Sales & Business Development for Entrepreneurship, Freelancers, and Creatives -Sales Valley

1. Sales Valley Introduction: everybody. What's going on is Patrick Dang here and welcome to Sales Valley. Now Sales Valley is going to be the complete startup playbook for sales and business development. We're gonna show you exactly how you can generate leads, meaning generate meetings with your dream customers and eventually walking through your sale cycle to close a deal. Because here's the thing. You might have an amazing product or service, or maybe you have a great idea. But if you can't get your foot in the door to get that first meeting than your dreams will basically die there. So whether you're trying to sell an idea and raise money or if you really have a product or service in mind and you would like to sell it, this class is going to be perfect for you And the reasons, because Sales Valley is going to show you one of my best methodology when it comes to generating meetings of your dream customers pitching your product or service and eventually closing the sale. And to accomplish this, we're going to show you some of the best sales and business development strategies of top startups are using to gain exponential growth. We're also going to show you how to get a meeting with anybody simply by sending them a cold email. And finally, we're gonna show you how to pitch your product or service in the way that gets customers to buy into whatever it is that you are selling about the end. Of course, you're gonna walk away with the tools and the confidence to sell anything to anybody. Now. This course was designed for anybody who does any type of sales or business development and has to close deals either in person or over the phone. So whether you work in sales business about men or if you're a freelancer, coach or consultant, if you're doing any type of B two B business to business selling, this course is going to be for you and for our class project. What I'm gonna have you do it is essentially there's gonna be a downloadable work she called a hit list, and I want you to put down 20 people that you would like to reach out to and sell your products and services to. After that, I would like you to share exactly how you want to pitch your product or service based on the knowledge that you gain in this course, and I'm gonna show you exactly how to do that. So again, the two things you gotta do for a class project is find 20 companies that you would like to reach out to and craft your pitch on how you would like to picture product and service to them so that they eventually buy whatever it is that you are offering. So if all that sounds good to you and you want to take your sales and business development skills to the next level, that I look forward to seeing you inside 2. Sales Valley High Level Overview: Hey, what's going on, guys? So in this lesson, I want to talk to you a little bit about what exactly the sales Valley methodology is all about now. The problem that a lot of startups have is that when they're first getting started there trying to grow their business, you know, they try all these things, but really, they don't have a system to make things work. And I see a lot of startups out there who just keep banging their head against the wall for months or even years and struggle to make any type of progress. And what the sales Valley system is all about is that it's a methodology that you can follow step by step from start to finish, to grow your business with sales or business development. And once you do learn all these skills and the strategies, you're gonna have the blueprint you need to grow your business. All you really have to do is follow it step by step, and it probably will work for you. So let's go ahead and dive into what the Sales Valley methodology looks like. So you get a better idea of how this course is going to be structured now, before we get started out. One thing I want to let you know that the sales Valley methodology is divided into three different sections. And so the first section is going to be strategy. And what we're gonna teach you is all the business development and sales strategies all the top startups are using to grow their business. And within their, you know, we're going to give you a lot of different examples with different types of startups so that you can look at your startup and you could see which one is best for you. And we're going to go through the difference between what exactly business development is and the differences and similarities between sales, because they are two different things in two different strategies. But they have a lot in common. So by learning about these two different ones, you could decide which one is best for you. The second portion of the Sales Valley methodology is Lee generation and what Lee generation is basically generating leads, meaning generating appointments with different companies that you want to do business with , and we're gonna use cold emailing and throughout my experience, working in technology and being in a started myself. I've found that cold emailing is by far the most effective way to generate leads. The quickest, the different strategies like using linked in social media, Korean content, creating inbound leads. But if you want to figure things out really quickly, one of the best ways is to use outbound Lee generations with cold email. And I'm gonna show you step by step exactly how to do this, even if you don't have any cold emailing experience. And best of all, I'm gonna give you my best performing email templates that you can almost copy and paste for your start up and start generating the leads that you need. And finally, the last part is we're gonna show you sail skills. So this is everything that's gonna happen. Once you do generate a meeting and you are on the phone or in person trying to sell another company, your product or service in sales skills, we're gonna show you exactly what you need to do. The moment you meet someone and then identify their pain, figure out if it's a good fit to work with them, and then we're gonna show you how to pitch your product or service and finally negotiate a price and then close the deal so it's going to be from start to finish. So the great thing about the Sales Valley methodology is that it takes you from start to finish all the way from deciding what is the best strategy for you to grow your business. All the weights, you generating the leads to generate the meeting so you can try to sell your product or service all the way to sales gills and teaching you exactly how to pitch your product and convince people to buy into whatever it is that you have. And so, from a high level perspective, that's everything you need to know about the Sales Valley methodology. And as you continue the course, you'll see that all the lessons are structured into thes three different pillars. So go ahead and you know either watch him all through or pick the ones that are most relevant to you and just go from there. And so with that, I'm going to see you guys in the next lesson. 3. Introduction To Business Development and Sales: Hey, what's going on, guys? So we made it to the section where we're going to give you an introduction to what business development and sales is all about. Now, when it comes to the strategies you can use to grow your start up there essentially going to be three big, different ways, you are going to be able to do that. The 1st 1 is direct sales, which is your selling directly to another company. Another one is going to be business development, and this is where you're gonna partner with another company to reach new audiences, and the final one is going to be marketing. So let's go ahead and dive into each one so you get a better understanding of what each function is so you can figure out which one is going to be the best for your business. Now, when it comes to direct sales, essentially, what you're doing is it requires you to build a sales team when you want to scale, and when it comes to direct sales also is a little bit more transaction Oh, compared to strategic and when you are doing direct sales, the product or service that you're offering typically doesn't change too much. So essentially you're going out to different companies and you're selling the same product or service. Some people are going to say yes, some people are going to say no and you keep repeating that cycle. And so when you want to make money and direct sales, either you sell more of whatever you have or you get your current customers to buy more from you. So that's gonna be a brief introduction into direct sales. But don't worry, we will go into more direct sales strategies soon. Now business development. It's all about building strategic partnerships to reach another company's audience. And so what you're doing is you're going out and you're fine, different companies that you can't partner with, which is a little bit different from selling directly to them. And in a way, when you're doing business development, you're providing value to them and their customer base. But at the same time, you may also be providing value to your own customer base, and we will go into more examples of what exactly I mean in a bit. And finally, the last tragedy is a marketing which, essentially creating inbound leads from concentration, like videos and white papers and things like that. And essentially the goal of marketing is to generate leads for the sales teams to go in and close the deal now for the purpose of this course, and you were going to focus on the direct sales aspect of things and business development aspect of things. And this is because although they are different functions within a company, the strategies you can use to be successful at both of them are very similar. So what exactly is the difference between sales and business development? They sound similar. They sound different, but let's go ahead and dive into you know what exactly those differences are and what those similarities are, so you can decide which one you want to focus on for your start up. So let's go ahead and talk about sales. First someone sales. You're essentially selling a ready to buy product, meaning the product may have some slight variances and change. But for the most part, you're selling the same thing to pretty much anybody that fits your product market fit. So an example of this is that you're selling assassin software as a service software insurance consulting services or even physical products like Nike sneakers. Could be things from software all the way to physical goods that you can wholesale. So you can essentially go to all these different companies and sell the same exact thing to everybody, which makes it very simple. And so the typical process when it comes to doing direct sales is you go through a sale cycles, you talk to them, have a meeting. You make sure there's a fit than you close the deal, and in the future you will continue to sail the same product to them over time, or you will up so them in the future. And this is very common, especially in the startup world. For SAS companies or technology companies. You may go into a company and see if there's a fit, and then you would sell them something. And a lot of times as companies work by selling them a subscription model. So every year they would have to renew that's description. And so that's how a sale cycle would work. And, you know, if you already have a customer and to come out with new products, especially when it's and software you can hit them up again and then try to up sell them on whatever new products that you have. So when it comes to scaling sales, it does require you to build out your sales team because you want to dominate the entire world. You're gonna have to have a world class sales team selling to people all around the corners of the Earth. And that's how most startups do it when they focus on direct sales. So to further illustrate what exactly directs is all about, let's go ahead and give you a demonstration. So the sales person is one side and he's going to go out looking for prospects. And prospects are going to be people you've identified who may be a great fit for your product or service. So the sale person and goes out, tries to talk to the prospect, has a meeting with them and then, you know, does a little presentation and eventually closes the deal. So if they want to find Mawr customers, they got to find another prospect in another prospect and another prospect. So this is the same sales person going out and reaching out to different people trying to make that sale. And so what essentially happens is once he or she does find someone that is willing to pay for their product or service prospects going to give them money, pass it over directly to the sales person, and that's gonna be the end of that. So when you're trying to scale your sales team, essentially gonna hire, you know, 123 or multiple sales people and they're going to go out finding prospects who fit their product market fit. And if one person says no, they go to the next one and the next one, the next one, eventually going to get people who are willing to buy their product or service, and they're going to give them money and pass it over directly to the sales person, and that sales person is gonna pass it directly to the company that they're working for. But if you're working for yourself is gonna go directly to you. So that's everything we got to cover on sales. But let's go ahead and talk about business development and so I can give you you know what , exactly the differences and similarities between sales and business development. So when it comes to business of Element is going to require you to have more strategy to build a partnership with another company or another individual. So we're gonna do is you're gonna get this other company, you're gonna build a relationship with them and you're going to convince them to sell your product or service directly to their customer base. And it doesn't require you to build a huge sales teams to skill. And the reason why is because when you go to another company who has a huge audience or huge base, if you can get them to sell your product, then they're gonna do all the work for you. And so when it comes to business development, essentially what you're doing is you're Ebeling another person. A lot of times it might be even a sales person to sell your product for you. And so this is why one business development person can go out, make these business partnerships of other companies and scale because the other companies that their partner ring, we have already have a large customer base, and that's how you're going to get your foot in the door into huge audiences. And this is very different from direct sales because direct sales, you got to go to each individual and try to sell them directly. And so both sales and business development. One thing I want to let you know is they can both exist at the same time. Ah, lot of huge start ups and a lot of huge companies. Frankly, both have sales divisions and business development divisions because both of them can work and help each other out. So there's going to be four different type of business developments partnerships that you can utilize for your start up, and it's gonna be product distribution brand and channel. So let's go ahead and dive into each one. So you have a better understanding of how business development actually works. Product business development. Essentially, you're building a business partnership that improves the end product, either for you or the company that you are partnering with. And so what you're doing is you're increasing the value for the current customers, and you're going to attract new customers not only for the company you're partnering with, but you're also going to attract customers for yourself. So an example of this is when Spotify did a partnership with genius So if you guys don't know about the partnership, what essentially looks like is, if you ever use Spotify before on your mobile device, let's say I'm listening to Drakes passion for on the top part of the screen. What you're going to see is behind the lyrics, and it's powered by genius and you could see their logo there. And so what happens is when you play a song on Spotify and what genius essentially does. Is there Technology Company, a crowdsourced technology company where people can go in and write the meaning behind lyrics and the artists themselves can also input what they meant when they wrote the song. So when you're listening to the song, you could see directly what the artist meant when they were talking about it, and, you know, it goes a line by line. So this is a really great partnership, because genius, which is a start up essentially, who has all this data on the meaning behind lyrics, goes to Spotify and says, Hey, we have all these annotations of these lyrics. Do you want to implement them in your service? So Spotify says okay, and so all the millions of people who heard Spotify. Listeners are now going to have genius lyrics in their service when they're using it on their mobile device. And this is great for a genius because they don't have to go and get a sales team and try to sell all these different companies if they strategically find companies like Spotify or Pandora or a Soundcloud and say we can implement lyrics into the songs that you already have and they're gonna and the company is gonna be like sure than genius has access to millions of people who had made, maybe, never have heard of the service before. And so how it works is Spotify collects a subscription from the millions of premium listeners, and they pass over the money to Spotify and Spotify is going to pass a certain percentage or a certain fixed amount to genius because of that partnership. By integrating genius into their service, they essentially increase the value of the Spotify service. So it is a win win situation for both sides Now the other type of business development we're going to talk about is the distribution motto, and essentially what you're doing is you're going to gain new customers by getting exposure to other companies, audiences or customer base. And you're providing more vowed to your customers as well as another person's company. And so an example of that is distribution model behind Netflix. So when you think about Netflix, which is, you know, it's a larger company, but not too long ago, it was a startup. It's this huge platform where they got a lot of movies, a lot of TV shows and essentially got millions of paying users who go on every single day to watch Netflix. And so, if you are creating a new TV show or if you're a stand up comedian and you want to get mawr exposure, what you can do is you can partner up with Netflix and have them distribute your content onto their platform. And so, if you're sorry, if you're starting out creating a brand new show and nobody knows who you are and you want to get as much exposure as possible, do me a Netflix deal might make a lot of sense, because by purely putting it on Netflix, basically they're gonna promote you to all their millions of watchers, and you're going to get lots of views right off the bat because because you did that deal. So distribution deals are very powerful and that you can tap into other people's network and they can promote you. And why Netflix wins is because they're going to get all this fresh new content that may be only available on their platform. And so, if you're a fan of the TV show that's going to come out and it's only available on Netflix , and if you don't have Netflix, you're gonna have to go to netflix dot com and buy a subscription. And so it is a win win situation for both sides. Now the next type of business development deal we're gonna look at is the brand enhancing deal, and it's gonna be a partnership that improves a brand image for both parties that are involved. And so an example of this is the festival. Life is beautiful and how it books different music. Artist life is beautiful, essentially is a large music festival, and they're not quite as big as Coachella or another festival like that. But they are quite they're getting big, and there you pretty new on the scene and not as well known And so how a music festival which essentially they are him. He's a castle startup. How they essentially build out their name is there. They're gonna book really big artists to perform during their lineup. And if you are a fan of the artist, you might go to the music festival just to see them. And so if you look at their lineup, they're going to be people like chance to wrap earthy guerrillas. Lord Delinquent 82 Cascade was Khalifa. And so these are really big household names, especially in the U. S. Had a lot of people listen to. And so if maybe you have never heard of life is beautiful But you know that, um, you know, the Grella's just came out of there are hiatus and they're performing for the first time in many years. That's a moment where you're gonna want to go. And if the only place to see them his life is beautiful. That's where you're going to be. So from a brand perspective, life is beautiful. Gets all this brand recognition because they have all these top to your artists performing at their festival and for the artists they win because they did a partnership with the Life is beautiful brand and by performing at a festival, what they're doing is one they're getting paid. Number two. They get the credibility of being a festival performer so they could say, Hey, I performed that this festival Life is beautiful, this other festival, and you can go out to other festivals all around the world and say, Hey, this is my resume of where I performed. This is why you should book me for X amount of thousands of dollars. And so it's a win win brand enhancing relationship because life is beautiful wins by getting all these performers to enhance their brand by association, and the artists themselves get the recognition of performing at a big event like life is beautiful and it is win win situation on both cites. Another example of brand enhancing business development is, you know, Gary V. So Gary Vaynerchuk, you know he's been on the entrepreneur seen for a while, but recently he's been making a ton of content, trying to inspire people to become entrepreneurs or do what they love. And so he makes a lot of content on YouTube. Snapchat Instagram. He's basically he's got millions of followers all around the world. And so what he did is a partnership with K Swiss. So he is, I believe, the first business person to have his own custom sneaker. And so this is very powerful because as a business person, by being the first business person to have a sneaker deal, he's going to go down in history as the first, and so it enhances his brand. And now K Swiss is going to win because Case was is competing against Adidas and Nike. And a lot of the heavy hitters are dominating the scene right now, and they're trying to become relevant again. And so Case was may not be able to get a LeBron James or Kobe Bryant because, you know, one, it's expensive, and maybe they don't have the brand leverage to get those people. So what they can do is to go to someone like Gary V, who is getting really popular on the scene, especially in the social media world. And hey say, Hey, let's go ahead and do a collaboration where you're gonna have a K Swiss shoe, your own shoe line, and you're gonna promoted to your audience and because your audience, the super cool K Swiss, will then become super cool by association. So Gary with the winds because he gets a seeker before all the business people do and get his own line case Swiss wins because they get to piggyback off of Gary these social relevance in this time. And so it's a brand enhancing deal on both sides. Final Business Development Deal. We're gonna look at his channel partner ships and is a partnership where two companies where they have similar customers develop a relationship where one company introduces the other product or service to their audience and a lot of times is gonna work by a affiliate program. Or it's gonna work with a revenue share deal. So an example of Partnership Channel partnership is going to be Tai Lopez. Now we know a lot of people, you know. They may not have the nicest thing to say about Tai Lopez because his he runs a lot of ads and he's kind of cheesy in some senses. But you cannot deny that hiss Social media following across the board is giants. Not only does he have millions of followers on like Facebook, Snapchat Twitter Instagram. His email list has millions of people on it that are ready to buy whatever he has to put out. And so the another company, which is a start up called consulting dot com, they help other individuals become consultants. They have a product that is a few $1000 that they sell, and it's a e learning product. And so what they do is they go to Tylo pits and they say, Hey, but we got this product that's worth thousands of dollars. We want you to try to sell it to your millions of audience and hopefully a small percentage of your audience actually buys it. So Thai, Lopez says. Okay, sounds good. I'll do it if we do a deal where I get revenue share and you know they do the deal so tight , Lopez go out and he will promote consulting dot coms, products to his audience and his audience. You know a small percentage of it will buy it because they're a good fit for that product. And so what they'll do is the audience will give Tile, opens money to purchase the product, and Tyler is going to get his cut. Is going to give the rest to consulting dot com. And so that's a partnership where it's going to be a revenue share deal. Another channel partnership is Oracle. You know, the company that used to work at So Oracle. They do have a direct sales division, and they also have channel partnership divisions. So what happens is or cool will have a representative go out and find all these individual sellers that do not work at Oracle. So they find these resellers who are who are looking to make money and have a customer base . And so those resellers, what they'll do is they'll take a bunch of Oracle products and they will go to their customers and try to shop them around. And basically, if they see that another customer that they have might be a good fit for whatever Oracle was offering, they're going to try to sell it to that customer. And if that customer buys it, then they're gonna pass over the money to the reseller, and then the resellers gonna pass a cut of that back to Oracle. And the reason why this works very, very well for Oracle because essentially, once they develop the partnership with the worthies resellers, and they don't have to just work with one. They could work with thousands across the globe. These resellers are essentially going to do all the heavy lifting and trying to solitude their customer base. And because Oracle already created that technology and basically just allows other people to sell it on their behalf, they're just going to keep collecting money month over month just by building these channel partnership relationships. So to recap, everything that we cover these air gonna be the four different type of business relationships that you can look for. It's gonna be product distribution and brand and channel. So now that we cover the business development relationships, I one thing to note is that in the beginning we did talk about sales and what that similares and differences were between the two. And I want to say it might look like business development might be a more attractive route in that you're getting other people to do the heavy lifting for you before a lot of different start ups. You know, direct sales might actually be better for you. Business development might be better for you. It really just depends on your situation, your product and you know exactly what you're trying to do. And so in the next section, we're going to dive deep into which one you should choose other direct sales or business development, or maybe a combination of both to fit your start up so that you can grow and scale. 4. Should Your Business Focus on Business Development Or Sales: all right, so the big question that everybody has is should my business focus on business, development or sales, or possibly both? And it's really interesting question, especially when you're starting out as a startup because it's going to determine how you are going to grow, so to dive into it. What I want to do is I want to explain the strengths and weaknesses of both sides. So you have a really clear understanding of what you're getting into when you decide on which path to take. So the first thing we're gonna go into its sales, you know, what is the sale strings and weaknesses that you should consider when you're deciding to grow your start up? So when it comes to strings, obviously the sale cycle was going to be faster. And the reason is because you don't have to customize your product. You're selling the same thing over and over to everyone, and as you get feedback, you can improve the product. But essentially you're selling the same thing, and because you're selling it so fast relative to business development, you're generating revenue much more quickly. Whereas a business partnership for business relationship like NBD business development. You have to rely on other channels to generate sales for you, and then you're gonna get your cut. But if you're doing it yourself and you know what you're doing and you're doing it fast and you can generate sales for now and you don't have to rely on any third parties, which is a really big benefit for some people. If you don't have product market fit quite yet, it's a lot more practical because of seal cycle was a lot faster. So when you approach a company and you have a meeting with them, they're gonna tell you yes or no. And you're going to know whether or not you have a product that's actually scalable for your start up. Sales relative to business development is much more straightforward and simple. And you know it doesn't require you to do a lot of custom work or strategic thinking in that sense, although it's I wouldn't say it's easy. But you know it's relatively more straight fort, and when you do master CEOs, you got product market fit. You got your sales cycle down. You can really scale your business in a very predictable way when she start hiring salespeople and start training them the same way. And so once you, you know, if you are a master in sales and you become one you can really scale, your business is in a lot of companies, for example, or coal scale their business by really developing their direct sales. Now let's go ahead and talk about the weaknesses when it comes to sales. So with a big drawback, obviously is. If you want to scale, you're gonna have to hire more sales people to generate more revenue. And a lot times you may not have the funds to do that when you're hiring more people. Not only that, but you're gonna have to prospect into MAWR businesses to see if there's a fit on both sides. You have to send a lot of emails to get a lot of different meetings and really see if you can sell something there. And a lot of people you know they may not want to build their own internal sales team and use their own resource is to do that. You know, when you're building out a sales team, especially when it's internal, you're basically paying for these people to go out and sell your product, and if they don't sell enough product to cover the costs of themselves, then you might be taking a loss. If you haven't figured things out and each sales person may be losing you money every year if you do it incorrectly, something that maybe a weakness for some people is that because of product doesn't change that much. If the product is not good to begin with, it's very difficult to sell it. You have to make improvements. So by having a fixed product is good that it's simple. But if it's not the best product out there, that is gonna be very difficult to sell. Hiring a sales team and building it internally and getting them the prospect it technically is more work because it requires a lot more manpower compared to business development. There are shrinks, you know. The main ones, really, is that it's faster sales. Psycho generate that its sale more quickly. It's more straight for you can repeat the psycho and really scale up if you know what you're doing. Khan is really amount of resource is you have to have to scale, and that's really hiring salespeople So let's go ahead and dive into business development. What are the strengths and weaknesses in that? Some traces went for business development. You can actually scale your business without hiring a large sales team, and that's because you can get one person to go out and build these relationships with other companies, and those other companies may be able to sell your product for you. And so with that, it technically is less work because it requires less man power. But I wouldn't say it's more he easier, just less manpower. And so we're fizzes development. You can reach new audiences by tapping into other people's audiences, and you don't have to directly go into it. Other people will be selling for you. And also, when you do business development deals, it's really easy for you to leverage the brand of other business you're working with. For example, that genius and Spotify example genius can now go out to all these other companies and say , Hey, Spotify is working with us and you know, and essentially you can do that with sales as well. And business development is a lot more strategic versus repetitive sale cycles. So in sales you're basically going out and saying the same thing in doing the same dance over and over for business development, it's a lot more strategic thinking, and it requires you to be a lot more mindful in how you approach business opportunities vs for sales. You can keep repeating the process and make mistakes even improve on those mistakes. So you know it really depends on what your style is. It you like. If you're someone that likes to repeat things over and over and get better at it over time than sales is, might be a better fit. But if you're someone that's more strategic, and you rather make a couple big chest moves to get some big deals business of Elba, maybe the channel for you, let's go ahead and talk about the weaknesses. So business development. The sale cycles is typically much longer with them. When it comes to sales as because when you're selling something, you're basically just selling it. You're in and you're out. But for business development, you're developing a partnership, and when you develop these partnerships, they typically last for years, and it's gonna take a long time for someone to decide whether or not, they should work with you. You're gonna need a lot of internal resource is to afford the long term and potential revenue and future. And what I mean by this is that because of sale cycle was so long for business development , you may not be generating revenue right off the bat, whereas sales, It's something you can do because you get in, get the money, you get out for business development. You might be talking to somebody for months or years before they actually do. You do if you and so if you don't have the funds to fund your company until you get to that point when you start generating revenue of business, the velvet may not be the best fit. A lot of founders may not like this, but for business development, you are relying on the success of your partners, meaning if you work really hard to get a deal with of the really big company and if they don't do the job or they don't do what they promised they would do, then you put all that time into that deal and then nothing comes out of it. And that may be very devastating for a lot of people. And so, if sales, you can actually just do everything yourself and get the sales. Whereas business development, although you can tap into new audiences and much scalable way, if they don't do the job, then you're not making revenue anyway. But now one of another drawbacks is that it's going to take a lot of time to scale now. Business development is technically more scalable when it comes to go on your company, but it's gonna take a lot longer because you're gonna have to focus on a lot of key deals that may take months or years. Before you know anything fruitful happens. And the last part is, it's on Lee Practical. If you have product market fit, so in sales you can go out, try to sell something. If they say no, you can it array on your pitch or your product, and then you go back and do it again and again and again, whether for business development because of sale cycle was so long. Once you start these relationships, you want to make sure that you can actually offer real value and that you know it ready is a good fit, and it makes sense of work of each other from your end. So if you don't have product market fit business, the helmet probably may not be the best for you because other companies who are gonna vet whether or not they should work with you can see if it's not, and then you pretty much just wasting your time at that point. So again, you know, they're gonna be strengths and weaknesses When it comes to business development. It really depends on where your startup is and you know it may be for you may not be for you. So you really just gotta wait thes out. And so the really the main big difference between business development and direct sales is how the money is passed from the customer, the end user all the way to you. So in the wreck sales, you have you on the left corner, right, and you're gonna go out and find customers who may want to buy your product or service. If they like it, they're going to give you money and they're going to give it directly to you and you take all the money because there's nobody in between now, when it comes to business development, it's a little bit different. You're gonna be on the left side, and then there's gonna be this third party in the middle. And so what you're doing, you're going out to all these third parties and you're trying to sell them on your product or service and say, Hey, you should sell this to your customer base And so they're gonna go out and go to their customer base and say, Hey, we got this new product by this one person. Do you want to buy it or not? So the customary will say Sure, I want to buy it so they pass the money over to the third party and because there's somebody in the middle, they're going to give you a smaller cut and that's going to go to you. But even though you got a smaller cut of what the customer paid for, it's OK because the third party went out into the selling for you. So essentially they earned their peace. And so the you know, the main key differences between direct sales and business development is when you're doing direct sales, you have control. You have power of who you go after, how you go after them. And you have complete 100% control of whether or not you're making the revenue business developments a little bit different where you're relying on third parties to do a good job . If they do a great job, you may make a lot more money, but if they don't do a great job at all on day, they're just not really pulling through for you. Then you're not gonna make anything, and there's nothing is really not much you can do about it except try to find new partners , and they might take you a long time. And so that's the main differences I see when it comes to direct sales or business development. So if you got a product that you believe you can sell yourself and you could sell it quickly and you know you were somebody, I want to hire a sales team. The wreck sales might be a better fit, but if you're somebody that don't necessarily want to manage a huge sale seem and you want to be a little more strategic and just work with the key people who are gonna sell your product or service, See their customer base, then visit the velvet might be for you. So just look at your startup and see what's the best way to grow whatever it is that you have. And not only that, but you always have to think about what's the best thing for you personally, from a management standpoint or a personal standpoint. Do you like to go out and directly sell to people? Or do you like other people to do the selling for you? And so just think about those two things, and with that, you'll be able to await their decision on which one you should do. They are similarities between business development and sales, and that is the sale cycle between business development. Direct sales is very similar, especially when it comes to this course. What you're essentially gonna do, no matter whether you choose business development or sales, is that you're gonna cold email somebody you think will be a great fit for your product or service. Then you're gonna get a meeting with them and then, you know, over a series of meetings, a lot of things they're gonna happen like negotiation and presentations. Things like that and then a P, and you're gonna close the deal. So whether you're doing business development or sales, the sales process is the same cold email meeting. Close the deal, and then if you're in sales, if you called the deal, you get the money right away. If you're in business development, you lock in a deal where that person's gonna sell for you, and you should expect to get money over time. And so your company actually can execute business development strategies and sales tragedies like I mentioned before, similar to how Oracle does it. And I'll give an example of how the other company used to work at Lobbed it. And so for lob. There's two divisions this direct sales where if you go on lobs website, you can buy our products. You know? Sh right off the bat, right? And so what we do is we essentially provide a way for companies to send postcards. Elektronik Lee. So, rather than having to write it out, were printed out, you could send it as easily as you would an email so person goes on or they choose the custom enterprise tab. Someone like me would get on the phone with them and they might say, Hey, I want to buy 50,000 postcards per month. How much is that gonna cost? I'm gonna quote them, and then they're just gonna buy it, and then they're gonna pay me every single month for the postcards that they spot. And so that's that's how the Rex sales is gonna work. But when it comes to business relationship partnership, this is one lob did with autopilot. And so what autopilot is. It's a marketing software where people go on and they could set up these automated marketing triggers where if a customer does something on their website, then they might automatically get an email or automatically get ah, text message or postcard. And so if you notice how they built out that section up for the postcards, So it says here engaged at just the right time with personal email in at message as a mess and postcards. So when you think about that postcard section, what they're actually doing is they're using lobs technology and they're integrating it into auto pilot. And so from it for a customer who goes on autopilot, they're just gonna use it as is, they have no idea. Lob is working in the background to make it happen. And so when they want to send postcards on autopilot autopilots going to send a message to lob and then lobs gonna actually deliver on that postcard. But the end user does not really know this. So what lobbed it is? It provided value for autopilot in that it gave them the functionality to ad the ability to send postcards from their marketing software and makes it really easy for their customers to send these postcards. So every time an autopilot customer sends a postcard using autopilot, lob is going to get paid. And so this is an example of a business development deal because basically to make that happen, it's a lot of conversation between engineers to, you know, actually build this out and get it integrated. But once it's integrated, if people are actually using it, lob can expect people to use the postcards on autopilot, and they're just going to keep getting a check every single month for all the postcode that they send. So it's very different from direct sales because a direct sales I would go in. I would get someone by the postcards, and I would get out for autopilot. You know it's built into their software. So for the rest of time, as long as autopilot continues to use it, the LOB is gonna continue to get paid over and over when people use the postcard functionality on the auto polit website. And so even at the bottom right, you could see the companies that use autopilot like fresh cash crunch based lift Microsoft Patri on. So basically a lot can go out to all these other companies you know, in the case of a business development deal and say, Hey, Microsoft uses us, Lift uses us and actually, maybe they don't directly use lob. But because autopilot uses lob and their customer autopilot, they are technically a customer of law as well. And so, with these business development deals, you can really leverage these brands when when you tap into another person's customer base and then you could go out and it makes it a lot more easier to sell. And so doing both at the same time lobbed US direct sales and at the same time it does a lot of business development with these other startups. So when you think about growing your startup, you want, think about do people want to buy my product direct or doesn't make sense to be focusing on business development and trying to work out deals like lobbed with autopilot? And so once you get one business development, do you can get another and another and another? And that's how you really scale your business. Because once you get like multiple, huge businesses to continue to use your product every single month, that's when you reach true scale. And when it comes to direct sales, you know you're gonna have to build a huge sales team and just sell over and over and over . So just look at what type of company you want to build. And the really thing I want to stress is that you want to be mindful in how you do it. You know it. Be mindful in what type of company you're trying to build, what symbols reasonable for you personally and what kind of team you want to manage. And if you want to direct sales and you're good at selling, do direct sales. But if you want to visit development, do the business development if you want other people to sell for you. And so that's everything we gotta cover between the strengths and differences between direct sales and business development. Choose the one that works best for you. And essentially. I mean, if you wanted to, you could try Direct sale sees how it see how it goes. If it doesn't work that well, go to the business development to see how it goes. And if both worked really well, do both. You know, if you have the band with and your you know you have the funds and you can hire more people , you can do both and, you know, see which one works the best. So that's everything. Be smart. Be conscious. Pick the one that works for you. Focus on it and then move on from there. 