The 2025 Outbound Starter Kit:
Short Intro:
This guide is primarily for sales beginners (0-2 years experience) or people who want to go back to basics with their sales development efforts.
Sales Development is the exchange of your prospects' time for the chance to run a meeting.
The problem is your prospects' time is their most important asset. So in order to exchange it they need to get something really valuable in return.
In order to make this exchange consistently you must first aim to build trust with your prospects.
Prospects will only trust you if you have something relevant and useful to say (words) and are able to deliver effectively (tone).
To have something useful and relevant to say you need to know what their problems are so you can either talk to them in your 1-way cold outreach or about them together when you are in 2 way conversation with your prospects. Only when you know someone's problems can you decide if you can help them or not.
That is sales 101.
What’s Inside?
In this playbook will be a short ‘how-to-do’ (including free templates and a script) outbound sales development in 2025.
I’ve taken some of my top performing scripts, emails, sequences from 10+ years in Sales and compiled them for you, for free. Yes, for free.
But before we start, know this; top of funnel efforts for sales people should be divided into 4 skill areas;
- Ability to identify great fit prospects (accounts, personas etc)
- Ability to build compelling messaging (calls, emails etc)
- Ability to build a process to scale that (sequences)
- Ability to hold 2-way conversations (objections + nurture)
Simply put, if you can find good people, send them a good message and work with them on their doubts you’ll win. If not, you’ll lose.
Your job is to get great at all 4 of these skills.
Don’t be like most people who simply focus on ‘sending messaging’ aka doing calls or sending emails and then when it doesn’t work you just ‘do more’ of the same stuff.
In 2024 that isn’t enough. ‘Sending great messaging’ isn’t even enough.
You need to be able to send a great message, to the right people, at the right account and at the right time.
Only then will the buyer engage and exchange their time for your pitch or discovery call or whatever you are asking them to do next.
Chapter 1: Identify your ICP
As we said, outbound sales development is the exchange of time for yours / an AEs chance to do a discovery call or pitch.
What we forget in sales is that most companies don’t know us. And because they don’t know us, why would they ever buy from us?
The second thing we must remember is that even if a company does know the chances they are in the market are REALLY low.
The bigger the company. The lower the chances because their buying cycles are longer (3-5 years). The smaller the company the faster (1-2 years).
The sketch below shows how many companies are in the market at any one time.
So why is this an issue?
If you have 100 accounts.
You can expect only 10 of those accounts will be ‘in the market’.
But if you put ALL those accounts in your sequences you only spend 10% of your time actually focusing on companies who are likely to buy.
But there’s a solution = know your ICP.
Most people think ICP = a certain industry. Or a particular job title. Whilst they aren’t wrong. They aren’t going deep enough.
To really nail your ICP you need a combination of these 3 things:
- Account metrics (industry, company size etc)
- Persona metrics (job title, department, tenure etc)
- Timing Triggers (indicators they may be in market)
95% of SDRs forget timing triggers when they are prospecting, don’t let that be you.
Here are 12 I look for:
Pro Tip: When I am deciding upon personas I make sure 90%+ of the people I save are ‘above the power line’ aka they are senior.
That doesn’t mean junior prospects can’t be useful but we want to spend less time here due to their low ability to buy.
Here’s an example of my ICP:
Account Metrics:
Company Size: 100-500
Team Size: 3+ SDRs
Technographics: Using CRM, Salesloft/Outreach
Location: based in the UK
Persona Metrics:
CEO, CRO, VPs of Sales, Sales Director
Timing Triggers:
Hiring SDRs
Sales team grew in the last 12 months
New sales leader in the last 12 months
New funding round announced
Every time I look at new accounts I run them past the checklist above. If they don’t hit the criteria I don’t work for them.
Chapter 2: Build your list
Step 1: Open Sales Nav and upload your accounts to your ‘book of business’. This will allow you to get notifications on all of these accounts (headcount growth etc). This feature is on the ‘Home’ tab of LISN.
Step 2: Go to ‘Lead Filters’ and your screen should look like:
Step 3: Run through and create your specific search by using filters , for example; I might want to find everyone who has previously worked at one of our customers so I would use the tab ‘past company’ and add our existing customers so I can see if anyone at my target accounts already knows us. It’ll look something like this for each tab.
Step 4: Build several key searches that you can re-use again and again to save time.
