Joining me on this episode of Accelerate! is Rod Sloane, The Cold Email Coach, a sales expert, host on the Sales & Marketing Alignment channel on BrightTALK, and manager of the Sales & Marketing Alignment Group on LinkedIn. Among the many topics that Rod and I discuss are why he believes cold emailing is a more effective prospecting method than cold calling, how to use cold emailing to build a larger pipeline of qualified opportunities, how to construct a broader engagement strategy within a major account and why text-based cold email will work better than HTML email.
[6:07] Rod coaches CEOs and sales teams to have realistic expectations of the time it takes to sell to a new account.
[6:50] Rod explains why corporations resist adding new vendors when established vendors can already provide your service or product.
[8:54] Why the key to selling a new account is having multiple contacts throughout the organization.
[11:04] How to research and understand a buyer’s requirements when they resist sharing information.
[14:04] Why your company needs a larger pipeline of leads than you currently have to increase sales.
[17:42] Rod describes how to be efficient in cold email marketing. Your goal for an email response should be the chance of a referral for a warmer phone call.
[19:12] What are the 4 parts of a good cold email message?
[24:08] Why Rod advises sending cold email to the most senior executive at the account, not to junior people. And, why the more senior people will be more likely to respond.
What’s your most powerful sales attribute?That I listen.
Who is your sales role model?My two brothers, Paul Sloane and Nick Sloane.
What’s one book that every salesperson should read?No book, but the 1960 Harvard Business Review Article, “Marketing Myopia,” by Theodore Levitt.
What music is on your playlist right now?
Van Morrison’s 1974 live album, It’s Too Late to Stop Now.
LinkedIn: Rod Sloane