30 Minutes to President's Club | No-Nonsense Sales

Your Reps Fail at Cold Email Because YOU Don’t Teach THIS | Leadership Special

9 snips

Jul 24, 2025

Jason Bay, an outbound trainer with a wealth of experience working with top companies like Zoom and Shopify, joins to share insights on cold email strategies. He reveals why cold emailing is still relevant and outlines a structured four-part framework to enhance effectiveness. Jason emphasizes the importance of understanding prospect personas and delivering personalized messages. He also discusses the value of interactive training and regular reinforcement to help sales teams master their outreach and boost reply rates.

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ADVICE

Build Persona Messaging Matrix

Build a detailed persona messaging matrix covering priorities, current solutions, problems, and aspirations.
Teach your team this foundational knowledge before writing cold emails to ensure relevance and effectiveness.

ANECDOTE

Pave's Messaging Matrix Example

At Pave, sales used a messaging matrix for HR leaders focusing on compensation challenges.
They mapped priorities, problems with spreadsheets, and aspirations to equitable comp decisions every cycle.

ADVICE

Use 4-Part Email Framework

Use a 4-part cold email framework: reason, problem, value/social proof, and a short call-to-action.
Create 2–3 base sequences tailored for different persona levels, like above and below the power line.

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Huge Announcement 👉 Our next course is here: The Reply Method for Double Digit Replies

Learn more + get free toolkits here: https://www.30mpc.com/course/cold-email-course

What you need to know:

A great cold email system gets you more replies, from better prospects, in less time — and it works even when you're not perfect.

That’s what this course teaches: how to write cold emails that feel personal, without spending hours customizing. How to craft offers that actually get responses. How to sequence, follow up, and stand out in crowded inboxes.

Teams that master this skill consistently book more meetings than teams that don’t — no matter the industry.

If you don’t have a system, cold email becomes a grind with diminishing returns.

If you do, it becomes your most consistent pipeline lever.

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Cold email isn't dead—but most sales teams are doing it wrong. In this tactical episode, Jason Bay and Armand Farrokh break down how sales leaders can revive cold email performance with a structured, data-backed approach that actually books meetings.

🎙️ ACTIONABLE TAKEAWAYS

Build a Messaging Matrix First: Teach reps to understand personas before writing—cover priorities, current solutions, problems, and aspirations.
Implement the “Minimum Viable Framework”: Use a 4-part cold email formula—Reason, Problem, Value/Social Proof, and CTA—and design 2–3 sequences per persona level (above vs. below the power line).
Train in Sprints, Reinforce Weekly: Use shuttle-run style onboarding (short lessons + rep practice) and embed weekly cold email reviews in team meetings and 1:1s.
Track the “Golden Three” Metrics: Monitor open, reply, and meeting rates—fix subject lines/deliverability before copy, and AB test specific steps instead of restarting entire sequences.

RESOURCES DISCUSSED:

Sequence Template: https://www.30mpc.com/blog/jason-bays-outbound-sequence-template
Email Templates: https://www.30mpc.com/blog/30mpcs-cold-email-course-template-pack
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Free Sales Templates, Scripts and Guides

Example Emails:

Email Example #1 (EdTech): Director of Curriculum & Instruction

Subject: WCUS achievement gaps Hi Betty, Providing ”multiple tiers of instruction and intervention” was a big priority mentioned in WCUS’s annual report. Eliminating achievement gaps is tough, especially when you need to meet the needs of a diverse learning population. We’re helping school districts in the Pacific Northwest eliminate student inequity and achievement gaps to increase student readiness and graduation rates. Can I share more?

Sean

Email Example #2 (Automated welding solution) : VP of Operations

Subject: Welders Hi Luke, Saw hiring MIG welders and looks like there’s a lot of manual rework and touch up in your welds. Recruiting and retaining top talent likely a top priority, but the lack of skilled welders in the marketplace right now can cause big production bottlenecks. Hitch manufacturers like CURT are using our help to overcome the welder shortage and produce consistent, high-quality welds. Interested in chatting further?

Corey