5. Organizing Your Sales Process: Alright, guys. So whether you're gonna choose business development or sales as your main channel for growth for your start up Ah, both of them, I will say, have the same sales process. And so you know. Either way, whether you do sales or business development, what you're going to see in this next section you're still going to apply regardless of what you choose. And so basically the sales and business development process is going to be the same. And how it's going to go down is in part one. What we're gonna do is we're gonna learn Lee Generation and essentially, you know, when you're at a company or a start up, they're gonna be people who are sales of Element Wraps, also known as business of Albin reps. And what their job to do is to send quote emails to generate leads. They could also code car or use whatever formerly generation that they can. But for the sake of this course and what has worked best in B two B startups that I've seen sending code emails is by far one of the most effective ways to generate meetings so you don't have a team and you are, you know, so entrepreneur, or you're just starting out as a founder. Then you're gonna basically have to do the entire stack. So on beginning it's all about Lee Generation, and that means he's sending an email to get that first meeting. So once you mastered lead generation section, then your sale cycle is going to begin. And so, at a typical start up, essentially the different roles that will take part in the sale Psycho are the account executives, the business development, rap strategic partnerships, channel partnerships. So these are gonna be the actual people who are talking to another company trying to get that sale or trying to build that business relationship. And so, essentially the go. It's the bill business relationship and close deals. And so, you know, firstly, Generation Section is to generate the meetings and then the second part in the sale cycle. Your goal is to get the meeting and then close the deal and then the last part of the sale cycles account management. And these are people who are gonna be account managers. Customer success, perhaps, and their goal is to continue the relationship with the customer to continue to up, sell them on new products or make sure that they continue to buy from you. So for this course we're going to focus on is we're gonna look at lead generation and sales . And the reason is because I know a lot of you guys are starting out and you're building your teams. And so the most important thing is, how do you get that first meeting or how do you get the multiple meetings? And then how do you actually close a deal? And so we'll leave out. You know what to do after that. But, you know, I want to make sure you guys figure out how you can close your own deals before you try to upset anybody. What we're gonna go into next is the sale cycle. So once you do actually get the meeting with the quote email, which we have a whole section about in later, in this course, I want to give you a high level or review of what a typical sale cycle looks for a startup who is doing B two B sales or business development. So, essentially, you want to generate a meeting with another company with a cold email first. And then what happened is once you schedule a meeting, you will have a qualification call and a qualification call all year. Essentially doing is you're qualifying that company to see whether or not even makes sense . I have another conversation, and if it does make sense, I have another conversation, your transition, that call to another call, which is called the Discovery Call. And in a discovery call. Essentially, you are discovering all of the pain points that a company has in death and trying to see how you may be able to solve their solution. So the difference between the qualification call and a discovery caused, and a qualification call you just trying to see if it even makes sense of talk. It could be, you know, it could be a five minute phone call. Could be a 10 minute phone call. And if it does make sense to talk you a transition into a discovery call, which startups usually take 30 minutes or an hour to really dive deep deep into that customer's pain so they could really figure out how to solve their problem. Once you do discovery call, the next logical step is to do a presentation based on what you've learned in the discovery call and after the presentation. If it makes sense, you can actually just close the deal right there if that your sales psycho is short. But a lot of times it may not be able to close right there if you have a longer sale cycle . And this is especially true when the customer wants to have follow up cause they want to negotiate the price and and agreement terms with few. Or they wanna have implementation calls and how, exactly they're going to use your software and integrated with everything else that they have. And so after you finish those follow up cause than the deal will be closed. And so this is typically the sale cycle. The majority of technology startups, especially in Silicon Valley, used to sell their products, and you could also use this for B two B sales, where you're just doing direct sales. But it also works for business development, because if you think about it, the process is exactly the same. You send the email, you try to see if it makes sense the work of each other. You dive deep into their pain. You give him a presentation about what you got in how you can solve their pain, and then you do all the negotiations and follow a cause, and then you close the deal, and what's the deal is closed for a sale cycle for direct sales, you're gonna get the money right there, and then you implement your service. And if you're doing business development, you're gonna get the deal right there, and then you're gonna have that agreement where they're going to sell your product or service through their customers. And then you can expect to get your return on investment over time. And so now they understand that sales cycles here are the best practices when it comes to developing your sales and business development function of your business. If you're the founder, you must be able to sell your product or service before you hire anybody to sell it for you . And this is really important because a lot of founders they may not be salespeople. They might be more technical, especially in the startup world, and they feel like they can just hire out and get someone else to sell their product. The truth is, if you can't sell it yourself, then you should not expect another person to sell it for you. Ive no matter how good they are in sales, because it might be that your product is unsellable, so you have to be able to sell it yourself before you hire anybody else to do it for you. Even if you're not the best in sales, you have to have to learn how to sell yourself. The second thing is, when you're hiring SD ours, you know sales development reps or account executives. You want to make sure you hire two at a time, so this could be people who are going to be sending the cold emails, and it could be the people that closing the deals. The reason why you want to hire two at a time is because if you hire one at a time, you know they may be successful. They may not be successful, and a lot of times when you hired the second person, let me give you example what typically happens. You might hire one person. They may be super super successful, and then when you hire the second person, that person completely fails, and you're gonna wonder, why did one person succeed in Why put one person failure and you're not really sure, And it's hard to figure out. But if you hire two at a time and you're teaching them the same things and they're both performing really well, you can know that you're building a scalable machine because you know, if it works for two people and they both work hard and they obtain success, then you have something that could be replicable. But if you only hire one at a time, you know there's so many factors to why people succeed in sales and that if you hire one at a time, you don't really know why one person succeeds and the other person does it. So by hiring to you, you increase the odds of understanding the why behind why people succeed at then you'll be able to scale. And so when it comes to scaling, an important thing is you want to separate Lee generation from the sale cycle, meaning you want to separate sending out those cold emails to generate meetings from actually taking the meeting and closing the deal. They're two very different functions that require different energies from the brain. And so if you try to do both at the same time, it's very, very difficult. And believe me, I had to do both at the same time and makes a lot more sense to have the whole team. All they do all day is generate leads and another team. You know, all they do all day is take meetings and close deals. And most start ups do this because they understand that this is the most efficient way to split people's time. If you're just starting out as a founder or you're just starting out your start up, you want to focus heavily on lead generation. So this means you want to generate as many leads as possible. And you want to build a Lee generation machine to get meetings every single month over, day in and day out. And even when you have deals that you know began in the sale cycle, you still want to focus on lead generation because you wanna build as much pipeline as you can in the beginning. So you have a lot to work with because not everybody is going to close. So again, if you're just starting out focused heavily on lead generation. And do not fret. I will show you how to generate leads with quote emails later in this course. That's everything we have to cover when it comes to Becks practices. So you learned. You know about the sale cycle, you learn about the best practices and you learned how to structure your BD team or your sales team. No matter which strategy you go, wolf. And now we are ready to move on to the next section. 6. Setting Your Goals: alright, guys. So now that you have an understanding of what sales and business development is all about, the next part is all about how you can set your goals. Now, if you ever watch the movie Alison Wonderland, there's a scene when Alice goes into a fantasy world and she's encounters a cat and they can ask Alice, where are you going? And Alice replies, Which way should I go? And the cat comes back with that, the pens on where you are going and Alice says I don't know. Then the cat says, then it doesn't matter which way you go. And so in this film, the really important lesson I want to drive home with you guys is if you guys don't set ago on what you want accomplished for your business or for your startup, then you know there's no reason and why you should learn any of this material here. It's really important to have a direction on what you're trying to do, whether it's the grow, really big business, or build a business that is sustainable for your lifestyle. Whatever it is, just make sure you define it very clearly, and so the reason for why you want to find your goals very clearly is because as you continue to take this course, you can think of your goals in mind as you learn the material. And so some things are going to be more applicable than others. And so, by defining your goes, you know what is the most important. And you can focus your attention there to gain as much as possible as you take this course . And so how you gonna define your goals is you're going to use something called a smarts. Go and smarts is the acronym, and I'm going to show you exactly how to do this. The first partial. The first portion of the smart goal is you want to be specific, you know, you want to know exactly what you want to accomplish. The second thing is, whatever it is you're trying to accomplish has to be measurable, like how much or how many. And the third thing is, it has to be achievable, you know how realistic is this gold? Next is relevancy and relevant. Why does this go Mather to you? Because you can't be doing something generally just for no reason or else you're gonna burn now, Are you gonna get tired or quit when things get tough, so has be relevant for you and your everyday life. The next one is time bound, you know, When will you accomplish this? Go set a definite time on when you want to get things done. And lastly, share your goal of someone you trust and because by having that social obligation to do what you tell other people, you will do your much more likely to accomplish your goal. And the important thing to know when you are setting your goals is that you can factor in your financial goals. But it's more important to focus on behaviors and why I say that is because you cannot control how much money takes out of their pocket and gives you. But you could control everything that you do and how you behave on everyday basis to achieve whatever it is you're trying to accomplish. For example, you could wake up early every day. You can work hard every day, but you can't convince someone to take out $100,000 out their pocket and give it to you. And yeah, like I just mentioned focus on behaviors you can control, and the results that you are looking for will come as long as you are committed to your goals. And so you wanna have a professional goal and on a personal go, So I'm going to give you my professional go. When I was starting out in sales at the time when I was at Oracle, my financial goal was to hit 150% of my yearly quota for the year. But more importantly, I want my sales ability to be ranked at the top 1% at Oracle within my next year. I don't necessarily control how much money people give me. So that's why the quota part wasn't as waited. But the important part was I wanted my ability to sell to be ranked at the top 1%. And so to accomplish is what I wanted to do was I would read to sales or communication books per month. Take three sales master courses within the year, practice my sales skills either with customers, peers or on my own five days a week without fail. And so you know, things I would do is practice and record myself and you know, watch myself in the mirror and and get better and better over time for the goals matter to me because And this is the relevancy part because I wanted to gain the skills today so that in the future I would be in the position to inspire others and showed them how developing their communication skills can drastically improve their lives. And I like I mentioned in beginning of the course, you know, I'm only goal. My mission in life to win is to inspire others. And how I was going to do that was first, to develop my sales and communications skills by working on things our behavior based like things that I can do to become better and not focusing on the financial goals than this smart SCO was really relevant. To me, known example of us personal smart goal is no matter how much effort I put into my career, I will protect my weekends for fun activities with my friends and family. I will exercise a minimum of four days per week. I will visit my family in Los Angeles at least once every two months. So you know, for me, work is very important and, you know, I'm very ambitious person, but at the same time having a personal life and family and friends and make making sure those relationships are good are very important for me. So no matter how hard I work, I wanted to make sure that all those relationships that I find valuable are continued to be there As I get older and these goals, it's important for me because I want to have a balance between my career, my personal life, in my health and, you know, honestly, my opinion, by focusing on balanced life, then you have a lot more energy when you work in. You know, you're a lot more fulfilled when you spend time with your family and it just overall in stepped in a happier life. And again, you know, this is my personal goal. You know, you could choose whatever you want. Maybe you wanna also have a balanced life. Maybe you want to focus really heavily in your career right now. Then focus on other things later. It's all up to you. But you know, the more important part is to set your smarts, go for a professional and personal standpoint. I'm going to go ahead and attached a pdf where you can fill out your professional and personal smart goal and, you know, have that on record so that you could be held accountable to yourself for it. 7. Prospecting with Cold Emails 101: sending a code email is a lot like talking to a pretty girl. Well, let me explain. So if the guys at a bar and he finds a girl attractive, obviously he wants to talk to her. But a lot of times this person doesn't because they're afraid of being rejected. And, you know, if they're rejected, they look stupid in front of everybody. And because of that fear, they just don't do it at all. So cold. Emailing is kind of similar because people are afraid to send e mails because they're afraid that no one is going to respond or that they might get a negative response. And somebody might say, Hey, don't email me, Never talk to me again. It's important to recognize this and break out of this mindset because what determines how successful someone is, and sales, especially when it comes to cold emails, is their attitude towards the situation. And so we're gonna dispel a lot of the misconception and miss believes about coat email so that you could have the right mindset and be successful in getting these meetings. And so the first thing is the fear rejection, right? You send an email you're afraid to get rejected. What do you do throughout this entire program we're gonna teach you is exactly what people are thinking When when they receive a code email and whatever they respond with, we're gonna have an email script for you to reply back with. So basically, when you finish the master, this master class, you're gonna know exactly what to say and pretty much 99% of the situations you're gonna come across with emails, so there's nothing to fear. The second thing that people often think about is why would anybody respond to a code email , Right, Isn't that strange? Is they don't know who you are and you're trying to get their business. Why would they do business with you? So a really big mindset shift that you have tohave here is that rather than thinking, why would anybody want to talk with you if they don't know you? You want to think like whoever you email. They're lucky to receive your email at. The thing is, people who run businesses are always looking for ways to either save time and money or make more money. And so, if you have a product or service that does those things. Of course, they're gonna want to talk to you conceptually. If you go up to somebody and say, Hey, I could save you a ton of time, save you a ton of money and I have a couple of ways for you to make a ton more money than you are making. Now, do you want to have a conversation to see how we can work together? So in that situation, that person will obviously Yeah, of course. Why wouldn't I want to save time and money and make more money? And so when you're sending these cold emails from a mindset perspective, you want to think that you are truly helping whoever you're reaching out to and that you could provide excellent, excellent value. And the trick is that you actually have to have a good product or service to believe in this. And once you know you have a good product or service, sending cold emails from a mindset perspective is gonna be really easy because you're actually doing people a favour. You know, people will be delighted to take your meeting and of course, it's gonna take time to develop this mindset and to develop the right techniques and strategies to get there. But I'm telling you, you know, you have to be patient with this for me. It took me a couple of weeks before I really started to get some real results of email. But after I learned and I taught people exactly what I did step by step, they were able to get results immediately. Meaning they're literally the first batch of emails. They're getting responses, but it doesn't necessarily happen so immediately for everybody. Some people, depending on their industry, depending on the business, it might take a little bit longer. So I want to set the right expectations for you guys that some of you guys will get results right off the bat. Others might take a couple weeks. It might even take a month. But remember, it takes hard work and it takes patients. But I know for sure. If you follow these instructions that you're gonna learn in this entire email course, I promise that you're gonna get success is just gonna take a little bit of time. Hey, what's going on, guys? Some of the section we're going to give you a crash course on what it means to be prospecting wolf cold e mails. Now, the main goal that you want to keep in mind as you're thinking about your cold email strategy is the goal is you want to get a meeting with a company to see if that makes sense to work together. Now again, I'm not saying that you're but you're not begging for anybody's business. You're not trying to sell anything quite yet. All you're trying to do is identify a company, and you're just trying to see if it makes sense toe work of each other. If it's beneficial for both sides, then it might make sense of work with each other. But in the event you know, you email somebody and they tell, you know, that's totally okay because you know it doesn't make sense to work with each other. So if you hyper focused on this goal and you know you're not pushy, you're not being a sales person. But you're really just trying to see if it's a good fit. Then people are a lot more likely to be receptive to your cold emails. When you're cold emailing people, you're sending a cold message to people that they have no idea who you are, and a lot of times they may not even know who your company is, and you're just trying to see if it makes sense of work of each other. And that's the only goal. And so if a cold email once you're able to get that meeting, whether it's in person or over the phone, then you could really have ah, riel conversation on whether or not you should work of each other. In some cases, it might make sense of work with each other. Some cases it may not, and that's totally okay. And so that is the main go. You want to keep in mind now when it comes to the cold. Email fun? Oh, there's a process that it takes to actually get that first meeting. And so the first part is you're sending the email right? You're sending emails to all the people you've identified who you might think will be a good fit for your product or service. And the next step is the prospect, which the person you're sending the email to will open the email and not everyone's gonna open it. It might be 30%. If you're good, it might be 70%. So it really depends on your industry and how high quality your email is. And the next step is. If the prospect opens email, they're going to respond to that email and they might say, Hey, it's not a good time right now maybe in the future. Or they might respond to say, Hey, let's do a meeting this week So that percentage, maybe around 7 to 9% and that's the statistical average were B two B sales in all types of industries. And finally, you know, if that prospect is receptive to your cold email, they're going to schedule a meeting with you. And you know, you could discuss over the phone or whether it's in person to see if it makes sense to work with each other. So this is a four step process that you want to take your cold email funnel, too. So when you divide them into four different sections, you can see which part you're doing well, in which part you need to improve, and you can continue from there now to give you an example of how this works. Let's say if you send a 100 emails, 50% of the people, you send it to my open that email out of those 50 maybe 7 to 9% are actually going to reply to that email. So that's gonna be four people and out of those four people, you know, half of them. I actually want to schedule a meeting with you. And so this is an example of just you know what it takes to be successful in cold emails. Sometimes you might get better results you might get, you know, more than two meetings after sending 100 emails, you might you know, you might not get any meetings, so it really is a trial and error process. But as long as you understand the system and you're willing to put in the work, it is going to work for you. 8. Building Your Lead Generation Machine: Hey, what's going on, guys? So if you're familiar with Henry Ford, he invented the Model T, which is considered to be the first affordable car in the entire world, and how he did that was he developed a system and methodology called the Assembly line and in the assembly line. Why it was so genius was because everybody who worked on building this car knew exactly what they were building and what they were doing. And if there are any kind of mistakes, or if there any bottlenecks in their system, you could easily figure out where that bottleneck was and make a change right away because there was a system that was very efficient, and it was really easy to make approve Mints upon the system of the entire world took inspiration from that motto, and it completely changed the way companies do business today and similar to how Henry Ford was so successful with the Model T. By developing a system for the lead generation machine, hence the word machine. We're also going to build a system, and the reason why a lot of people fail females is because you know they'll send the email here and there at random times whenever they want. And they can't really tell if they're sending enough emails or if they're sending the emails at the right time and really, without a methodology to sending emails, you know, you just don't progress and you don't get the meetings that you want to get. And so, by having a system, which is what we're going to create today, you're gonna be able to figure out why people are responding, why they're not and what you can do to increase the rates of which you get meeting so you can get more sales. So there's two different types of Lee generation prospecting that you can do in the lead generation machine that we're gonna learn today. The 1st 1 is going to be whale hunting, and the reason why I call it whale hunting is because you're going for specific companies that you really feel like would be a great fit for your product or service. Typically, household would go about. This is if they have a history of customers that you know, they already know that their product or service fits and they're finding more similar companies like that or they really have a strong judgment on who their product is for. And so when you know exactly who your product is for, you can focus on specific companies and increase your rate of actually getting a meeting with them and eventually getting more sales. You would want to focus on only 20 companies maximum at a time if you are well hunting. And this is because when you're writing these emails for these whales, your writing each one specifically tailored for that individual company, it's so if you're going for these whales, it's a lot better if these companies are going to make larger purchases, where if you go for 20 companies and maybe only three or four of them actually buy something for you, that's gonna be a win so you don't want to go for Companies are too small in this situation where they're not gonna help you hit your financial goals. You want to hit the ones that can totally blow out your numbers on the water. Back in the day at Oracle, I was selling H R software specifically for hospitals in California who had 2000 or more employees and had an outdated H R software that was about 10 years old. So in California, there were actually more than 20 hospitals who fit this specific customer profile. And those are the people that I went after. And this is good because I knew exactly what the pains were without these hospitals had when it comes to HR software. And I knew that my software was able to solve that pain Kind of like a doctor. And so when you know specifically who you're going after is gonna make emailing a lot more easier when you are hunting for whales. So to summarize, well, hunting go for 20 at a time. Hyper focus on writing tailored emails for these 20 companies and you want to really make sure ahead of time and do the research to make sure that your product or service is a good fit for their company. And the second type of prospecting is caught fishing. And the reason why I call it fishing is because you want to think of it like you're casting a net into the ocean. You have a general idea that there are fish in the water and you're kind of throwing in that in there. But you don't know exactly what's going to pop out when you pull that net out of the water . Could be salmon. It could be, too, and I could be a tough in or some lobsters it. A strategy is used, typically used for start ups or people who are offering a new product or service, and they're trying to find a market fits. So I'm gonna go ahead and give you example. So let's say you are selling a scheduling software. It helps small medium business and schedule appointments and classes. So you might think one day that hey, so one day you might think, Hey, my scheduling software may be really good for all of the small medium business yoga studios in America. So you might want to start of California and send maybe, like a couple 100 emails to all the yoga studios in California. You don't know if it will work or not work, but the beauty is that you're sending a high velocity high volume of emails tailored for that specific industry. Some people may respond. Some people may not respond, but depending on what you get, you're gonna know if that's a good market for you. and if they're not receptive to it, you just go to another industry. So when you're fishing, you want to think of it like you're not exactly sure who your customers should be. So that's what you're not writing. Extreme tailored emails, each individual company. But you're writing it for an entire industry or entire customer profile, and you're sending it to all of them, and you're seeing if it works or if it doesn't work, depending on your results, you're gonna tweak it a little bit, make it better and send out another batch of emails. So when you're fishing, you might be sending hundreds of emails a day, depending on how fast you are again. It's all about high velocity and figuring out who the best fit is for your product, and this also works If you're sale. Psycho is really quick, and you could make the CEO just like that. Then you know, if you're going for a high value approach, then you know the email quality is a little bit lower, but you hit more people so you might be able to generate more sales. So again you know the wheel strategy versus the fishing tragi they are both really good, but it really just depends on where you're at in your business. So if you know who your ideal customer is, obviously you want to go with the whale strategy. But he was still trying to figure it out as a start up. Or you're just starting up your business than the fishing strategy might be. A little better. You might have to send more emails, but eventually you'll figure things out, and then you can transition into a whale strategy as you move forward. So one of the most important things about prospecting is having a consistent schedule. Now, a lot of sales people that I talked to, you know, when you start to get excited and you send all these emails and then, ah, lot of people kind of fall off and they don't stay consistent. So the most important thing here is the have pig headed discipline in consistently sending out these outbound emails. So if you're a sales person or you recently started a company and you're just starting out doing outbound emails, I recommend spending all of your time prospecting, and the reason is because you want to build the top of your fun. Oh, you want to establish business relationships with as many people as possible so that you can choose who you work with. So once you get a little bit more busy and you stand your first batch of emails out and people want to do business with you, then you could figure out how to allocate time to prospecting and, you know, handling deals and doing business. So again, if you're starting out, spent all your time prospecting, build the top of your funnel. And from there, as you start to get more customers and you have more clients, then I would actually spend the 1st 4 hours of your day responding to emails and sending out more emails and spend the rest of the day handling the business activities. And the reason why again you want to be very aggressive with the prospecting is because you want to have an abundance of people that you can work with so you don't get stuck with bad clients or, you know you have more opportunities to make more money than that's how you're really going to scale your business. Spend the 1st 4 hours prospecting and the rest of the day handling your business activities . I know it may seem like a lot, but trust me when you have the option toe work with anybody you want and you could choose the cream of the crop, then your business is just going to take off. So when it comes to when to send your emails from my personal experience emailing many different type of industries, the best that works for me is sending an email in the morning. So I live in California in America and I am in the Pacific time. I typically schedule my emails between 6 a.m. To 7 a.m. And the reason is because when you're sending at that, early people in central time and Eastern time are also in the morning. And so you're able to hit three different time zones and have them all sent out in the morning. And so you want your email to be in their in box, and it's typically for people who work. It's the first thing they do. They check their email to see if anything important is going on, and they said, you're if they see your email in the morning, they're more likely to respond compared to the middle of the day. Sending any email in the morning is going to be a lot more effective than sending it in the afternoon. But I have seen people send emails in the evening that works, too. But for me personally, I like to send it in the morning so that I can handle the responses throughout the entire day. And when it comes to when exactly you should send your email statistically, there's a lot of research that proves that it doesn't matter whether you send it on Monday , Tuesday, Wednesday, Thursday or Friday. A lot of people make the misconception of, you know, not wanting to send an email on Monday because they think people are bombarded with emails or they don't want to send on Friday because that's the end of the the weak. And people are interested in email. The reality is you can send it Monday through Friday, and people are still likely to respond. Of course, every industry and be a little bit different. But for the most part, I would use that rule of the and you could also send emails on the weekends, Saturdays and Sundays and I found Sunday at around eight PM when people are catching up on work before they get into the office on Monday is pretty effective. But for the most part, for me, I don't like to send emails on the weekends I stick with Monday through Friday, 6 a.m. to 7 a.m. on the Pacific time. So depending on your time zone and who your ideal customer is, you want to just convert that into the proper time zone. But that's essentially my prospecting scheduled that works for me, and I'm sure it will work for you as well. So the typical response rate for well written email is around 7 to 9%. This means that if you're sending 50 emails, you might get around four or five responses. Out of those four or five, you might get between two or three meetings. So think about it like this. If you send out 50 emails, you might get around to the three meetings out there and again, even no matter how well written these emails are, a lot of people take meetings for unknown reasons. When you email them, they might be perfect timing and they might be looking to buy or for other people. They may have just bought a competitors product, and they don't need anything from you, so you can't really know for sure unless you send the first email. But again, it's It's a numbers game, right? And no matter how good you are and copyrighting and send these emails, you have to know that not everyone's going to take a meeting with you. So that's why you have to stay consistent and constantly stay on top of your prospecting. So do you have a pool of people toe work with? So that's everything that we're gonna cover for, when to send your emails and what time to send them on what day to send them. And the main important thing is to stay consistent with your prospecting activities. Even when you start getting clients and you start getting business because you don't want to be on a roller coaster, a lot of people make the mistake of doing a lot of prospecting, thinking they have a lot of customers, and then when they fulfill those jobs, they