Cold Calling + Email Outreach, Running in Tandem
Turn targeted lists into real conversations with a dedicated Sales Development Rep (SDR) who operates as an extension of your sales team—executing call blocks, sending timely follow-up emails, and keeping leads warm until they’re ready for your closers.
SDR Playbook for Transworld Business Advisors
A repeatable cold-calling + email system built around lead readiness, consistent cadence execution, and CRM-driven reporting—powered by Outbound Contact’s SDR Process and Service Model.
1. Mission and Core Objective
2. Sales Development Framework
The SDR program combines dedicated execution (calls + email), standardized routing, and weekly reporting so Advisors stay focused on consults, negotiation, and closing.
Overview of the SDR Program ⌄
- Dedicated SDR assigned to Transworld
- CRM setup tailored to Transworld workflows
- Custom call + email cadences for sellers, buyers, and referral sources
- Message scripting for all outreach channels
- Lead routing, qualification, and summary reporting
- Weekly call, cadence, and performance reports
D.E.M.A.N.D. Methodology Overview
| Stage | Focus | Example for TBA |
|---|---|---|
| Discover | Identify business owners and buyers that fit Transworld’s target profile. | Pull data from industry lists, SBA databases, and owner registries. |
| Engage | Reach out via phone, email, and LinkedIn with clear positioning. | Introduce Transworld as a trusted M&A advisory partner. |
| Maintain | Keep interest alive through follow-ups and value-based touches. | Share exit-prep content or buyer guides. |
| Action | Secure next steps, meetings, or document requests. | Schedule valuation consultations or buyer discovery calls. |
| Nurture | Re-engage long-term leads through automated cadences. | Continue value outreach every 90 days. |
| Deliver | Provide fully qualified and contextualized opportunities. | SDRs book calls directly on Advisor calendars. |
3. Onboarding & Setup
Each Transworld SDR engagement begins with:
4. Custom Call and Email Cadences
Each campaign follows Outbound Contact’s cadence system with two blocks of 5 touches over ~60 days. Block 1 completes first; unreachable contacts roll into Block 2.
Cadence Blocks (5 touches per block) ⌄
- VME — Voicemail & Email
- PING — Quick touch (no answer: hang up)
- PING + SE — New value touch (no answer: send email)
- PING — Reconnect attempt (no answer: hang up)
- VME — Final touch in block (voicemail + email)
Contacts not reached are pushed to Cadence Block 2.
Key CRM Fields Used in Cadence Execution ⌄
- OBC First Touch: Timestamp of first outreach.
- OBC Rating: Lead status on a 0–10 scale.
- OBC Date: Date of last touch.
- OBC Cadence Block: Which cadence phase is active.
- OBC Next Step: Automatically triggers follow-up task.
- OBC Comments: Touch history (e.g., “VME 2/5, PING 2/7, SE 2/9”).
5. Lead Ratings and Qualification
Ratings are adapted for the Transworld buyer/seller lifecycle to keep pipeline clean and Advisor time protected.
| Rating | Description | Transworld Example |
|---|---|---|
| 0 | Meeting Set | Confirmed consultation with Advisor. |
| 1 | Very Interested | Committed to meeting or valuation call. |
| 2 | Interested | Warm lead, awaiting confirmation. |
| 3–4 | Warm / Point of Contact | Initial discovery or uncontacted lead. |
| 5–6 | Short-/Long-Term Follow-Up | Future sellers or buyers (2–12 months+). |
| 7 | Cold Call | Initial outreach. |
| 9 | Referral Contact | Provided referral to decision-maker. |
| 8–10, 86, 99 | Unsubscribe / Unqualified / Bad Info | Out of scope or invalid contact. |
6. Scripts and Messaging
Scripts keep outreach consistent while leaving room for real conversation. Calls are short, outcome-based, and designed to secure a next step—not “sell” on the phone.
Call Script Framework (60 seconds max intro)
⌄- Intro: “Hi [Name], this is [Your Name] from Transworld Business Advisors… Do I have the right person to discuss this briefly?”
- Transition: “Perfect. I’d love to schedule a quick 15-minute call with our Advisor…”
- Close: “How does your schedule look later this week for a quick chat?”
Email Messaging Framework
⌄- Personalized first line referencing business or industry.
- Short paragraph introducing Transworld’s mission.
- Clear CTA: “Book a confidential consultation”.
- Signature includes SDR name, Transworld logo, and scheduling link.
7. Lead Assignment and Routing
Routing ensures Advisors receive fully contextualized opportunities—not raw replies.
Process Steps
⌄- SDR uses Advisor scheduling link to book meetings.
- SDR completes Lead Summary (added to CRM notes).
- SDR sends summary email to Advisor and Success Manager.
- SDR attends start of meeting for introduction and context.
Example Lead Summary: “Connected with John Smith, Owner of XYZ Manufacturing… Meeting scheduled… Lead Source: Proprietary Data Build.”
8. CRM Rules of Play
Data hygiene is non-negotiable—clean logging enables QA, reporting, and consistent follow-up.
Standards
⌄- All calls, emails, and touches logged the same day.
- OBC fields updated for every touch.
- Comments date-stamped and consistent with cadence progress.
- Approved shorthand: VME, PING, SE, FU, CB, OOO.
9. Reporting and Analytics
Weekly reporting connects activity to outcomes—dials, connects, meetings set, conversion rates, and where the cadence is winning (or stalling).
Weekly Call Report
⌄- Lists every touch, rating, and duration for QA and performance review.
- Evaluates call productivity (dials, contacts, meetings set).
Cadence Report
⌄- Tracks movement through ratings and stages.
- Measures conversion rates from cold call → meeting.
- Highlights most effective messaging and cadence steps.
10. Service Tiers & Resource Allocation
Choose a tier based on territory coverage, dial volume, and meeting targets. Each plan includes playbook alignment, execution, and weekly reporting.
- Dedicated SDR + Success Manager
- 500 dials / month
- Custom playbook + cadence setup
- Weekly reports + optimization notes
- Full SDR + Manager coverage
- 1,000 dials / month
- 12+ meetings target
- Lead routing + CRM reporting
- 2 SDRs + Success Manager
- 2,000 dials / month
- 24+ meetings target
- Multi-territory scaling support
11. Scheduling, Handoff & Follow-Up
The SDR sets the meeting, provides context, and hands off cleanly so the Advisor can lead the consult.
Meeting Handoff Process
⌄- SDR joins 5 minutes early, greets, introduces Advisor.
- Summarizes previous discussion points.
- Exits after successful handoff.
- Logs meeting details and sends follow-up summary.
- If “No Show,” SDR updates CRM rating and sends reschedule email.
12. Email & Calendar Management
13. Metrics for Success
| Category | Target |
|---|---|
| Daily Dials | 80–100 |
| Email Touches | 50+ |
| Meetings Booked | 2–3 / week |
| Lead-to-Meeting Conversion | ≥ 10% |
| CRM Data Accuracy | 100% compliance |
14. Continuous Improvement
15. Next Steps
When value exceeds price, a deal is made. This playbook is the operational blueprint for integrating Outbound Contact’s SDR execution with Transworld’s advisory expertise—so every outbound action drives measurable outcomes.