Step 5: Repeat the steps above for the ‘Accounts tab’. This time creating searches for specific triggers. For example; ‘headcount growth’.
Step 6: Repeat this for all your ‘trigger’ searches and save each search so you can use it again and again.
Voila, you should have 4-5 lead based searches and 4-5 trigger based account searches saved you can now use repeatedly to capture low hanging fruit.
A note on ‘Intent’ - if you’re lucky you may use technology that shows you ‘intent signals’ such as website visitors or who has downloaded your content.
If that’s the case you should be heavily prioritizing those accounts for outreach.
Chapter 3: Create your Sequences
Now you know your ICP and have a quality list of prospects to go after.
It’s time to add them to your sequence and start communicating.
Before we start remember communication comprises of 3 things:
1/ Words we use (10%)
2/ Tonality (45%)
3/ Body Language (45%)
So if you just email someone you can only utilise 10% of communications capacity.
That’s why the phone is still not dead. Nothing more, nothing less than it gives you a way of using your tone to communicate effectively and build trust.
Let's get one more thing straight; there are infinite combinations of sequences you can use. For me there are TWO types of sequence an SDR should use;
- Sequences for people who are NOT aware we exist. E.g Outbound sequence
- Sequences for people who ARE aware we exist. E.g Inbound sequence
Before you start testing the number of steps and messaging make sure the prospect is going into the correct type of sequence aka are they or are they not aware of you.
Example Outbound sequence:
Day 1 - Steps 1-3:
Step 1: LinkedIn connection request:
Example Message: ‘’Fellow Sales Leader here. Would love to connect’’.
Or ‘’Sending an email shortly about improving SDR performance, hope that’s okay?’’.
Or I don’t leave a message. (I like to a/b test it with & without a message)
Step 2: Email #1
“Sales email” focusing on one problem we help with (more on that later)
Step 3: Phone call #1 (+ voicemail)
My voicemail: Hey it’s Chris with chrisritson.xyz. Sending over an email -
The subject line is “ABC”. I don’t think it is but tell me to leave you alone if it’s way off Thanks.
Day 2 - Step 4:
Step 4: Email #2: ‘’Chaser Email’’ - Bump the thread of the previous email (more on this later).
Bonus step: Check if they’ve accepted my connection request. If not, I look for content they’ve posted / commented on and aim to engage. Note; I never comment things like ‘Agreed’ or ‘Nice one’, my comments are either an ‘agree or disagree’ then statement as to why I feel strongly either way, and a question. I want to start a conversation not just leave a random comment. If they have accepted a move to chat and begin a conversation. Note; I use the template ‘Saw {observation},{question}. For example; Saw you’re new to the job, how is it going? Or love the new job, how you settling in? Its simple but effective at starting a conversation.
Day 3 - Step 5:
Phone call #2 (+ voicemail #2).
My voicemail: Hey it’s Chris with chrisritson.xyz. Mind if I send you a 1 min video on how to ramp SDRs fast?
Day 5 - Step 6:
Phone call #3 (no voicemail).
Day 7 - Step 7-8:
Email #3
‘’Sales Email’’ - focusing on one different problem we help with (more on that later)
Phone call #4 (no voicemail).
Day 10 - Step 9-10:
Email #4
‘’Chaser Email’’ - Bump the thread of the previous email (more on this later).
Phone call #5 (no voicemail).
Day 14 - Step 11-12:
Email #5
‘’Sales Email’’ - focusing on one different problem we help with (more on that later)
Phone call #6 (no voicemail).
Day 18 - Step 13-14:
Email #6
‘’Chaser Email’’ - Bump the thread of the previous email (more on this later).
Phone call #7 (no voicemail).
Bonus step: Check if they’ve accepted my connection request. If not, I then withdraw the request.
Day 20 - Step 15:
Email #7: ‘’Break-up Email’’ - Let prospects know I am stopping contact for now and give them something high value (more on this later).
Note; If prospects have been opening and/or forwarding my emails internally I set-up a notification on the account in my CRM to notify me to re-add to sequence in 60 days.
Chapter 4: Build your email templates
I have religiously used 4 ‘types’ of email templates in my sequences for years.
Note: The content and how I tactically use them changes over time but the type of emails do not. If it isn’t broken don’t fix it.