have to go back to square one and start prospecting again. And so their revenue goes up and down, up and down. So to prevent that, you want to stay consistent and constantly be prospecting so that you always have people toe work with. And you can be picky on who you work with. So you that you could work with the best possible clients. Hey, what's up, guys? So in the section, we're gonna show you how you're gonna build your hitless. And essentially, it's just gonna be a really simple way for you to keep track of all the people that you have been contacting. Now, you can either do this in a Google, she or excel she Or if you have sales automation tools, you could go ahead and use that as well. But for the sake of this course, I'm gonna show you how to do it in a really simple way, purely using Google sheets or excel. So the thing you want to think about when you're starting out with your hit list is you want to work in batches. So the problem that most sales people have is they find someone they want to email, and then they send them an email and then they find another guy. They sent him an email, and this is a really tedious process, and it takes a lot of time because you're constantly switching task. So what we're gonna do is we're gonna do a system where you're gonna find information in batches and you take it once about a time. And so it was going to save you a lot of time. So the first step you want to do is you want to start with the basic company information, meaning you want to build a big list of all the companies you want to reach out to. Once that batch is done, the next step you're gonna take is finding stakeholders or decision makers at those companies and finding them all at once. So this means if you start off of 100 different companies that you want to reach out to, that's one batch, Then the next batch is finding all the stakeholders at these 100 companies put a meaning to your ex. So she that's the next batch. And finally, you want to find the stakeholders email address so that you can finally email them and I'm gonna show you exactly how you're gonna do every step of this in this entire course. But for now, let's go ahead and go into Excel or Google sheets and show you exactly how this looks like . Alright, guys. So as you can see, I'm in Google Sheets right now. The first column you wanna have is the company. So here, you want to just batch up all the companies that you are targeting on this list. The next step is to find the state quarters, which is their first name and last name. And then you would just put him on this list as well. Also put in the position So you know exactly who you're talking to. Next is gonna be the email. Find this person's email, put it on the list phone number if it's available. This outreach section is where you're gonna put how many times you reached out to a person . The reason why you want to do this is because you want to keep tabs on you know how often you're following up on your prospects. So this has contacted parties. Where you just gonna put when's the last time you actually talked to them and you want to just keeps halves of this to know how often you're reaching out and when you're reaching out. In this habit, put the deal size because you want to know how big is this deal? So you know how to prioritize your time? I put a little note section of years. You put whatever you want about the company or the person. Finally, I put the website of the company in the last section, just in case I need to reference it. So I'm gonna go ahead and touch this. Excel she onto this course and you'll go ahead and just find it. Feel free to just use it and plug and play and just use it how you see fit. And don't be afraid to change up the different variables and columns, depending on what your business is or what product or service you are selling. So that's everything on building your hit lists and let's go ahead and move on 9. Finding Companies to Email Part 1: so generally, when people are getting started with cold email for the first time, they usually ask me, Hey, Patrick, I want to do cold emailing, but I just don't know who I should email. Where do I start? And so in this section we're gonna do is cover exactly who you should target to get the most amount of reward for the time you put in. So we're going to introduce to you the ideal customer profile, also known as I C P in the sales world. So for an ideal customer profile, generally, what you're doing is that your identifying or creating some type of avatar of who you believe will be the best customer for you. And so, basically, you're trying to figure out what your product or service is and who best you can serve, and those are the people that you're going to go after. The reason why you want to do this is because you don't want to waste your time with people who just plainly aren't a good fit for your product or service, and you want to go for people who are really likely to buy. And so when you're mapping out your ideal customer profile. You want to map out the characteristics of your top 5 to 10% of customers, meaning that you know, if you already have customers, look at who is generating the top 5 to 10% of the revenue and go for people like that. You don't want to waste your time with the other 90% because they're just not going to really be that impactful to your business. So focus on what's working and hyper focus on that, and that's how you're going to scale up. And it's like in part, to really pay attention to is you want to go for people that have the high likelihood of purchasing, meaning that certain potential customers that you might talk to there may be certain deal breakers that make it very unlikely for them to purchase your product or service. So you want to just go for the people that you know have a high chance of buying, because why would you spend time on people who aren't going to buy anything had off, And so when you're creating the ideal customer profile, there's a lot of ways you can slice and dice it and it really depends on what your product or services and who you're trying to serve. So I'm gonna go ahead and give you an example. One. And again, the variables will differ depending on what you're selling. That same idea Tiger customer is you know, they work in X industry. They have X in yearly revenue. They have x amount of employees on a special thing. Might be they use cripple currency to accept payments. So you might be only targeting companies that use crypto currency for those things, depending on what you're selling. And the last part is currently experiences ex pain caused by a wide problem. And this is really important because when you're thinking about prospecting and sales in general, you want to look at where people are facing the most pain. So where does it hurt the most? And, you know, the more hurts, the more likely someone is willing to spend money to solve that problem. So, you know, not only are you selling something, you want to think of yourself as somewhat of a doctor and you're solving somebody's pain. An example of that would be using the ideal customer profile that I created would be. If someone accepts crypto currencies to accept payments, they might be experiencing a really big problem of being hacked and someone stealing, stealing all of their data on their customers. So if you are a criminal currency consultant, you might be solving that specific pain and preventing their system from getting hacked, because if they get hacked, their business is dead. So that's just an example of how you can think about your ideal customer profile again. You know, you could swap out the different variables like, you know, adding things like their geo location has to be in California or New York. Or, you know, Or it might be you only target companies that use Oracle software, so whatever the case may be, you want to just slice and dice it so that it makes sense to you. But the main point is your song for someone's pain, and you're creating all these variables of what fits your ideal customer profile. And so as you get an idea of who this person is, things are going to get a lot more easy. The reason is because of something called the network effects. A network effect is essentially When you start getting your first few customers, you start your company or your brand starts developing logos. And so the more people you work with in a specific nish, the more other people want to work with you. So, for example, let's say you're selling a service to all the doctors in Los Angeles. So if you have the top doctors in California in Los Angeles using your product or service, all the other doctors are going to want to use your service as well. Because if the top people are using it, they're going to think, Why don't I use it as well? I'm falling behind the competition. So the more locals that you're able to get, the easier it is for people to you. I want to work with you because you're building back credibility. And so to recap, everything. Building an ideal customer profile is probably the most important aspect of prospecting because its defining on what type of companies you are going for and is going to give you a data set so that you know exactly what's working and what's not. And if your first idea customer profile isn't working for you, then you could make some changes to the variables and then go out email more people and you . You know, it's slowly start testing to see what is working. That's everything you need to know in creating your ideal customer profile again, customize it to whatever business you're in and what you're selling. So the most important thing is toe have this in mind as you move forward and and you start building your list of people who you're going to reach out to. So when I first started in sales, I remember I cold emailed this financial tech company who I thought seemed very promising for the software that I was selling at the time. So they agreed to a meeting. We got on the phone and they seemed like they were on board. And the thing was, every week they would want another meeting with me, another meeting with me and they required so much time. And the thing was because I didn't really have too many options. When I first started out, I just kept investing time into them, believing that they would buy something with me. In the long term. It would be all worth it in the end. They took so much of my time, and in the end they barely bought anything. It was complete waste of my time and in parallel. I remember I emailed this other company who bought way more software than the 1st 1 did in , just like in a fraction of the time it. So in one company, I put in a ton of effort, barely got anything out of it. And on the other side, I put very little effort and got a ton out of it. And so this really got me thinking about how I thought about how much effort I was putting into, ah, potential customer and how much revenue I was generating from it. And it led me to a graph that I created for you guys. So this graph is called the effort versus revenue graph. And on the left hand side, where it's the vertical axis, that's how much effort and time you put into your deals. And so on the bottom, it's going to be revenue. So in beginning the first company I was talking to, I put in a ton of effort and got very little revenue out of it, and so in this quadrant. This is where you do not want to be. And so over here it's gonna be companies where you put in low effort. But then you get low revenue, which isn't the best, because you want to maximize amount revenue you put in. But then again, is low effort. So it's OK, so next spot is going to be high revenue for high effort. And so this is where things become a little bit more lucrative. But you gotta put in the work. And finally we got the high revenue low effort, and then this quadrant, this is where you want to be. So when you think about where you're putting your time into your deals and who you're emailing, you want to think about the companies that you feel like are ready to buy where you don't have to invest so much time and effort into them, and they're going to give you a high return. And so, as you think about your prospecting strategy and who, exactly you're gonna email, these are the aspects you want to think about so that you go for the people that can give you the most revenue for the least amount of effort and so bring it back. One thing that's really good about outbound emailing is that you get to choose who you work with, meaning If there's someone who's just wasting your time, they're kicking tires. Just let them go. Because when you have the outbound email strategy, you just email 100 more companies who have away more potential to generate you more revenue . You want to think in abundance mentality. You know, don't just spend all your time on deals that on companies that you start to work with in the beginning, just because that's all you got. You want to think like you want to keep emailing more and more people so that you have options. You got a prize yourself and think of yourself as someone that really provides value and that wherever you work, if they're lucky to work with you and so when you develop that abundance mentality, you're going to start thinking of your time is very valuable, and you're only going to work with people who respect your time and where you see the financial benefit of it. And so that's all I really want to say about you know how you spend your time versus how much reward you're getting, because when you're developing your outbound strategy, it's gonna be very important to let go the losers and figure out what's working and go for the winners. 10. Finding Companies to Email Part 2: Hey, what's going on, guys? So in this section, we're gonna learn how you can mine for companies on Google Now, this is by far one of the best ways I've come across when it comes to finding an infinite amount of companies you can reach out to. That fits your ideal customer profile. So when you're mining for companies with Google, I mean, it's It's a very simple process in the Google search bar. Essentially, what you want to type in is your business function, meaning what type of company you are looking for. And if it applies your the geographic region that you want to have that company being. Now, if you're selling a product or service where it doesn't necessarily matter where that company is located, then you probably don't need that. But if it does matter like let's say you're doing business in L. A or you're doing business specifically in New York, then it does come into play. So I'm gonna go through some examples of how I personally do this, and it's gonna give some ideas on how you can do it for yourselves. OK, so everybody knows the screen. It is the Google home page, and what you want to do is you want to type in your business function. So let's say you're selling a software for specifically for financial tech companies. So in that instance, I would type in financial tech companies in Los Angeles. So basically, once you type this into Google, what typically happens is Google Will Korea bunch of Websites and comes in as a list of the top companies that fits your search. So I'm going to scroll down. And one of the first results is this built in L. A dot com website. So its financial tech Los Angeles top companies. Let's go ahead and click on that. Now when we get into this company's website and again, I'm doing this on the fly. What's gonna happen is typically, websites will give you a list of all the different type of companies that fits that search , Corey. So in this case, you know we're on. We're in built in Los Angeles stock calm and is s finance fast pay green dot Corp card dot com realty mugo tuition the Iot. So these are all companies that are in the financial tech sector and are based in Los Angeles. So what you want to do is you just want to add all these companies into your Google, she or Excel sheet that I sent you guys, That's really for download. So then you just want to fill up your list with all these companies, and then later you're gonna find the stakeholders in those companies. But for now, you just want to build that list. Let's go ahead and do another example of this. Let's say you're looking for your You want to target healthcare companies so you could say healthcare companies in New York. So we're gonna go into that and oh, what do you know? Fortune five hundreds, 10 biggest health care companies. And so when you're on these kind of big list, like Fortune 500 or maybe Inc 1000 they're just gonna give you a long list of exactly what you're looking for. So when you get over here, you know CVS is one of the search results make Kesten UnitedHealth Group. So you want to put all these companies on your list because thes are cos I fit your demographic in which is health care companies that are from a specific geographic location . Now, if you're going after smaller companies, you know, small local businesses where you could actually do so let's say you're going for spots, right? So, uh, local spas in Los Angeles. So if you're going first small medium business or Mom and pop shops, you could type something like this so local small in Los Angeles. And then, you know, right here the 13 best balls in Los Angeles is just one of the first results that pops up. And, you know, here's a list of 13 companies that you can reach out to which our spas that fit, you know, that are in Los Angeles. And it just fits your demographic really well. So those are a couple examples from, you know, going after enterprise companies to small medium businesses that you can use depending on who your target demographic is always is always gonna be a little bit different. But that's essentially how you're going to use Google to find these companies. And essentially, when you're when you want to make it really big lis, you can keep looking through all the different links, and they will give you all types of different list of companies. I fit what you're looking for. And then you would build that list all the way out, and then later you would add in the stakeholders of each company. So that's everything we have here to learn on Google. And I'll see you guys in the next one. Hey, what is going on? Guys with this section, we're gonna learn how you can mind using directory sites. So this is more for people who are targeting small businesses like dentists and spas and restaurants and things like that nature. If your target markets for more enterprise company had that has over 1000 employees or more , you could probably go ahead and skip the section and learn all the other prospecting strategies. But if you're going for small, medium businesses that are local, like spas and dentists, this going to be really great for you. So when your mind directory sites, the thing that keep in mind is companies use directory sites as a form of advertising for their business. They want their business to be online so that when people search something, let's say on yelp that they show up. So businesses who are advertising online they get it. They understand the Internet, and they're more likely to buy because they already invested in online marketing. And this is a lot better fit than a company who doesn't do any online marketing. Who does assert in blocker that prevents them from wanting to use the Internet. And so whatever service or product you're selling, it may not be the best it because they're not willing to invest in doing something new. So that's why directory sites are a gold mine for small medium businesses. Because you know, these guys are primes and they're the right type of people you want to talk to for the most part, and you could go ahead and just reach out to them. When it comes to directly was that there's a couple that I want to go over with you. The most popular one for small medium businesses are is yelp. And, as you know, for those who use yeah, you know, it's one of the best places to find, like local businesses, like restaurants or a dentist or, you know, clubs or anything like that. So, for an example, let's go ahead and type spa into yelp in the Los Angeles area. And so, boom, right off the bat, You were just going to get a huge list of all the spas in the Los Angeles area with their phone numbers on and everything. So if you go into you know, one of the options it's gonna give you the phone number and address on their website. So Well, you want to If you want to get the name of the spot, copy it. And then you. And remember this hit list I sent you guys. So you want to go in here, put in the name of the company of and go back and get their phone number? You could go ahead and skip all this other section because it doesn't say who the stakeholders are at the moment, which you'll find out in the bit, um, you want to get their full number in here, and lastly, you want to get their website, and I'm gonna show you why that's important later on. But for now, just go ahead and drop their website in there. And so that's how you add contacts into your hit list. And again, we're only adding the company at the moment, and we're gonna add the stakeholders later on, but you want to build your list first because we're doing it in a batch ing style. So going back into the spa list basically all these companies who fit your demographic and seemed like someone you want to do business with, go ahead and just put them onto your list. Now the thing about Yelp that most people don't know about is there's this filters page where you can filter based on, you know, more specific neighborhoods, whether they're highly rated or most reviewed or popular on. And also there's a category section here where there's hair salons, nail salon, skincare, hair removal so all different types of categories. And so you have to make the judgment on who the best fit is for the product or service that you have and just keep adding to your list. So that's how you're gonna use Yelp for building your hit list in the second place that I want to go into is called local dot come local dot com works similar work. Similarly, how yup works you put in something like, let's say, a dentist and it's going to find the local businesses and I'm in the Alhambra area in California. So there's gonna be all these companies that are densest who are advertising on this website. So again, all you want to do is get the name of the company right. So that's river. That dentistry put it into your list, get their phone number and get their website, which is right there, and you want to just keep building your list of that way. The next one I want to use is Yellow Pages. It works exact same way, like all the other ones do. Let's go ahead and type in dentist in there, and we're gonna and let's go ahead and try Los Angeles. So you know, it's just gonna give you a huge list of all the dense is in Los Angeles that you could add to your list. And the really interesting thing is over here on the bottom right corner. There's a section where it says it. It's ad right. It's an ad for them to be featured on the Yellow Pages. So you know that this company that is a dentist in this Los Angeles area who already spends money on advertising. So if let's say you're selling a marketing service or a marketing product. You know, they spend ads, they understand what it's all about. And so the sale is gonna be a lot easier, or getting your foot in the door to get that meeting will be that much easier. It's not the only one who uses open table open sales another good one where you can. You know, essentially, people make reservations here, but you could use it to find restaurants in your area. So if you're let's say you want to hit up all the Japanese restaurants in a certain area, use cook on that. It's going to give you all the Japanese restaurants in your area, and you could break it down by different types of cuisines, the region's priced top rated. So you know it's just a really easy way to find all the companies that you won't look for in the you know, there's 124 restaurants here, so that's potentially 124 restaurants that you can reach out to who are Japanese restaurants in Los Angeles and again. Once you you get your list, you want to just add onto the list and build your list as large as possible so that you can reach out to as many people as you like. And so those are the main strategies that you want to use if you're going after small businesses that are local because you can distinct them by what area they're in and what kind of industry or what kind of place they are, like a dentist or spot. And that's what it's going to be. Force local, small businesses. But in the next sections, we're gonna show you how to mind for companies that are outside these directories, everybody, What is going on? It's your boy patch begin. So in this section, we're gonna show you how you can mine conferences to find more companies to put onto your hit list. And I'm also going to show you how toe ask for an attendee list of a bunch of stakeholders that you can reach out to at these conferences. So this section is gonna be good for people who attend conferences. And it's gonna before people who don't attend conferences but want to reach out to people that do so. Attendee list. Let's go ahead and talk about that one first. So if you are going to a business conference. One of the best things that you can do is ask the organizer's for an attendee list. And so what? An attendee list is basically a list of all of the people who are signed up to go to an event. So this means that if your event whether it's for small medium businesses or for enterprise companies, it works for both industries or both companies of that size. So you want to make sure that this list has the company name the decision makers who are going to attend on behalf of that company and that person's email address. So if you have this, if you're going to the event, you can simply email the people that you want to reach out to and meet up at the event and hopefully start a business conversation. And if you you know, don't have time to actually see them at the event, you could use that list and follow up in email them and see if they want to take a meeting with you to talk about a business opportunity. And this is interesting because for sponsors, so if you are a sponsor going to an event meaning earlier, you know, paying for booth space or paying for advertising for the event. Ah, lot of times thes organizer's may give you the attendee list for free if you ask. So that's why you always want to make sure that you're asking for a tenuous but other times some events may ask you to pay for the attendee list and maybe a couple $100. It could be a couple of 1000 depending on uh uh, who's going to be at the event and how valuable that information is. But if you feel like there's an r o. I, and getting that list and having the ability to reach out to people, then it may be worth it for you. So these this is again. This is for people who are going to attend a conference, either as an attendee or someone who is going to be a sponsor and for the most part of their strategy is a lot better if you are a sponsor because organizer's or a lot more likely to help you out and connect you to the right people you want to connect with now for the people who aren't going to attend these high ticket conferences. Here's another strategy you can use to mind for companies that you can reach out to. So what you want to do is let's say you have your ideal customer profile all set and ready to go. You want to think about the conferences where you believe that companies who fit your ideal customer profile will attend. So that doesn't mean that you have to actually go to the conference. It just means that you identified a conference where people that fit who you think your product or service is good for are gonna go to, and what you want to do is you find the companies that are going to sponsor the event, Um and you add them to your hitless, and this is gonna be very, very simple. What the simple use of Google. So let me show you how that is done. All right, so we are on google dot com right now. So let's say you have a service where you identified that people in the financial tech industry are going to be great companies for you to reach out to. So in Google, all you want to do is type in the function of financial tech conferences in America. Right? So you're giving what type of industry you want to go after, and it's a conference, and the geographic location is generally in America. So you want Type that into Google. Okay, so we got we're going to get a lot of search. Cory's over here, and I'm gonna go through May be the 5th 1 Where says top 10 fintech conferences to attend in 2017 sounds really relevant for what we're trying to do and let's go ahead and go inside and we scroll down and we see that there's all these different financial tech conference is happening in America and these air potential places where there's going to be a high concentration of people that you want to reach out to. Um so let's go ahead and scroll down to lend it lended us a 2017. All right, so we're on the lended website and this is really big financial tech conference in lending in the financial space. So what you wanna do is when you get on a conference website, you want to go to the sponsors section and typically, most conferences do have a sponsor section, and it's going to give you a list of all of their sponsors. So and this is literally dozens or maybe over 100 different lending companies that you can reach out to. So what I would do if you're going after the financial tech industry, you would basically add all these companies like Lending Club, Um, you know, cabbage on deck Loan Depot. Anybody you feel like might be a good fit for your product and service. And even if it's their gold sponsors, Silver sponsors Broad sponsor Bronze Sponsors. It doesn't matter, because the level of sponsorship just depends on how much money they're giving the conference. All you want to do as identify hey with this company, be a good fit for my product or service. Add them to your list, and then later on, you're gonna at the stakeholders at that company onto your list as well, and then reach out to them in the email. So this is a really quick way to add toe, identify a bunch of people who are going to fit that financial, tech space or whatever industry you're going for Adam to your excel, she or Google sheets and then at the stakeholders in. So that's everything that you really need to know toe mind conferences, and it really is just looking at the sponsors who is sponsoring this event. Obviously, if they're sponsoring that, they have, ah, high reason to be here and they fit that purpose of If they fit your ideal customer profile , then you're going to reach out to them with a cold email and hopefully get a meeting with them. 11. Finding Companies to Email Part 3: Mining Award winners is one of the most straightforward and easiest ways for you to identify companies to add to your hit list. Now for award winners, all you simply want to do is use Google to identify the companies that win awards. And you're gonna find Aton of websites that basically put together a list of top companies and ex industry, whether it's going to be like education or a real stay or fintech, whatever the case may be. So an example of a topless would be something like the Inc 5000 list of the top growing companies in America to give you an example. So let's go ahead and just go into Google, and I'll show you exactly how you can do this for yourself, no matter what industry you're in. Or no matter what type of companies size, you are selling into alright guys. So we are in the Google Search page, google dot com, And let's say you are selling into small medium business like doctors in your local area. So if you type in top doctors, where you're going to get is a ton of websites that basically aggregate all the top doctors for you. So I'm gonna go to the 1st 1 Hell, thought us news dot com slash doctors. And when you go into the section, they even Kalg arising in different specialties. So I'm gonna go into the neurosurgery specialty for doctors. And as you can see over here, there's over 1000 matches of doctors that you could potentially reach out to you and see if they're gonna want to do business with you. And it's even more interesting when you're able to fill throughout the different doctors based on specialty location, um, hospital affiliation and all these type of things. So if you go into location and you type in Los Angeles, then you're going to get a list of the top neurosurgeons in the Los Angeles area. And as you can see, there's going to be 275 of them in Los Angeles on this website and pretty much you can add every single one of these doctors onto your hit list. If that's what you're going for now going back to google dot com. Let's say instead of going for, you know, doctors, you wanna go form or enterprise companies or large high growth companies that you maybe have a big budget for what you are selling. So let's go ahead and try the Inc 5000 list. So typing in ink 5000 you're going to see here it says in 5000 2017 the full list. That's exactly what you want to see. So basically, you're getting the list of 5000 companies in America that are the fastest growing private companies, and that's gonna be super beneficial for you because these are companies are growing really quick and they have revenue. And for a lot of times they're gonna have a budget for whatever is you are selling. So their skills game time, club, Pilate's and all these different companies, and you could basically categorize them into different industries, like advertising business construction at education, energy. So whatever industry you're going after, there's gonna be a section for you. You can also categorise them by stay if geographic location matters. And if you're someone that wants to go on site, even city to get it more narrow and um, yeah, so this is a really great way to find, you know, just top growing companies that potentially, like understand the product and service you're selling for. You're selling and and, you know, you get something you reach out to. So let's go ahead and do an example. You're going after the energy section and you're only going to go for companies in California, right? So by looking at this list, you're basically going to see their high growth, and you're going to see how much revenue they are making for the year. And that's really great for you. Because, you know, if you know they have revenue and you know that they're growing in the thousands of percent , you know, they got money. So what you could do is reach out to them and say, Hey, congratulations on getting onto the Inc 5000 list. It seems like you guys are doing really well and then my product or service while but blah helps you to do X y Z, and we're gonna go into how to write those emails later on. But I just want to give you a quick idea of how you can identify these companies on these topless. So it's not just limited to like top doctors and, you know, in 5000 basically, does Aton of websites where you can find topless like Forbes top companies, right? If you type it into Google, you know you're going to get the world's top 25 companies America's best employers list, you know. So basically, this just just is aton of different ways for you to find these companies, build up your hitless and reach out to these people. So any type of website that you know generates top list, and there's a ton of them out there that's a potential goldmine for you to, you know, find and basically email them and see if they want to do business with you. You know what's going on, guys. So sometimes it's not about what you know, but who you know. And so right now we're gonna show you how you can mine with your personal network, and these are people that you personally know directly. Or maybe there's their acquaintance that you haven't talked to in a while, and we're going to show you how to find these people that you're connected to, and hopefully you can reach out to them and get a business meeting with either them or if they are connected with someone you want to talk to. So there are basically two ways we're gonna go about using your personal network. The first is using your linked in connections. And these are people who you are directly connected wolf as a first degree connection on LinkedIn. And we're gonna use their linked in search filter to narrow your search so you can find exactly who you want to talk to. The second place we're gonna look is the Facebook friends. So we're going to use your Facebook in order to find your friends who may be a good fit for your product or service or if they know someone who might be a good fit. And we're gonna filter that by geographic location. So let's go ahead and get into linked in and show you what this is all about. Alright, guys. So we are in Lincoln Lincoln dot com. And if you do not have a linked in quite yet, I highly recommend you get one. Because for B two b business, this is the place to be Now on the side. Over here, you're going to see your connections, right? So you have a certain number of connections that you have I have 2107. And on the top, on this bar there's gonna be a section called My Net work going into my network. What you want to do is go into your connections on the left side and press on the button. See all. So now, out of those 2000 people I have that I'm connected directly Wolf as a first degree connection, they're just gonna is just gonna be listed out over here. And so what you want to do is you want to search with your filters to make sure that you're only gonna spend time on people who might be a good fit for your company. And so over here, you can kind of see people being connected and you could, and you can filter this by location. So let's say you only want to talk to people who are in the Los Angeles area, and it's gonna filter those down so it goes down to 680 results, and then you might want to say, Hey, I want to go for people in my network in Los Angeles, in the marketing and advertising industry. So now I got 78 people that I can potentially reach out to you to see if they want to have a business conversation. And so what you would do is basically at all these people onto your list, and you want to make a know of whether you they work at a company that you want to do business with, or if they may be connected to someone that you may be able to do business with in the future. So let's say, if you were gonna go after, let's say Wendy Owen, D is my friend. She works at Uber and I want to sell my product or service to uber. I can say, Hey, Wendy Ah, I'm just curious. But is there anybody you know at uber who would be interested in X y Z product or service? And she may give you an introduction to that person, and then you're going to get a meeting with them. And so that's just one strategy you can use using Lincoln. I'm gonna show you later on exactly what you're gonna write in that email, But for now, this is just how you filter down your Lincoln connections to find the right people to reach out to now, we're gonna go into Facebook. So now we're in Facebook, and, as you can see, basically, you know, everybody knows Facebook. What Facebook allows you to do is search by geographic location. So in the search bar, all you want to do is type in friends in, and then whatever location. So it could be friends in Los Angeles. So now what's gonna happen is it's gonna filter all your friends who are in Los Angeles, And you could kind of just go through all of them to see if anybody is working at a company that's interesting to you. Or if you think that anybody can introduce you to somebody and you're basically just go down your list of connections and it is a little bit more lengthy. But the benefit is that you are actually friends with this person, and you met them in real life. So there are a lot more likely to help you out if you ask for it. Um, and you know, it's not just limited to like where you live, but let's say it could be friends in, um in Hong Kong, because I used to live in Hong Kong when I studied abroad there and then boom, we're gonna have a filter down of all my friends in Hong Kong. So if I'm trying to business in the Hong Kong, these are all the people I would reach out to first because they're my personal friends and I know who they are. So these are the two ways you want to use your personal connections. It's gonna be linked in and Facebook. And so that's some of the best ways to get an introduction to somebody or get into your foot in the door into a company you wanna, you know, talk to you and potentially do business with. And that about wraps it up for the personal connections. Yo, what's up, guys? So again, we're gonna use Lincoln because Lincoln is one of the best places to find people and companies for any type of prospecting. Now, when you're mining linked in, it's gonna be a little bit different from mine in your personal network. It's going to be finding companies that you know you don't have any connections when you're trying to make a code outreach to them, so a really powerful tool is linked and search because it allows you to search by people and by company, and they have filters on it. So it's gonna help narrow your search and make it a lot more efficient. And as you find people, there's also a technology and Lincoln, where you know, if you look that one person recommend you other people that you may want to look at as well . So that's gonna help. And I'm sure you that in a bit and lastly linked in groups is a really good place to find people who have a similar interest in a certain nish, and you can find all the members of that group and potentially reach out to them. So let's go ahead and dive into linked in so I can show you exactly what I'm talking about . All right, guy. So we are on linkedin dot com once again. So the first thing I'm going to show you is how to use the search feature. Okay, so let's go ahead and type in marketing agency. The default Lincoln goes to is people in marketing agencies, so you could narrow your search with people who have the keyword marketing agency in their job title or where they're working by something