Cold Outreach Strategy

Overview

This comprehensive cold outreach strategy provides step-by-step playbooks for reaching school decision-makers through multiple channels: LinkedIn, email, WhatsApp, phone, and in-person. Use this to build predictable pipeline and acquire new customers systematically.

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Cold Outreach Philosophy

Core Principles

1. Value-First Approach

• Lead with insight, not pitch
• Provide free value (ROI calculator, school management tips)
• Build trust before asking for meeting

2. Multi-Channel Strategy

• Schools respond differently (some email, some WhatsApp, some calls)
• Use 3-4 channels for each prospect
• Track which channels work best per school type

3. Personalization at Scale

• Templates for efficiency, personalization for effectiveness
• Research each school (size, location, pain points)
• Reference specific challenges they likely face

4. Persistence Without Annoyance

• 7-10 touchpoints over 3-4 weeks
• Spread across multiple channels
• Always provide value, not just "following up"

5. Qualify Fast

• Not every school is ready to buy
• Identify budget, authority, need, timeline (BANT)
• Focus time on qualified prospects

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Ideal Customer Profile (ICP)

Primary Target: Medium-Sized Private Schools

Profile:

• Size: 200-500 students
• Type: Private/independent schools
• Location: Urban/peri-urban in SA, Eswatini, Botswana, Namibia
• Current State: Using Excel/paper or outdated school management system
• Budget: Can afford R120,000-R300,000/year for software
• Pain Points: Manual admin overwhelming, poor parent communication, fee collection challenges

Why This ICP:

• Large enough to afford YeboLearn
• Small enough to decide quickly (not bureaucratic)
• Feel pain acutely (drowning in manual work)
• High ROI from our solution

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Secondary Target: Large Public Schools

Profile:

• Size: 500-1,500 students
• Type: Public schools (well-resourced)
• Location: Urban areas
• Current State: Using basic/free systems or manual processes
• Budget: R270,000-R810,000/year (funded by school fees or government grants)
• Pain Points: Overwhelmed admin staff, compliance pressure (EMIS), parent complaints

Why This ICP:

• Large TAM (thousands of public schools)
• Significant pain (large scale magnifies manual work problems)
• Budget available (well-resourced schools)
• Potential for district-wide expansion

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Tertiary Target: Small Private Schools

Profile:

• Size: 50-200 students
• Type: Private/independent, often community-based
• Location: Township, rural, peri-urban
• Current State: Fully manual (Excel, WhatsApp, paper)
• Budget: R30,000-R120,000/year
• Pain Points: Severe manual workload relative to staff size, fee collection critical

Why This ICP:

• Largest TAM (most schools in SA are small)
• High pain (small staff, lots of manual work)
• Lower revenue per school, but high volume potential
• Easier to close (fewer decision-makers)

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Lead Generation

Where to Find Schools

1. Online Directories

• SchoolsWeb: Comprehensive SA school database (www.schoolsweb.co.za)
• DBE School Lists: Department of Basic Education public school lists
• Private School Associations: ISASA (Independent Schools Association of SA)
• Regional Education Databases: Provincial education dept listings

2. LinkedIn

• Search job titles: "School Principal", "Deputy Principal", "School Administrator", "Bursar"
• Filter by location: South Africa, Eswatini, Botswana, Namibia
• Join groups: "South African Educators", "School Administrators Network"
• Alumni networks: Teachers from specific universities

3. Education Events

• Conferences: SAACDHE, SAOU Conference, NAPTOSA Congress
• Workshops: DBE professional development workshops
• Exhibitions: Education Africa Expo, EduWeek
• Local Events: School open days, community education forums

4. Referrals & Networks

• Existing customers (ask for referrals to neighboring schools)
• Parent networks (parents with kids in multiple schools)
• Education suppliers (stationery, uniforms, IT providers)
• Community leaders (know local schools)

5. Social Media

• Facebook: School pages, education groups
• Twitter: Education hashtags (#SouthAfricanEducation, #SASchools)
• Instagram: Follow school accounts, engage authentically