1/ ‘Sales Email’
This is a manual email that I make relevant for each and every recipient on a 1 to 1 basis. These emails are never automated and always use templates as structures.
Example:
2/ Chaser (Bump) Email
This type of email bumps my previous ‘high value’ sales email up in the inbox of my prospect. There are several kinds and they are typically automated.
Example:
Note - I replied to the previous email with Bump Emails so they are in the same thread. The aim isn’t for them to read the bump email, it's to get them to read or re-read the previous highly relevant email. Reminder; I’m not giving you the sexiest emails. I’m giving you the best performance.
3/ Introduction Email
These emails are personalised and sent to very senior stakeholders at top accounts. They are designed to ask for introductions to who I suspect is the champion / project owner. They are always personalised using templates. Example:
4/ ‘’Break-up’’ or ‘’Timing-Off’’ Email
This email is not popular but my data shows it still works. It’s designed to ‘end’ the sequence by letting your prospect know you’ll stop contacting them.
Example:
Please note I use these 4 types of email time and time again to tactically drive up my open and response rates.
That’s all I am aiming for with email.
More opens = more attention. More attention = more responses.
Using PS.
Here are 8 ways I have tried and tested using PS. at the end of my emails to improve response rates: 8 Ways I Use PS.
Please also grab ‘’My Ultimate Email Cheatsheet’’:
Email Deliverability:
1% of sales reps take deliverability seriously. Simply put; if your email never arrives no-one can ever open it and if they don’t open it they can’t respond to it.
10 tricks to maximise deliverability:
- Set up a custom domain tracking in your sales engagement tool (this will
make it look like you're sending from your inbox not Salesloft/Outreach).
- Low volume is key. I recommend between 25-50 emails per day, per email address.
- Don’t schedule emails to send immediately after being added to sequence
- Use email templates but a/b test weekly. Otherwise, Gmail &
Outlook will catch on to your templates and flag them.
- Use an email warmup tool (Warmy is good) to build a strong reputation with Gmail and
Outlook.
- Remove spam words from your email copy (Lavender picks these up)
- Don’t send the same email to multiple recipients at the same company.
- Use an email validation tool (hunter.io is great) to keep your bounce rate low.
- Set up your DNS records (SPF, DMARC, DKIM).
- Remove links and images from your templates and signature.
PS. If you want additional info on email deliverability your man is Jed Mahrle. I learnt everything I know about this topic from his posts. Follow him on LinkedIn.
Chapter 5: Build your Call Script:
Cold Calling is the 3 the combination of 3 skills;
-> The words you use
-> The way you deliver those words
-> How you deal with responses from your prospect
To master the above I suggest you start by mastering the words you use:
That starts with a script:
I like to break calls down into 5 clear steps that you’ll see on my script.
It allows me to easily identify where I am losing conversations the most often.
Here’s my script:
Chris Ritson: Cold Call Script:
A note on call reluctance:
Whatever it is you don’t like doing it much if you haven’t mastered it / aren’t very good at it.
Cold Calling is no different. What makes it more painful is you’re doing it in front of people aka our prospects.
Psychologically your brain will tell you not to do things you aren’t very good at or could be ‘dangerous’. It's a natural evolutionary response.
Accept it and do your calls first thing in the morning is my pro tip. The quicker they are done, the more proactive your entire day will be.
Voicemail Script:
With voicemails I am not trying to sell or pitch to anyone I am just simply introducing myself and pushing them to my other content that is more powerful (emails, linkedin etc). No-one books a meeting from a voicemail but they do when they read your well crafted emails and linkedin messages.
Here’s two:
Multithreading Script:
At the END of your cold calls when the meeting is booked try and add more stakeholders to the meeting. Data shows revenue increases by 13% when there are 2+ stakeholders on the first call. Use this talk track to help you nail it:
Please also grab ‘’My Ultimate Cold Call Cheatsheet’’:
Chapter 6: Build your LinkedIn steps:
I recommend you use LinkedIn to build trust with your prospects. Good news is there are 1000s of ways you can do it.
Firstly though, avoid these:
-> Sending long connection requests
-> Pitching someone as soon as they accept
-> Mentioning your product or service unless invited/have gained permission
-> Commenting on prospects posts without adding value. For example just saying ‘Agreed’.
-> Sending voicenotes and videos >30 seconds
Avoiding mistakes is half of it.