like, you know, your current companies of where they actually worked out. Um, or you could do it by a location so it could be geographic location United States. And then you can add something like Los Angeles. So you confined everybody on lengthen, who is working in a marketing agency in Los Angeles, and we're going to get about 66,000 people that you could potentially reach out to. So you want. Just go through this list and see you know where some of the good companies that you want to reach out to and then just put them to your list. The other thing you want to do is go into the company's section. So if you type in marketing agency, it isn't gonna allow you to filter things down. It's just going to give you ah, list of companies, and you could essentially, if these things, if these companies you can kind of take a quick look at them to see if they are a good fit for your product or service, and if they are, go ahead and just add them to your list. So in this way, you have a abundant amount of companies toe, add onto your list and potential people. You can reach out suit. And because there's so many different people in marketing agencies, it will be a very unlikely for you to exhaust this list. But you know, if you're not selling to market agencies and you're selling to, let's say, a plastic surgeons, let's say you're selling a service specifically for plastic surgeons. There's gonna be 1000 plastic surgeon companies in. They come up, you also go by people. And so there's gonna be 33,000 plastic surgeons. You want to narrow it down to, let's say, the Los Angeles area. So if you're doing something like, you know, Dr Spas, plastic surgeons, veterinarians, anything like that, you could narrow it down by geographic location and boom, you got 1000 plastic surgeons you can reach out to. So that's how you're gonna use the search for people and the companies, and something to add is theirs. Lincoln offers a premium service of Lincoln Sales Navigator that allows you to filter down different companies by company size and industry and all these different things. But it does cost a certain price, and you gotta pay per month. So I'm just going to show you the techniques you can do for free. But if you want to narrow it down even further, go ahead and check out. Linked in Sales Navigator. Now, the second thing we're gonna look at is mining in your groups, so on lengthen, there's gonna be a lot of different groups that have interest in different things. So I'm gonna go on my personal account over here, and if you scroll all the way down, you can see all the groups that I'm a part of, right? So I'm I'm part of a lot of startup groups, social media, marketing groups and sales groups which you know, which is my personal interest. And so what we're gonna do is going to go into, let's say, the on start ups a community for entrepreneurs. I see that there's 100 91,000 people in this group. I'm gonna go ahead and click on it, and I'm in the you know, once you join a group you have access to, like, see what everybody is talking about. So the trick you want to do is you want to go into the group member section over here and in the group member section. Basically, it's gonna list out every single member that is part of this group. And again, this is like hundreds of thousands of people within this group. You can sort it by the when they joined on their last name. The search filter isn't that great when it comes to you know these groups, but you can just basically keep going through the see if any thing catches your eye or you can type in certain keywords toe, see if something pops up over here. So if you type in something like marketing, these are all the entrepreneurs who are interested in marketing or people interested in marketing in general, and you kind of search by it like that. So groups are a really big gold mine because you already filtered down everybody who's interested in specific topic, and then you could filter it down to see, like, marketing or sales or whatever the case may be, and then go ahead and add them to your list, even reach out to them. Something I forgot to show you guys is So let's say you find a person that you think is interesting. So let's say I say, Oh ah, this person, Nick Some is an interesting person that maybe someone I want to do business with. So what happens is on the right side there's the section called People Also Viewed. And so these are all the people that relate to this Christian person and our Chris s person . And basically you can kind of, like click on different people. They go like this person. Interesting. This was interesting. So I can go on this person account and be like, Oh, Andy Morris. He's an interesting guy cause he's a principal at 90 cos you have them to your list and then you look into people also viewed. Oh, this card Cummings guys, he's really interesting and to your list. So basically, that's another way to find more like minded people is just use. The people also viewed section, and I find that pretty useful in finding people who are very similar to each other. So those are three different ways. You want to mind for LinkedIn to find companies you know, either companies to add to your list or specific people. Alright, guys. So now we're gonna get right into mining online communities and online communities is a really great place for you to find potential customers because it's a group of people that hang out somewhere on the Internet. So when you're thinking about online communities, the biggest question that you want to ask yourself is, Where does your ideal customer profile hang out? So if you identified exactly who you want to go after, where do they hang out on the Internet? Where do they talk to each other, share information and help each other grow their businesses? That's exactly where you're gonna want to go and try to talk to them and see if you get a meeting to see if it makes sense to work with each other. So identified a couple places for you to reach out to people on these online communities, and these are some of the more popular ones. Of course, there are more out there, but I want to give you a general sense of the ones that may be the most valuable for the time you put in. So the online communities that we're going to go through today is first read it second industry specific Vic Online forums. And third, we're going to go into Google plus groups. So let's go ahead and dive right in. Alright, guys. So we are on Google right now, So let's go ahead and say we want to find companies on Reddit And let's say your target market are small businesses and entrepreneurs and that kind of sort. So we could type in small business, read it and see what pops up in Google. And so the first results Small business Reddit starting, owning and growing a small business. So on Reddit, over here. Basically, what you have is people posting onto Reddit, asking for help or trying to, you know, connect with each other and share information. And you can actually just go into the top section or the rising or new. And so, if you say, you know, um, how do you inform your employees that one of their corker's is quitting? So let's say you're selling in HR software and you're saying, Oh, this is a really interesting HR problem. And so basically everybody here has experienced, you know, issues with H R. And so each person is a potential person. You can reach out to. So let's say that's going to the first guy. H e l s e d. And basically all you want to do is you want to click on him, and then you can either Adam, as a friend and then, you know, send him a message. You send him a private message over here and say like, Hey, man, I noticed that you are in Small Business Group and you are talking about how to blah, blah, blah about your employees. You know, my services offer a blah, blah, blah. Let me know if it makes sense to talk so that, you know, that's one way to use Reddit to just reach out to people who have, you know, similar problems. And they fit your ideal customer profile. And you could directly reach out to them so red as one source and read it. There's all types of subreddit. It's that you know from a small business marketing hair salons, enterprise companies, basically a knish. There's a knish, any type of business knish. You can find it on Reddit. Now it's second place. We're gonna go to his online forums. So if you Google any type of form like hair salon communities, small communities, doctor forums or, you know, enterprise software forums. You know, Oracle forms like you're basically find anything out there because people always want to connect on line. And so we're gonna go into ah, um, won the form that I know of. It's called behind the chair, and it is a form for, um, hair salon owners. So I'm gonna go into behind the chair forum, and basically what we're going to find is a community website where people share information and they have problems they posted up. Hopefully someone can solve that problem. So basically, if you go into any of the discussion forums, every person here, actually a somebody you can potentially reach out to. So what, you want to do it? Once you find a form that you know that has your ideal customer profile type of companies in there, you just want to sign up for the forum, find discussions and basically go into the forms and send everybody at direct message that you feel might be a good fit and then see if they want to do business with you. And so basically going all the forms and just reach out to everybody individually, and you could even send them a similar message. But as long as you're solving the same problem for a person, it's totally fine. In last place I want to check out is Google, right? So let's go ahead on Go on google dot com And let's say you want to find communities in like entrepreneurs and small businesses so you could type in Google Plus community, small business entrepreneur and see what you get. And so the first thing that pops up is entrepreneurs, self employed and small business. So if you're selling something for this target demographic, you go ahead and go in that community. See all these different people trying to advertise their services. What you want to do is just want to go in the top left over here. And as you can see, there's 100 and 9000 members you want to click on that, and basically everybody here can be a potential customer for your product or service. So you want to go into their account and basically send them a direct message. So that's just one way you can use Google plus to, you know, find more people. And if there's 100,000 people in here, that's a lot of people you can reach out to. So again, there's all types of communities out there, whether it's Google communities, Facebook groups, you know you name it, it's out there. I just want to give you a taste of what it's like to like, go into these communities and send someone a direct message and to see if they want to have a phone call. If you are me and person to see if it makes sense to do business, so that's everything on online communities. 12. Finding the Correct Stakeholder Part 1: Hey, what is going on? Everybody. So in this lesson, we're gonna figure out why finding the correct stakeholder is very, very important. And when I mean stakeholder, I'm talking about the person that makes the buying decision at a company, so let's go ahead and dive right in. So the first thing I want to talk about is when you figure out who this stakeholder is, why do you want to email them first? This is versus a cold call or sending them are hitting them up on social media. Why is it that you want to use email? And the reason is because email is very non intrusive? A lot of the times people use email as a form of communication. And if you want to, you know, see if there's a fit toe work of each other. Email is the most non intrusive way where you can kind of say, like, Hey, are you interested in what I have? If not, it's totally fine and it's totally cool. The second thing is email. It's super cool because there's very low cost and is very low commitment in terms of time to send an email is essentially free and you know it's a lot stronger than cold calling because when you try to cold, call someone, they don't always pick up the phone, and it takes a long time to actually talk to them on the phone. Or sometimes you don't get the right person. So if you emailed the right stakeholder right away, that is going to save you a lot of time and money. And lastly, people check their emails every single day. So if you're working and you're in a working environment or even a corporate environment, it's pretty obvious that most people check their work email every single day because that's the main form of how people communicate. So not only is email nonintrusive, it's something people check all the time. So if you do send something, chances are that they are going to see your email. So now that we established why emailing makes sense as the first point of contact, let's go ahead and dive into like the stakeholders of a company. So when you're finding the correct stakeholders again, you want to talk to the person who has the power to make a decision, and that decision is a buying decision to purchase your product or service. Now you don't want to talk to the people who are low level employees. And what that means is you don't want to talk to the low level recruiters or the low level sales people or the people that if it's, you know, Mom Pop Shop, you don't want to talk to you That guy that works at the cashier because they aren't the people that have the power to make the decision. So if you get them on the phone, a low level employees, you have to convince them that whatever you have is good. And they have to convince their boss that you know, whatever you have is good and they probably can't sell the product or service as well as you can. That's why you want to email this correct stakeholder right off the bat so that the person who makes the decision knows exactly who you are and what your value prop is so you can get a quick decision on whether or not it's a fit. Otherwise, you're gonna have to go through a lot of steps before you actually talk to the right person . If you go for the low level employees. Now. Another thing that I want to talk about is high level people, meaning you know, the C suite, CEO, CMO, CFO's and the founders love too delicate. And so a lot of times it's not necessarily the top people who are evaluating a software or service or whatever is that you have to offer. Ah la times. They just read the email, see that it's a good idea, and they'll tell another person to vet it out and see if it's a right fit. So a lot of times, you know, even if you're hitting up this correct stakeholder, they may push you down to a lower level person who actually will vet it out. And then they will make the decision. But we're going to more about what that strategy means as the course go on. But the main thing here is that it's always, always the best to go for high level people and going for a low level people. It's not necessarily a waste of time. Sometimes you could do it so that you can learn more about the company you're trying to sell to. But in this case, if you wanna use the max amount of time to get the maximum of efficiency. Going for the high level people is where it's gonna be. Now let's go ahead and talk about this stakeholders you. So your goal at the moment is to find the stakeholders name and that is it. Remember, we re working in batches. So the first step was your identifying your ideal customer profile. 2nd 1 was finding all the companies, and I showed you guys how you can find a list of different companies using all these. Resource is. And the next step of the batch ing process is to find the stakeholders name at that company . And again, you might want to find more than one person at a company, just in case that person does not respond. And after we find who that stakeholder is, we're going to later in another section, find out their email address and then we're gonna email them. So right now, let's focus on finding who, exactly you should put on your list from a stakeholder name perspective. So this is going to be the organization blueprint that I created for you guys and essentially every company in the U s is structured in this way. For the most part, some organizations are a little bit more flat before the corporate environments. And even for smaller companies, they do follow this typical structure. So we're gonna go focus your attention at the top. Where the The C suite Is that so in the C suite, you're gonna get people like the Founder CEO, C M O C O C I O C F O C and whatever. Oh, so these are the people who are the chief executive officers, and these are the people who typically have the most pull in organization. And this would include the founder as well. After the C suite. It's going to be your vice presidents now, depending on the type of companies you go after, they may not have this level of organization, so there may be nope vice presidents, but in the case you're going form or larger companies. Vice president comes after, so it's VP marketing. VP engineering, VP finance. Basically, anything with the vice president in its title is going to be next in the line of order. Now, after vice presidents, it's gonna be your directors like directors of marketing engineering, finance or whatever industry or section that you're going after. So that's going to be the next section. And director usually manages a bunch of different managers, and that's why managers is right underneath it, like marketing manager, sales manager, recruiting manager, whatever. So with the managers, they typically handled the individual contributors and these other people who are actually doing the ground work like the marketer, the recruiter, the accountant or the person that works in the front desk like these kinds of people. So when you're looking at the organization blueprint, like I mentioned in the last life, you do not want to go for the individual contributors now, you would only want to go for them if you're trying to collect information. But it's very unlikely that an individual contributor will have enough say in a company to influence the C suite because there's a lot of steps before you get there. And so what you typically going to do is sometimes managers may be good, but for the most part, managers are part of the day to day operations, and they don't necessarily make the strategic decisions of a company. So that's why you want to focus your attention on the C suite, the VP sweet and the director level. So the top three levels is where you want to focus your attention. And so when you find it a stakeholder, you want to think about who is exactly the type of person you want to talk to. If you're selling, let's say a marketing software, then obviously you want to go for the chief and marketing executive vice president of marketing, that the director of marketing and possibly vice president of I T. Who has to implement that software or if you're selling consulting services. And it's also related to advertising and marketing again, you want to go for CMO CEO, vice president of marketing and the director of marketing. But if you're doing something like if you're selling a Mawr, if you're selling like accounting services, you want to go for a CFO director of finance and titles like that. So you really want to think about who, exactly what arm of the company should you be going after? And then you want to pick 1 to 4 people at that company to reach out to, And so in terms of how to find the people you're looking for using the organizational blueprint. Here's how I generally look at what resource is to use in order to find the people at a company the 1st 1 is linked in, and this isn't the order of importance. So I usually start with in first and try to find the people that I'm going for on Lincoln. If I can't find them on Lincoln, I'm going to go over to their company website to see if I can find their names there. Next thing. After that, I'm gonna go through my personal network to see if anyone can introduce me to someone at that company. And finally, the last part is articles and press releases. Sometimes we get a lot of executives who write articles and press releases or have videos out, and that's a really easy way to find their name again. You're not necessarily trying to find their email quite yet. You just want toe batch down and get as many names as possible for the companies that you've identified may be a good fit for your product or service, so that's pretty much everything you need to know in terms of who you should go after When it comes to stakeholders where you can find them. And for the rest of this section, we're going to show you exactly step by step, how you can identify who these people are using Lincoln, their company website, your personal network and finally, the articles and press releases. So that sounds good. I'll see you guys in the next lesson. 13. Finding the Correct Stakeholder Part 2: all right, people. So the 1st 1 we're gonna tackle today is using Lincoln one of my favorite places to find contact information in general. So once you get down, who you want to go after in terms of which companies you want to go after, This is how you're going to find the right stakeholders using Lincoln. So in this example, let's go ahead and pretend that you are selling a marketing consulting service, right? And you want to sell it into different companies. So let's go ahead and go into linked in to see exactly how you would enter this process. Alright, guys. So we're back on LinkedIn. And so let's pretend that your marketing services you want to sell it into really big, high growth tech companies and, um, and you have identified on your hit list that lift is someone that could really benefit from your marketing consulting services. So in the search bar, and again, this is without any additional paid tools, you know, it's not cells, navigator or anything like that. This is linked in that everybody can use for absolutely free. So what you want to do is go into the search bar type in lift, which is the company that you're targeting. You've already identified it to be in your ideal customer profile. Go ahead and click on it. And so once you click on lift, what's gonna happen is you're going to see the section over here says, see all 9923 employees. Go ahead and click that and you enter this section here. So what's gonna happen is is going to give you a list of all 9000 people. Now, this is quite a bit of people to work with. So what do you want to do is you want to narrow down your search So again, if you're selling marketing services and we're, you know, using the organizational chart, you're gonna go for either the founder, the chief marketing officer, VP of marketing, head of marketing, director of marketing. So those are the tiles that you want to go for. And so how you're gonna search for them is on the side, you're gonna be able to filter down based on keywords. And so in the company you want to type in l Y F t for a lift and in a title, let's just go ahead and do a general search for marketing and see what pops up. So typing this in into Lincoln. So we got Martina lift. That's kind of big. Um, market and lift my kind of girl fat, you know? So this is, ah, individual contributor. A little too low level for you to want to reach out to. So now we get this guy Ari, director of entertainment marketing. That sounds interesting, because a director level is someone we may want to talk to. So what happens is you click on this guy and you see, you know, Ari, um ar ea who's ah, director entertainment marketing at lift. He's like, if you say, Hey, this is someone I want to talk to you. What you want to do is you want a copyist paste his name into your hit list. So companies over here lift the first name. His name's Ari. You want to get the first name out there, then you want to get that last name. You put it over here and in position. You want a copy and paste his position Director of entertainment marketing. Click it. Go into position. Copy and paste. It again and email address? You don't know quite yet. We're going to go after the email later. You just want to get down his first last name and position. And that's pretty much what you're going to do it. So, you know, you have a director of entertainment marketing, and like I mentioned before, you can use this section on the side where says people also viewed an inter head of entertainment marketing that someone you definitely gotta talk to. Um And then there's also into the market executive. That s so you kind of looked through to see who is going to be the best fit for you. So this guy's another person that head of entertainment marketing. Of course, that somebody you want to talk to so again, you just copy and paste his name, go to the hit list, go ahead and put his first name in their first copy and paste that get the second name put in the lift as a company. And then over here, copy and paste, head of entertainment marketing for a lift. And then you would put it down over here. So basically and on the side, you're gonna find more people ahead of influencer marketing. VP of marketing I live so these are the people that you want to reach out to. So once you find one person, it's basically going to open up a vein of all these other marketing people you can reach out to, especially if it's a big companies. Sometimes it's a little bit harder to navigate cause there's a lot of different marketing positions. But once you find one, the high level person on the people also viewed section. You're gonna get all the other people as well. So basically it. Like I said before, I go ahead and get 1 to 4 people at each company and go ahead and just dropped him down on your list, and later you're gonna fill out their email and reach out to them. But for now, since you're working in batches, just keep filling out as many positions as you can for all the different companies that you want to reach out to you for your first campaign and going back to the filter section again , you know you could. There's a lot of ways to slice and dice the information. Uh, typically the easiest thing to do is just to put in the company name and put in a key word for whatever vertical you're selling into. And that should basically be enough for you to sift through and copy and paste all the names of people that you are trying to go after on bats pretty much from a linked in perspective. And again, lift is a really big company, so it works pretty well. But if you're going for smaller companies, as long as they're on linked in, they're gonna be able to be found using that company thing, and then you go ahead and just type in their title. And it could be like CEO, um, or whatever the case may be, and you will definitely find them. And if you cannot find them, we're going to go into some other ways. You can find other people's names and stakeholders at that target company. Okay, so if you can't find the name of the person that you want to talk to, I'm linked in another great way to go about it is to use company websites. So I'm gonna give you two examples. The 1st 1 being has a word. If you go for a smaller company, and the second example is, How do you go for a larger company? And so when you have that breath, you cannot kind of, you know, use whichever one you fuel makes the most sense for your business, and hopefully you find the right person to talk to. So let's go ahead and start with the smaller company example. So let's say you found a local crew Marie in the L a area that you want to do business with on you found them on Yelp. So how you would go about it is you would click on their website and on their website. Basically, for most companies, they have an about page, So go ahead and cook the about page and the about page. As you can see Cancer Creamery is James Tatsuya James Tatsuya Elaine Yukari Ice Cream shop dedicated to simple goodness on desserts. So, basically, now, just in the about page, you got the founders of who the ice cream shop is. You want a copy and paste that onto your hit list, and then you keep going down the list and collect more names. So that's how it's gonna be if you're finding, you know, a small local business on Yelp, but let's go ahead and go for a larger company. I'm on the website called lob dot com, and it's an enterprise software AP I company that I actually used to work for and what's really interesting about this. Like other you know, enterprise companies is on the bottom. They typically have an about page just like that ice cream shot we had. And it's but this one's a little bit more extensive. So if you can't find the name on Lincoln, ah, lot of times companies will put down their people or their employees on this about Paige. And as you can see, you know, Dan's out. He's operations Amy weighing product design, and you're basically just go down trying to find the person that you are trying to talk to . So after a couple of steps you see here, Harry saying, Who's the co founder at LOB? He's someone that I definitely want to talk to if I'm trying to sell a product or service into this company, so I'm gonna put him on the list and then you go down and you just basically you just keep looking for people that seem interesting for what you're looking for. Oh, your He's a CEO co founder. Go ahead and put him on your list, and then you go down, down, down, down. And basically, you just want to find the people that make the most sense and just add them to your list and every different company. Oh, this is a dog over here, Chief. Kowtow officer. Probably not. Don't wanna put that one on my list, but pretty much every company does have some kind of about Paige. And it's a really simple way you can find someone's name who works at a company who may be the right decision maker. So those are the two ways from going from, ah, small company to a larger company. And of course, if you're going for a really huge companies like an orc or Microsoft, those are really easy to find generally because it's all public information. But this is how you're gonna do it for smaller companies by using their website Ryder Ryder , right, moving forward. Let's go ahead and dive into how to use your personal network to find the right stakeholder at the company you want to target. So the best place for using your personal network by far my favorite place linked in. So let's go ahead and dive into Lincoln, our rights back on the linked in website. So last time we went after the company lift. So let's go ahead and target uber. So let's pretend you're selling a product or service and you want to get a meeting with uber so that they could evaluate whether or not it would make sense to work with each other . So, what you want to do again, you go into the search and you type in uber very, very simple. So people who work at uber Boom you're going to go into this page here now you want to do is you want to use these filter pages to identify exactly what kind of person you want to target. So if you're selling a marketing product, software consulting service, let's go with that. So we type in marketing inside the filter, type it in, enter boom, you got all the marketing people at uber. So what's going to be interesting here is this shared connection place, So basically, you know, I personally don't know. Nicole Cooper, who's the head of marketing at Uber Southwest. But maybe I want to get a meeting with her. So LinkedIn is gonna show me who I personally know, and I'm connected with that is connected with her. So if we click on this guy right here, uh, Ravi is actually someone that I used to work with at Oracle when I first started out in my career. So what I could do is I could send Ravi and email or cinema message and say, Hey, I noticed that you're connected to Nikko Cooper. I'm not sure if she's the right person I should talk to, but do you know anyone that I should be, you know, speaking with at Uber, and basically he's going to either make an introduction to you and Cole, or he might recommend you to another person who works at Uber. So basically, for every company that you're going after, you can just use your shared connections, asked them if they know anybody that works at whatever company you're targeting and see if they can make an introduction and then from there, either they're gonna introduce you, or they may be they can't. Maybe they know that person personally, So then you just keep moving on. But for the most part, that's how you are going to use your loose connections to get introductions into companies that you want to target. So you know another example was going down. This guy, you know, Kelly, Kelly and Smith. Kenny is a VP marketing uber. That's exactly who I want to talk to. Let's see who's connected with her Thomas pen. So Thomas Pan is my one of my friends. I knew from college, and he used to be the senior marketing manager at Uber so I can send him a message and say , Hey, I noticed that, you know, you moved on to head of marketing, Phil. But, you know, I'm trying to talk to someone at Uber, Do you? Who do you recommend? I talked to about marketing, and so he might recommend me to someone at the high level of marketing that he personally worked with. So again, it's very simple. Just use your connections on LinkedIn so that they can connect you to the right person at the company you are going after. So that's everything you need to know on using your personal network and using Lincoln as a way to mind that data and actually use it. All right, So the last way we are going to identify thes stakeholders of a company is to use articles and press releases you confined on any search engine like Google to figure out who you should be reaching out to. And so typically, you know, the other methods are that I've shown you already That should already be enough to get you the right person you to talk to. But if all of those do not work, this is another way you can find the right person. And again, it always depends on the industry and what you're selling. So this may or may not work, depending on the industry, but this does work a lot of the times. So articles in press releases basically in Google, this is what you're gonna search. You can type in the person's position, then the company name, and then the word press release after it. So if you want to find the head of marketing at Uber in Google, you're gonna type head of marketing uber press release and you're going to give get a lot of articles, and one of them will tell you exactly who the head of marketing is. The second thing that you can type in is putting in the position and then the company name . And then the words said. So it would be similar to finding what the head of marketing said as a quote. And in Google, its head of marketing uber said. And finally, if you want to just type in the vertical like marketing and then the company name after. So if you type in marketing at Uber than you're gonna get a lot of articles of people who are in the marketing department who said something and they work at uber, so they may be a fit for you. So let's go ahead and go into Google so that I can give you an example of this all right, guy. So we are on the Google's, so let's go ahead and try that. So Chief marketing officer at Lift press release, Let's go ahead and type that in and on fortune dot com We see that it looks like I confined the person's name over here, so, you know, this article was written in two down 16 of last year. So let's see. Executive Bubba Blah. OK, Raj Kapoor has joined Lift in the new position of chief strategy officer Um Melissa Waters , vice president of Brandon Product and Marketing, is taking over as head of marketing. There we go. That's information we need. So as of October 20th 2016 Melissa Waters is now the head of marketing at Uber. So what you want to do is put Melissa Waters into your hit list as the head of marketing, and she's going to be one of the potential people you can reach out to. Now. You can do this for large companies like Uber and Live, and this also works for a local small and medium businesses in your area, because a lot of times they get interviewed by news publications. So this is just another way you can use to find the names of the people at the stake holders that you are going after and with that said, with all those different meant, that's I showed you in this section. Those are a lot of different ways you can find the right person at the right company and in the next section I'm going to show you how you can find their emails. So then you could start reaching out to that. 14. Finding Anyones Email Address: Hey, what is going on? Guy? So we're gonna learn how you can find anybody's email address Now the first thing we start off with was getting your ideal customer profile and, you know, figuring out who exactly you want to go after. Then it was finding the company that fit your ideal customer file. Then the next step was to find the stakeholders at the company you want to reach out to, and now we're going to go into How do you find that person's email Now, before we dive into that, I want to re emphasize why you want to email them first versus cold, calling them or showing up in front of their doorstep. So the first thing is you want to be mindful of the prospects preferred medium of communication. Every business and industry is a little bit different, but for the most part, when you are doing B two b business business to business, then email is one of the most socially acceptable ways to get in touch with someone, especially if they don't know who you are. The other thing is people check their email regularly throughout the entire day, so there's a high likelihood that you know, when you send an email, someone is going to actually see it and then potentially respond. The other part is, email is very non intrusive to a person's work day, and this means that you know you're not taking time out of their day. You're not interrupting them. You're sending an email to them in their in box, and when they have the time to reply to you, they totally will. And so that's why you want to be respectful of someone else's time, and they will be respectful towards your time. And finally, email is one of the most efficient and scalable ways to communicate with anybody. The reason is because it's virtually free to send an email. And second of all, if you want to send hundreds and hundreds of emails per day, you totally could do that. So not only do you get the speed of sending a lot of emails, but you could send it to a lot of different people. And so this is the reason why email is one of the most best ways to start business relationships. Everybody checks it. You're respecting someone's time and its most efficient for your time as well. So now that you understand why it makes sense to email someone vs, you know Cold calling them and spending time doing that, let's go ahead and dive into all the different strategies you can use to find someone's email address. Alright, guys. So now we're gonna dive into clear bit and clear bit is one of my favorite software is to use to find anybody's email. By far, it's one of most easiest and simplest and free ones to use. Let's so let's go ahead and go into the Web browsers and I'll show you exactly how clear bit works. Okay, so we are on the Clear bid website. Where you want to do first is sign up for clear bit and download their Google chrome extension. If you are using Google Chrome, and what it's gonna do is, it's going to connect with your Gmail account. So here I'm in my work Gmail, and what's really interesting about clear bit is that once you get it is going to be a little tab on the top, right where you know that you know that it is installed. And so when you compose an email there's going to be this little clear bit logo on the bottom, and when you click it, this page will pop up. So let's say you have a bunch of people you want to email at Snapchat, right? And so what it does it just auto populates all the companies that is relevant to that keyword search. I'm going to go ahead and click on Snapchat, and what's gonna happen is it's going to give me all the people, um, in their database, who they have their email. Four. So if you are wanting to contact the CEO of Snapchat, all you would do is, you know, if he's not already here, you type in, his name will pop up, you click on it. And when it pulls the data, what's gonna happen is it pulls his information. So as you can see here, email Evan at Snapchat dot com also has a website as well as his Twitter and LinkedIn so you could press the email button then is gonna auto populate over here. So the reason why clear, But is one my favorites? It's because it's so easy to use, really, you just like put in someone's name we put in their company putting the person's name, and then it's automatically going to populate for their email address and could email them right there. Now I will say, like depending on the business you are trying to reach out to. It doesn't always have it in its database, but I would recommend clear bit as your first option to use if you're using Gmail to find people's emails and send things out. So that's everything on clear bit. Let's go ahead and dive into some other strategies on how you could find other people's email addresses. Yo, what's up, guys? So in this lesson, we're gonna show you how to use a tool email generator dot i O and male tester and these air gonna be tools for you to find people's emails and invalidate them using a simple tool , and I'm gonna show you exactly what that is. But before we get into it, I'm gonna explain to you a little bit more about how to use these tools. So the common email sin taxes that exists in the business world, for the most part includes these sin taxes. So usually it's like first initial last name last name at the company dot com first and company dot com. A lot of time is just a combination of the first and last name at whatever domain that company is at. And so email generator thought I o allows you to put in the person's first name and their last name and then their company domain name. And it will auto populate all the possible common Cos sin