Your Tech Stack and How to Actually Execute (Cold Calls, Emails, and First Contact)

Welcome back to the series. In the last post, we covered the traits and success factors that actually matter in sales. Now let's get tactical - what tools will you use, and how do you execute without looking like a desperate LinkedIn spammer?

The Tech Stack: Some of It Will Be Useful. Some of It Will Be Digital Garbage That Your VP Bought at a Conference After Three Martinis

Look, your company is about to throw a metric ton of software at you. Let's break down the most common tools and what actually matters about them.

The CRM: Your Digital Overlord

Every sales organization runs on a Customer Relationship Management (CRM) system. Some of them are top notch (shout-out to my friends at HubSpot!), and some of them look like they were built in 1997. Here's the deal:

What Management Likes About It:

• Provides pipeline visibility

• Enables accurate forecasting

• Ensures world peace

What It Does For You:

• Tracks your activities

• Stores customer information

• Makes sure you're not lying about your pipeline

How to Not Suck at Using It:

• Update daily. Seriously. Nothing screams "I don't have my act together" like updating everything Sunday night.

• Learn and use the essential fields (e.g. Steps, Stage, etc…)

LinkedIn Sales Navigator: Your Digital Stalking Tool

Yes, it's expensive. Yes, your company probably pays for it. Yes, you should actually use it.

What It's Actually Good For:

• Finding decision makers who aren't on the company website

• Seeing who's changed jobs (hello, former happy customers)

• Understanding reporting structures

• Getting notifications when prospects sneeze

What It's Not Good For:

• Mass connection requests

• Automated messages

• Being a LinkedIn influencer

• Actual social selling (that's what regular LinkedIn is for)

Calendar Tools: Because Time is a Thing

Calendly, Chili Piper, whatever your company uses. These are actually useful.

Best Practices:

• Set buffer time between meetings (you need to pee sometimes)

• Update your availability religiously

• Use different links for different meeting types

• SYNC IT WITH YOUR PERSONAL CALENDAR (caps lock intended)

Remember: Tools don't close deals. You do. These are just implements to help you work smarter.

Now go forth and update your CRM. Your manager is probably looking at it right now.

Cold Call Without Being a Creep

Here's the reality: cold calling works when done right. But most people do it wrong.

The Basics

• Research first (three minutes per prospect minimum)

• Write a call outline, not a script

• Stand up while calling

• Keep a water bottle handy

• Your goal is a conversation, not a monologue

• Set a block of time to call - you'll find that you get warmed up after a few calls (and should keep going once you do)

Opening Lines That Work

• "Hey [Name], I know I'm interrupting your day..."

• "[Name], quick question for you about [specific business issue]..."

• "[Name], I noticed your company just [relevant event]..."

What Kills Calls

• Asking "How are you today?"

• Reading scripts verbatim

• Talking about your company first

• Being overly formal

• Apologizing for calling

Pattern Interrupt Techniques

• Use silence strategically

• Ask unexpected questions

• Reference specific data points

• Acknowledge the cold call

Write Emails That Don't Go Straight to Trash

Ever wonder where all your carefully crafted sales emails go? Picture a massive digital landfill, overflowing with "just checking in" messages, "hope you're having a great week" intros, and "15 minutes of your time" begging. That's where 99% of sales emails end up, buried under a mountain of equally forgettable pitches. Your job is to stay out of that landfill. And no, adding a gif of Michael Scott isn't going to help (well, that actually might…).

Let's talk about how to write emails that actually get read – and more importantly, get responses. This isn't about gaming the system with fancy tools or tricky subject lines. It's about writing like a human being who actually has something valuable to say.

The Formula

• Relevant hook (news, trigger event, specific pain point)

• Value proposition (1-2 sentences max)

• Clear call to action

• No silly signatures

Subject Lines That Work

• "Question about [specific initiative]"

• "[Mutual connection] suggested I reach out"

• "Thoughts on [relevant industry trend]?"

Email Don'ts

• Novel-length messages (personal peeve)

• Generic templates

• Fake familiarity

• "Just checking in"

• Multiple calls to action

The Bottom Line

Look, at the end of the day, your prospect's inbox is like a packed bar on Saturday night. It's noisy, crowded, and nobody has time for awkward conversations with strangers who are obviously trying too hard. Here's the truth: the best sales email isn't the one with the cleverest subject line or the prettiest formatting – it's the one that makes your prospect think, "Huh, this person actually gets it."

Everything else is just digital confetti…