Zayd Ali
What's up, it's Zayd.
I get asked the question: "How do I build a reliable outbound engine without spending a fortune?" at least three times a week. And after building and exiting two appointment-setting agencies and now running Valley, I've seen what works (and more importantly, what doesn't) when it comes to early-stage outbound.
So in this week’s newsletter, I’ve decided to finally dig in. Let’s make the Ultimate Handbook to Outbound Sales for a Pre-Series A Startup.
Outbound Playbook
The Pre-Series A Outbound Playbook
Start With the Founder
There’s no way around it and there’s no way to sugarcoat it. As a founder, you need to be in the trenches.
Why? Because:
You understand the product better than anyone
You can iterate on messaging in real-time
You'll learn what resonates with prospects firsthand
The close rates are typically 2-3x higher
Founders should spend at least 2 hours per day on outbound. I went into detail about this in the letter about what Harvey Specter taught me about outbound, but TLDR—you need to be prepared, sharp, and ready to close.
Build Your Target List (The Right Way)
Most founders cast too wide of a net. Instead, think precision and thoughtful curation over speed.
Start with just 100 accounts that fit these criteria:
Clear, immediate pain point your product solves
Budget to pay for your solution
Quick decision-making ability (avoid enterprises early on)Similar to any existing customers
The Research Phase
Read, learn, ask, analyze. Know the answers to all of the questions that you’re going to be asked when prospects are trying to poke holes. And know everything there is to know about who you’re targeting.
For each target account, understand:
Recent company announcements
Leadership changes
Funding roundsTech stack
Competitor relationships
This isn't busy work – it's ammunition for relevance.
Craft Your Message
The biggest mistake I see? Writing novels in cold emails. Keep it quick, short, sharp, and impactful.
Your outreach should:
Be 3-4 sentences maxLead with their specific pain pointInclude proof you've done homeworkEnd with a clear call to action
The Follow-Up Strategy
Follow ups need to go deeper than “just nudging the above.” They need to add new value. Don't just "bump" or "circle back," provide additional information about how you can help solve a problem that they have been struggling with or touch on something new that you’ve learned through additional research.
My proven sequence:
Day 1: Initial outreach
Day 3: Add social proof (case study)
Day 7: Share relevant contentDay 14: Introduce new angleDay 30: Break up email
Focus on the Right Metrics
Early on, forget about:
Number of emails sent
Connection request acceptance rate
Open rates
Instead, track:
Meetings booked
Show-up rate
Pipeline generated
Close rate
Focus on the numbers that actually matter.
Tools & Tech Stack
You don't need a complex tech stack–keep it streamlined but effective:
Essential tools:
LinkedIn Sales Navigator ($80/month)Calendar tool ($15/month)CRM (free tier of HubSpot/similar)Email finding tool ($49/month)
That's it. Total spend: ~$150/month
Common Mistakes to Avoid:
Hiring SDRs too earlyUsing generic templatesFocusing on quantity over qualityNot personalizing outreachGiving up after 2-3 touches
Remember: Outbound at the early stage is about learning and iterating, not just booking meetings.
How I Can Help?
Let me book sales calls for you while you’re perfecting your outbound strategy. Seriously.
I built Valley to be your automated SDR and empower AEs. Book a demo and watch your calendar fill up with qualified leads.