taxes or email. It's in taxes available, and so you're gonna have a big list of all possible emails that belong to a person. And so it's a really great tool because once you have all these potential emails that you can kind of guess someone's email with you can use male testers so you can validate your guesses. And so male tester dot com. What essentially is is when you're unsure, you know, when you use a tool and you get an email or you're making a guess on what someone email is . You can use male tester to validate if it's, ah, legit email, because if it's not the emails not going to send, and this is a really quick way to check, so it's a great tool when you combine it with other email gathering tools. Because when you gather these emails with all the different tools that I'm gonna show you mail testers a really easy way for you to make sure that they actually work and mail Tester is great. When you have a ton of different emails and you want to guess what the correct email is, Let's go ahead and go into my browser so you can see exactly what these tools are all about . Okay, we are alright, guys. So we are on email generator right now, and basically what you want to do is you want to type in, um, you know someone's name. So I'm gonna use myself as an example. So my name is Patrick. My last name is Dang, and my company don't May name is dang worldwide dot com. And so you accept the terms and conditions and you generate it. And so what's gonna happen is it's gonna auto populate all these different domain names that are possible for my email address. And all you want to do is you want a copy and paste thes e mails into your mail tester to make sure that you're guessing the right one. So let's say you want to email me at my business email. So let's say you take a guess and say Patrick dating at Dingwall. Why, that might be that might be it. First name last name at the white dot com. So you go into male tester. It's a very simple Web site. You type in the email that you want to check, so let's say it's Patrick Dang at day ing worldwide dot com. Enter it. And so when you check this address, if it's read here on the bottom, this means that it's not a valid name for this domain. But you can see for the Green Party, the domain is a valid domain. So the names and correct So that means your guess was wrong. So you go back to the email generator use and you say, Okay, if Patrick Dang out doing well, I didn't work. What's the other one? That might work. And so you might say, OK, let's try the 1st 1 Patrick at Dingwall, Dwight writes. This one's Patrick Daniel has my last name in there, so you type this in Patrick at dang worldwide dot com and boom green green. So the domain works. And as you can see here, the email address is valid. So if you wanted to email me at Patrick dating worldwide dot com, you can ensure that after using male tester that this is in fact a valid email address. So again, male tester can be used with any combination of other email gathering tools. It's just a really quick way for you to make sure that the person that you're emailing or the email address that you have is actually valid. So you don't waste your time sending emails to emails that just don't work. So that's it for, you know, email generator and male tester. Let's go ahead and move onto the next tool. Alright, guys, So next up, we're gonna have hunter dot io. It's another simple one and what it does. It basically scrapes the Web for email addresses, and the more times and email address is on the Web, then the more probability that that email is actually legitimate. So let's go ahead and go into my Google Chrome browser so I could show you exactly how you can use it. Alright, guys, So we are on the hunter dot i o website, and this is a free tool that you can use. They give you 100 different contacts per month so you can use that in combination with other tools. But if you just want to use this one, they they do have a pricing model if you want to get more contacts using hunter dot i o. But for the most part it is free, so you could definitely check it out. So basically how it works is when you're on the website. All you want to do is come in the domain of a company you want to get into. So let's say you want to talk to somebody at the company of stripe, and so you type in stripe. And basically what's gonna happen is it's going to give you a long list of all the emails that they have in their database that they're pulling from the Web. That you could ah are legitimate. And the interesting part is, if you type it, type this in. You find someone like let's say, for example, you know you're going for someone specific, like James Pad Dolci, right? Once you type that in this person's email is gonna pop up and you could save it as a lead, and it's a 92% confidence. And that just means that it's pulling this email from all over the Web and throughout different time periods. So there's a high probability that this is a legit email, and if you want to double verify this, you could use male tester the little app that we looked at before toe. Verify if the name and the domain is correct. So that's how you use hunter dot io from their website. However, what they're chrome extension. What you can do is use it when you are on another website, so let's say you are. You're on striped dot com and on the top, right. Basically, this is yellow. But after you install hunter dot io, what you do is you press it and basically you can access all the tools just like you can on the website, right from your chrome extension browser. And it's going to give you all the different company, all the different emails, and you could type, you know, specific people in to see if they have that email address. So that's everything you need to know on how to use hunter dot io. It's a pretty good one. Go ahead and check it out. But there's mawr tools to come, right? So the next one that we're going to check out is Dayton Eyes and Dayton Eyes is another chrome extension that you could add onto Google chrome. That's going to give you aton of information on the companies that you're going to go after , as well as their email addresses. So again, there's a basic version of Data NYSE, where you know you're gonna get free contacts every month. But if you want to get more contacts, you know there is a paid version, so you want to check that out. And you know, all these tools essentially do the same thing. You just want to keep in mind. You know which one you feel has the best data for you, and then go ahead and just go with that one. So let's go ahead and dive in on what day denies work. So you get an idea of this is for you. So basically how it works is you go onto any website and I'm just on lob dot com, which is the company I used to work at. And let's say you want to email the employees at lob dot com. So after you installed the Google Chrome extension, a little button on the top rights gonna appear, and what you do is you click on that on the first have the hometown. It's gonna give you basic information on you, its revenue employees funding and all these kinds of things. Where you want to spend your time on is the third tab, which is people so under people is basically going to give you all the contacts they have in their database that pertains to this company. And when you press his little green email button, what happens is it's going to populate their email for you to grab and add to your hit list . And so this is just another way for you to, you know, get emails and Adam onto your list. It's very simple, you know, it's a chrome extension similar to hunter dot io, but it's just another alternative. I wanted you guys to be familiar with what's up party people. So the next one on our checklist is going to be Facebook Facebook is really good for businesses that are local businesses that oftentimes have a brick and mortar shop. But it's also good for larger companies, depending on what you're going for. But if you're going for small medium business, Cos it's a gold mine for mining email addresses, so let's go ahead and give you an example of how I would go about it if you're looking for an email on Facebook. Alright, guy. So I am on Boba Sevens Facebook page, and what Bobo seven is. It's a speakeasy Boba bar where they sell, you know, milk, tea drinks that are apparently alcoholic. So basically all you want to do is when you find a company's Facebook page, you want to go to their about page and then the about page. What's gonna happen is you scroll down and boom! There's gonna be an email address in the additional contact information, So all you want to do is you want to copy the address and add it to your list now, for ah, place like bobo seven. You know, which is a restaurant slash bobo bar that has a physical location in Los Angeles. Not a lot of times you will find the owner's personal email on the actual Facebook page, and that's okay because the owner of the restaurant usually checks the email that they put onto their business page. So if you're emailing Boba seven at gmail dot com, it's probably going to hit someone who's at the high level when it comes to you know, restaurants or spas or like doctors or anything that small and medium business that doesn't have too many employees. So that's just another way for you to collect emails for free using Facebook, right? Another tool of ever gonna dive into is data dot com, which is owned by Salesforce. And what makes data dot com interesting is that you know there's an auction where you can pay and I buy credits so you can unlock contacts and different email addresses. But they also have a model where if you give them a contact, you basically will get credit to get another contact back. So if you have a list of a ton of people, you know their names and their email addresses and their companies, you could basically upload that as an Excel file onto data dot com and get a bunch of credit so you can use them to get more emails. Let's go ahead and dive into data dot com to see how you are going to use it. Okay, so I am on the data dot com website, and basically all you're doing is you're putting the contact name or company into the search bar. And so I'm not typing Evan, who's ah, CEO of Snapchat and I'm right. Snapchat and Boom Enter that in. What's Gonna pop up is Evan Spiegel, who's the chief executive officer of Snap Inc. And you click on that. And so basically, this business card thing is gonna pop up. And if you press this button and get this contacts, phone and email address, it's going to unlock this contact. And so I unlocked it and it's going to give me his email address as well as his phone number and the address of where Snap Inc is located. And so you could go ahead and add that to your hitless again. You know, when you are adding contacts into data dot com, you are going to get more credit, so you that so that you could unlock more contacts and you know, if you update any type of contact with their business car info or if they left the company off the emails incorrect and you fix it, then you're going to get more credits as well. So I recommend you. If you do have a law, a big list of contacts, go ahead and just uploaded today, a dot com and see if you can get some point so that you could use it to unlock more contacts for yourself. That's everything on data dot com. Let's move on, OK, the next one we're gonna dive into is Norbert, and the website is viola Norbert dot com. And basically, it's really simple. You just put in the person's name and the company domain name, and it's going to give you their email address, so let's dive into it. You know, it works just the same as any other of these email gathering sites, but I just want to give you an idea of all the different ones you that you can use, and you could pick the one that you like the most. All right, so we are on the Norbert site. Essentially, all you're doing is you're typing in the person's name over here and then there. Domaine dot com. So let's say you want to talk to an executive at Oracle like Safra, uh, Cats event at oracle dot com and you enter that in. What's gonna happen is this is gonna pop up Safford cats at oracle dot com, and they say that they're 97% search in that. This is accurate. And so basically, Norbert is gonna give you 50 free contacts per month, and if you want to buy a more, you could go ahead and upgrade. But this is a really quick way that just like build out your list of contacts very quickly . And the great thing is, it tells you the likelihood of how verified it is so like for this one. It says 97% marker, 97% Evan Spiegel, 97%. So Norbert is definitely another option to check out. Alright, guys. So this is going to be the final email collecting tool that we're going to take a look at, and it's called Lead I. Q. It's definitely one of the more powerful ones, and it does save a lot of time back when I used to work at lob. This is the one I use. It was my personal choice because it was really quick. Ah, and I will say it does cost money to, you know, purchase a lot of different leads. But if you want to try it out, they do give you free leads to start out with. So let me show you exactly how this is gonna work. And this is gonna be another chrome extension. Let's say you are on your browser and you're going to capture some e mails today. Once you install the lead chrome extension, a button is going to appear on the top, right? And all you do is you press it and basically it's going to open linked in right away and on the side. It's going to have this little bar where it's going to give you people's contacts. So how it works is let's say you're going for companies at lift. You want to find people who work out lift that you could potentially talk to. So what you do is you press see all leads and on the left side it's gonna populate everybody on this list right here. So the first few people on the first page. It's gonna It knows exactly who these people are, and it's gonna populated on the left side. So if you want to capture these people's contact information, all you would do is press the plus. But in I want to talk to him. I want talk to him, this person, this person and basically it's going to automatically add these people onto your list. And when you want to view, you know all the people that you saved, you could also, you know, view their email right over here. You press email and then their emails gonna pop up on the browser. But if you want to view it as a list, you would press the but in view open up the I Q list. Or you could open it up as a Google sheet, and what's gonna happen is going to give you their work. Email. Potentially that personal email, first name, last name, title and company, phone number, location and all basic all these information it's gonna auto populated for you. So if you're you know, someone that uses he linked in really heavily, especially if you are someone that ops for linked in sales. Navigator Leader is one of the fastest way to just collect the emails of the people you're going after so that you don't have to copy and paste it on to another Google sheet. You could do it off from here, but again, it depends on what tools you are using. It's gonna end this on the note of its not necessarily about the tools that you use, you know, some are more powerful than the others. It's all about just putting in the work. You know, whatever tools fit for what you are trying to do, go ahead and just use that tool. You know, there's no you know, this one's better than another. It just depends on what is the best fit for you. And I would just go ahead and not even focus too much on the technology side of it. But just find a way to get people's emails, use one of the techniques I've showed you, you know, throughout this whole section and just, you know, get their emails and email them. You know, the most important part is that you do it and you send the emails, so that's it for lead i Q. And that's all we're going to cover when it comes to finding a person's email address. And next, we're going to dive into how to write like a copywriter. Hajto. How you know how to craft really great emails, even when you don't have any writing experience. So if that sounds good, I will see you guys in the next section. 15. How to Write Better Emails by Thinking Like a Copywriter: Hey, what's going on, everybody? It's your boy, Patrick. And in the next following section, we're gonna show you how you can write better emails by thinking like a copy writer. Now you know, as salespeople or entrepreneurs or anybody who's to selling a product or service. Ah, lot of people fall into this trap, especially when I was at Oracle. I encountered this a lot. So a typical sales person selling something usually makes the assumption that they are amazing at writing because they are good with people and their goodwill verbal communication. But the thing is, writing and a verbal communication are actually completely different skill sets for There are some overlaps in terms of, you know, when it comes to understanding people. But just because you're good at talking to someone doesn't mean you are great at writing effective cold emails that will get someone to take an action. So as we go through this lesson, it's important to really humble yourself and soak in all the information because they're going to be things that you may already know. But they are going to be a lot of things that you may not have known and is going to help improve the effectiveness of your e mails. Now copy Writing 101 So the definition of copyrighting for the purpose of this course is the art and science of strategically delivering written words that get people to take some form of action. And the thing with selling and words is that you know, it uses a lot of psychology and especially influencing the person's subconscious into giving them to take an action. Now, of course, there is a art to it because it is a art form of writing, and there is a science to it in terms of their certain things and triggers that you can pull in someone's subconscious that will make them feel a certain way. So we're going to cover, you know, copy writing as the art and science for you to improve your writing. Now do not worry. If you have not written many cold emails in your life, and you believe that you are not the best writer. That's totally fine, because we're going to show you exactly what you need to write and how to write, even if you are just starting out and you can get some effective results right away. So copyrighting There's a lot of study that goes into this. You know, there's the Ogilvy books on advertising, you know, bird by bird wired by story. And you know, Gallup. Gary, how birth so copyrighting in itself. It is a entire world that you could dive deep into. But for the sake of this course, we're gonna take the shortcuts and take all the bits and pieces that make these books great . And I'm gonna give it to you in a package that will help you write code emails very quickly . So if you wanted to dive into, you know, getting better with copy writing on your own, go ahead and check out some of these books. But if you want to just get that quick win and get people to respond with, go ahead and keep moving on. The good news is, you know, learning the fundamentals to get people to respond to your emails is very simple. So when you were are writing your code emails your goal, you want to keep it to a single goal. And that goal is to get prospects to respond to your email and schedule a meeting with few . So when I keep it as simple as possible, you're not quite selling your product or service quite yet. All you want to do is write an email so that the person that you want to talk to, responds and schedules a meeting with you. And during that meeting, that's when you're going to start selling and understanding their problems so that you can solve it. But for the sake of this course, you remember that the email. The goal is to just get the meeting with the person you want to do business with. The first thing that you want to think about when you're writing your email is that people will read the headline first and when I mean headline For the sake of a quote email, it's gonna be thes subject line. So you want to make sure the subject is very clear and I'll show you exactly how to write a good subject. Lying later in the course. The goal of the headline is to get the prospect to read the first body sentence. So when you're writing your subject line, the goal of that is to get them to read the first sentence in your email, and the goal of the first body sentence is to get that prospect to read the second body sentence. So if you think about it one at a time, you know each sentence. The goal of each sentence is to get the person to read the next sentence, and the reason is because you may have great product or service, and you could really help out somebody. But if they don't even read the first sentence of your email, then there's no point. So that's why when you as you write your emails and you write your sentences, you want to think sentence by sentence because every sentence does count and you want to get them down the slippery slope to read the entire email again. Right? You're getting the prospect to read every single sentence until they reach the end and at the end of the email, if you get them that far, your goal is to get the prospect to take action and schedule a meeting with you. So that's generally how you want to think about writing your emails. It's all about getting them to read the entire thing and then have a call to action at the very end and get them to response to you and get a meeting with you. So that's gonna be everything that we're going to cover for the copy writing 101 And let's go ahead and move on to the next section. All right, Next up, guys. We're gonna show you how to write effective subject lines. Now again, subject lines are super important because it's going to be the first thing a person reads when they check their email now. So the goal of the subject line is to get your prospect to open your email and read that first sentence. And with the subject line, you want to clearly communicate why you're reaching out, and you want to get enough of the prospects attention to get them to read the first sentence of the body paragraph sewing. In a way, you have to think of it like you're offering value, your very clear on what you're trying to accomplish, and you're inspiring curiosity for them to continue reading your email with subject lines. It's very important to appeal to emotions, and you mainly want to tackle pain, so there's a lot of emotions that you could go after. But if people don't experience a pain, it's very unlikely that they're going to want to take a meeting with you and buy something . So it's all about appealing to people's problems. So there's a thing called late and pain. And basically a late in pain is a pain that a person experiences but may not be a no, but maybe unaware of the pain or if a solution to the pain exist. So that means it's any type of pain a person feels, but they don't really know that there's a solution for it. A realized pain is a pain a person is conscious of and maybe actively seeking to solve. So what you want to do is you want to get a latent pain that somebody has and turn it into a realized pain and bring this into the consciousness of a person. An example of that is, let's say you're trying you're trying to do business with a ice cream store, but this ice cream store gets customers. But the funny thing is, maybe they aren't on yelp, and they're losing out on all that traffic on Yelp, which will result in foot traffic. So if you email them and you bring up the idea that all these other ice cream shops are using yelp to drive foot traffic into their door, you're basically turning a latent pain. You know, they may not even have cared about yelp at all, and you're turning it into a realized pain so that they're like, Oh, shoe, I'm all my competitors are doing it. Maybe I should look into it, too, And so they go on to read the rest of your email. Now with subject lines. Common pains that most businesses experience is that they want to save time. They want to save money, and they're not making enough money. So in a way, if you're emailing somebody and you're basically say, Hey, I can save you time, I could save you money and I could make you a whole lot more money than you are right now. Of course, that sounds pretty interesting enough to take a meeting to see what it is about. So when you're looking for pain, you know what you're doing is you are looking at people's what they value the most, and for the most part, most people value time and money when it comes to business. Now you want to make sure that you are speaking in your prospects language you don't want to use. You know any jargon that they may not understand. You want to speak in the way they speak, and sometimes it's a little bit more casual Or think of it like bar talk. Like if you go up to someone on the bar and you're talking to a friend, what are you going to say to, you know, help them out and provide value? Don't sound too. Sales ease. Don't sound too marketing. Just be normal. And so I'm gonna give you some examples of some great subject lines you can take inspiration from and apply them for your business. So what you want to do is you want to figure out what your unique value is for your product or service, and you want to combine that for the prospect. So one example is generate more leads for your sales team. So if somebody has a sales team and you can show them how to generate more leads, which will help them get more sales and you're basically saving them time and you're increasing the money they make. That might be enough for someone to say, Hey, let me go ahead and read the rest of the email. A second example is increase your online sales with Facebook ads. So let's say you are a Facebook at consultant and you're basically you're saying like, Hey, I can get you more sales using Facebook ads. And maybe if they are interested in Facebook ads at the time, they might go into the email and read the rest of it. So I mean, the main thing, no matter what product or service you have, is you wanna think about what your unique value is for that prospect and think about how you can save them time, save them money and help them make more money. So another example that we're gonna use is you basically put in your unique value, and then you put your company name at the end. And so when you're using the company name, you know it kind identifies who you are, and if you have a strong brand, it may help get that email open. So an example would be generate more sales with direct mail, dash, blob and So that's something I might say, you know, when I used to work at LOB and I want to help people generate more sales by selling my direct mail software. And so here are a couple of bad examples of subject lines. I see quite a bit and you want to make sure you stay away from these because you know, these basically are not effective at all, and you're basically wasting everybody's time. So if you just say, Hey, you know, you might get someone to open But it's like it's very if the person feels like they got tricked into opening an email and that basically ruins the relationship right off the bat. If you're asking somebody for coffee and you put a question mark at the end, it's very vague of what you want. So why would somebody wants to even open that email? Ah, same with touching base. Very vague. Your help. That's also a very bit vague because it's like your help for what, exactly? Right The next one is, you know, a little bit sales. You and you don't want to stay on the sales, decide you want to be on the normal side So this one's I have a great deal for you. Nobody wants to open that. Sounds like span the last one. You know, you don't want to use all caps like get free leads for a limited time. You know, these type of sales techniques don't necessarily work anymore, or I don't think they worked at off when it comes to be to be emails. And again, your goal is not to sell its to get the person to read the first sentence of your body paragraph and another strategies you can use is using a subject line as a question. So an example of this is you know, you use it to inspire curiosity for your prospect. For the example is driving more traffic with Facebook a focus right now in this example, you're basically saying you're asking them a question you know, is using Facebook to drive more traffic in turn, that would generate more sales. Is that a focus for you right now? If it is a focus and we're like, yeah, it is kind of focus. I've been thinking about it and they might read the next sentence of your email. So that's everything. When it comes to crafting a good subject line again. It's all about appealing to a person's pain, helping them save time and money and make more money. You want to put in your unique value, and you want to make it crystal clear on exactly how you are going to help them make it simple. Don't use jargon. Use bar talk and you will get your emails opened. What's going on, guys? So now that you know how to write effective subject lines, we're going to show you how you can address the prospect. And this is gonna come right before the first sentence of the body of your email. So when you're addressing a prospect here a couple good ways, you can do it. You can either say hi and then their first name, or you can say, Hey, and then their first name. I've used high and hey extensively, thousands of times, and I didn't find any significant difference between the, you know, using hi or hey, go ahead and use whichever fits your style that most and just keep it simple, casual, professional, high and hey, and then their first name, uh, you know, fits hits all the check marks that you need to hit and it works. So here are some bad ways that you do not want to address a prospected eso If you don't address them at all, and you just dive into the body of the email like, you know, start with Hey, let me tell you about blah, blah, blah. Nobody wants that. They want to be addressed in the beginning, and that's very common for business. So don't do not forget to put the higher hey! And then their first name. Ah, the second bad way to address someone is to say to whom this may concern, you know, right off the bat, that sounds very formal in not the best way, and it makes you sound like a stranger. And so people like to buy from like minded people or people that they can relate to. And if you do this, you're basically putting yourself in a box where it's difficult to relate to you, Um, in the same case for using deer, which is very uncommon, or using something really informal, like yo so again you want to use hi or hey, which pretty much works. 99.9% of the time. You want to avoid the addresses that are, you know, a little bit too formal, um, or not formal enough. So that's everything on how to address a prospect and let's go ahead and move on. 16. Critical Email Guidelines to Follow Part 1: Hey, what's up, guys? So in this section, we're gonna learn about length tonality and your first sentence when it comes to your cold emails. Now, when it comes to the email length, you have two options here. If you're just getting started, I highly recommend you write a short email that's about 3 to 4 sentences, and basically you want to communicate. You know exactly how you can bring value to that company and at the end asked him for a meeting. So again, if your new T emails go ahead and stick with the 3 to 4 sentences. But if you want to a different strategies, I know that the long form e mails do work between 8 to 9 sentences so longer. Emails do require a lot more effort and take a lot more skill when it comes to copy writing . But they can also be very effective as well. So you know, if you want to get your feet a little bit wet and you want to try different strategies and write longer emails, you can go ahead and try that. But if you just want to write short e mails from now until forever short emails will definitely work for you as well. So it's definitely just up to you in terms of you know what your style is. But again, if you knew 34 sentences is good, the next part is where two people essentially view their email. So there's a statistic out there that basically, you know, everything in the pink. Ah, 67% of people open emails from a mobile device, whether it be a iPad, iPhone android device or any other type. So I mean, 67% of the people are gonna look at it from their phones. And that's why you want to make your emails very bite size and phone size, because people are gonna look through it really quick and determine whether or not they should spend time on it. So only 32% actually opened on the desktop. So again, if you can write for mobile devices, it's going to translate well onto the desktop. So when you write your emails, it's all about thinking mobile first. So when it comes to, you know, actually writing the email, you wanna have a conversational style, so what you do not want to do is to seem like every other sales person out there. So a lot of times sales people have a bad rap in that, you know, they try to sell you junk. They'll say something like, Oh, this is brand new. This is gonna blow you away. This is the best thing ever. And the moment somebody gets that whiff of that tonality, it's like, Oh, boy, he's trying to sell me. So that's why you want to keep a casual tonality as if you were talking to a friend at the same time you are keeping it profession? No, Like I was just saying, You want to write more casually, but keep it professional like you're talking to someone at the bar or talking to a friend. You don't want to appear to Sales E. And the thing is, people like to do business with people that they like. You just want to come off as very relatable. You're listening to their problems. You're not trying to push any product. All you're saying is like, Hey, man, I know is that you're doing that. I'm doing this. I think we might be able to help each other, So if it makes sense to talk. Let me know what your calendar looks like. So basically, you know, you wanna have a conversational tonality and really build report with your copy writing. So a good example of conversational tonality is Hey, Patrick, I saw that you recently died. It added up. So, you know, you're basically just talking to them in plain English. There's nothing about that that sounds sales e. It's just talking like a normal person. The bad examples of tonality is Are you ready to be blown away? Right? That sounds very sales E or good day, sir. My company just launched, right? Nobody wants to hear that. Or if you are very Internet Market E and you say something like four limited time. So those kind of emails basically don't work at all like nobody's going to read them, though he's gonna want open them. And for sure, no one is going to respond. So that's why you want to keep it cool and casual and just keep it like you're talking to a friend. So now that you understand the casual tonality side of things, let's talk about the first sentence that you're going to write. So when you're writing your first sentence, you want to avoid talking about yourself, So an example would be My name is Patrick. And let me tell you about how great my company is the moment they read that they are not interested because they don't care about you. They care about themselves. So you want to be mindful of what your prospect wants to hear, and for the most part, they're gonna want to hear how you can save some time money or make more money. And so you want to keep that framework in your head as you write your emails and we're gonna go through some scripts on you know exactly how to write that. But from a strategic vision standpoint, this is the framework you want to keep in mind. So now we're gonna show you how you can personalize your e mails. And what it means to personalize is to make your emails custom and make the person feel like you're writing and email specifically for them, rather than them feeling like you're, you know, moving down your hitless in just emailing just anybody. So when it comes to personalization, one thing you can do is bring up mentions in the news. So if you see a company yum mentioned in the news for whatever reason, maybe they want award. Or maybe, you know, something really great happened for them. You could bring that up in your e mails and they will feel special because you did. Another thing you can do is you know, if they want any type of awards like if they, you know, were awarded Forbes, you know, 100 or INC 5000 companies, something like that. You could bring that up and make them few a little born special about themselves and hopefully that will build, report and get you that meeting. The next thing to do is use hyperlinks. So hyperlinks are interesting because I'm medicated. Example. Let's say you are selling S e o consulting services and you're helping people rank on google dot com. So if you search in someone's name someone's company name and it shows that they are on the seventh page of Google, what you can do is you can email that company and say like, Hey, you know, when you type in your company name and Google, you actually appear on the seventh page here's a hyperlink. I helped companies. You get ranked on number one on Google. I help these people, so let me know if it makes sense to talk. So if you send something like that, that's some real pressure, and it shows them that you actually can provide some value in. It shows that you're turning a latent pain into a realized pain with hyperlinks. So that's just one example. There are many other examples of hyperlinks, depending your industry. So you just gotta be creative about it when you're personalizing your subject lines. Which is another trick is you want to put the first name of the person you're reaching out to in the subject line. So would be like, you know, if they were Patrick at Wave Studios, which is my company, it would be Patrick, um, my first name. And then whatever subject line you're going to write, like how did generate more leads or how to get more traffic? Whatever the case may be, using the person's name is one strategy. Another thing is, you know, when you put in your unique benefit into the subject line, what you could do is actually add the geographic location to make it a little bit more personalized. I help businesses in the Los Angeles area generate more foot traffic. Eso that's just example of just using a geographic location like Los Angeles putting that into, you know, combining it with your unique benefit. And it's gonna make you feel like you're writing a email specifically targeted for them. So personalization does, you know, increase your response rate and the rate that people will take a meeting with you because it makes them feel special. So that's something you want to keep in mind if you want to write personalized e mails. Alright, guys. So let's go ahead and talk about how to format and space out your e mails. So when it comes to spacing, you want to think about how to make it as easy to read as possible. And you know, the thing is, if you write long paragraphs or you write things that are hard to read or daunting to read , people might think like Oh, man, this is so long. I don't want to do the actual work. So again, you want to make it as easy to read as possible, so I'm gonna go ahead and give you an example. Take a look at this email. It's about four sentences long, and what I did was I combined all the sentences into one big paragraph, so it doesn't look too bad. But when you compare it to another email, this is the exact same copy. But the difference is I broke down the email into four different paragraphs, and basically each line is either a sentence or two sentences. And the reason why you want to do that is because when people are looking at this on their phone, especially the spacing allows them to read the sentence really easy and then move onto the next one and then move on to the next one. So again, remember your goal. The first sentence is to get them to read the second sentence and then so forth. And so the end, where you actually ask for a meeting and it's very different from comparing it toothy first example where everything is bunched up into one paragraph. It does look a little daunting to read, and especially when it appears on the phone, it's gonna look very. It's gonna look like a lot of work and so that's why you want to space it out. And the rule of thumb is basically for every sentence or two sentences. You're gonna want to create another paragraph just for that, and it definitely makes it easier on the eyes. So now, when it comes to formatting, you do not want to use any graphics or images or any complex HTML in your coat. Emails. Now for marketing emails like of newsletters, that's fine. But when it comes to be to be cold emails and you're emailing somebody that you don't know , you definitely should keep it as simple as possible. So you want to make your emails look like how it would if you were to send your friend a friendly email, right? If you're sending email to your friend, you're not gonna want to, you know, add a lot of images or graphics or HTML. You're just gonna write it as is. Here's an example of sales buzz Uh, an email I got from sales buzz. And so the thing with sales buzzes. I got this email from employees at sales buzz, and I was like, I don't remember signing up for sales buzz. I don't even know who sales buzz is. And basically, I get this image and I get all of these different colors and it seems very sales or marketing. And I was like, I never signed up for this, so I'm not even gonna read. I just deleted it. Um, now, here's an email actually got from Tai Lopez. And as you can see, Tylo Pez basically broke down his email where every sentence has its own paragraph and it's very easy to read. And basically it draws your ID to the top all the way to the bottom, and it gets you to read the whole thing, which is the goal, and at the end, you know it's to get someone to take in action. When you are writing your emails, just space it out every sentence or two sentences. You want to create a new paragraph, and