Igor Karpets, Head of Enterprise Sales at Grammarly Still cold calling your leads? Grammarly's cold email strategy which will get you on a meeting Experienced sales and marketing professional specializing in B2B sales with competitive experience in the US and International educational technology market. Passionate about technology and getting the things to the closed/won stage. Areas of focus: B2B sales, lead generation, sales automation, strategic planning, technology licensing best practices and typical contract structures, reseller and distributor relationships, product roadmap development.

1. Still Calling Your Leads? Grammarly’s
cold email strategy which will put you
on the meeting
Igor
Karpets

2. Grammarly
● Founded by Ukrainians
● 10М+ Active users in Chrome Store
● 2,000+ companies and institutions
● 200 employees
● Offices in San Francisco, New York and Kyiv

3. Our Clients

4. How we sell
Lead Generation
Cold
Email
Qualification Negotiations Next StepsGB/EDU website,
support, partners
Inbound Leads
Lead Gen Team Sales Dev Team Sales Reps
Marketing (Organic, SEO)
Qualifi
cation Negotiation Next Steps

5. ● Annoying
● Not the right time
● Builds Negative Company Image
Cold Call

6. Why cold email?
● Will not be taken by surprise (no stress)
● The recipient can read it several times
● If properly drafted, it does the work for you

7. Lead Generation

8. Pain Research - Interview your clients

9. Defining Personas

10. Cold Email 45% Open Rate

11. Cold Email 40% Open Rate

12. The lead agreed to connect

13. Meeting/Call - checklist
1. Research
2. Build the rapport
3. Uncovering Pain
4. Uncovering Budget
5. Decision making process
6. Demo

14. 1. Mapping out the company (wikipedia, investor relations, press releases,
achievements)
2. Defining Roles
3. Lead’s profile (hobbies, dogs/cats, sports)
Research
Influencer Evaluator
Decision
maker
GatekeeperPurchasing

15. Building Rapport
I really appreciate your time today, John.
I’ve heard great things about <company x>.
Talk about sports/weather
○ How is the weather in New York?
○ Did you watch the Yankees game last night?
○ Share something personal.

16. Uncovering Pain
Ask open questions ...
○ Can you tell me more about what you do at …?
○ What tools do you use to communicate with your customers?…
○ Have you ever tried anything similar to Grammarly?
○ How did it work for you?
○ How big is your team?
Now I have a better picture on how we can help PITCHING

17. Decision Making Process
Assuming that you wanted to move forward and I am not saying, you will…
● Are the one who will approve Grammarly?
● When do you plan to start?
● How does this generally happen?
● Who else may be involved?

18. Uncovering Budget - Bucketing
Our price depends on various features and ranges from...to
What option reflects your ballpark budget?

19. Budget - Red Line Technique
Generally, there is a line in your budget above which
the sirens go off and the approval has to be made.

20. Product Demo
● Make it a separate meeting
○ Discuss customization requests
● Be interactive
○ Feel free to stop me in case of you have any questions
○ What do you think so far, <<name>>?
○ Is there anything that could be improved?

21. Next Steps - Objections
● Thank you for your time. I will follow up with you later.
○ How much time you need to discuss.
○ What exactly would you like to receive in a follow up
○ Since we have our calendars handy, may I have your permission to schedule a quick call on
<<date>>?
● I will discuss this with my manager.
○ Since we have our calendars handy, does it make sense to schedule a follow up with you and your
manager?
○ Please let me know what would it take for an introduction.

22. Next Steps - Staying in touch
Subject: Reconnect?
First of all, I want to apologize that we haven't been able to connect recently. I
feel like somewhere along the way I must have made it difficult to communicate
or dropped the ball, because for awhile there it seemed like you were interested
in the next step.
Does it make sense to reconnect on Grammarly?

23. Lead Is Not Responding
Subject: Last One

24. Lead Is Not Responding - short
Subject: Close Your File
Hi Frank,
I'm writing to follow up on my last e-mail.
We just had our monthly sales meeting. We are in the process of closing files for the quarter. Typically when I haven't heard from
someone after some time it means they are either really busy or aren't interested. If you aren't interested do I have your permission
to close your file?

25. Tools we use
● CRM (SalesForce)
● Email tracking (Yesware, transitioning to Salesloft)
● Mass mailer (ExactTarget, Mailshake)
● Screen Sharing (Zoom)
● Prospecting (Linkedin Sales Navigator, Rapportive)
● Project Management (Asana)

26. Good Reads
● Predictable Revenue
http://amzn.to/2lfQvif
● From Impossible To Inevitable
http://amzn.to/2m5QWdf
● You Can Negotiate Anything
http://amzn.to/2m1UfFt
● Turn the Ship Around
http://amzn.to/2Ax2o8L

27. Q&A
Буду рад ответить на вопросы
Igor Karpets
greg.carpets@grammarly.com
Skype: gregory.carpets
LinkedIn: ua.linkedin.com/in/ikarpets/