Why are you cold emailing people? To get clients, right? Well, yea. Of course.
But that isn’t the ask that you are making in the email. That isn’t the goal of the emails that you are sending. Or at least, I hope it isn’t.
Your goal is to get them on the phone. Almost without exception.
This was something that I had to learn, and sadly, I didn’t truy have this fact sink in until just a couple of years ago. That means that I had been going about things the wrong way for several years.
I’m a bit of an introvert. I didn’t have a problem hopping on sales calls, but if I could avoid it all the better. That was how I viewed things.
But the thing is, that feeling of avoidance was holding me back. It was influencing my CTAs and ask that I was making.
“Are you interested in help with B2B content?” isn’t a very compelling call to action. In fact, it’s not a call to action at all. It’s just a question.
In the end, I am 100% positive that this approach was absolutely destroying my conversion rates and affecting the types opportunities that I was generating.
I shudder to think of the potential deals and relationships that I left on the table simply because I only scheduled calls if they were the ones that suggested it.
But still, I made hudreds of thousands of dollars over the years from the relationships that I built through cold email, even when I didn’t fully appreciate that the meeting itself is the ultimate goal of any cold email.
So let’s dig into some of the reasons why your ultimate goal is to get each person on the phone and not to sell them something.
No One is Buying High-Ticket Services Directly Through Email
It’s just not going to happen. If you think you can drop a link to your website and they’ll subscribe to your expensive monthly package, that’s just a pipe dream.
No one is spending $X,XXX or $XX,XXX per month without having a chat with you at least once — and more likely, 3 or 4 times before pulling the trigger.
If you’re selling high-ticket services for small to midmarket companies (say $1 million+ in yearly revenue at the low end), no one is putting their job or business on the line for some promises that some guy made through email.
This is the main reason why I am kicking myself for the way I went about cold email years ago. I was leaving all of the great clients on the table and picking up the scraps.
Pushing for the call conveys professionalism and confidence.
They want to get a feel for you. They want to get to know you. They want to hear you talk about what it is that you do. They want reassurance that you aren’t an idiot. And, most importantly, they want to make sure that you have an understanding of their issues and make certain that your solution is right for them.
The type of people that can afford high-ticket services are going to want to get you on the phone.
You Still Have to Qualify Them
Even if you could close high-ticket deals directly through email, you wouldn’t want to. You’d end up with clients that were a bad fit and destined to leave your service. That isn’t what you want. You want ongoing, reliable high-ticket clients.
But that means that you have to get on the phone with them. You’ll need to ask questions. What have they tried before? What result do they want? Can your service deliver that result?
It’s important to understand that the call that you are after in your cold email campaigns isn’t a sales call. It’s a discovery call. Sometimes that call will end in a sale when the client knows that they need what you are selling.
Not all prospects are going to be a good fit. I would say that somewhere between 30%-50% of people that you get on the phone with won’t end up being a good fit for you for one reason or another.
Focus On Relationships
I’m not a sales guy. But generally, my close rate is pretty solid despite that fact.
Why? I’d say it’s because I focus on relationships. When you spend your ininitial conversations getting to know someone and their business, and the need is there, the deal will flow naturally from those conversations.
Even if they aren’t ready for your service right way, they might be in two or three months time.
Set Your Second Meeting At the End of the First
Your first call is the discovery call. If things aren’t an obvious fit or people need time to think things over, I’ll typically schedule a second call in the next week, where I will officially present the offer and walk them through the process.
If you don’t get something on the schedule, there is a huge drop off between the first call and the second. It’s easy for them to place your talk on the backburner in their mind.
It’s best to keep each prospect on a treadmill, with the next step being planned at the end of the first. Then you can come in with a full proposal, ready to close the deal.