that's going to make it a lot easier on the eyes for people to read your email hunt their mobile device. Hey, what's up, guys? So in this section, we're going to show you why using a company email is important exactly how you're going to format your email signature at the bottom of every single email that you send out. So the company email. So check this out, guys, when you receive an email from a email address like Patrick at oracle dot com or Patrick at deng worldwide dot com, it's gonna be a lot more credible when you compare it to Patrick at gmail dot com or patrick at yahoo dot com. So if you're really serious about business, I highly recommend you not use a Gmail or Yahoo Ah, domain name because it basically makes you sound very unprofessional. And it seems like you're just some random person sending emails Now. If you do have a company domain name attached to your email, it's gonna make you look like a real business, and it's gonna build you a lot more credibility. Increase the odds of someone responding to your email. So if you don't have a company email, here's some things that you can do. You can attach your domain name that you own to Google maps for business. And so how it works is, let's say, for example, for me, I own the domain name much a perfect dot com, which was one of my side businesses and Basically, what I could do is I can purchase the at much a perfect domain name for Google Maps and make an email like Patrick at much a perfect dot com or, if I have employees Sally at much of perfect dot com, And for each email, it's only gonna cost $5 a month. So if you're actually serious about business and you want to get clients and you want to do it with cold emailing, I highly recommend you, You know, by a domain name that fits your company and then get the at your business name dot com because it's going to make you a lot more credible. And it's only $5 a month, so it's definitely worth the investment. Now let's go ahead and dive into how you want to format your email signature. So the goal of the email signature is to provide more information about yourself, build more credibility around your brand and appear more profession now. So is the essential information that is included. When to do that is your first name, your last name, the role at the company, the company name your contact information, and this is optional social proof so on the bottom, right? It's gonna be an example of the email signature that I used when I was at Oracle. And so the top it's gonna be my first name and my role enterprise account executive. And basically the department I was in or the solutions I was selling was Human Capital Management Solutions at Oracle that you go the company name. I got my office phone number, my mobile phone number, my email address in there, Just in case anybody for its my email along it makes it a lot more easier for people to find my email and send it around and also has my physical location, which is optional for you. For me, because I was a sales person being in Redwood Shores in the Bay Area in Silicon Valley, I could actually meet people in person for a business meeting. So putting that in made it really easy. And at the bottom, you know, again, this one is optional. You could put in any type of social proof, like if you are a company was featured in Forbes or Bloomberg or see and then you could basically put that into the bottom and hyperlinked them so that when people click on it, it goes to that article where they're writing about your company. Now if you don't have any social proof, uh, no. One's Britain about you quite yet, and you're just starting out. Here's what you could do. Ah, you could offer some sort of value on the bottom of your email signature and attach a hyperlink so you could say something like Learn how you can and then add the value prop and then hyperlink that. So when someone clicks on the learn how you can, it'll take them to your website, and basically, what you could put on the website is case, study or a customer success story. Basically, when they go into your website, you could put in a case study or customer success story so it builds more credibility and shows that you are an actual legitimate business. Some other copy can uses, say something like See what everyone's talking about. Hyperlink. That or the bottom, you could say, like see how other fintech companies are generating more leads are generating leads and someone who is interested in fintech. My click that and then go on to your website so again, this is optional, but it's just one way to build more social proof so that people are more likely to think of you as a legitimate business and take a meeting with you. 17. Critical Email Guidelines to Follow Part 2: all right. So having a professional website, it's going to be very important when it comes to B two b sales. And here's why. So the first thing someone does when they receive a cold email from you is check your website because that's going to be the place where there you're gonna have all your information. Who, your customers, ours and what services you offer. So what prospects are essentially doing is they're trying to see if it makes sense to take a meeting with you. So that's why you want to make your website very professional and clear on your website. You want to clearly demonstrate how you help your clients. Having testimonies or customer success stories is gonna help quite a bit, and you want to make sure your wife so it's very clean and clear and aesthetic makes sense . I see other websites where they have, like all these buttons and hyperlinks and everything. It's very confusing on what you're trying to do, So you want to make sure your website has a clear objective in mind and on the website, what you can also do is have a place where people can put in their email or join a newsletter so that you have their email and you could follow up with them later on for sure . What you want to do on your website is have a contact page where you want to make it very easy for people to reach out to somebody that works at the company, your company if they choose to do so. So let's go ahead and go through an example of someone who I feel has a really clean, effective website. Alright, guys. So we are on the lob dot com website and as you can see, it's a very clean, clear aesthetic. They're only showing you what they want to show you. And basically everybody in here has a purpose. So on the right in the beginning, you know, you could try right now. Over here, it tells you exactly what kind of services they offer and what makes them special scrolling down, you know, trusted by great companies. So it basically says that they're very credible. They work with some really big companies like c G. You know, couchsurfing booking dot com are really big companies again. It shows the features of what their product has very clear, and what's really interesting is at the very top. There's a button that says Try it now but it also says contact sales. So you want to make it very easy for your prospects to be able to contact you if they choose to from your website. And so that's everything we have to cover on having a professional website again. Just make it clean. Make it clear. Show what features and benefits you have to offer in any customer success stories as well. Alright, guys. So one of the most important frameworks toe have in mind when you are writing your cold emails is you're trying to inspire curiosity and let me go ahead, explain exactly what I mean by that. So when you're inspiring a prospects, curiosity, what you want to think about is when you're writing your email, you do not want to give away too much information. Your goal for your cold email is to get them curious enough to want to take a meeting with you. So you just want to say just enough to get the prospect to give the prospect an idea of what you do and how you can add value to their business. And then you want to ask for the meeting. And the reason why you want to inspire so much curiosity is because if you give away too much information, they're going to make a decision on whether or not to take a meeting with you based on that information. So that's why you want to hold out a little bit and keep them hungry so that you there are a lot more incentivized to have learned more so that they could grow their business. And the thing is, when you get them on the phone through your email, you can sell a lot better when you're talking to somebody over the phone or in person one on one. And this is a lot more effective than trying to sell something from a straight email and means a very low probability that if you send someone a cold email that they're just gonna buy something right from their website, that just doesn't really happen, especially in B two b world. So the goal again is to limit the information that you give away so that you can get a phone meeting with um or an in person depending on the type of business you're running. Something to keep in mind is you don't want to write anything in the email that that would automatically disqualify you in the prospects mine. So again, like when you are writing emails, don't make any assumptions. Don't exactly tell the prospect point by point exactly what you do. All you want to do is give them a general idea of what you do and how you could help people and sparked their curiosity. Enoughto learn more on the phone call. You might figure out that it may not be the best fit to work of each other, but the goal is to get that phone call in the first place. Now, if you disqualify yourself by giving away too much information in the very beginning, then you're not going to get any meetings at all. And you're basically dead in the water. So that's how you're going to inspire curiosity. So just keep that framework in mind as we go along. But course alright, guys, so a lot of you might run into this challenge and where you can't get the person's actual email address and all you got to work with is a generic email like in full at when you're handling thes generic emails? Here's what you want to do. There's gonna be two different strategies that you can take. The 1st 1 is if you don't know the person's name at all. And all you have is that info at company dot com. Where you want to do is put yourself in a position where you ask for help. So an example of that would be, Hey there, I need a little help. I'm looking for the appropriate person who handles marketing, dot, dot dot and then you continue along with your email. So by putting yourself in the position where you're not commanding to talk to who's in charge, you're just asking for a little bit of help. Whoever gets that email is obviously going to help you out, because why wouldn't you help someone who's asking for out? And so that's one strategy you can go about That's really effective, and I've done this quite a bit for local businesses, So strategy to work if you know who the owner of the business is, What you want to do is just use their first name because a lot of times the business owner will be the one who is checking that info at email address. So in the subject line, what you want to do is just put the person's first name in there. So that would be the owner of the business. And then you would just continue on with your subject line like you normally would, and the first sentence or the first dressing is high Evan first name. And then you dive into the body. So this is only when you know exactly who the owner of the business is, and that's and you're kind of taking a guess. But But it does work so again, two strategies. The 1st 1 is, if you ask for a little bit of help. The other one is You're basically just using the owners first name in the subject line. That's all you got to know when it comes to handling generic e mails. Alright, guys. So this is actually an interesting one that a lot of people ask me. They want to know when it's appropriate to use emojis exclamation points and smiley faces. So when it comes to thes things, most of the emails the code emails that you send out. You actually don't need them. Ah, lot of times they don't necessarily add any value and don't really increase the odds of someone taking a meeting with you. Like think about it just because you use emojis. How is that going to encourage someone to want to email you back? It probably isn't. One thing I also add is also depends on the context of the situation. Now, even though most people most emails don't really need it. If you did want to use it, you really have to think deeply on whether or not the prospect finds it appropriate. Like, for example, if there are young startup high growth and they just want some type of award. And you know that whoever you're emailing is also young, they might be a lot more receptive to an emoji, especially if they won an award you could use, like money, science of money, emojis or trophy emojis, and they may actually like it, but it really depends on the context. And if you're going for speed, just don't even use it because it doesn't necessarily help that much. But if you do use it even Smiley faces to don't use to many, I would probably just limit it to one emoji or exclamation point slash smiley face per email. Because if you get a email with a ton of emojis in it, it's hard to take it seriously in this day and age at this time. Overall, my recommendation is probably not used it off, but if you do, just limited to one per email. 18. Cold Email Common Mistakes: Here's the deal when it comes to attachments using jargon and punctuation for attachment specifically, basically, you do not want to add any attachments to a cold email, so some examples would be a pitch deck or any type of white papers any type of additional information you do not want to add. And that's because if you give too much information, you're not inspiring curiosity. So in the email, you just want to keep it short, sweet and just make it so that the person wants to take a meeting with you to learn more. But if you add a pitch deck or a white paper, it basically gives too much information. And from my experience as a sales person and entrepreneur, nobody really reads pitched X or Y papers, especially if they have no idea who you are. Now. Jargon don't use any type of vocabulary that your prospects may not understand and some example of bargains and technology World is, you know, using a P I Switches application program interface, or cess that, and SAS stands for software as a service. If you use like these words that people don't really understand, they're not going to relate to you, and they're not going to respond to your email. So what you want to do is just explain things in plain English like you would a friend or your parents and assume that they don't understand what all these technical terms are and inspired curiosity for them to want to learn what these things are now. Punctuation. What you want to do. It is limit the amount of bolding, italics and all caps that you use in any type of email. And the reason is because you just want to keep the email really casual, like if you are emailing a friend, it's very unlikely that, you know, you may not use all caps or bolder attacks. Just use plain tax in plain English and make it as relatable as possible to a human being. And that's going to increase the odds that someone will respond to you. Okay, so we're gonna talk about one of the biggest and most common mistakes I see entrepreneurs and salespeople make, and that's putting down a hard time commitment when they are sending their cold emails. Okay, so let's to go ahead and talk about what the's Kym commitments actually mean So when you're asking for a meeting, you do not want to suggest a specific time. For example, tomorrow at 1 p.m. Or Wednesday at 3:30 p.m. The reason is because you have no idea what this person is scheduled is like they might be extremely, extremely busy. And if you suggest a time where they have an important meeting, they're definitely going to say no and they're not going to reschedule their schedule just for you. So that's why you want to avoid those specific time commitments. Now there's gonna be a lot of stuff on the Internet that will suggest that you do do that. It doesn't work, and I've tried it myself. And basically, if they do want to take a meeting with you and you suggest a specific time, they can't actually take the meeting at then there's gonna be a lot of back and forth ends , really annoying and to reiterate you don't know the prospects schedule, so it's just really unproductive to make any type of assumptions on whether or not somebody can't commit to a certain time. And so the solution to this problem is instead of asking for a specific time on when you guys should have a meeting. What you want to do is just ask the prospect when they are available, and by doing this you are respecting their time. And of course, this might make it a little bit difficult for you because you have to rearrange your schedule based on you know what time they come back with. But as a sales person or entrepreneur, that's just the game, because you want to respect their time and you want to be there when they're ready, especially when it's gonna be an important company or really big company that can give you a lot of business. You just want Teoh a bend a little bit so that you work with their schedule and you know the winner goes to the person that could be most flexible in this situation. So overall, don't commit to hard time commitments. Don't ask for them as the prospect when they are available or when they have time for a meeting 19. Cold Email Script and Templates Part 1: Hey, what's going on, everybody? It's your boy, Patrick, and we're finally going to get into the meat of everything, and it's how to succeed with your cold email scripts and templates. So for a lot of you, this is the moment you've been waiting for in terms of the execution side of writing the emails and seeing the scripts and how you're going to send it out. So let's go ahead and dive right in. So when it comes to email scripts and templates, just know that all the things that I'm gonna show you are meant to be tested in iterated for your specific product or service. So know that depending on your product or what industry you're selling into, the emails are gonna be slightly different, and you're gonna have to tweak him a little bit to get the best results. And there's no such thing as a silver bullet. When it comes to email, there's no one email that will work everywhere for every person in every industry. So I'm gonna give you a lot of different examples and templates you can work with, and you can find the one that works best for you again. It's all about testing and iterating, because when you start out, you know you may not get the best results, but once you send more and more in eatery and improve, you're definitely going to improve much more as time goes on. So here's how you gonna test your emails. If you want to keep it basic and you're sending your emails through something like Gmail. I recommend you sent at least 20 emails using one formula or variation of that formula at a time. And the reason is because 20 is a really good number when it comes to having a big enough sample size to know if the emails are working or not, you can compare this to let's say, if you send five, you send five emails. It's just not enough people. You're sending it to you to know whether or not it really works. So 20 is the minimum I would recommend at a time. And if you have the leads meaning you bought them or you have a huge list of hundreds of different emails, you can literally send hundreds of emails every week using thief fishing strategy that we covered earlier in this section, However, you must know it's a little bit more events because to send hundreds of emails, you're gonna need some sale software to keep track of everything. But if you have it and you got the leads, go ahead and give it a try. And you know, when you're testing the different variations of the formulas that I'm gonna give, you know that there are a lot of different elements you can change and tweak to get better results. And some of them include the subject line. Ah, the unique benefit that you offer within the body of your email case studies or statistics you're putting into your email. And finally, the final sentence or the call to action at the very end of the email. So no, As you send your first batch of emails, switch things up when you do the next Hess an A B test, um, to see which one is best for you and which elements you can improve. When it comes to tracking results, you're gonna know that what gets measured gets improved. And so what you want to do is you want to break down the process of cold emailing to know exactly what is working, where it's working or why it's not working and an example of this. So let's say you send 100 emails and you get 70% open rate, which is really high and responses. You're not getting any responses, so you know that the subject line is good enough to get them the open. But whatever you're putting in your email, it's not entice of enough for them to want to respond. So, you know, right there, you're going to need the change of body of your code email, meaning it might be the unique benefit you're offering the case study or statistic. So whatever the case may be, so by breaking it down into something like this, and you could even just use a Google sheet toe do this. You can see exactly what you need to improve now when it comes to tracking results. After you executed email campaign, you want to review the results after 1 to 2 weeks, and this is going to give you enough time to see whether the email is working or not. You don't want to check it every day is because some people may respond a little bit later . So 1 to 2 weeks is a good rule of thumb to go by when it comes to adding these into your associate when you're tracking your results and some software that I recommend you use when you are sending your coat emails if you're sending a lot of emails, meaning like hundreds per week or 100 per day outreach that I oh, is a really good one. But if you're doing something a little bit mawr on the basic side using Gmail, yes, where has a really great extension that allows you to schedule your emails and send you reminders? So that's really good. And I also used it for my personal email. So check that out and hope spots another CRM that's all built enough. Everything. I don't want to go through all these email software that's available on the market because there are basically countless of them. But here's a couple recommendations that I can get you started with, and you could check them out to see if it makes sense for you and again, it all depends on how many emails you're sending and what volume that's gonna be at. So everyone's going to be a little different. Just think about the needs that you have and find the software that works best were few and go ahead and those are just going to get you started. That's everything you need to know for getting started with the scripts and templates. No, that's all about it. It aeration process, meaning your first batch may not get that great results, but as you keeps anymore and you track it, you're gonna figure out what works and eventually you're going to succeed. So with that, let's go ahead and dive into the actual templates. So first off, I want to introduce you to the pain. Dr. Formula. This is one of the most effective email templates that I've used. It's super simple. It pretty much works in a majority of industries and product or service that you are probably selling. So when it comes to the pain Dr Formula, the first thing you want to think about is you want, take a prospect, lay in pain and make it become a realized pain. And if you forgot, late in pain is a pain that a customer or prospect does not know that they are currently experiencing and you want to bring that into the light and make them really feel that pain that they didn't even know existed a moment ago, and you want to make it hurt as much as possible. And the reason for why you want to do this is because the more pain a prospect experiences , the more they want to solve for that pain. And basically, at the end, you're going to come in as the doctor who can make their pain go away. So it's really funny because you're actually making them feel a lot of pain in their business and that they really want to solve it. And you just so happen to be that person who can solve it. So, you know, this is basically selling one a one. But through cold emailing so pain doctor So an example of the pain doctor. So here's an example of e mail script that you guys can take inspiration from. I'm gonna break it down, you know, step by step, and something to notice is that the way it's broken down is every sentence. It's basically its own paragraph, and the resent that that was because it makes it very easy on the eye to read, especially when people are reading it on their iPhones. So let's go ahead and just dive right in step by step. So let's go ahead and dive into the first part. Hey, Prospect. I noticed that your website currently isn't running solution, which typically increases monthly revenue by 34%. So what I'm doing over here is I'm saying that their website currently doesn't have a certain solution that they should be using. And I'm implying that subconsciously and I'm saying that people that do use it usually increase their monthly revenue by 34%. So in a way, I'm also saying by not having it, you're losing out on your revenues being 34% hard, and then they could be. So I'm making it hurt in a very subconscious way without calling it out directly. But you feel it because you feel like you're missing out on this extra revenue. If you were the prospect, let's go ahead and go into the second sentence. Implementing solution to increase sales is something we help industry companies with all the time. Some of our clients include X y Z. Now, when it comes to the brackets again. Industry, You know, it could be whatever industry that urine, it could be like it could be Implementing solution to increase sales is something we help financial tech companies with all the time. So, you know, plug and play. The reason why you want to put in some of your clients that you put in is one. It gives you social proof. And two, if those clients are competitors through the person that you are emailing, basically, you're making them feel like, Wow, my competitors are doing this and they're increasing their revenues. I should be doing this to. And so I just dropped name dropping some of your clients. It really triggers Thean motions of a prospect and may get them to on take a meeting with you. So the next part is the call to action, and I'm saying so if it makes sense to talk, let me know what your calendar looks like. But if not, who do you recommend? I talked to? Thanks, Patrick. So here I'm doing the call to action, and the strategy I'm going for is I'm saying, just in the very soft way, So if it makes sense to talk. Let me know where your counter looks like. And basically what I expect from them is to respond to me with a time of when they are available and the little extra thing I put in here, which is something you don't always have to do, as I said. But if not, who do you recommend I talked to? And this is because a lot of times when emailing somebody, they may not be the right person to talk to, so they may forgery email to the right person. Maybe it's like a marketing director or with whatever it may be, and then you could talk to them. So I like to end things off with that combo because it's a very soft way to ask for a meeting. But it's very direct at the same time. And if you got the wrong person and or if that person is not in charge, they can refer you to somebody else. Let's go ahead and go into another example of the pain Dr Formula, but this time I'm going to fill in all the blanks instead of putting in the bracket. So you get a better idea of how this works. Hey, John, I know is that your restaurant currently isn't running an INSTAGRAM account, which typically it can increase local foot traffic by 65% for restaurants in the Los Angeles area. So what I'm saying here is so the example Service on advertising is a instagram service where I handle restaurants, social media accounts and try to grow that out so that it drives more foot traffic into the restaurants. So I'm saying your restaurant doesn't have instagram, and basically you're missing out because a lot of people in the L A area are increasing their foot traffic by 65% just by having instagram so by Niven yet you're just losing. So next time since I'm going for is starting running and creating content for instagram is something that we actually help l. A based restaurants like yours with all the time. In fact, some of our clients include Applebee's Subway Pizza Hut. So basically I'm coming in as the doctor and I'm saying, Hey, you're not running instagram account. That's the pain. And luckily for you, I actually help a lot of companies with that here. Some of your competitors I work with and you should probably work with me or else you're losing out. So that's basically what I'm saying. So in the end, I'm closing it off with. So if it makes sense to talk, let me know what your counter looks like. But if not, who do you recommend? I talked to Thanks, Patrick. So that's basically just an example of how it would do the pain. Dr. Formula again, coming with the pain with the first sentence or two. Then you want to come in as a doctor or solution in the next part, and lastly, at the end, you want to do the call to action. I see what their calendar looks like, but if not, you know, see who else Who else? You can talk to you at that company, so that's everything. When it comes to the pain. Dr. Formula, go ahead and just take from these examples. Change it up depending on what your industry is or your product or services, and just remember, you want to make it hurt as much as possible, and it's even more effective when you do it in a low key, subconscious way. So with that, let's go ahead and move on to the next template 20. Cold Email Scripts and Templates Part 2: What's up, guys? So this is one of my favorite email templates have I ever use, and it's called The Appropriate person formula. This is again. It's one of the most effective that I've used in my entire career. In fact, I've used it for small, medium enterprise companies in all types of industry, something all types of different products. And for the most part, it pretty much works most of the time. Now, this is an interesting one because it does break some of the rules that I've shared with you earlier in this course. But if you just follow along and, you know, follow it step by step, I know it's going to work for you as well. Here's how the appropriate person formula is going to work. What you're gonna do is you're gonna want to email four different decision makers at a company in the same department all at the same time. Let's say you're emailing company. You're gonna want to email one chief executive officer or CMO or CFO, someone in the C level suite, then you want to email a person below that person. So maybe the VP of marketing. VP of sales VP of finance. Then you want email? One director like director of marketing, Director Sales and you want to have one wild cards. For example, if you're emailing all marketing people, you wanna have one C i o in that mix. The reason why you want to do this is because you're basically emailing. Let's say the director when you're emailing the directors boss, which is the VP and you're emailing the VP's boss, which is the chief X o. And basically what you're doing is email your boss, your boss's boss and one wild card, and I'm gonna show you exactly why you're doing this. Part of the reason you're doing is because executives love too delicate. So if you're emailing thesis EEO and you're emailing all these other people, basically, the CEO is going to delegate the responsibility of taking the meeting with you to a lower level like a VP level or director level, which is what you want. In a way, you're kind of creating an internal referral and you're basically saying, Hey, I got some value to offer and then someone at the high level who finds an interesting will push your offer on to the next person who will have to do the work and take a meeting with you. And so if you think about it, if, let's say a director of marketing is told by the CEO to take a meeting with you, the hair, basically you want to do it and they're not going to say no. And so you're basically creating that type of social pressure internally within their company. So go back to this blueprint that I showed you guys way in the beginning of the course. Here's how most organizations work. There's a C suite, vice presidents, directors. So we're basically going to focus on the top three. And we're not gonna focus at all on the manager's or individual contributors because they're not gonna have the decision making power to actually make a purchasing decisions. So this is called the changing Technique. So, for example, if you are emailing the marketing department of a company, you're gonna send one email to the chief marketing officer, one to the vice president of marketing. Once you, the director of marketing and your wild card, maybe the vice president of innovation. So you sending four emails to four different people in the same department, one wild card in the same company. And so why you want to do this is because companies are basically always looking for opportunities to improve their business. And basically, if you're offering riel value and you're emailing these people, they're going to send someone to you to take a meeting. So going back to this graph, if you're offering value to everybody basically at the C suite is the chief marketing officer thinks that you offer value, and the vice president also agrees that you offer valued. They're gonna have a little discussion internally, and they're basically going to say this seems interesting, but we don't want to spend time on it. So let's push it to the director of marketing and let's have him take the meeting. And so, basically, that's how the chaining technique works. It's getting people at the higher levels to create some sort of social pressure and push it down onto the lower level people, which would be a director. Here's how it's gonna go down when you're sending the four individual emails to each prospect you do not want to see, see anybody or BCC anyone at all. So you're sending an individual email to each of these four different people without connecting the emails at all. And in that email it's broken down into four different steps. Step one is the subject line. Step two is your introduction. Step three is gonna be your pitch and step four is your call to action. And again, the more closely you follow this template that I'm about to send you, the more likely you're going to get a better chance of success. So let's go ahead and dive into the subject line. So in the subject line, you're going to write appropriate person capital, a lower case P. And you do not want to be creative with this one. You just want to send appropriate person. I've tried many different variations of changing the subject line for this email of format , and I found that appropriate person works the best out of anything I have ever tried. So send an email to four different people. Don't see, see anyone subject line being appropriate person for all of the people you're sending it to . Now, this is gonna be the introduction. So you say, Hey, Prospect, I'm writing in hopes of finding the appropriate person who handles department in that pursuit. I also wrote to prospect a prospect B and prospects see so far makes sense to talk. Let me know how your calendar looks. And so what you're doing in the intro is basically you're saying you're writing the company in hopes to find the appropriate person who handles a department, for example, marketing. So you're not saying you're not investing asking for a meeting directly? You're just saying, Hey, I'm a little loss and I need a little help finding the right person to talk to the next sentence you're saying in that pursuit. I also wrote to your boss, your boss's boss in this random person. So you're indicating that you wrote to all of these three other people you're not see seeing anything. You're just letting them know that you wrote to all these different people and then at the last sentence in this paragraph is you're saying so if it makes sense to talk, let me know what your calendar looks like again. You're basically giving them right away what you want. You're saying you want a meeting to see if it makes sense to work with each other. And so all encapsulated in this introduction your writing exactly why you want a meeting with them, who you wrote an email to besides them and what you want the outcome of the end of the email to be, which is to get a meeting. So that's gonna be the introduction was moving to the body. So the pitch your pitches where you're going to differentiate yourself from everybody else , and it's where you gonna offer your value and you want to talk about how you can help them at a high level. Don't include any technical details on how to use of how you're gonna actually do it. You just want to give them an idea of how it's gonna work and just enough information for them to be curious enough to take a meeting with you. And now the pitch itself is going to be 4 to 8 sentences, and I know that eight sentences can be a little bit on the longer side. But if you do it right, it's gonna work. Even though it's a long form email and again, you only want to give enough information to inspire them to want to take a meeting with you . Do not give too much and do not give enough to for them to say no. And lastly, you want to include at least three clients that you worked with for social proof in that pitch. And trust me, putting in clients or their competitors does help a lot and get them to emotionally want to take a meeting with you. Now, Some questions you want to think about as you craft your pitch is what can you do for them ? How does what you have work? What pain do you saw for that person you want to meet again? People buy based on pain. What pain do you saw for them? So it's a common. It's a little bit like the pain Dr Formula I showed you earlier. And what are the problems you have helped other clients solve? Let's go ahead and dive into an example of what a pitch looks like again. This is a little bit on the longer side, but trust me when you're explaining to them high level, how it worked, it's gonna it does really pay off. I'm going to go ahead and read this with you. So you get an idea of how it's gonna go down. And for this example, I just made up a company influence of the I o the house people in the social media marketing space as an example for you. So let's get started. Influence. Io helps global apparel brands increase revenues and reach new audiences by helping them research and contact social media influencers to promote their brand. So right off the bat, I'm basically saying, Hey, we help people increase revenue. So it basically why wouldn't you want to take a meeting with someone that can help you make your money right? As you know, finding the perfect influence here to represent your brand can take hours of manual research. In that sentence, I'm during in the pain to solve this. Our platform helps hundreds of brands quickly search to our global database of influencers and build outreach campaigns. And because our data is updated 20 times per day with influencers latest data such as contact info, audience demographic and engagement marketing teams can make better strategic decisions based on the most accurate data available on the market. So again, I threw in the pain. Then I came in as a doctor to solve their pain, and I'm showing them how I can save them a lot of time. And then the next paragraph of the pitch is typically our clients free up to 23 hours per week on time spent on research, which can now be refocused on developing stronger marketing strategies. Some of our clients include Adidas, H and M and Calvin Klein. So in that last paragraph, I'm basically saying I can save you guys aton of time that is usually done on manual labor . And now that time can be focused on developing better strategy because we're using technology to automate the manual side of things And the last sentence I'm saying our clients include ideas. Hmm, a Calvin Klein. Because I wanna have social proof and I want to say like, Hey, not only do we offer value, but we've have successful companies under our client Bell, and if they're working for us, you should be working with us to again. It could be 4 to 8 sentences, and again, it is a little bit on the longer side. But I'm clearly demonstrating exactly what we do and how we can help people and trust me, you know, if you do is long form correctly, it does work now The call to action in the very end, if you are the appropriate person, speak with what is your calendar look like? But if not, who do you recommend? I talked to Patrick and then you put in your email signature again. You email four different people. So at the end, you're basically just saying, Hey, if you're the appropriate person to speak with, what is your calendar look like? So if they're the right person, they might respond immediately with an email. Ah, saying that they want to take a meeting. Or if not, who do you recommend I talked to? And this is where the changing strategy comes into play. Because if you email the CEO, they might recommend you to director of marketing, and they afford that email and let you know to talk to that person when we're looking at the entire email from high Low of this is pretty much what it's gonna look like on somebody's computer or their phone is going to be broken up into about 123455 different paragraphs. Um, with each one being a sentence or two. Accept the pitch of the email and again in the beginning, just remember that you're also writing all the different people that you're writing to. So So it says in that pursuit. I also wrote to Prospect