Closing a deal with a client for businesses

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this is a masterpiece I gotta say this is everything that I've learned about cold email over the last several years I wanted to share something special with you today which is a message from Maggie Cooke a woman we've talked about a couple times on this channel a consulting client of ours who has landed a thirty thousand dollar deal with no phone call and not only that she sent me the entire email chain and gave me permission to share it with you guys so here's what she said Alex I want you to know that the initial person whom I had contacted I had originally disqualified last year in my CRM because they told me to stop sending emails but what I did was I resent my emails this year using your email format and coached me on with my new video so this person from NYC referred me to this contact which is how I got this gig and was able to close in no time she closed same-day within hours on a thirty thousand dollar speaking gig let's start with the cold email that we went through on the consulting session she is a motivational speaker by the way so she's pitching speaking gigs they paid her 30k high name then the personalized first line which you can see in the first line video that same exact process we'd love to speak at your event this year I'm a Latino businesswoman and founder of Maggie salsa which was acquired by Campbell's in 2015 here are a few ideas that I've been speaking about for the last three years one leadership insights after growing a company from solopreneur to 500 plus employees how I got out of homelessness and built a 251 million dollar business selling salsa how we got into Walmart and got distribution across 38 states does that sound interesting happy to workshop some ideas as well thanks Maggie this is a masterpiece I gotta say this is everything that I've learned about cold email over the last several years Maggie sends that email to somebody at this event that person at the event forwards the email to the contact I'll call her Marge it's not her actual name but I just need to replace it with something so that I can read this to you so she said hello the name of the company is hosting our annual conference we'd received a recommendation to check out Maggie Cook's website to see if she might be a fit and she seems to be a perfect fit for the type of interesting dynamics speaker we're looking for it's a half-day conference and she talked about all of that and then the clothes on this email was could you please let me know if this would be of interest and if mrs. cook has availability on November 5th I am the current president of organization and would be happy to provide any additional info you would like Thanks then Maggie gets back with a few questions hey Marge thanks for your email I just checked your website and we are indeed a great fit I checked my calendar and I'm currently available to be your keynote in order to provide you with my speaking fee I'd love to know the answer to a few questions and here are the questions what's the exact location what's the date you need Maggie Cooke to present on how many people are you expecting what can you tell me about the people in the audience how do you imagine Maggie Cooke fitting into the event how long do you want Maggie to present for who did you hire last year and what did everyone like about it looking forward to hearing from you then Marge got back with a very detailed list of answers and I'll bring you to the key part of this email we basically plan to break even on these conferences they are not a moneymaker for us we focus on providing affordable interesting content to our members and potential members I believe most of our past speaker fees have typically ranged between 20 K and 30 K and some have included book giveaways which we like to do I really hope that this is within or close to your ballpark 20 K to 30 K written out in the email and now what Maggie does next is incredible remember Maggie is a no-nonsense businesswoman all right she sold her company to Campbell Soup for 250 million dollars these are top-level tactics here picks up hey Marge thanks for your quick response as well my speaking fee is normally 38 plus travel expenses flight hotel and transportation would love to work with your budget of 30 K I normally don't give away my books but I'm open to considering giving away a percentage of them as you see fit do I send the contract to you or someone else it seemed I was doing a couple things right she says her speaking fees normally 38 in the last email Marge said the maximum budget was 30 K she said the budget was between 20 and 30 K and Maggie is framing it like she's doing Marge a favor here saying my speaking fees normally 38 but I'd love to work with your budget of 30 so now Maggie has hit the top of that budget range so how does Marge respond well she says hi Maggie we appreciate your flexibility please send the contract to me and I'll forward to our Executive Committee you'll either hear back from me or I'll loop someone else in who can finalize all the details we appreciate it I'll check my notes to see who'd recommended you it was someone who had either seen you or had you on the short list of speakers she negotiated the entire thing and hopped on the phone for a five-figure deal using only email no phone call no talking any of these guys and she booked it so seeing stuff like this reminds me of how much more is possible because I've talked about our process a few times involving a proposal called and the process that we go over in our course epic mail machine has a to call close and that my partner on that course michael has done several times for his businesses but we're implementing a similar thing in x27 with a to call close and then i see things like this and one of our other consulting clients Ashley has the same thing where he's closing podcast bookings for $500 just on email also and I'm realizing why are we even hopping on the phone what is what is possible that's what I wanted to share this with you and hopefully you can learn something from Maggie's negotiation techniques as well leave a comment down below what do you think of all this do you have any questions based on what you've seen today do you have any other notes anything you'd change about this process let me know and subscribe to this channel if you haven't already we post videos three times a week I am Alex Berman and I will talk to you later