6. Direct Research

• Google Maps: Search "schools near [location]"
• Drive-bys: Physical visits to school areas
• News: Local papers cover school events (identify active schools)

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Lead Qualification

BANT Framework:

Budget:

• Can they afford R30,000-R810,000/year? (depending on size)
• Who controls budget? (Principal, SGB, Bursar)
• When does budget get allocated? (typically Q4 for next year)

Authority:

• Who makes buying decisions? (Principal, SGB, School Board)
• How many people involved? (Principal + Bursar + 1-2 SGB members typical)
• Who influences decision? (IT coordinator, admin staff)

Need:

• What pain points exist? (manual workload, fee collection, parent complaints)
• How acute is pain? (drowning vs. managing)
• Do they recognize need? (aware vs. unaware)

Timeline:

• When do they want to start? (beginning of next term/year common)
• Any forcing functions? (audit, compliance deadline, staff burnout)
• Budget cycle timing?

Qualify Questions (During Discovery):

1. "What system do you currently use for grades, attendance, fees?" (understand current state)
2. "How much time does your admin team spend on manual tasks each week?" (quantify pain)
3. "What's the biggest frustration with your current process?" (identify primary pain point)
4. "If you could solve one admin problem, what would it be?" (priority)
5. "What's your budget for school management software?" (budget qualification)
6. "Who else would be involved in evaluating a solution like this?" (map decision-makers)
7. "When would you ideally want to have a new system in place?" (timeline)

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Multi-Channel Outreach Playbook

Channel 1: LinkedIn Outreach

Why LinkedIn:

• Professional context (not spam)
• Can research prospects (see their background)
• Build credibility (your profile, recommendations)
• Long-term relationship building

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LinkedIn Outreach Sequence (5 Touchpoints)

Touchpoint 1: Connection Request (Day 1)

Message:

Hi [First Name],

I see you're the [Title] at [School Name]. I work with schools in [Region] to reduce admin workload using AI-powered automation.

I'd love to connect and share some insights on how schools like [School Name] are saving 400+ hours per semester on manual tasks.

Best,
[Your Name]

Tips:

• Personalize with school name, location
• Keep it short (LinkedIn truncates long messages)
• Value proposition (save time) not pitch
• No link, no ask (just connection)

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Touchpoint 2: Value-Add Message (Day 3 - After They Accept)

Message:

Hi [First Name],

Thanks for connecting! I wanted to share something useful for [School Name].

We recently published a free guide: "5 Ways SA Schools Are Cutting Admin Time by 60% with AI"

Would you like me to send it over? It has real examples from schools similar to yours ([size] students, [location]).

No strings attached—just thought it might be helpful.

Cheers,
[Your Name]

Tips:

• Immediate value offer (free guide)
• Relevant to their school (size, location)
• Low commitment ("no strings attached")
• Opens door to conversation

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Touchpoint 3: Case Study Share (Day 7)

Message:

Hi [First Name],

Following up on our chat—I thought you'd find this interesting.

[School Name in nearby area] was managing [X] students with Excel and WhatsApp. They were spending 15+ hours per week just on fee reconciliation.

After implementing YeboLearn, they cut that to 2 hours and increased fee collection by 20%. Their principal said: "[quote from testimonial]"

Full case study here: [link]

Would a quick call make sense to see if something similar could work for [School Name]?

Best,
[Your Name]

Tips:

• Specific, relevant case study (similar school size/location)
• Quantified results (hours saved, revenue increased)
• Social proof (quote from principal)
• Soft ask for call (not "buy now")

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Touchpoint 4: Insight/Tip (Day 12)

Message:

Hi [First Name],

Quick tip: Most schools lose R50,000-R150,000 per year to poor fee collection processes. The biggest culprits:

1. No automated reminders (parents forget)
2. No mobile payment option (parents must come to school)
3. No visibility into outstanding balances (admin overwhelmed)

Schools using automated fee management see 15-25% improvement in collection rates.

