Hey there - It’s Isaac from Leads to Earnings. (est. 5 minute read)

In today’s edition, you’ll learn the the right way to close clients with cold email follow up and the 5 principles that helped me close a B2B client over 17 months of nurture.

I will also share a few links and tips around cold email.

Hopefully you enjoy it.

The Right Way To Close Clients with Cold Email Follow Up (99% do it wrong)

I recently closed a deal with a client who I have been nurturing since January 2023. That is 17 months of nurture.

It took us 39 follow ups to get this deal across the line & now that we’re closed, we’ve already started booking them meetings in the first month.

Why is this relevant to you?

To prove to you that you should never stop following up with your prospects if they haven’t told you “no”.

Let me explain…

We had our first sales conversation in early January 2023. This was after they had been in our initial month long sequence.

We had our first call, but it wasn’t the right time. In other words, I simply hadn’t built enough trust with the prospect yet.

They were a perfect fit directly in my ideal customer profile, so I marked them “Nurturing Stage” in my CRM and kept hitting them up.

From there on, they received at least 2 emails from me every single month.

You might think, “Hey, that’s too much I don’t want to be annoying” or “I’d rather spend my time with prospects who are ready to buy now”.

You’re welcome to believe that if you only want to sell to the 3% of the market in buying mode right now.

In my opinion, that’s a self limiting belief.

If 97% of the market not in a buying cycle, most of them will be in a buying cycle tomorrow, or the next day.

This is exactly why you keep following up with anyone who has shown interest your product or service.

Because when when they shift from “Not right now”, to “I need to solve this now” you’re top of mind.

In the case of my client, they started in the 97% bucket. Then their internal priorities changed because they wanted to re-prioritize outbound lead gen.

They reached back out, moved into a buying cycle and closed within a couple weeks of our first sales call.

Reason why: I never let them off the hook. Simple as that.

Now, if you want to crush your self limiting beliefs around follow up and learn exactly how to follow up without being a pest, then read on.

5 Follow Up Principles to Get Prospects To Buy

Here are a 5 principles you can use to build trust with your prospects, nurture your pipeline at scale so you’re the only logical choice when they’re ready to buy.

1. Keep Your CRM Clean and Updated - Never miss a follow up again by keeping your CRM hygiene on point. Make sure any good fit prospect is tracked in your CRM. If someone isn’t in a buying cycle right now and they’re a good fit, keep them in nurture and hit them up 1-2 times per month. This keeps you top of mind when your prospect enters a buying cycle.

2. Prioritize Utility Based Follow Up - Be useful to avoid being a pest. When you’re following up with your leads, have an actual reason you’re in their inbox. Give them updates on client results, provide new case studies, and share lead magnets that give them a step by step plan to solve their pain points. In other words be useful.

3. Make High Value Video Content - Creating content is one of the highest leverage things you can do because you create the asset once and can distribute to a thousand people without doing any extra work. If you’re dropping sauce on YouTube (and you should be), then the natural next step is to share with your prospects. If your prospect learns from you and gets actual utility from your content, then you build more trust with them. This means that all your sales calls will be warmer. Warmer sales calls means better closing rates.

4. Create a Follow Up Template - Write the follow up once and then send it across your pipeline with little extra lift. Give them a reason to respond to your follow up by leading with by leading with benefits. Example: “Hey name - I put together a resource showing you exactly how we booked 30+ meetings per month with cold email and how you can use the exact process to get similar results. Would you like to see it?” This sets you apart in the inbox because you’re giving them something, which is a massive pattern interrupt in a world where 99% of people take first.

5. Use “Bump” Follow Ups Sparingly - There is a time and place for “bump” follow ups, but make sure they’re infrequent. These are best used when the follow up is focused on getting the prospect to engage with a high value asset (ex. Hey just making sure you saw this - do you have any questions on how it works?). If used correctly, a well timed bump email can get the prospect to respond, pushing the conversation closer to a sale.

Useful Bits

• Tweet of the week (link)

• Case study: Adding a 240k/ARR Client for a Marketing Agency (link)

• Quote of the week: “Whatever you do, always give it 100%. Unless you're donating blood.” – Bill Murray

• Quick bite-sized pointer: Double your output by simply focusing on your inputs. Set your timer for 60 minutes and don’t stop working for that entire time block. Do this 5x times per day and track what you accomplished during each hour. Since I started doing this, I get more done in 5 hours then in 1 week of distracted work. Try it out yourself and let me know if you start to see a measurable difference in your work output.

How I Can Help You

If you like this newsletter and want to work with me, there are a few ways we can do so:

1. I have a ton of free content that will help you get more clients on my YouTube channel. I post insights from operating high converting cold email campaigns for dozens of B2B companies that have added hundreds of thousands in recurring revenue.

2. If you are looking to improve your cold outbound skills but don’t want to hire anyone, I have a free 71-page course that teaches everything you need to know about cold email.

3. If you want a custom cold email campaign specifically designed for your business & ideal target audience, I have a few slots available to show you how it works. Book in here and on the call I will deliver a full 5-angle cold email campaign for you to use to bring on more high paying clients.

4. If you’d like to hear about how I can help you and your company grow, you can book a call with me here. I might be able to help you grow faster, or I might be able to refer you to someone who can.

Share this with 3 people and get a free training showing you how to convert more cold prospects into warm leads with cold email.

I hope you enjoyed this brief email.

Talk later,

Isaac