Messaging and cold emails in B2B sales with Mohan Muthoo

The Prospecting Masterclass ep. 28

Hey there Croners! Welcome to the 28th episode of The Prospecting Masterclass, the original Crono column that gives you insights and tips right from the best minds in sales.

Cold emails have no secrets to him: Mohan Muthoo, founder of Spring Drive, is a B2B outbound expert with a focus on cold email campaigns. You can find out more about him and read his content here.

Enjoy reading the interview!

Ok Mohan, let's start with the "easy" question: 5 words to describe yourself!

Making the best of it.

Can you give us a brief recap of your background in B2B Sales? How did you start?

Sure, I started with my own online platform in 2018 providing career advice and application consultations.

I learnt that you need to provide people with an incentive and can’t just message people asking for stuff. I didn’t realise I was learning about ‘sales‘ at the time.

What would you suggest to someone starting today in B2B sales?

I think to get on the phones.

If you’re new, you won’t learn sales faster and with greater impact than by getting on the phone and trying to book meetings cold.

What are the best practices to master cold email outreach?

There are essentially 3 parts to cold email:

Deliverability, targeting/data, and copy/execution.

Each has their own nuances, but I think it’s important to remember that they aren’t just boxes to be ticked.

You need to actually think about strategy, conduct research, and think hard about how to stand out. Ultimately, success is in detail and differentiation

Oh, also offer more than your competitors.

What’s your n.1 rule when crafting your messaging strategies?

There are lots, but if I had to pick one: get to your differentiation factor fast.

What makes you positively different, get there quickly in the text.

What’s the most common mistake salespeople make using AI in their daily routine? What’s your advice for using it effectively?

Probably just over-use.

AI is great, I certainly use a tremendous amount, but I see people trying to use AI for every task when they should use it where it’s needed, and do certain things themselves… copywriting being one of them for sure.

How do you see B2B outbound sales changing in 2024? What challenges and trends do you anticipate?
Greater need to focus on deliverability and differentiation.
 
Deliverability will get harder and people need to think about their infrastructure to address that.
In terms of differentiation, I think it’s a case of being more creative and putting more effort in – it’s not enough to just say you’ve done something good and now let’s chat for 30 mins.
 
Can you give them something now over email? Can you show them, not just tell them, how you can solve their problem? Just examples.
 

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