A, B and C make sure that you actually put their first and last names over there. Okay, so what's gonna happen next is one of the four people will respond to your email and tell you a time that they are available for a meeting. And so, basically, once you get that, basically your meeting is scheduled. The other thing that might happen is one of the four people may forge your email to the actual appropriate person who you should be talking to. That person may respond to that email scheduling a meeting with you and again century emailing four people at a time. Multiple people might email you back, but most likely one of them in the lower level person will take a meeting with you. And so basically what you're doing is you're emailing all these people and you're getting them toe, have an internal discussion and decide whether or not they should take a meeting with you and then when they make the decision and it's a yes, they're going to get one person to email you back and say, Hey, let's do a meeting And so that's pretty much of what's gonna happen. Another thing that might happen is if, let's say the four people that you emailed are all of them are not the right person from what may happen is the prospect may email you back, letting you know who the appropriate person is by giving you their name and email address. So a response might be Hi, Patrick. Thanks for reaching out. Sally Tran is the right person to talk to, and so when that happens, usually they see see Sally Tran on the email. But if they don't, you can just use our methods to find that person's email. And what you're gonna do is you're gonna think the person who referred you and tell them after your meeting you will report back to them and let them know how the meeting went. And you four that email to Sally Tran and you say, Hey, Sally John thought it might make sense to talk about and then you put in the unique value benefit. Um, if that's the case, let me know what your calendar looks like. But if not, who do you recommend? I talked to you. Basically, you're saying this thing again because John recommended that you saw Talk to Sally before the email to Sally and basically you say this and Sally might say, Oh, interesting. I'll take a meeting with you and then they'll give you a time when that meeting will take place. So the short version of the appropriate email is basically the same thing. If you don't want to put the individual names on the introduction of the email, you don't necessarily have to. The strategy worked if you're setting hundreds of different emails at a time, and you don't have time to customize each one. So in the beginning you could see I took off one of the sentences where it said in that pursuit, I also wrote to It's not there. You can also short in the body pitch if you want to. For the most part, that's gonna be it. Really. It's just shortening the pitch and taking out the people's names in the introduction, and you could also send a lot of these emails different industries in different companies, and it also gets still gonna work for you. So to recap, that's a short version and long version of the appropriate person email formula. This is definitely a more complex strategy compared to the other, so you might want to re watch this lesson again. But the main thing is, you're basically picking company emailing four people, four decision makers at the same time, not see seeing anybody. And you're basically asking who the appropriate person is to talk to giving your unique benefit and then, at the end, doing the call to action and getting them to refer you to somebody or get a meeting on the spot. And so that's the appropriate person strategy. It's gonna work for all different industries, all different products. So if you really master this email template, I really know that it's gonna work for you. So that's everything we got to cover for the appropriate person and let's move on to the next one 21. Cold Email Scripts and Templates Part 3: What's up, guys? Some of the section we're going to go over how to create an in turnover furrow at a company . So here's how you want to get started. First, you're gonna go on linked in, and you're gonna figure out who the initial stakeholder is. For example, it might be, let's say, the director of marketing. And so at this company, once you figure out who the initial stakeholder is, you want to find that person's boss, and it might be the CMO CEO or just the owner of the company. And so here's what we're gonna do. Bring in doing informal code call to the owner of the company or the owners office and then with a phone call. You want to reference that conversation with the owner or owners office in an email, and you want to send it to someone lower level at the company, for example, you would call the owners office, talked to the owner. Then you would send an email to the director of marketing right after. So let's go ahead and dive into an example. So let's say you're going to do a cold call and you call the owner of the of a company and you say, Hey, John, it's Patrick from Oracle. Did I catch you at a bad time? And they're going to say, Oh, no, what's up? And then you come back with I need a little help. I'm trying to figure out who is responsible for marketing at your company, and they're going to say, Oh, yeah, Joey is responsible for marketing and go ahead and talk to him. And so once you have a conversation with the owner of the company and he tells you to talk to the director of marketing, which is Joey, what you want to do is use reference. A phone conversation in the email sent it to Joey in your subject and body. So the subject line is gonna be marketing the, uh and whatever the owner's name is. And then that email you're going to say, Hey, Joey, John, let me know you're the appropriate person to talk to about marketing. I notice you're missing three key elements on your Yelp page that have been proven to Then you put in your unique benefit. In fact, it's currently working for our other clients, like line A client ve clients see. So if it makes sense to talk, let me know what your calendar looks like. So again, you did a cold call to the owner. Then you're writing an email to someone lower level at the company, referencing the owner's name in the subject line and in the body. And then that person will most likely reach back out to you and take a meeting because you're using the owner's name. So basically, by saying you talked to the owner, you're creating social pressure for this lower level person toe. Want to take a meeting with you just because the owner had a conversation? And no matter how that conversation went, whether it was good or bad by just referencing the owner's name and letting you know you talked to him, it's going to create that social pressure. There is some instances where you're not able to get the owner on the phone, and which is okay, so what you want to do is just call their office, and sometimes you might reach their assistant or secretary. And basically, instead of saying that you talk toothy owner in this case, let's just say the owner's name's Jason. You might have talked to the secretary. So you could say Jason's office told me you were the appropriate person to talk to about marketing. And so it's OK if you don't actually get the owner on the phone. As long as you call the office, you talk to somebody, and then they reference you to another person at the company. Just go ahead and use that in your subject line and in the body of your email. Okay, next up is going to be event based cold emails, and these are situations when an event happens or something happens, and it gives you a talking point to start an initial dialogue with the potential prospect. Some event based cold emails can be based off of relevant articles. For example, if a company is mentioned in an article or in the news, or if someone at the company says a quote on the news article, you could use that you could also use any type of awards at a company wins, and you could reference that in an email. Another event based cold email is using conferences. So if you see that another company is gonna go to the same conference, you're going to go to. That's one way to start a conversation. And lastly, another way is if there's any social media activity on this company and say they post something on social media and it's interesting, you wouldn't want to reference that so pretty much. It doesn't really matter where you find that reference point. As long as you find something to break the ice and to start a conversation, that's gonna be good enough. Some examples of event based code email subject line you can use. So let's say somebody wins awards and you can say something like Congrats and then insert whatever a word they want or a reference. The article in the subject line, another event based cold email subject line, is connecting at conference. So just connecting at, like, lended or whatever conference you're gonna use. And it's just gonna be another talking point. Or if you're gonna go from a social media Strategies that point and you see that the company posted a interesting instagram posts, you could say Love your latest I g post and just start the subject line like that. So again you know it doesn't have to be super clever as long as you're referencing something that's relevant to that person you're trying to email now, here's ah example of a script you can use for an event based cold email, so it says, Hey, Tommy, congrats on making it on the Forbes under 30 list this year. Now I want to connect because then you would insert any type of dialogue you would want to put in there. Maybe your pitch. Maybe you want to use the pain doctor formula, but in the beginning, the only difference is you're just using an event to start the conversation and then continue with the dialogue. So where to find these talking points? You confined industry publications like website or magazines that relate to your industry. You can subscribe to different newsletters on on that specific company. You can create Google alerts for specific people and companies so that if anything pops up in the news, it's gonna be in your Google alerts feed. You can also check out linked in news, which is really good for following companies and people and on feed Lee. You can basically create in a non RSS feed or some kind of feed where, if there's any update on a website. It's gonna show it to you. So where you find your talking points again? It doesn't really matter what tools you use doesn't really matter. I just want to give you a few to get you started. But the main thing is, you start with a talking point, whether they company want a competition or they want award or something happened in the industry. It's really amazing. Reference it and then start a conversation and try to get a meeting with them That way. What's popping guys in this section, we're going to show you how to write cold emails by offering value to your prospects. So here's how you're going to offer value, and there's a lot of confusion of what exactly value is. So let's go ahead and really break this down. So this strategy is really good for high value prospect, where you're gonna offer free value to them before you even ask for anything. And these offers can be very personalized and specific to that persons business. And this really works if you if you really want to work with a certain client or customer and you really want to get your foot in the door. This is a really great way to offer some value. Give something without asking for anything in return, and then when you built up enough credibility and you built a and give him enough value, then it's OK to ask for a meeting. So here's an example of how you can offer value to a prospect. You can analyze their company similar to what a consultant would do and at the end, put in some actual analysis or insight that they can do to improve their business. You could also do the analysis and offer them consultation over the phone and offered is completely for free. And really, you're just looking at their business and helping them soft some of their challenge is to help them improve. Can also give people introductions to people that they may want to have introductions to or connect them to the right people That will help them in the business. And finally, you can give them a free trial of whatever product or service you're offering just to give them free value to, You know, it's kind of like, you know, give them something for free before they take a meeting or buy something so they have idea of what you are offering. So here's an example of how you can offer value as an email script and this example. You're basically I'm basically acting as a consultant on a yelp consultant, helping them optimize their yelp page so they could get more foot traffic. And this is how I would approach it by giving them actionable insights that they could do to improve their business. And then eventually, if it works, then maybe they would want to take a meeting with me. So let's go ahead and try this out. Hey, John, I came across your yelp page and notice you haven't included a few critical details in your about section that's proven to increase for traffic by 34%. Specifically, a few elements that get you more customers include email address awards. One store hours actually helped companies like yours, and then you want put in your value proposition in there. It could be like social media consultation or whatever the case may be. And then you would say, If so, if it makes sense to talk, let me know what your calendar looks like. So here You know, I'm just straight away asking for a meeting because I offered some value. But you don't necessarily have to ask for a meeting right off the bat, and you can keep giving them more actual insight over time. But the way I would look at it is it's better to ask for a meeting right there when you when you once you give them value because you know you're gonna know if it's gonna be a fit or not on the spot. So that's just one example of how you would offer value to a company. And it does take a little time to analyze, you know, whatever it is that you're trying to improve in their business and give them info on how you can help their business. But for high value clients or people that you really want to work with, it does do the trick 22. Objection Handling and How to Turn Emails Into Meetings Part 1: So now we're gonna learn how you can't convert these cold emails into actual meetings. So Okay, so what happens after you send an email? So there are a couple of things that will happen. Ah, one thing that might happen is the prospect might respond positively to that email if it's well written it and asked for the meeting on the spot. Another thing that can happen is Thebe. Prospect responds by asking for more information, and that's a little bit of a you know, and this is where you're gonna have to use some objective handling. The next thing that might happen is a prospect doesn't respond to your email at all, and we'll show you how to figure that out. And the fourth thing that may happen is the prospect were response, saying that they are not interested. So throughout this entire section of the course, we're gonna show you how to handles all of these rebuttals so that you know exactly what to say when they happen. This is what's going to happen when a person or prospect responds positively to your email . So if the process response immediately with a day and time of when they are available for a meeting. All you want to do is ask them for the best number to reach them at, because sometimes it's a lot better to their phone number and dial them directly and let them know that you'll be sending them a counter invite as soon as they give you that phone number. And you could do the calendar invite on whichever scheduling tool you use. I use Google calendars on It works really well, so another thing you can do is instead of asking them for the phone number. And if you want to do the conversation over your conference lined, you can send them a calendar invite with your dial in number on your conference line and respond to the email letting them know that you did it, meaning that you sent them a counter invite with all the information in there. So those are the possible two options. One is getting their phone number and calling them directly. The other is using your conference line. Whichever one you prefer. Both are fine. Here's an example of how you would do that response. So let's say John response your email at saying that he's interested in doing the meeting and you respond back saying, Hey, John, great hearing from you. What's the best number to reach you at for our call? Once you send that over, I'll go ahead and send you a calendar invite. Looking forward to chatting with you soon. Thanks, Patrick. So here, you know, it's very clear what I'm doing. I'm asking him to give me his phone number so that when we are scheduled to have the conversation, I'm just going to go ahead and call him. So here's the example. Email response to when you're using a conference sign. Hey, John, great hearing from you. I just sent over a calendar invite for this Thursday at 11 30 with my conference sign attached to it. Side note, in the context of this email is that John responded to you saying that he wanted a meeting for Thursday at 11 30. And so you just responding back, and then you're telling him when exactly that meeting is scheduled so that everyone knows exactly, and there's no issues with timing or scheduling. The next sentence is if you have any questions in the meantime, or if there are any changes in scheduling. Feel free to send me and now talk soon, Patrick. So this is just another example of how you would schedule a meeting once someone responds positively to your email. So there are instances where the prospect doesn't propose a time for you to have a meeting . And so this is how you want to do it. And this is the event where they respond positively, but don't necessarily put a time when they're free. So what you want to do is you want to respond back with two different days that you're available with three different times lots, and you want to give them a lot of options so they don't have to really think about it. And they just pick a time slot and then you guys go from there. You also want to show that you're schedule is flexible, just in case that these time slots aren't the best fit for their schedule, and I'm going to show exactly what I mean. So here is gonna be the example. So it says, Hey, John, great hearing from you here a couple times at work for me this week. Wednesday there's a Friday along with all the specific times and notice I'm including the day of the week plus this actual day of October 24 the time and I'm putting in the time zone, which is very important that you're 100% clear on this, that the next sentence will say, Go ahead and pick a time that works best for you and I'll send over a calendar invite with my conference line info. But if none of these times work for you, let me know what does. And I work around your schedule. Thanks, Patrick. So, as you can see, I made it very easy for them to pick a time for us to have that meeting. And I'm telling him exactly to pick a time and tell it to me and I'll send him a calendar invite. And lastly, if none of the times I don't work for his schedule, he has the option to give me a time, and I'll go ahead and work around that. So again, you want to make it crystal clear exactly what you're trying to do. So they're going to be instances where the prospect just straight up does not respond to your email at all. and we're going to show you exactly how you're gonna handle this. So here's the reasons for why prospects don't respond. The first thing you want to take note of is you never want to take rejection to personally because there are a lot of reasons why prospects don't responds. And the thing is, because you don't necessarily know why a lot of times we make the mistake of making an assumption like that person hates us or our email sucks. But really, we want to get to the truth of things. Um, and the first way to get there or the best way to get there is to not take it too personally. Now, here's why people don't respond to emails. One. Your email might have just got lost in their in box. People get emails every day, and maybe they saw. And then they, you know, just it got totally smothered in other emails that they got throughout the entire day. Second thing that might have happened is they intended to respond, but just totally forgot. And it happens all the time because people are forgetful. Number three, they had other priorities at the moment, so maybe they thought your memo was interesting, but at the time, maybe there's something really important going on for their business. So evaluating new opportunity wasn't really top of mind. The fourth thing that may have happened is they didn't read your email fully and didn't realize the value you could deliver. So maybe they rate, read it, skimmed and thought, Hey, this is not for me. And so even though it may have been a really good fit to work of each other, maybe they didn't fully read it. And then it realized the full value proposition. So of all these, these are a couple of reasons for why people don't respond to emails. You don't want to make any assumptions here, right people. There's a lot of there's a 1,000,000 different reasons for why people don't respond to email. We just know that they didn't respond, and we have to be top of mind and continue the conversation. So here's what we're gonna do to follow up with people who just don't respond. Here's what you want. You want to follow up with a schedule. It really depends on different industries and the products, but for the most part, you want to follow up with an email every 3 to 7 days. I want to go beyond seven days because then too much time has passed. So you want to just choose the time between three and seven, whichever works best for you or whichever you're comfortable with. And for larger companies, I would recommend having a bigger gap. And for smaller companies, I would have a smaller gap. So if it's really if you're going after small DeCinces in California, you could do every three days. You want to follow it with that person, But if you're going for big companies like an orc or Microsoft or an apple, I would do every seven days of space it out. Now you only want to follow if a person three times maximum. I think if you follow up more than three times, it does get annoying. Some people do have the argument that if you keep staying persistent, maybe you'll get it. But I would rather move on to another client who may be more interested than wasting my time following up with somebody 10 times and have no responses. So it's up to you what you want to do but rule thumb, I would just follow up three times maximum. So here's one how you're gonna follow up first example. So you send an email. Prisoners respond. Here's what you say. Hey, John, I never heard back from anyone last week. If it makes sense to talk, let me know what your calendar looks like. If not, who is the appropriate person to talk to you? Thanks, Patrick. In this example, you not even referring to what the emails about you just saying You never heard back from anybody last week? This is really good with the appropriate person strategy that I taught you guys earlier in this course. And you're saying, Hey, you know, if you still makes sense to talk, let me know what your calendar looks like. If not, who should I talk to? And so that person might respond Backside. Oh, sorry. Didn't see your email or they might say, Oh, John's right person to talk to you and then you would go from there. So example, Number two. And this is when you want to put in what exactly you're trying to have a conversation about . So it says, Hey, John, I want to follow up on my email below about helping you increase. Then you put in your unique value. If it still makes sense to talk, let me know what your counter looks like. Things Patrick. So here's another way. If you let's say you're trying to increase their sales, you could say, I want to follow up on the email below about helping you increase your sales by doing X Y Z . That makes sense. The talk. Let me know your calendar looks like so it's a really nice way to just follow up and you'll send an email. So when you're following up 1 to 3 different times, you wanna have these emails have some slight variations, so it doesn't seem like they're talking to a robot, so you can use a combination of the two and then create another variation for the 3rd 1 Some email follow up tools that you can check out humoring is a really nice chrome extension that you can use for Gmail. Eso. If you're doing something basic, I would recommend boomerang or yes, where which is another one that allows you to schedule follow ups and, you know, automate your email sending. But If you're sending aton of emails like hundreds or dozens every single day, you might want to automate this with some sale software, like outreach that I owe. So it really depends on your business and how many emails you're sending in what you're trying to do. But if you're just checking out, you know, different sales software. Go ahead and just check out Boomerang. Yes, we're in an outreach to the isle to get started, see which one works best for you. And if none of these work for you, go ahead. Just go up some email SAS automation tools, and I'm sure you'll find one that will fit. So that's pretty much how you're gonna follow, what with different people using our strategies. And let's go ahead and move on to next. Another thing that you might want to do. If the prospect doesn't respond to your third follow up, you can either let it go and make the assumption that there just purely not interested and just move on to the next person because you could just find out of the person who might be a better fit or, if you want to spend the time to cold call. You could just cold call the company and see what you can do there and start an initial dialogue. So for the sake of this course, you know, we're only focusing on the cold emails and cold calling is a whole different category. So it's really up to you on what you want to do. But if you're going for a pure email strategy and you want your initial conversations to be scalable and automated, I was just move onto the next one and find someone who may be a better fit. Hey, what's up, guys? So there's gonna be a lot of instances where you send somebody a cold email and they're gonna respond back to you, asking for more information now when the prospect asked for more information, Here's a couple things you do want to do and don't want to do. The first is you don't want to send the prospect in information packet or deck, slide deck or anything of that sort. The reason is because you want to say enough to get them on the phone, and you can sell much better over the phone or through an in person conversation than a pdf can or slide deck hand. And so again, when you're responding to an email of somebody asking for more information, your goal is simply to respond and give them just enough information to want to take a phone call or a meeting with you. Now let's go ahead and get into an example. Let's say the prospect says, Can you send over some information about this before call? It seems like a logical step. They want to learn a little bit more to figure out if they're wasting their time with you or not. And so here's what you're going to say. You're not going to send them any. PdF. You're not going to send them a slide that you're just going to respond in the playing email. So let's say somebody ask you for more information. Here's what you're gonna say to them. Hey, John, great hearing from you. Now we've helped businesses like yours grow by action, but that's just a small fraction of what we do. More importantly, for us to see if there's really a fit toe work with each other here. It's best if I can understand your current situation, better figuring this out shouldn't take too much time. Do you have 10 minutes to hop on a call over the next few days? Thanks, Patrick. So here what I'm doing is I am acknowledging that they're asking for more information, and I'm saying I've helped a lot of businesses do this thing that help businesses grow on rather than trying to sell them immediately wrapped the back. I'm just suggesting that I need a little more information to see if it makes sense to work with each other. And so the best way to figure out if there's a fit is obviously a phone conversation, and I'm just gonna leave it at that. And what you don't want to do is have emails going back and forth because that typically leads for the most part, know where you want to get them on the phone as quick as possible or in person meeting as quick as possible. Because they were conversation. You're really going to figure out if they're actually a fit for you? 23. Objection Handling and How to Turn Emails into Meetings Part 2: a party people. So they're gonna be instances where your competitors, er, will tell you that they already work with a competitors. And it's a pretty common objection, because when you're emailing somebody, you don't always know who they're working with. So here's what we're going to do to reframe the situation so that you can get that conversation even if they work with him better. Okay, so competitive response email. Typically, when somebody is already working with the competitors, this is what they're going to say. Thanks. But we're already working wolf competitors, and from there, here's what you're going to respond back with. So I'm gonna introduce you to something called the reframing strategy. And what the brief rooming strategy. What you're doing is you're positioning your offering as complementary to their existing solution or uniquely different. So this is very important because you're you're not saying you're directly competing against a competitors er, and that you're trying to replace them. You're saying you're positioning yourself as something that helps thumb and adds on to their existing product or service. And so the important thing is you don't want to say yours is better, because that's what most typical salespeople. Do you want to say like, Oh, I totally understand where you're coming from, But here's why our product might be able to help you out and help you out in a different way or a very unique way. So So the key variables on the reform strategy is the first you want to acknowledge the competitors and the value that they offer. You don't want discredit anybody because that's, Ah, that's a low move. You want to acknowledge it? Number two is you want a position, your product or service in a way where it doesn't directly compete against your competitor again, complement your competitor or frame your product as something entirely different, right? So you never want to compete head to head or else That's just a race to the bottom, and it really need leads nowhere. So here's ah, a pretty good example that I found online. And so Josh, from Manti Core Technologies emailing met and trying to sell him something. And so the follow up email that Joss Josh sends is I met. I'm sending you a quick note following up on a couple attempts to reconnect with you. I would love the opportunity to speak with you about your marketing automation initiatives . I also wanted to send you an article I came across talking about the impact of nurturing leads and he sends a link. Please let me know when you are available. So it's It's a decent email and it's a follow up. And so what happens in this story is Matt Response and he says, Thanks, Josh. We are a long time hub spot customer and while not a proper M a solution, it works really well for us. Have a great quarter and best match. So basically, Matt saying that he thinks whatever Josh is selling directly competes against Hub Spot and that they're not in any position to replace that any time soon. So with the reframe tragi, Josh is gonna come back with something interesting, Josh says. Thanks for the response. Met. If you are interested in taking a look at our solution, let me know. We're starting to see more and more companies using hub spot for their inbound efforts and a true marketing automation tool for their outbound efforts. Josh. So, rather than saying something like, our solution is better than Hub spot, Josh is simply saying that if you're interested in checking out solution, you might be because other people in your space who are using your hub spot are using Hub spot in combination with our marketing tool. So he's spinning his product as something totally different from husband and actually complimentary. And this is very important because you don't want to deal directly compete against somebody , especially if they already got the business. You want to come in from a unique angle or complementary angle, and so that's how you're gonna handle competitors. Responses. Alright, guys. So a lot of companies may not have the budget or resource is to buy whatever you're is you're trying to sell. So here we're going to show you how to overcome the lack of budget or resource is so the first thing you want to think about when you're overcoming a lack of budget or resource is is knowing if your prospect does not have the resource is to make a purchase is actually a good thing, and the reason is because you don't want to waste time trying to sell something to somebody who doesn't have any money. So in a lot of situations, If someone doesn't have money or it is not the best time for them, you might want to move on to your other deals and reach out to other prospects who are more ready to buy now. At the same time, they may not have money now, but in the future there may be an opportunity. And so if you believe that's the case, and if the prospect is very critical and you would really want to keep in touch with, um to potentially have a buying conversation with them in the future, here's what you're going to say. Hey, John, great hearing from you. I appreciate your transparency and totally understand, even if you currently don't have the resource. Is that still love to show you exactly how we can insert unique benefit so that you're aware of what's available when the timing's better. So if it still makes sense to talk, let me know what your calendar looks like. Thanks, Patrick. So in this situation, I'm acknowledging that he doesn't have the budget, and I'm basically rebuttal ing him by saying that Hey, man, look, I know that you don't have the budgets right now, but in the future. This may be something of interest to you. So how about we keep in touch? Or how about we have a conversation now? So you know what's out there? And then when you're ready, you could make a purchasing decision. And so the thing you with sales is not everybody is ready to buy the moment that you email them. Sometimes they would want to buy whatever you have, but it's just not the best timing. Maybe they have other priorities. Or maybe they just don't have the budget at the moment. And so this is what you want to use to get that meeting, to start to build that relationship so that in the future you can reach out to them and then maybe have a business conversation. So that's what's gonna be when it comes to overcoming the lack of budget or resource is all right. So let's say you email somebody, and for whatever reason, they're not interested or they say no, here's how you're gonna want to keep that prospect warm so that one day in the future you might have a business conversation with them. OK, so here's what you're gonna do to keep your prospects warm. If you like to keep the prospect as a warm lead, ask for permission to email them every now and then. So here's an example template that you could take some inspiration from. And this is when somebody says no to you or they say they're not interested. So let's go ahead and dive in. Hey, John, I totally understand. We're constantly finding new ways to help an insert your unique value in there. Is it okay if I periodically send you an email just to make sure you're in the know about important new ways to accomplish whatever you're trying to do? Thanks again for your transparency, Patrick. So this section, you're acknowledging that the person is not interested and you're basically saying that you wanted still demonstrate value and show them that how you can help them in their business by sending them information that they may use or may not use. And so, by asking for permission, they might just say sure, and then that'll be the end of it. But every now and then, you can send them an email, and one day they may actually want to take a meeting with you. So after the person responds and you know you gained their permission to, you know, to email them periodically. The first thing is on. If it's a really critical client or potential client, you want to follow with them on the individual basis, making sure that every email you send is customized just for them now for the people who aren't as important, But you do want to continue to email them and keep them as a warm lead. You can add them to a monthly email list that you could blast out, you know, every single month to all the people you want to keep top of mind with. So one strategy is on the individual basis. The other one is just putting them into an email list and emailing them all at the same time. Both is good depends on where you're trying to do, and that's it. So let's go ahead and move forward with the next part. All right, so without a doubt, you're going to get this email quite a bit, and when you send someone an email, they're going to respond with, this isn't a priority right now, and then that's just another way to say they're not interested in a nice way. And so when this happens, here's what you're gonna do to solve this issue. If they're saying this isn't a priority right now, So here's an example. Thanks, but we're not focused on marketing services right now, and they might just leave it at that. And so what you want to do is you want a counter with social proof or proven results and target a metric you feel they actually care about. And the reason is because if your product is actually good and cannot benefit them greatly , they're actually doing themselves at this favor by not taking a meeting a few. Because if you could save them time and money and help them make more money, why wouldn't they want to take the meeting right? So here's an example of what you're going to do. Okay, going into the response, Let's go. Thanks for getting back to me, John. I really appreciate the candid response and totally agree with the importance of focus when there's so many things you could be doing for your business. Now I wanted to point out that we just finished working with Client that resulted in a 23% increase in monthly revenue. If you're interested, I could send over a one page case study. Interestingly enough, this wasn't a focus for them either, when we first developed the working relationship. So in this section, what I'm basically saying is I'm acknowledging that it isn't a priority for them. But I wanted to point out that I'm working with a client who maybe their competitors, er and I was able to increase their monthly revenue by 23%. So in a subconscious way, I'm saying, Hey, your competitors did this and increase their revenues quite a bit. Why aren't you doing it? And so I want that fear of losing out emotion for them to be strong enough for them to want to take a meeting with me. I also offered the idea of sending up a one pager. Usually I don't like to do that, but in this case, since they kind of responded with, you know, maybe that one pager of the case study with that client success story may convince them otherwise. And lastly, in the end, I said that when I was working with the first client, it wasn't a priority for them when I first started out, but now that we're working together, it helped them quite a bit. And so basically, I'm replaying the situation for at this person and making them believe that Hey, it wasn't party for the other guy, but it worked, and it's gonna be the exact same thing for you. So you should take my meeting. So that's pretty much what you want to do when people say it's not priority right now. So go ahead and just follow this template step by step and see you guys in the next one. Sometimes when you're emailing people, there is no explanation on why they're not interested and to give you an example of that. Sometimes the prospect might say, Sorry, no thanks. So there's no context to if it's not the best timing or if they don't have the budget, it's just use, Don't know. So right now, if this happens, your goal is to figure out why they said what they said, why they said no. So you could make improvements to your email and get better at it, because if you don't know why people don't respond, what can you do or how you know what to do to get better response rates. So here's an example. When somebody gives you and no explanation response and this is what you're gonna say back to them to hopefully figure it out. So you say thanks for getting back to me. Any particular reason why this isn't a good fit right now? The reason I ask is because two of our most successful clients felt the same way until we were able to educate them on the power of Then you insert your unique benefit. I'm happy to send over a one page case study on the results if you like. So in this case, you're acknowledging that they didn't really give you response and you're asking why that is. And then in the second sentence, you're basically a second paragraph. You're saying that other people felt the exact same way. But after reading these case studies, they've changed their minds. And so then, at the end, you do the call to action in ask them if they want to see a case study to see what the results could look like for them. And so that's just one way you want to handle a situation where somebody doesn't give you a real response, and hopefully, when they respond back, they'll tell you exactly why they're not interested. And then you can respond to that accordingly, and then you'll figure it out. And so that's just one way you can. So again, that's just one way you can do it for responses when people do not give an explanation. 