Zayd Ali
The marginal cost of sending an additional email used to be zero. It was infinitely scalable. Add more prospects, send more emails, and hire more reps.
Now with sending limits, there is a cost to send an additional email. It’s hard to estimate what that cost is, but it’s significant. The spray and pray method doesn’t work.
The new best practice requires thoughtful targeting, personalized messaging, and careful timing. Not only is this the more financially responsible thing to do, but it forces us to act like top performers - not average sellers.
Average sellers say “This is normal. Let me add more prospects in and hit send.” Top performers see a 1% response rate and think “This is awful. How can I fix it?”
Acting like an average seller can diminish trust with prospects and tarnish the perception of the company.
Thoughtful Targeting
We need to be more strategic about who we reach out to. This should’ve been happening all along.
Know the type of customers you want to target and be selective about who you send outreach to. Know the best way to contact them (ie. LinkedIn, email, etc.) where the odds of a reply are higher.
While some AI SDRs might do this for you, I’ve spoken to countless CEOs and CROs who are firm in their desire to not allow a machine to prospect for them.
Here’s an example of what happens when you automate the prospecting:
A cold email sent from a competitor to me…
This is where top performers shine. It’s the monotonous message writing that people want off their plate.
Watch your calendar fill.
Personalized Messaging
Once you’ve uploaded your prospect list into Valley, it’ll build personalized outreach for each potential customer. You coach it on how to sell and speak like your top performers, and it learns over time how to improve these even further.
Messages go into an approval flow, keeping control in the seller’s hands. Still, it gives sellers more time to prospect and build relationships rather than researching and writing outreach messages.
Careful Timing
It’s not just about what you say, but when you say it.
I shared this in a previous newsletter, but in case you missed it, we’ll be adding website intent data into Valley in the near future. This will allow you to send outreach soon after a prospect visits your site.
Even without a tool like Valley, you can time your outreach to be shortly after a prospect makes a post, is featured in an article, announces something big, etc.
The same goes for when you follow up. Every top performer has their own approach to this, which is why we allow for custom follow-ups inside Valley. You won’t get 2 cookie-cutter options like “follow up in 2 days, then 5 days after that.”
Decide what makes sense for your company/prospects/industry, and we’ll automate sending the message.
How Valley Can Help
Let Valley book sales calls for you while you’re at the beach. Seriously.
We built Valley to be your automated SDR and empower AEs. Get started today and watch your calendar fill up with qualified leads.
