Why Your AI Cold Emails Are Failing (And How to Fix Them) | Jason Bay

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1. 11:16

   it's the first time you've done this internationally before. Tension. Not sure if you're running into this, but a lot of the HR orgs that we work with tend to run into a lot of compliance issues that keep them from hiring at the rate that they need to support the business growth. That's my tension statement, my problem statement, right? Next is trust. “Trust is typically conveyed through social proof.” Every single study you'll see on email or cold calling, whatever it might be, social proof when used effectively will substantially increase your reply rates, your positive response rates, your success rate on the phone, et cetera. So what I might say after that is we recently helped XYZ through a transition like this,

   In Proof and social proof

2. 18:16

   Can I add one more thing actually? Like another way to find triggers is through the sales process. So like when you get a sales call set up and you're doing research, like you're finding the triggers that are making that conversation relevant, like reverse engineer why people hop on sales calls with you. Ask them these questions. “If you're an SDR, listen to those call recordings” with your account executive, like you can reverse engineer those triggers. That's part of that disqualify bucket too. Like the first thing you wanna do is like a closed one and closed lost analysis and look at your last 10 or 12 deals. Or if you're a sales leader, look at your last six months of deals and look at all the deals that you win

   In Buying signals and triggers

3. 29:02

   to even build the program. Mm-hmm, yeah, mm-hmm. So dude, that's a really big one. It's the time to value. It's having an outside trusted voice. It's being able to quickly spin up a program that they don't have content for. So those are some of the big, those are the big pillars. But that's an example of like, you gotta chunk up “and like really think about like the business outcomes” that they are aligned to and measured on or did the sales team accomplish what they needed to with these big strategic moves that we're making? You gotta align the tension to those things, not the day-to-day pain, for a leader at least, for a VP of sales enablement. Today's show is brought to you by Insightly.

   In Outcome-based value propositions

4. 34:39

   but has a lot of notoriety. People tell me all the time when they reach out, yeah, we work with Walmart and Google and Amazon. That's really great, but I don't have a lot in common with those companies. So the company needs to be similar in size, similar industry, “And you need to have some sort of story around it and it could be a sentence or two.” And it could sound as simple as, hey, XYZ company was running into something similar, doing a lot of international hiring. And we cut down the time it took for them to do this type of hiring in about half. So instead of taking six months to work through all the compliance, it took about three or a bonus points.

   In Outbound case studies

5. 37:22

   Something like that. Um, I think that facts and figures and like numbers, I think people talk a lot of shit about case studies and results and like, dude, executives want to see that it's, it's called a proof point. Yeah. It's like literally the first thing I need to do when a CRO or VP of sales gets introduced is they want to know proof points who have you worked with and what results did they get? “So you need both.” I think we tend to over-index maybe on the proof point, but you have to have, you know, people buy based off emotion and justify with logic. Well, I think that's why the, the sequencing here really matters, Jason. So what you're doing is to Alex's point, you are telling a story and the story gets them emotionally bought in.

   In Proof and social proof

6. 42:30

   Then for each of those three, identify the top three triggers that would make that tension be true. You will now have a list of nine different triggers that you can go look for yourself, “you can use your AI tool of choice to go identify anytime you choose to go after a new” account. From there for your tension statements, you're going to need to come up with two variants. So you'll end up having a total of six tension statements, a below the line surface level statement, and an above the line chunked up statement of, okay, if that surface level thing

   In AI research and drafting