#60 Why Your Cold Outbound Isn't Converting

Stop doing this.

#60: Why Your Cold Outbound Isn't Converting

Read Time: 3 min

Today, I will share why cold outbound doesn’t convert. Specifically if you’re making this one mistake.

This is literally a repurposed issue on the first topic I ever wrote about. I’m doing this because it’s a big problem that can neg out many early stage founders. During the early stages of founder-led sales, there's a lot of confusion around what constitutes a real qualification call and what does not.

Implementing this one tip will optimize your top-of-the-funnel (TOFU) activity with better-qualified leads and reduce the frustration of not closing deals.

The chains of habit are too light to be felt until they are too heavy to be broken.

~ Warren Buffett

Before we jump in, let’s define the difference between a product and a qualification call.

Product calls are designed to solicit feedback and insights from potential users and gauge whether or not you are building something the market needs. These calls are typically generated from intros, via VCs, and your internal network. 

Qualification (discovery) calls are designed to find people who have a problem and are actively looking for a solution. These calls are typically generated through cold outbound messaging and are considered opportunities once they’ve been qualified via BANT.

So, how do you distinguish between the two?

The meeting, or the intent the prospect agrees to, is based on the messaging (email copy) you put in front of them.

Here’s what I mean. Below is an example of LI messaging one of my clients was using to generate 12-15 “So-Called” qualification calls weekly.

The language clearly shows that if the prospect decided to hop on a call, their intent would be to provide feedback. It’s also the reason their closing rate was below 20%.

This is how you schedule a Product Call/User Interview. These calls will rarely convert into true opportunities.

If your closing is not at a minimum of 20%, either two things are happening. (1) the market is not resonating with your product. This can be difficult to access if you haven’t gotten enough real reps. What are real reps? Real qualification (discovery) calls scheduled. Not product discovery calls. (2) Your sales process is no bueno. It’s usually a culmination of both.

Now, let’s look at another LI example of qualification content. This is the message I used to build a multi-seven-figure annual recurring business in three and a half years.

Here's another one. 

My messaging is clear, and my CTA is direct.

This is how you schedule a qualification call.

The number one reason deals don't close is because you are speaking with unqualified prospects. This happens because of misaligned messaging in your copy when soliciting new business. If you want to do a product discovery/user interview call, that’s fine, but do not make the mistake of counting this as a qualification call.

They are two separate calls with different objectives. If someone is qualified, a budget must be there, decision-makers and DM processes must be understood, and use cases and pain points must be great enough for them to take action, which rolls into timing.

 Key Takeaways

  1. Remove the words - feedback, favor, pick your brain, and research from your copy.

  2. State what you do in 1-2 sentences. (I’m reaching out because we help (industry/title) __________ by __________ (solving the problem in a simple, fast, and economical way)

  3. Use a direct CTA - (Do you need help with this / Does your team need help with this / Is this something you’d be interested in)

  4. Qualify deals based on budget, identifying decision makers, use cases, and timing.

  5. If the prospect is qualified, schedule the demo by nailing down a day/time followed by a calendar invite.

Direct messaging will reduce your TOFU activity, but it will also attract better leads with a higher likelihood of converting.

That’s it for today!

See you all next week.


P.S. If finding PMF and scaling to $1M in ARR through founder-led sales is on your radar, book a call with me here

💡 How We Can Help

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