Want to see how [Similar School] improved from 72% to 93% collection? Happy to share their playbook.

[Your Name]

Tips:

• Pure value (actionable insight)
• Quantify problem they likely face
• Offer solution without pitching product directly
• Position yourself as helpful expert

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Touchpoint 5: Direct Ask (Day 18)

Message:

Hi [First Name],

I know you're busy, so I'll be brief.

If reducing admin workload, improving fee collection, or better parent communication is on your radar, I'd love to show you how schools like [School Name] are doing it with AI.

15-minute call this week? I'll show you:
- How AI generates report cards in seconds (vs. 10+ hours)
- How automated fee reminders increase collection by 20%
- Real ROI examples from [X]-student schools

Let me know if Thursday or Friday works better.

Best,
[Your Name]

Tips:

• Acknowledge they're busy (respect their time)
• Specific benefits (not vague "improve your school")
• Time-bound ask (this week)
• Give options (Thursday or Friday)
• Make it low commitment (15 minutes)

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Channel 2: Email Outreach

Why Email:

• Scalable (can send many)
• Trackable (open rates, click rates)
• Professional
• Can include attachments/links

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Email Outreach Sequence (7 Touchpoints Over 14 Days)

Email 1: Cold Intro (Day 1)

Subject Line Options:

• "Quick question about [School Name]'s admin processes"
• "[First Name], idea for saving 15+ hours/week at [School Name]"
• "How [Similar School] cut admin time by 60%"

Email Body:

Hi [First Name],

I'm [Your Name] from YeboLearn. We help South African schools like [School Name] reduce admin workload by 60% using AI-powered automation.

Quick question: How much time does your admin team currently spend on manual tasks like grade entry, fee reconciliation, and parent communication each week?

Most [size]-student schools tell us 30-40 hours per week. That's R200,000-R400,000 per year in labor costs.

We've helped schools like [Similar School Name] in [Location] cut that time in half using AI—and save R150,000+ per year.

Would a quick 15-minute call make sense to explore if something similar could work for [School Name]?

Best regards,
[Your Name]
YeboLearn
[Phone] | [Email]

P.S. Here's a 2-minute video showing how it works: [link]

Tips:

• Personalize: school name, size, location
• Open with question (engages curiosity)
• Quantify problem (hours, costs)
• Social proof (similar school)
• Clear CTA (15-minute call)
• P.S. with low-commitment option (video)

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Email 2: Follow-Up (Day 3 - If No Response)

Subject Line: "Re: Quick question about [School Name]'s admin processes"

Email Body:

Hi [First Name],

Following up on my email from [Day]—I know inboxes get busy!

I wanted to share something you might find useful: our free ROI calculator for schools.

It shows exactly how much time and money [School Name] could save by automating manual admin tasks.

Takes 2 minutes to fill out, gives you a custom report: [calculator link]

No signup required, no sales pitch—just helpful data.

Let me know if you'd like to see how schools similar to yours are using this.

Best,
[Your Name]

Tips:

• Acknowledge busy inbox (empathy)
• Offer free tool (value-add)
• Low friction (no signup)
• Not pushy (helpful data)

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Email 3: Case Study (Day 7 - If No Response)

Subject Line: "How [Similar School] saved R120,000/year"

Email Body:

Hi [First Name],

Thought you'd find this interesting.

[Similar School Name] is a [size]-student [type] school in [Location]—similar to [School Name].

Before YeboLearn:
- 15 hours/week on manual fee reconciliation
- 72% fee collection rate
- R180,000 in outstanding fees
- Teachers spending weekends writing report cards

After YeboLearn (6 months):
- 2 hours/week on fee management (automated)
- 93% fee collection rate (+21 points)
- R50,000 outstanding (R130,000 improvement)
- Report cards generated in 30 minutes with AI

Total annual savings: R120,000
ROI: 85% in Year 1

Full case study attached.

Would it make sense to explore if similar results are possible for [School Name]?

