Cold emails
Stop applying. Start prospecting.
Four first notes and four follow-ups for reaching the person who owns the hire. Plus why each one works, so you can write your own.
Every note has four beats
Same structure you'd use on a buyer. Colors match the emails below.
Observation
Something from their world
Proof
Your evidence, in numbers
Bridge
Why it matters to them
Ask
A question easy to answer
The first note
Pick the one that fits where you are.
For reps who've sold to a market like theirs.
Subject line options
Pick one. Tap to copy.
Why it works
- Opens with their words, not yours. Quoting the posting proves you read it. Most applicants clearly didn't.
- “Similar stage” lowers the risk. The real fear is “can this person do it here?” This answers it before they ask.
- Specific numbers beat adjectives. “$840K” is believable. “Top performer” isn't.
- Asks a question they can answer, not for their calendar.
- Subject lines name something specific to them. Short, and nothing that sounds like a job application.
The follow-ups
Every touch adds something new. None of them say “just checking in.”
Day 5
Give something
Subject line: none. Reply in the same thread so they see your first note.
Hi Sarah, After my last note, I kept thinking about your move beyond founder-led sales. One thing that helped us at Acme was having the founder record short calls explaining why early customers bought. New reps learned the story in a week instead of a quarter. Happy to share how we set that up if it's useful. AlexWhy it works: Reciprocity. You gave something useful with no strings, and it never mentions the job. That's what makes it feel generous instead of needy.
Day 12
New observation
Subject line: none. Reply in the same thread so they see your first note.
Hi Sarah, Saw you announced a Denver office. I sold into logistics companies across the Mountain West for three years and still know a lot of those buyers. Would that be useful for the team you're building? AlexWhy it works: A fresh trigger, not “following up on my last email.” Proves you're still paying attention, the same way a good rep watches an account.
Day 12, alternative
Show the work
Subject line: none. Reply in the same thread so they see your first note.
Hi Sarah, I took one of the five restaurant groups from my last note and mapped out who I'd reach out to and why. Took about an hour. Want me to send it over? AlexWhy it works: Escalating effort. Each touch adds value instead of repeating the ask. Asking before sending makes the yes easy.
Day 20
Close the loop
Subject line: none. Reply in the same thread so they see your first note.
Hi Sarah, I haven't heard back, so I'm guessing the timing isn't right or the role's moving in a different direction. Either is fine. If anything changes, I'd still enjoy a conversation. AlexWhy it works: Detachment. Pushing creates resistance. Letting go removes it, which is why this one so often gets the reply the first three didn't.
Rather pick up the phone? See the cold call talk track.
Find your observation
Every sales job on Braun Board shows what the posting says and what it leaves out. That's where your first line comes from.
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