What is a Cold Email Sales Pitch?

A cold email sales pitch is the part of your cold email where you expose your offer to prospects.

Your sales pitch is a double-edge sword because it can boost your reply rate as much as decrease it.

Difference between a good and a bad sales pitch

What is good cold email sales pitch?

A good sales pitch is like the best HBO or Netflix show, after playing the first episode you're hooked and want to know what's the next.

In other words, a good sales pitch:

• explains clearly your offer in simple terms (1)

• is not sales pushy (2) and

• is positively intriguing (3)

Example of a sales pitch as a good Netflix show

Compare to what people can imagine, the best cold email sales pitch are not written by sales representatives but by:

• startup co-founders and

• growth

Why?

Simply because they either know their business very well to craft a concise sales pitch (startup founders) or are cold email experts (growth hackers).

What is a bad cold email sales pitch?

A bad cold email sales pitch is like the worst Netflix show out there, 3 minutes into the first episodes, you decide to find another serie to watch.

In other words, a bad sales pitch:

• doesn't explain your offer very well (1)

• is sales pushy (2) and

• is repulsive (3)

Example of a sales pitch as a bad Netflix show

Sales representatives and small business owners (SMBs) are generally the ones who write bad cold email sales pitch.

Why?

Because unfortunately sales development representatives (SDRs) & business development representatives (BDRs) are not well enough train on sales prospecting.

They all are using sales techniques of the past, cold email templates of the past and haven't adapted enough to the modern practices including social selling.

Junior SDRs & BDRs struggle a lot with sales pitch because they use outdated templates

How to write a good cold email sales pitch?

Writing a good cold email sales pitch in 2022 is not complicated, it requires common sense.

Write something that is appealing to you as a prospect

Do you put yourself into your prospect shoes enough? I bet not. Always ask yourself if you will react positively to the sales pitch you're writing.

Imagine that you are the recipient, would you be hooked by your sales pitch?

Let's take my analogy of the Netflix show again: when you read your sales pitch, do you feel sold without have been sold a single second?

If the answer is yes, affine your pitch with the below tips.

Don't give out too many details (like pricing)

Should you give out too many details in your sales pitch? Should you give your pricing in your cold email sales pitch?

The answer is simple: never.

Don't sell features, sell outcomes

You need to intrigue your prospect. When people have all the information about something straight away, they tend to dig in less - that's how work the human brain.

The more people engage with you, the more they will accept your pricing, your offer, the goal is to hook them as long as possible until the moment you can finish them off, aka closing the deal.

Keep your pitch to 1 or 2 sentences

Please, forget cold email sales pitch that are as long as Route 66. Doing that is the best way to scare your prospects once and for good. That's why your cold emails don't work.

Example of a terrible long sales pitch

I'm sure you already received a cold email with +10 bullet points showcasing all the features, pricing etc, it's a very bad practice. It's not 2004 anymore, long emails don't work.

1 or 2 sentences is enough. Remember, your cold email should not be longer than 75 words ideally.

Include a call to action

Cold email call to actions are key to get responses. You can insert them in your sales pitch to make it more fluid.

We already wrote about cold email CTAs in another article so I won't repeat myself too much on this.

Cold Email Sales Pitch Examples

There are not 40 ways to structure your cold email pitch. You can basically structure it the 3 following ways.

Example 1: sales pitch that use client case study

This kind of sales pitch are the best from my perspective. if you have the luxury to have client testimonials or case study, use it.

Variant 1: prospect pain + you solved it with a case study already

This sales pitch focus on the pain of your prospect first. For that, you need to know your buyer persona really well. Then you use a past client as an authority proof of your expertise to solve this issue.

What if you don't have client testimonial already? Fake it until you make it…. or not! It depends on the industry, be careful.

Example of a sales pitch made with Breakcold

Sales pitch template:Do you need to solve [Prospect Issue]? [Our Product/Service] helped [Testimonial Client] to [Result Achieved with numbers].

It can looks like this:Do you need to get more retainer clients? Our cold email software helped Boundless Media, also a Dallas local to fill their pipeline with 2X more qualified leads per month.

Variant 2: prospect pain + general results you achieved in the past

This example use more general terms.

Cold email sales pitch template:Are you doing [Product/Service]? [Our Product/Service] helped [Type of companies similar to your prospects] do [Results they achieved]

The example filled:Just wanted to see if you’re doing cold emails to get clients or not? Our software helped marketing agencies close £5,000 to £20,000 deals.

Example 2: sales pitch with value proposition

Your sales pitch is focus on your value proposition, ie the core of your offer in a few sentences.

It looks like this:

Variant 1: value proposition + explaining it

Some value proposition sounds great but don't explain anything, use a small eg phrase to develop your point.

Building a tool to help you accelerate your sales cycle by 50% with social selling (eg. saving your sales reps hours of data research and engagement with prospects).

Example of a sales pitch made with Breakcold

Variant 2: using a separate cold email CTA as part of your pitch

In a cold email structure, it always feels good to break the rhythm with an isolated question.

Sales pitch template:[Cold email reaction CTA]?

If so, we can solve this issue with [Product/Service value proposition]

Example of a cold email CTAs made in Breakcold

Pitch example:Weird question but are you using Hubspot by any chance?

If so, we can improve your email deliverability by a lot, especially when it comes to prospecting.

Example 3: sales pitch that gives value first

If your sales funnel is complex and includes a mix of social selling, cold email and involves a long sales cycle, some cold emailers decide to give value first.

What it means is that they don't sell something directly, they give out access to a community, a course or a video to get the prospects into the top of their funnel (TOFU/MOFU).

Example of a sales pitch made with Breakcold

Sales pitch template:Saw you're interested in [X], we're doing [Y], you can access it here.

Pitch example:Saw you're interested in cold emailing on Twitter, we're growing a community of sales people where everyone share amazing hacks and techniques, you can access it here.