Best,
[Your Name]

Tips:

• Specific, comparable school
• Before/after metrics (concrete)
• Attachment (case study PDF)
• Soft ask (explore, not buy)

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Email 4: Insight/Tip (Day 10)

Subject: "3 hidden costs killing your budget"

Email Body:

Hi [First Name],

Most schools don't realize they're losing R50,000-R200,000 per year on hidden admin costs:

**1. Manual data entry errors** = R30,000-R80,000/year
- Transcription mistakes in Excel
- Rework and corrections
- Audit findings

**2. Poor fee collection** = R100,000-R150,000/year
- No automated reminders (parents forget)
- No mobile payment (friction to pay)
- 75-80% collection rate (vs. 95% possible)

**3. Teacher overtime** = R50,000-R100,000/year
- Weekend/evening work on report cards, admin
- Paid overtime or burnout (sick leave, turnover)

Want to see how [School Name] stacks up? I can run a free cost analysis for you.

Takes 10 minutes on a call, gives you exact numbers.

Interested?

Best,
[Your Name]

Tips:

• Educational (insights they didn't know)
• Quantified (specific dollar amounts)
• Offer free analysis (value)
• Easy yes (10-minute call)

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Email 5: Competitor Mention (Day 12)

Subject: "Evaluating PowerSchool/Alma/EduAdmin?"

Email Body:

Hi [First Name],

I noticed some schools in [Region] are evaluating school management platforms right now (PowerSchool, Alma, EduAdmin, etc.).

If [School Name] is exploring options, I'd love to show you how YeboLearn compares—especially on:

- **AI features** (we're the only platform in Africa with 15+ AI tools)
- **Total cost** (all-in pricing vs. per-module fees)
- **Local support** (SA-based team, 2-hour response vs. US time zones)
- **ROI** (6-month payback vs. 12-18 months)

Here's a quick comparison sheet: [attachment]

Worth a 15-minute call to compare?

Best,
[Your Name]

Tips:

• Addresses if they're shopping around
• Competitive differentiation
• Comparison tool (helpful resource)
• Implies others are buying now (FOMO)

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Email 6: Break-Up Email (Day 14 - Final Attempt)

Subject: "Should I close your file?"

Email Body:

Hi [First Name],

I've reached out a few times about helping [School Name] reduce admin workload and improve fee collection.

I haven't heard back, which usually means one of three things:

1. **Bad timing** - You're focused on other priorities right now
2. **Not interested** - You're happy with your current process
3. **Fell through the cracks** - My emails got buried in a busy inbox

If it's #1 or #3, just let me know and I'll follow up at a better time.

If it's #2, no problem—I'll close your file and won't bother you again.

Either way, here's a parting gift: our free "School Admin Efficiency Checklist" (20 quick wins to save time immediately). No strings attached: [link]

Best of luck with [School Name]!

[Your Name]

Tips:

• Permission-based close (respectful)
• Offers easy out (if not interested)
• Re-engages (if timing was issue)
• Final value-add (free checklist)
• Lowest pressure email (often gets response)

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Email 7: Re-Engagement (6-12 Months Later - If No Response)

Subject: "Still relevant for [School Name]?"

Email Body:

Hi [First Name],

I reached out last [season/month] about helping [School Name] automate admin tasks.

Timing wasn't right then—but wanted to check in now.

A lot has happened since:
- We've added [new feature, e.g., AI report card generator in 11 SA languages]
- We're working with [X] schools in [Region] now
- We just helped [New Customer School] save R150,000 in their first year

If reducing admin workload is back on your radar, I'd love to reconnect.

15-minute call?

Best,
[Your Name]

P.S. If you're not interested, just reply "Not interested" and I won't follow up again.