24. Sales Skills Introduction: Hey, what's going on? Everybody. So now that you learned how to send your code emails to get the meeting, we're gonna dive into thes sales deals and is going to cover everything from what to do and what to say in your first meeting all the way to closing the deal. So you schedule your first meeting with a potential customer or potential client. What do you do now? And, of course, what you need to do before you even talk to anybody is you want to plan out your sales cycles, So let me show you exactly what I mean by this. So when you're planning your sale psycho, you got to know that every sale cycle is going to the A little bit different, depending on your product or service. Some sale cycles are going to be a little bit longer, like three months, six months or one year, especially if you are going the business development route. It might take a little bit longer, and other ones are going to be shorter. It might be a one day closer when we close or even a one month, and again it really depends on the product or service that you are selling to give you an example. When I was at Oracle, some of the deals that idea took many months to close. Some of my friends that worked at square they closed about 20 deals every single month. But then there were a lot smaller and a lot easier. So you really gotta know what you're selling, who you're selling it to and plan out how long it should take. And that's gonna be based on industry averages. So go ahead and just Google that, or once you get a little bit more experience, you're gonna understand what is best for your sale cycle. So planning your sale cycle. So in the beginning, sure, you do this little chart where in beginning you're going to generate your meetings with cold emails That is gonna be qualification Discovery, call presentation, close follow up negotiations, implementation. And finally, if the deal didn't closed after your presentation, then the deal would be closed after all the follow ups. Now, because you already learned how to send cold emails to get the meeting, we're gonna go ahead and ignore that here and for the purpose of this course, we're gonna focus on three different aspects, and that's going to be the qualification discovery call and the presentation and close now to clarify exactly what I mean by the qualification call. After you sent an email to somebody and you schedule a meeting with them, you're going to schedule a 10 to 15 minute phone call. And during this phone call, what you're gonna do is you're going to quickly identify if there is a fit toe work with each other and how you're going to do that as you're going to discover their pains, how much budget they have and their decision making process. And after that, you want to get all the correct stakeholders in the meeting for the discovery call. Now it's gonna be a three step process when you use this type of sale cycle, and typically it's reserved for larger businesses. So in the first call, you might have a sales development wrap or a business development rap or insistent, or someone lower to take a 15 minute call with the prospect to see if it's worth your time to hop on the discovery call. And the reason is because the discovery call it's going to be 30 to 60 minutes, and this is where you really dive into people's issues and to see whether or not you can solve them. So in the qualification call, you just got a brief idea of whether or not it's a fit to move onto the next stage and in Discovery call. That's when you're going to die of a lot deeper. So 30 to 60 minutes and I have deep into the customers paying budget decision making process similar to the qualification call. Except you're going really in depth in the technical aspects of what exactly is wrong in their business and how you can solve for it. And really, you're just further qualifying if you can actually solve their problem. And during the discovery call, either you're gonna identify if there's a fit or not, and sometimes maybe you're not the best person to help them out, and you could tell them right they're so after you do the discovery call. You figure all their pain points, then you want at the end of the call. You want to schedule a meeting with all the stakeholders on it and give the presentation. Now the presentation is going to be a 30 to 60 minutes really varies. Some of the presentations I've done can literally last toe three hours when I was at Oracle . Other ones last 30 minutes. So depends on your product and how complex it is. So in that meeting, you're going to deliver the presentation and show them how you're going to solve their pains that you discovered during the discovery call. And at the end of the presentation, either you're going to close the deal right there or you move into the next step in the sales process and the next step. What I mean by that it's like negotiations or any type of consulting or implementation calls, depending on what you are selling. Now this is the longer version of the sale cycle, and I want to show you a quicker one. For those who are maybe solo entrepreneurs or startups, here is a shorter version of the sale cycle you can do after you schedule a meeting with someone you can actually just dive into the discovery call, and typically you can do this if you have the skill for it. Rather than scheduling a 10 to 15 minutes of qualify them to go to a discovery call. You could just take a 30 minute call right there on the spot to dive deep into their pains . And if you're sort of this is definitely the one I recommend for you. But if you're a big company like Oracle, I would recommend the previous sale cycle. So Discovery call in this situation is going to be 30 minutes. You dive deep into the customers paying their budget and decision making process, and you're really just, you know, same thing you qualifying if there's a good fit here, and if you do realize that there's a good fits a work of each other, then you're gonna move on to the presentation, which is gonna be 30 to 60 minutes. You deliver the presentation at the new close the deal or you move onto the next sales process. So I want to show you guys the difference between the Structures sale cycle, which is a longer one, and then the quick sale cycle structure. One's gonna be qualification discovery of the presentation. It's a three step process, and the quick sale cycle is gonna be discovery call and then the presentation and then the clothes again. If you are a large company, I recommend the structured style where you have different people handling different processes of the sale cycle. But if you are a solo entrepreneur or consultant or a startup, I would recommend the quick sale cycle because it's a lot quicker and gets the job done fast. 25. Building Rapport: Okay, so now we're gonna go into building report. And when reports stars, it's going to be everything that happens the moment you meet somebody. Now, love we talked about. When you have a meeting with somebody, you're either gonna go into the discovery or the qualification call, and they're going to be a couple elements. When it comes to the discovery slash qualification, the 1st 1 is going to be building report. That means you're building a human connection with someone, which is what we're going to go over in this section of the course. After that, it's setting the right expectations. Then you're gonna uncover the prospects. Pain afterwards is going to figure out the budget, and then you're gonna find the decision making process for the individual or the company. So again, in this section, we're gonna go over building report. Now, when it comes to building report here, the common mistakes a lot of people make When it comes to sales, there are a lot of times or to focus on the technical aspects of the cell. They try to tell the customer how great their product is, and they're not really focused on building a human connection and one of the strongest thing you can do in selling its to sell emotionally. But a lot of times a lot of people try to sell logically instead, to give an example of this. I want to just use a used car dealership. Have you ever been to a used car dealership? What typically happens is, you know they typically don't have the most trained salespeople. So the when you come onto the lot, they try to sell you on all these cars that you don't need, and they try toe, sell it up as much as possible, saying like, Oh, it's only got these many miles or the air conditioners great and blah, blah, blah. And a lot of times when you're here, you feel like people are just selling you. It's like a snake oil salesman type of vibe. And so what we want to do is want to stray away from this and sell emotionally and build a human connection instead, rather than being so pushy. So an example of that is the Eiffel. So every year or for the most part, every year Apple comes out with a new iPhone, you know, next year's iPhone, seven iPhone A at the knife on 10. And the thing is, even though there's only incremental improvements on each iteration of the iPhone, a lot of times people will line up to buy the new version. And when you ask them, why is it that the upgraded from a iPhone eight to an iPhone 10 they will typically justify it like, Oh, it's got this A our feature Oh, you know, has a better camera and more memory and all these things, but in reality, these are all technical things that most people don't need. But Apple has done a great job with their marketing and getting people to love the brand, and they get their customers to buy emotionally. And then they just a five logically. And that is why people continue to buy iPhones every single year, even though they don't need it. And so what we're gonna do is I'm gonna show you how you can build an emotional connection with literally anybody with these skills, just like how Apple sells iPhones. So the main thing you want to keep in mind is that people buy emotionally and they justify their decisions a logically okay. And so, with that in mind, he are the universal rules. When it comes to building report, you must feel comfortable with yourself and other people, and they must feel comfortable with you. So if you're not comfortable in your so if yourself and you're not confident, people can feel it and they get a little bit uneasy. So the first step is really in your game. It's It's feeling comfortable with yourself and who you are and having confidence. And that confidence is going to exude in an aura that it will be, Ah, very attractive for customers. And because you're comfortable with yourself and the other person is comfortable with being around you, there's better communication and selling improves. Now here are the elements of communication that you have to pay attention to the moment you meet somebody. So there has been a study done at U. C L. A. Where so for the 1st 5 seconds where you meet somebody, there has been a study where 55% of whether or not people like you is based on your body language. 38% is your tone ality, and 7% is the wars you're actually saying. So when you really look at this pie chart, 93% is going to be body language and tone ality. So if you think about it, it's not about what you say, it's how you say it is. The body language is gonna be very important. And here are a couple of examples of bad body language slouching when you're shifting your eyes too quickly and make sure looks like your little bit shady. Or if you're looking down as you speak, you're not confident yourself. So if imagine selling situation where someone's trying to sell you on their product and they're like shifting their eyes and slouching and not even looking at you in the eyes, then you just feel like you don't trust them that even if their product was good, you just don't feel get buying it from them. Now here's an example of good buying land, which you're sitting up straight your shoulders back. You're confident you're having great eye contact, and you know these are These are our subconscious things that you may not notice, but it's definitely not going to deter you from buying a product from someone who's doing or demonstrating good body language. So now that you got the idea of what body language is, let's go ahead and get into tone ality. So what is finale? It's gonna be three different elements. Pitch pace and volume pitch is how high you're talking or how low you're talking. And so you know you want to find the right tone alley that fits you paces how fast you're speaking or how slowly, because when you're talking too fast like this, nobody can really understand what you're saying. But if you are talking like this, people are going to get really annoyed. So having the right pace is also very important. And volume, if you're talking too loudly, it's going to make people comfortable. But if you're talking too softly, then it's also going to make people feel uncomfortable because they're gonna think, like, why is this guy talking so so softly? It's very strange, right? So now we're gonna go into the words what you actually say, and you know, a lot of time is gonna be your war choice. For example, instead of using the word problem which may have a negative connotation, you can use the word challenge so an example would be instead of saying, Wow, you have a lot of problems, which sounds pretty negative. You could say Wow, there's a lot of challenges that we can overcome here. So when that example, you could take a problem and turn it into something like a fun challenge. So now that you've got a brief introduction to tonality, body language and the words actually say, how do you actually use them to build rapport with a prospect? And so to do that, we're gonna use a technique called mirroring and matching. One of the big things you have to keep in mind is people feel comfortable with other people who act and look like themselves. So what that means is, when you're, um, earing and matching somebody, what you're doing is you're mimicking the prospects, body language, tone ality and their words to make them feel comfortable, like we covered earlier. You know, body language, reality and words are the things that going to determine whether or not somebody likes you within the 1st 5 seconds and what you want to do is you want to read the room and you want to read the person and you're basically going to mimic their body language, tone ality and their words. So, for example, how they sit the speed at how they talk or the words they use or the pitch they're using. So if that somebody has a lower voice, you wanna take your voice a little bit lower like this, or if they're sitting, they cross your legs, you want also sit down and cross your legs, because how weird would it be if they're sitting down, they cross their legs and you're standing up and you cross your arms. It just doesn't fit. So if you mimic what they do, they're going to naturally feel comfortable with you, and it is wired in their brains. This all takes place in a prospect subconscious thes air things that people don't even realize. They just get a feeling. But because you are going to learn all these tricks, you can actually execute on them and be conscious of your body in which tonality and the words and you can match it with your prospect. So, in nearing a matching, the prospects in their heads air subconsciously thinking, Do I like this person? Do they make me feel comfortable is this person like me. And although people don't necessarily omit this, everyone, everyone's going to say that they're open minded and they like to meet different types of people. For the most part, history has shown that people like other people who are similar to them, and there's nothing wrong with that. I'm just going to show you how you can use this to your advantage and selling situations. So let's say I'm gonna give you an example of mirroring and matching. So let's say we have me on the left side on the salesman, and John over here is the prospect. So I'm trying to sell him my product over here, beginning when you meet somebody. The first thing that happens is you shake their hand, and so when you're shaking their hand, you know an example of body language is whatever pressure they use. When you're shaking hands with them, you want to mimic the same amount of pressure. So if they have a firm handshake, you also want to have a firm handshake. If they have a little bit of ah, limp er or weaker handshake, you want to ease off a little bit because I'll give an example of where you know some people might mess up. So when you're shaking somebody's hand, if they have a very firm handshake and you have a very limp handshake automatically, they're gonna feel like Why is this guy's handshakes a week on the other side? If you have a very strong and firm handshake and they have a very soft one, they're gonna think, Why is this guy so aggressive? So you want to match whatever pressure they have on their hand, and I know this might sound like a small thing, but these are 1st 5 seconds are going to determine the framework of whether or not somebody likes you. And so let's say we go into John's office. He invites you in and he says, Patrick, would you like a cup of coffee? Now a lot of people make the common mistake of jumping to Yes, I would love coffee, give me cream and sugar and blah, blah blah. Basically, they think only about what they want when somebody asked. But the smarter thing to do is to mirror and match John. So what you want to say you want to reverse this guy and you say, Are you having one? So by asking if John has a is going to have a cup of coffee, either he's going to say yes or he's gonna say no. If he says no, Patrick, um, I'm gonna have a coffee. I just want to offer one And then you could say, Oh, that's really fine. I'm good too. And so nobody gets coffee. But you mere in matched him. And so he subconsciously likes you a little bit more. But if he says, Yeah, you know, I haven't had my coffee in the morning, I really need it. Then you're gonna say, Man, I need my coffee, too. So by mirroring, imagine him in this coffee example. You're basically getting this person like you because you're more similar to him throughout the conversation. You know, it's not just about what you say, like the example I gave earlier. It's how you say it. So a lot of people, when they go into someone's office or when they're talking to somebody on the phone, they just don't know what to say. Should they talk about the weather? Should they talk about sports or what if they have nothing in common. The truth is, it literally does not matter what you say. A lot of times, you know, when I'm in the sales meeting, I could just say, Hey, how's it going down? And he'll be like, Oh, I'm doing good. And you just talk about whatever it literally does not matter. As long as you're matching their tonality and what they're saying, your body language is matching. This guy is basically going toe like you. And, you know, if you're doing correctly, it will literally work every single time. I've done this, hundreds or even thousands of times, and it literally works mirror and matching. And you know, when you're when you're doing this correctly, what you build something called Instant Report. You ever meet somebody where you in the moment you meet on the 1st 5 seconds? You just get the feeling Wow, I really like this guy, right? He just He seems like a really good guy. But you don't really know why that is. It's because that person is really good at reading the room and reading you of and and nearing in matching you and making you feel comfortable. And so as a sales person or entrepreneur. That's what you want to do for other people. And so now that you know, you're talking about whether sports, whether it really doesn't matter, you want a transition into actually getting into the business meeting. So this is how you're going to do it in a very subtle and respectful way. So you're talking about the weather, blah, blah, blah, blah, blah. And then you're gonna say, Then you're gonna say, Hey, hey, John, I appreciate you taking the time to talk today. Do you mind if we go ahead and get started and John's gonna say Sure sounds good. So now you're gonna say, Now, before we get into the discussion of your challenges and how we may be able to help you here, could you give me an overview of your role at the company and what you're looking to get out the meetings so I can get a better idea of how it might be able to help. And from there, John's gonna be like, Oh, you know, on the VP of marketing and this is what I do. And blah blah, blah, blah, blah, blah, blah. And so, basically, that's how you can transition into getting into the business meeting. You're just getting John to say, you know what? His row is at the company and give a low introduction about himself or anybody else in the meeting that you're meeting for the first time. And then you're gonna also ask them, you know what, exactly? They're trying to get out of the meeting. And that's one of the key things here, because by asking them what they want out of the meeting, you exactly know what they want. And so, throughout the meeting, you can make sure that you address anything that they find important. 26. Setting Expectations: you know what's going on, guys? So now in this section, we're going to go over a setting expectations and so setting expectations gonna happen during the discovery slash qualification call. And it's gonna happen right after you start building rapport with your prospect. What exactly is setting expectations? Well, I'm gonna show you an example of what it means to not expectations. So you see that stark contrast? Okay, so imagine you're sitting in your office, and suddenly your phone rings and somebody, you know, you pick it up in, somebody's on the phone and this person says, Hey, Patrick, how's it going? My name's John from blah, blah, blah, blah. So you say Okay. Are you trying to sell me anything? And then the person responds? No, Patrick, I'm not trying to sell you anything. I'm just trying to tell you about an opportunity. A blah, blah, blah, blah, blah, blah. So in this situation, you're probably thinking and, you know, is the sales person on the phone right? And you know, what does this person want when this is going to be over? And is it rude if I hang up? So, you know, in selling situations, a lot of time, you know, you might get a cold call and the person just tries to sell you something. And really, they're not really They're setting the bright expectations. So you have all these questions running in your mind, and you basically just want to get off the phone with this person. So it's the same thing in any type of selling situation. You want to set the right expectations in the beginning so people know what to expect, and they don't have these questions running in their mind. Here's an example of what that looks like. So you want to first make it clear what's gonna happen during the meeting. And you want to make an agreement on what will happen after the meeting as well. And then you want to make sure that the main points of interest on both sides are going to be covered, so it's better to be better at setting expectations than being the best presenter. So setting expectations is extremely important because it's going to set the framework for the entire sales process and you know, the setting expectations also going to give the prospect the feeling that they are in control. But in reality you as a sales person will always be in control. And what's great about expectations is that you're either going to get a yes or no decision , and you're never going to get a Maybe if you set the correct expectations. And this is important because a lot of times and selling situations, you know, a sales person may not know whether or not the person's actually interested. And they say, Oh, often get over. So by setting the right expectations, I'm going to show you how to make sure you either get a yes or a no. Also, nobody is wasting each other's time, so you're gonna be the five elements of setting expectations. The first part is the time and purpose of the meeting. Number two is the prospect, expectation and what their agenda is. After that, you're going to go into your expectations and your own agenda, and after that, you're going to give them that. Would the results of what will happen after the meeting and finally you're not go over any main obstacles during this phase? So let's go ahead and dive into each one so that you understand each of the variables and then we're gonna put it all together in the end. So time and purpose of the meeting where you want to do is you want to set the appropriate amount of time to cover all the agenda items for that meeting. So you explain the reason for the meeting and what conditions are needed to continue the business relationship. Here's an example. So, you know, after you do your bonding report, then you're going to say, Now, John, I reach out to you because it seemed like there might be a opportunity for us, the work off each other. And like we talked about over email, a 25 minute conversation would be enough time to see if that was the case. Does that still work for you? So in this example, you're given the person how long it's gonna take 25 minutes and you're giving them why There is a meeting in the first place, and you could pretty much use the same time and purpose for every single meeting, right, because it's not gonna change. For the most part, you set a time how long the meeting's gonna be, and then you say, Why exactly You're having that meeting in the first place. After that, you're gonna go into the prospects expectations for this meeting. So you're going to discover what the prospect expectations are and their agenda is, and you want to make it clear how you will address all of their expectations and you're making sure that you're actually listening to them. So here's an example. So you're going to say, obviously you're gonna have some questions for me and how our solution might be able to help you grow your business, and I'll do my best to answer those questions. So super simple. You just saying that in that meeting, this person is gonna have a lot of questions for you and you're gonna answer them, right? Very straightforward. And then after that, you're gonna go into what your expectations are, and you're going to clearly explain what your goals are for the meeting and explain what information you will need from the prospect to accomplish these goals. So here's the example. And naturally I'll have some questions for you so I can get a better understanding of your business and how we might best help you. Does that sound fair? to you, and then the other person's gonna say, Yeah, that sounds fair. So what you're doing is you're saying, you know, you're gonna have a lot of questions for them to understand their business, see how you can help them, and that's really all. That's what your That's the purpose of the meeting. You're not trying to sell them anything yet. You are just trying to gather as much information as possible so you can make a decision on whether or not it makes sense to move forward after the qualification or discovery call. And so after that, you're gonna go into the results of the meeting so that at the end of the meeting, either you're going to continue that business relationship and continue with the deal, or you're gonna end the seal cycle right there if you determine that it may not be the best fit toe work of each other. So here is an example. At the end of the meeting, either one of two things will happen. If we see a fit toe work of each other. Great. Then we can move forward to the next steps towards the last five minutes of the call But if not, that's totally okay. And I want you to be comfortable with telling me no at any time. And of course I'll do the same for you. Does that sound good to you? And they're going to say, Yeah, that sounds good. So what you're saying is you're giving them two different options. Either it's a yes or no. Right. And that's what this is. Exactly what I meant by Yes, no, but never. Maybe. Either there is a fit and you move on to the next step or you determined there's no fit, and then the deal ends right there. And that's totally okay. Because, you know, at the end of day you're just trying to see if it makes sense to work with each other. You're not trying to sell them. You're not trying to convince someone anything. You're just gathering information. And finally, what you want to do is you want to tackle all the main big obstacles in the beginning of the presentation. So, you know, you bring out your biggest fears or potential obstacles and you dress them head on. So an example would be my biggest fear is we may not have enough time to cover everything. So if we do run out of time, is it okay if we schedule another meeting after this one? If it makes sense to discuss further so, you know, maybe in your cell cycle, you realize that typically on the first call, it's just not enough time to cover everything. And so maybe you got burned in the past where you need more time and the person didn't want to give it to you. So by saying this in the beginning, and you know they agreeing to it if you run out of time in the meeting, you can ask for more time. Like you said, another thing you could say is, you know, my biggest fear is that a lot of times people don't have the budget to buy X Y Z, and I just want to make sure that you're somebody that does have a budget or about blah, blah, blah. And then either they say they have a budget or they don't have a budget. So that's something you could just tackle on head on. Depending on what obstacles you have for your product or service. I'm gonna go through the study expectations part straight through. So you have understanding of how exactly to do it and pretty much in any sales situation, you could use the same expectations over and over as long as the sale is the same. So let's go ahead and get started, and this is gonna be right after you do the bonding report of the transition into setting. Expect stations. Now, John, I reached out to you because it seemed like there might be an opportunity for us to work together. And like we talked about over email, a 25 minute conversation would be enough time to see if there was the case. Does that still work for you? And they're going to say yes. Obviously, you're gonna have some questions for me and how our solutions might be able to help you grow your business and now do my best to answer those questions. And naturally, I'll have some questions for you so I can get a better understanding of your business and how we might best help you. Does that sound fair? You they will say, Yeah, that sounds fair. Then you say at the end, the meeting, either one of two things will happen if we see a fit toe work of each other. Great. Then we can move forward to the next steps towards the last five minutes of the call. But if not, that's totally okay. And I want to be comfortable telling me no at any time. And of course I'll do the same for you. Does that sound good to you? And they will say yes. And one last thing is my biggest year is we may not have enough time to cover everything. So if we do run out of time, is it okay if we schedule another meeting after this one? If it makes sense to discuss further and they're going to say sure, so you know, running it straight through. That's how you're going to set the expectations for pretty much every single meeting that you have. You're giving them how the time and purpose of it you're covering all their agenda items and you're covering your agenda items and you're also giving them the end result of what's gonna happen at the end of the meeting. And you're covering the main obstacles. So if you cover all of these things and tell them exactly what's gonna happen up front? There aren't gonna be any surprises during the meeting. And at the end of the meeting, you can ask for another meeting if it makes sense to continue the sales process and go into the presentation phase because you already earned the right to do it. So setting the expectation is the most important part of a qualification and discovery call . Because if you don't do it correctly, people are gonna wonder in their heads. When is this meeting gonna end what this person want? But if you answer all these questions that people will naturally think right in the beginning, then they know exactly what's gonna happen, and they're agreeing to it. 27. Uncovering Pain: All right, guys, next up is uncovering pain now, like we talked about in the discoveries. Less qualification call. Oh, after building report, then you set the expectations for the meeting, and then right after that, you're going to transition into uncovering the prospects pain. So why Penis Super important is because this is where you really get the prospect to invest in the relationship emotionally by drawing out the pain he's gonna want to buy whatever it is that you got and I'm gonna show you exactly how you're going to do this. So how exactly are you gonna transition from setting expectations to uncovering pain? Well, you want to think about it like this. You want to use this formula called the D. I Q formula. And so the Dia que formula is a specific way to ask a question by first earning the right to ask the question. Ah, la Times. People were asked questions and it might make people feel uncomfortable, like if you say, how much money do you make or how much budget do you have? Who's the boss here? You know, if you just come out raft the bat, asking these really tough questions that people will typically Onley answer if they trust you, they're just not going to trust you at all. And you're not going to sell anything. So, using the d Iike formula, we're going to show you how to ask a question in a very, very specific way so that people trust you and you earn the right toe. Ask it. Most people ask questions before sadly trust, like, how much budget do you have? What you recruiting software? Do you use who's in charge here? Right. And so in these examples, people aren't gonna tell you these things unless they really trust you and you have to earn that trust. So using dia que formula it's actually an abbreviation in the first part with the D is data . So it's an insight, statistic or any type of life observation that you have next is going to be the insight, which is an explanation or opinion on that data. And after that you're gonna ask your question, which is a question you ask another person based on the data that you have in the insight you just shared. So he what does exactly look like? Well, I'll give you an example. And let's say I'm selling a consulting services to Los Angeles restaurants in my area, So I might say, I know it's a lot of cafes in the L. A area have been using Instagram to promote their businesses, and it seems like they're getting a lot of foot traffic and generating more revenue because of it. I was curious to know what your strategies around instagram marketing where so in this example to decode the data is noticing that a lot of hair shines in the L. A area have recently been using Instagram to promote their businesses. The insight is because they're using Instagram. They're generating a lot more revenue. And by saying that I'm subconsciously making this person feel like because everyone else is doing it, they're being left out. And so after I earned the right to ask the question by pointing out that data and giving my insight, you're almost like being a consultant in this case, you asking the question. So it's like I was curious to know what your strategies around instagram marketing, where if I just came out right off the bat and said, What a your instagram marking strategies in people's head. They're gonna think, Why are you asking me that? Like, who are you to ask me? But when you're giving them this context and you're freeing the question in this way, you're earning the right to ask a question. And so, by using this formula, that's how you're gonna transition from setting expectations into getting into pain by asking this question in this way. Okay, so we got the D I Q form that down. So what exactly is pain? So pain is the gap between what people have and what they want. And so a lot of times, this gap isn't very obvious. Some people have very obvious pains and they're hurting. And they, you know, they know they're not in a good situation and they know what the better situation looks like. A lot of times they don't, they don't know, and they need a sales person to guide them there. So the strongest pain is the gap buyers air feeling in the present moment to kind of clarify what I mean by that is it's not about pain that they experience in the past. It's not about pain that they're going to experience in the future. You want to identify the pain that they are feeling now. So, for example, if there a restaurant in L. A and all these other restaurants are making money off of Instagram getting foot traffic in and they're not than the pain right there in the present moment is that they're losing out on customers by not using instagram. So you're basically saying everyone's doing instagram. Everyone's making money and you're over year on this site. And so by widening that gap, you're making them hurt. So here's how the pain formula is going to work. This is how you're going to get people to feel an emotional pain and by feel making a few pain. It's going to get them to buy emotionally rather than logically and and at the end, they're gonna justify whatever they bought logically. So here's how it's gonna go down. The first step, when you want to bring out someone's pain, is you want to first find someone who doesn't necessarily need what you have, people who do have pain. That's gonna be really easy. They already know it, and it's easy sell. But we're talking about people who don't even know that they if you can convince someone who doesn't even know that they have the pain, that's when you know you're truly good at sales. Find someone who doesn't need what you have First, right, Number two, you make them hurt as much as possible. What I mean by that is you know, you say all these things like everyone's doing this and you're not everyone's making money and you're not, and you just keep jabbing at them. You're not necessarily attacking them. You're just saying things and framing things in ways where they feel like they're missing out, you know, foam. Oh, and what happens is you hurt them so much that you make them sick, right? So a lot of hurts equals air sick. So you keep jabbing at them and you make them sick and they're like, Oh, man, like maybe I should do something about this. And so after that, you put him in a critical condition. So by making them sick, you may hurt them a lot. Then you make him sick and you just keep making them sick. You stack these pain points on top of each other on top of each other until they're like, Oh, man, this really hurts. I have to do something. I have to do something to make more money or else my business is going to die. And after they are in a critical condition, they're in the hospital. They're hurting. You want to come swoop back in and be their savior and make them well again. So what you're actually doing is you're causing them. Aton, Aton a pain, Evan. At the end, you're going to become their savior, and you're gonna be that person that solves there pain. So why this is beautiful is because you're taking someone and, you know, when you're really good at sales, your taking someone who doesn't have any pain, they don't even need what you have. And you're making them aware of all these pains and all these opportunities that they're missing out on. You're making. It hurts so bad that they want to be where everyone else is, and then you're gonna help them get there. That's what it means to sell. So to get there, we're gonna use something called the Pain Pyramid. So in beginning, you're gonna talk about the surface pains. Then you get into the business pains, and finally you get into their personal pain that they feel emotionally and it's going to go from top down. So surface pains is really easy than business pains or medium, and the personal pains is a little bit more difficult to get into, but not that hard once you get the flow of things. So you move down the pyramid as fast as possible because you don't want to be talking about surface little stuff all the time. You want to get into the really emotional stuff that people feel, and it basically you want to think about it like from what to why you want to talk about like, what's going on to why it's happening. And you want to always remember that people buy emotionally and justify their decisions logically. So I'm gonna show you exactly what questions to use in each of the phases of the pain pyramid so you can take someone from the top of the pyramid all the way to the bottom and make some hurt and then become their savior. So the best way to uncover pain is to ask questions, and one thing I want to emphasize is that a lot of people, especially when they're in sales. They think you know their guts selling because they're good talker or they're good looking or whether is. But in reality, the best salespeople and this is common industry wide worldwide is the people who are curious and the ones who know how to ask the best questions. So the pain pyramid questions here is gonna be a surface pain. So when you're talking about the pains, you know, you did the transition and they might say, You know, my instagram strategy, you know, I'm not really doing that much about it. I'm posting a couple pictures and then you could say, Well, what do you mean by posting a couple pictures? What do you mean by that? Another one is, Can you be a little bit more specific? What's an example of that? How long has this been a challenge? Have you tried anything to solve this? So you know, whenever someone brings up their pain, they're going to start talking about like Oh, you know, we were. We only dabbled into marketing. We start to get into instagram marking to promote