject lines, messaging, and calls-to-action to see what resonates best with your audience.

  4. Don't take rejection personally: Sales is a numbers game, and not every prospect is going to be a winner. Don't let a few "no's" get you down. Keep your head up and keep dialing.

And there you have it, folks! Your crash course in crafting outbound calls and emails that get results. Now get out there and start hustling! And if you need a little extra motivation, just remember: every "no" brings you one step closer to a "yes." Happy selling!

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