If you've been in sales long enough, you know this scenario.
You've chased a prospect for weeks... but today's the day. All of a sudden, they decide to pick up your cold call.
Excited, you run your script.
They stop you. "This sound interesting, but can you just send me more info? Email me."
Here's the problem. Most sellers have heard this. Fewer have sent the right follow-up email.
This is a trap.
Instead of treating it like you've broken through, treat it like another cold email.
The Ultimate Follow-Up Framework
My favorite cold email framework still applies:
1) You start with the context and the reason you reached out.
"Hey, we just talked. I saw you were hiring for SDRs."
2) Tie the observation back to an insight/problem.
"I imagine you’re thinking about how they'll ramp. Usually, our customers focus on phones. But, email results lag."
3) Bring credibility
"We’re helping reps at Sendoso ramp faster."
4) Make what you do concrete
"They continue improving with our in-inbox assistant."
5) Make Your Ask
"Worth a chat?"
Don't Forget Your Best Practices
I see way too many teams eager to send a 300-word proposal. Something big, bulky, and riddled with bullet points and hyperlinks.
Don't fall into that trap. Remember: The best practices still apply.
We wrongly jump to thinking that because they talked to us on the phone, they'll take the time to dig into that "info" they asked for.
They pushed you into the triage that is their inbox. You have to be respectful of this space.
Nail Down Your Follow-Up Subject Line
What's crucial to being triage friendly? Your subject line.
It should include the following:
1. Company name
So it would look something like: "Lavender: Called About Ramp"
Don't go any longer than that.
Your Recipient Isn't Thinking About You
You have to remember: You're not top of mind.
Adding detail won't help you. When you send all that info and those links, you're only removing the reader from the context of why you're there.
That lead is still cold. You just happen to know they have a pulse.
Keep following up.