Ice Breaker

What outbound response rates

are you seeing right now?
Today’s agenda

1. Housekeeping (Do these things first)

2. Meet the host Josh Garrison
3. "Show Me You Know Me" Sam McKenna
4. Product Demo Josh Garrison
5. Perfect Email Tips Sam McKenna
6. Q&A
 How to Write
the Perfect Cold Email
The End-to-End
Sales Engine

Trusted by 1M users across 17,000 companies

 Quick Housekeeping

1 2 3

Get Your Recording No Questions in the Chat No Spam in Chat!!!

You’ll get a recording of today’s session. Type your questions into the “Questions Box” We will boot you and ban
Check your email within 48h and not the “Chat Box”. you from future webinars forever
 Your host

Josh Garrison
Head of Content Marketing
(and recovering sales leader)
 Guest Speaker

Samantha McKenna
CEO, #samsales
 company

human
Show Me You Know Me
(#SMYKM) starts with
research.
vertical
 example

1. The Subject Line

Running Podcast + Chicago Pizza
● This is the most important part of
your email.

● It is the first thing your buyer sees

when deciding, "Should I give more
attention to this email?".

● It should contain SMYKM.

 example

2. The First Sentence Running Podcast + Chicago Pizza

● The next most important part of your email. …

We've yet to be properly introduced, but
● NEVER start with niceties ("I hope this finds I'm Sam McKenna, CEO of #samsales.
you well").

● Don't immediately dive into your sales pitch.

● Should be different and polished, not salesy.

 3. Transition
A transition or segue is necessary so you avoid jumping
directly into your sales pitch.

We call this connecting the dots.

example
The real reason for my outreach however is …
 4. Challenge
What is a challenge your prospect has that you can solve?
 Given the modern sales
organization that you are,
I suspect you are a LinkedIn
Sales Navigator customer, Ok. Yes. I have this
but also suspect your reps challenge. And?
don't use it as much as
you'd like or to the full
breadth of its capability.

Seller Prospect
🙂 🤔
You then transition to
 5. The Value Proposition
Consider Three Things…

The Hook Pain Points Loss aversion

What is the specific hook Know your pain points. Loss aversion is a powerful
that you can use to solve How does the pain point tool in sales, the knowledge
a specific problem your OR uniquely impact your OR of what they might be losing
buyer has? prospect's day-to-day life is psychologically 2x as
or annual goals? powerful as the idea of what
they might be gaining.
 Once your address the challenge + the value prop, then you need to anticipate

6. Hidden or Forthcoming Objection

● What is the next big objection?

● What is the buyer thinking?

● What is their rebuttal to my offer?

 example

7. The Close
● Always include a call to action

● Never send a calendar link!

"Interested in learning more?"

● How to sign off:

❌ "Best" - can seem passive aggressive
❌ "Sincerely" - is too formal
✅ "Thanks!" - simple & effective
✅ "Cheers"- anything unique / cheerful works
DEMO: #SMYKM & Meetings
in
 Poll

Want to speak to Apollo's Sales Team?

(about a Professional or Custom Plan)
 The Perfect Email #1
SMYKM Subject Line
example
SUBJECT: Dave Phillips + LinkedIn + #samsales
Non-salesy first sentence
Hi Laura!

We have yet to be properly introduced but I'm Sam McKenna and am the CEO of
Transition #samsales. In small world fashion, I came across your profile when seeing
something your brother Dave had recently posted on LinkedIn — he was my client
at LinkedIn during his time at Sprint. Please give him my best!

Challenge The real reason for my outreach however is to chat about LinkedIn Sales Navigator. I
suspect like many leaders you have loads of licenses and would love to see your
teams use the tech more but also to maximize how it's used.

Value Proposition That's precisely what we do at #samsales. While you may already have an LI CSM,
our trainings are different in that they not only teach you how to use the platform to Objection handling
sell, but also weave in our popular sales hacks that made me a 13-time sales record
breaker.

The Close If you're up for a chat about this and to hear more, I'd be happy to send an invite
along accordingly.

Cheers!
Sam
 The Perfect Email #2
SMYKM Subject Line
example

SUBJECT: Hugh Is Australian! + "Pipeline Diving" + #samsales

Non-salesy
first sentence
Hi Josh,

Hopefully my mix of facetiousness re: Hugh + listening to your feedback on today's

post were enough to earn me an open! :) Hugh and I actually got to know each other
because an old rep at LinkedIn used my move of Show Me You Know Me #SMYKM
on him to win him over with a Ted Lasso gift, and then he was kind enough to give our
company time in one of our annual charity events, but I digress!

I've known COMPANY NAME forever, having met CEO in the early days, and was
recently a part of your XXXX marketing campaign. What I haven't been successful in
Transition yet is earning the company's business in how we can help your teams grow and
flourish.

In thinking about your post and upcoming board meeting, two immediate things
come to mind:
…

→ continued on next slide

 The Perfect Email #2
example (continued)
…
Value Proposition Pipeline: we run strategic deal reviews with clients often to not only coach on better
forecasting to leaders but to true up what's real, what's not, and how to accelerate pipeline.
Challenge & Further, every single one of our nearly 200 clients (closed in less than four years by our
Objection handling all-women team of 13) is struggling with pipeline, which we're helping resolve by teaching our
SMYKM masterclass as a starting point.

Board Meeting: in thinking about what COMPANY will do differently in the year ahead to
Challenge eclipse competitors like XXXX or now thinking strategically about YYY was acquired by ZZZZ
or even the rise of New Competitor With Lots of Funding, there's one piece I see with the
others that I don't see with COMPANY, which is the branding the executives have on LinkedIn
to gain exposure to target markets, stay top of mind, and pull leads inbound. Between Other
CEOs of Aforementioned Brands, etc. they have great consistent voices, but it's limited to
effectively the two of them. With my ex LI leadership role and work with the brand over the Objection
Value Proposition years, it's a core competency we have like no other, and we manage the entire presence of handling
Fortune 500 execs, celebrities, and entrepreneurs alike.

To save myself from the typical novel, I'll cease here and hope that it piques your interest
The Close enough to have a chat. I'll be at Saastr next week, but can make myself available at your
convenience.

Thanks for the consideration - have a wonderful long weekend!

Sam
 The Perfect Email #3 SMYKM Subject Line

example
Non-salesy first
SUBJECT: Benji the Bengal’s Favorite Pilot/Flying J sentence
Hi Jim,

We haven't met yet, but I'm Josh and I run the couponing program at Coupons2Go. I often
Transition drive across the country for work and whenever I can, I stop at a Pilot/Flying J — y'all have Shameless flattery
hands down the best experience of any travel center! When I saw you went to Buffalo State I
wanted to drop you a line of some Flying J Trivia.
Fun
Here it is: the closest Pilot/Flying J to Buffalo State is in what country?

Challenge While that percolates, the real reason I'm reaching out is to chat about Coupons2Go. My
guess is, if you could find a way to both delight Pilot's 1.5m daily customers and increase
per-transaction revenue by 20% or more, you'd do it. But it's hard to make that kind of impact
at your scale.
Objection handling
That's exactly what we do at Coupons2Go. While you do already have some awesome
Value Proposition couponing strategies in place, our digital coupons have a massive nationwide reach that have
helped some of our (lesser) competitors break their quarterly sales targets already.

The Close If you're up for a chat about this I'd be thrilled to find a time whenever is convenient for you.
Cheers!
Josh
(P.S....the answer is....Canada!!!)
 Poll

Would you like Sam to reach out to your team

about #samsales resources and trainings?
Q&A
Thank you
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