Best Practices to Turn Those Leads into Sales Meetings

Key pieces to a good email/call

  • Clear subject
  • Clear ask
  • Call out key issues
  • Clear ask again
  • Track, rinse, repeat
  • Be tenacious

The goal is to get someone to open your email

  • Open rate needs to be over 30% otherwise you are dead in the water
  • If you can hit 30%, shoot for 50%.

What works with messaging

  • Time to meet – {date} 30-40% open rate
  • RE: Time to meet {date} (as a second email) – 35%+
  • Just left you a voicemail …but thought this might be faster – 35%
  • Try using a timeline as well (Ex: Meeting with our CEO {location} {date}) – 37%-50%

Being specific and to the point. This creates better conversion rates.

What doesn’t work

  • Their company/Our company – This actually underperforms!
  • using FWD in the subject line – Rarely works.
  • “Sale” or “free” – sub 10%
  • Enthusiasm – nobody cares about things like “the newest” or “bringing innovation”.

You need to have a clear ask – people want to know why you are reaching out.

Great template that works 

“Hope all is well. I recently saw an article (spoke to two people in your department) and want to set up 15 minutes to connect with you next week.


  • First, position the issue at hand
  • Then show how your company can help them – with results
  • Show people how you understand how what you do is relevant to them

How does this differ from calls?

Yes Yes – Ask for the meeting

  • Are you the person that is focused on this issue -Yes?
  • Are you focused on this today – Yes?
  • If both yes, ask for the meeting. If any no’s, figure out why.

In messaging, always be confident and concise. Don’t use words like, would, could, maybe, may, etc. Be firm and direct. Don’t ask a question, make a statement.

Track Your Results!

You should be tracking every email you send. Set time aside every 2-4 weeks to reflect.

Tout Points

Hubspot is a leader in scientific sales. They say 7-9 touches before you see diminishing returns. I say, if it’s the right person, stay on them.

Persistence is the key to being a top sales rep.


  • Date and Time! Ask for a specific date and time
  • Very Very clear ask – as a statement – not a question – “Let me know if xyz date and time work for you and I will send over an invite”
  • Track your results – every email should be tracked
  • Set out time every 2-4 weeks to optimize – reflection is very important
  • Be incredibly persistent.


Jake Dunlap designs repeatable, sustainable sales models and processes that outperform industry standards. As the Founder and CEO of Skaled, Jake helps executives around the world accelerate business growth with data-backed sales solutions. Before building Skaled, he held the roles of VP of Sales at Nowait (acquired by Yelp), Head of Sales + Customer Success at Chartbeat, and VP of Sales at Glassdoor (acquired by Recruit Holdings for $1.2 billion dollars in 2018).

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