Podcast episode
Your Reps Fail at Cold Email Because YOU Don’t Teach THIS | Leadership Special
30 Minutes to President's Club24 Jul 202532 min
Description
Huge Announcement 👉 Our next course is here: The Reply Method for Double Digit Replies Learn more + get free toolkits here: https://www.30mpc.com/course/cold-email-course What you need to know: A great cold email system gets you more replies, from better prospects, in less time — and it works even when you're not perfect. That’s what this course teaches: how to write cold emails that feel personal, without spending hours customizing. How to craft offers that actually get responses. How to sequence, follow up, and stand out in crowded inboxes. Teams that master this skill consistently book more meetings than teams that don’t — no matter the industry. If you don’t have a system, cold email becomes a grind with diminishing returns. If you do, it becomes your most consistent pipeline lever. — Cold email isn't dead—but most sales teams are doing it wrong. In this tactical episode, Jason Bay and Armand Farrokh break down how sales leaders can revive cold email performance with a structured, data-backed approach that actually books meetings. 🎙️ ACTIONABLE TAKEAWAYS Build a Messaging Matrix First: Teach reps to understand personas before writing—cover priorities, current solutions, problems, and aspirations. Implement the “Minimum Viable Framework”: Use a 4-part cold email formula—Reason, Problem, Value/Social Proof, and CTA—and design 2–3 sequences per persona level (above vs. below the power line). Train in Sprints, Reinforce Weekly: Use shuttle-run style onboarding (short lessons + rep practice) and embed weekly cold email reviews in team meetings and 1:1s. Track the “Golden Three” Metrics: Monitor open, reply, and meeting rates—fix subject lines/deliverability before copy, and AB test specific steps instead of restarting entire sequences. RESOURCES DISCUSSED: 30MPC Training: 30mpc.com/training Sequence Template: https://www.30mpc.com/blog/jason-bays-outbound-sequence-template Email Templates: https://www.30mpc.com/blog/30mpcs-cold-email-course-template-pack ChatGPT Prompts + Cold Email Course $50 off (discount auto applied at checkout) Join our weekly newsletter Things you can steal Save $50 on any 30MPC course with code “PODCAST” Free Sales Templates, Scripts and Guides Example Emails: Email Example #1 (EdTech): Director of Curriculum & Instruction Subject: WCUS achievement gaps Hi Betty, Providing ”multiple tiers of instruction and intervention” was a big priority mentioned in WCUS’s annual report. Eliminating achievement gaps is tough, especially when you need to meet the needs of a diverse learning population. We’re helping school districts in the Pacific Northwest eliminate student inequity and achievement gaps to increase student readiness and graduation rates. Can I share more? Sean Email Example #2 (Automated welding solution) : VP of Operations Subject: Welders Hi Luke, Saw hiring MIG welders and looks like there’s a lot of manual rework and touch up in your welds. Recruiting and retaining top talent likely a top priority, but the lack of skilled welders in the marketplace right now can cause big production bottlenecks. Hitch manufacturers like CURT are using our help to overcome the welder shortage and produce consistent, high-quality welds. Interested in chatting further? Corey
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Every place a page here uses this source, in the order the words come in it.
that just should be universal language within the org. So once you have that messaging matrix what you can do now is think about the cold email framework. So the cold email framework what we found to work best is a four-part framework. The very first line of the email needs to be the reason why you're reaching out. This is the sentence that is usually personalized and this is where you're “going to point out something specifically about the prospect that relates to a problem you think” they might be having. That's the second line. The third line is social proof and value. So a problem you think they might be having related to a similar company that you're helping and the outcomes that you've helped them generate and then lastly a short call to action. So it's reason, problem, value and
found to work best is a four-part framework. The very first line of the email needs to be the reason why you're reaching out. This is the sentence that is usually personalized and this is where you're going to point out something specifically about the prospect that relates to a problem you think “The third line is social proof and value.” you think they might be having related to a similar company that you're helping and the outcomes that you've helped them generate and then lastly a short call to action. So it's reason, problem, value and social proof and then call to action. That messaging matrix is going to help you be able to populate
Really with reply rates like 5%, dude, if you're good across the board, 5% is awesome. If it's not working, you mentioned this at the very beginning, could be a targeting issue. So the first thing I want to know is are these even going to people that could say yes to us? That's number one. Number two is messaging. There's some really quick, easy things in here. “One is length of email, 50 to 100 words is the sweet spot, three to four sentences.” Honestly, fixing the length of the email, that's probably half the problem if you're not getting replies. The other piece is around how we message and what we put into the email itself. And I'll give you just a couple quick tips.
with because there's an opportunity to do a couple of things. What often doesn't get talked about is how you flip an email objection into a booked meeting. So your reps automatically, when they get an objection, unless it's unsubscribe or F off or something like that of the email, they should “be picking up the phone and calling the prospect. You can book meetings all day long from stuff like” that. So don't let reps go back and forth with that kind of stuff. The other thing that you want to spot check for too is oftentimes a prospect will say, yes, I want to meet. And then the rep makes them do all of this work to book a meeting with them. They don't provide a meeting link. They
makes them do all of this work to book a meeting with them. They don't provide a meeting link. They don't suggest times they just say, are you free next week? So keep in mind the replies, look at how your rep is handling those replies and what your prospect is replying with. The last key that I would give you the third one is if you're getting specific objections in those replies, “you can build some of that copy into the email itself. So if people are saying, we do this” ourselves, we use a competitor, et cetera, like you can build that into your email messaging to prevent it. So folks, we talked about single email metrics. So if your open rate, your reply rate, or your meeting rate is down on any email in your sequence, what do you actually do about it?