You want your prospect's time, but it’s the worst thing you can ask for

You want your prospect's time, but it’s the worst thing you can ask for.

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We've run thousands of tests, and OFFERS are the highest converting CTA in cold emails by 25%+

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⛔️ Don't ask for time

⛔️ Don't ask about problems

⛔️ Don't ask for interest

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✅ Make offers

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First, let's start with what an offer is not:

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"If nothing else, you'll have us in your back pocket during budgeting season."

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"Let's meet so at least you know what options are out there."

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"Do a quick demo with us so you can re-evaluate when your current contract's up."

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Your buyer doesn't respond to these because there's nothing in it for them. Nothing unless they're literally in shopping mode.

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Here are three types of offers you can use to entice buyers to meet with you:

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✅ Offer #1: Easy - Pitch The Blind Date

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Position who the buyer will be meeting with. Hype up the AE, sales engineer, or yourself. Show them that meeting with you will be worth their while.

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Example: A client of ours sells an automated welding solution. The manufacturing industry is facing a massive shortage of welding talent.

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Their SDRs pitched it like this:

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“I’d love to introduce you to Eric. He’s worked with a dozen manufacturers like Caterpillar, Karavan, and more, who are all facing similar challenges. He’ll walk you through how they’re automating the most difficult welds and dealing with the labor shortage. Even if nothing comes of it, you’ll walk away with a better understanding of how the industry is solving this.”

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Even if the buyer isn’t shopping, they gain value from the conversation itself.

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✅ Offer #2: Medium - 1:Many Offers

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These are high-quality, reusable insights that still feel tailored.

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Think: competitive benchmarks, industry research, or best practice guides.

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Example: We have a client that sells to ecomm brands. They conducted a mystery shop of 400 competitors to analyze response times, customer service channels, etc.

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Their reps used those insights to open cold calls with:

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“Hey Katie, I submitted a ticket on your site, and it took about 48 hours to get a response. It was about 3x longer than folks like Patagonia and the North Face. Again, it’s Jason. Mind if I share more about why I’m calling?”

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That’s an offer that feels immediately relevant and valuable. It gets a conversation started immediately.

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✅ Offer #3: Hard - 1:1 Offers

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These are custom-tailored experiences or resources created specifically for the prospect.

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It’s you and your organization putting in serious effort to customize the offer. This works best at the enterprise & strategic levels.

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Examples:

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- A cyber risk analysis

- A benchmarking analysis

- A workshop

- A personalized audit of a website checkout flow

- Visiting and experiencing the brand firsthand, then sharing insights

- Offering free data, licenses, or pilots

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These take more work, but they convert like crazy.

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~~~

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Don't ask for time. Make offers.

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