Before you start messaging you need to understand LinkedIn has 3 parts to it that in combination make it powerful.
1/ Your profile - this is basically your own personal website that your prospects can visit to build trust in you.
2/ Your network - it’s not about getting to 500+ connections. I’d rather have 100 ICP connections than 10,000 random ones.
3/ Your content / messaging - the better this is for your audience the more they’ll trust you and want to engage with you.
Your Profile:
- A banner (ideally not one of the golden gate bridge)
- A professional head-shot
- Your headline - be clear about who you help (mention job titles), the result they will get (what do you do for them) and how you do it. For example mine is ‘Helping GTM Leaders increase pipeline through coaching’’.
- Your ‘about’ section- tell your visitors your backstory; who you are and what you do (not what your company does)
- Recommendations - get atleast 5 recommendations to build social proof for your page visitors
Your Network:
- Simple - If you want to get results from LinkedIn your network should be full of prospects who can buy what you have to offer them. That’s it.
Your Messaging:
Connection requests:
2 types of request work best:
1/ The blank connection request
2/ ‘Fellow {insert department} leader here. Would love to connect’’.
Example; Fellow SDR leader here. Would love to connect.
Pro-tip - you’re not trying to sell here just connect. That’s it.
When someone has connected:
I recommend using LinkedIn in 1 of 2 ways when someone has connected
1st way:
A way of driving your prospect back to your emails/voicemails etc.
Example:
Hey {first name}, sent an email, subject line is “ABC” Promise it’s useful.
Hey {name}, just gave you a ring at {insert number}. Promise the 15 second voicemail is worth it.
2nd way:
As an outbound chat function:
You raised $25M, how are you feeling about the impending influx of new hires?
Pro-tip: I use the ‘observation’ - ‘question’ combination a lot. Aka I saw something and I follow-up with a question about it.
Pro-tip 2: you can use Video and Voicenotes on LinkedIn to do this also. I recommend testing what works best (by best what gets you the highest response rates).
Chapter 7: Create your Daily Schedule
The most important currency is time. The better you use it. The better your results.
I break time mgmt into 3 main sections:
Your Sessions:
- Finding great fit prospects
- Adding prospects to the right sequence
- Executing on great messaging (calls, email, LI)
- A/B testing and tweaking outreach
- Admin (CRM inputs, slack etc.)
- Self-enablement (extra training etc)
Additional Sessions:
- Sitting on Discos/Demos
- 121 with Manager
- Team training
- All-hands etc
The number 1 priority is ALWAYS your own work. Everything else is additional to that. The more you spend your time executing, the better you will be.
Here is what the diary of a top SDR looks like:
Pro-Tip - include a data review each week so you can get good at reviewing your data and results. The better you are at that, the easier it will be to build messaging that works.
Here’s the notes I include of what data to review:
Grab ‘’My Ultimate Time Management Cheatsheet’’ for more tips:
Chapter 8: Other ways to reach out (+3 Video Scripts):
Their are SO many ways you can reach out and contact your prospects it just so happens that Calling, Email and LinkedIn are the ‘Big 3’.
Here are some others:
- Video
- Voicenotes
- SMS // WhatsApp
- Slack Connect
- Direct Mail
I recommend you use these channels less than ‘the big 3’ but still use them. For me, they can be really powerful in 2 core situations;
1/ When the ‘big 3’ aren’t working and you can’t get hold of the prospect.
2/ When you have engaged with a prospect and want to build an even better experience for them
Example:
1/ A prospect is not picking up, responding to email or connecting on LI (lots of prospects) - I often try one of the channels above as my final attempt to connect.
2/ When I have engaged with a prospect but they say ‘not right now’ or ‘not a priority’ I often may use video or whatsapp to stay in touch whilst I nurture the prospect.
Here are 3 ways you can use Video (with scripts):
1/ Cold Video - for 1-way outbound outreach
2/ Movie Trailer - for prospects who have given you permission to send a video
3/ The Chaser - for chasing cold outreach
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If you want to get in 2025, here’s 2 ways I can help:
-> SDR>AE Skills Bootcamp - Learn the skills to go from SDR-to-AE with my 5 week bootcamp.
-> SDR Leader Bootcamp - Learn how to build a world class SDR team.
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Thanks for reading.
You’re all legends.
C. Ritz