Tips:

• Acknowledges past outreach (not pretending it's first contact)
• Shows progress (social proof, new features)
• Offers easy opt-out (respectful)
• Low ask (15 minutes)

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Channel 3: WhatsApp Outreach

Why WhatsApp:

• Preferred communication in SA (90%+ penetration)
• Higher open rates than email (95% vs. 20%)
• Conversational, less formal
• Can send voice notes, images, videos

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WhatsApp Outreach Sequence (4 Touchpoints)

Prerequisites:

• Obtain phone number (from school website, LinkedIn, directory)
• Ensure it's WhatsApp-enabled (check before sending)
• Business WhatsApp account (for professionalism)

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Touchpoint 1: Introduction (Day 1)

Message:

Hi [First Name], I'm [Your Name] from YeboLearn.

We help SA schools like [School Name] save 15+ hours per week on admin using AI.

Quick question: How much time does your team spend on manual grade entry, fee reconciliation, and parent communication each week?

Most schools tell us 30-40 hours. We help cut that in half.

Would a quick call make sense?

[Your Name]
YeboLearn

Tips:

• Short (WhatsApp is for quick messages)
• Personalized (school name)
• Ask question (engage)
• Clear value (save time)
• Low commitment (quick call)

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Touchpoint 2: Value Share (Day 4 - If No Response)

Message:

Hi [First Name],

No worries if you're busy!

Wanted to share something useful for [School Name]: our free ROI calculator for schools.

Shows exactly how much time & money you could save by automating manual admin.

Takes 2 min: [short link]

Let me know what it shows!

[Your Name]

Tips:

• Acknowledge no response (not pushy)
• Free tool (value-add)
• Short link (easy to click on mobile)
• Invites reply (engagement)

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Touchpoint 3: Case Study (Day 8 - If No Response)

Message + Image:

[Send one-pager PDF or image with case study highlights]

Hi [First Name],

Thought you'd find this interesting.

[Similar School] ([size] students in [Location]) was managing everything with Excel & WhatsApp.

Now with YeboLearn:
✅ 60% less admin time
✅ 20% better fee collection
✅ R120,000 saved/year

Worth a 15-min chat to see if similar results possible for [School Name]?

[Your Name]

Tips:

• Visual (image/PDF stands out on WhatsApp)
• Specific school (relatable)
• Emojis okay (WhatsApp is casual)
• Quantified results
• Call-to-action

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Touchpoint 4: Voice Note (Day 12 - If No Response)

Voice Note Script (30-45 seconds):

"Hi [First Name], it's [Your Name] from YeboLearn. I've sent a few messages—I know WhatsApp gets busy!

Just wanted to quickly share: we're helping schools like [School Name] in [Region] save 15+ hours per week on admin using AI. Things like report cards that used to take 10 hours now take 30 minutes.

If that sounds interesting, let's hop on a quick call. If not, no worries—I'll stop bothering you!

Have a great day!"

Tips:

• Personal (voice humanizes you)
• Friendly tone (conversational)
• Brief (under 1 minute)
• Offers opt-out (respectful)
• Voice notes get higher engagement than text on WhatsApp

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Channel 4: Cold Calling

Why Cold Calling:

• Immediate feedback (yes, no, objection)
• Build rapport quickly (voice conveys warmth)
• Qualify fast (can ask questions)
• Break through inbox clutter

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Cold Call Script

[See full cold call script in sales-scripts.md, but here's quick framework]

Opening (15 seconds):

"Hi, is this [First Name]? Great! This is [Your Name] from YeboLearn. We help South African schools save 15+ hours per week on admin tasks using AI. Do you have 2 minutes for a quick question?"

If "Yes":

"Perfect. Quick question: How much time does your admin team currently spend on manual tasks like grade entry, fee reconciliation, and parent communication each week?"

[Listen]

"That's common. Most schools tell us 30-40 hours. We've helped schools similar to [School Name] cut that in half using AI automation. Would a 15-minute demo make sense to see if something similar could work for you?"

If "No" / "Busy":

"No problem! When would be a better time to call back? Tomorrow morning or later this week?"

If "Not Interested":

"I understand. Just curious—are you currently happy with how much time admin takes, or is it just not a priority right now?"

[Listen - might reveal timing or budget issue, not true objection]

"Got it. Can I send you our free ROI calculator so you can see what savings might look like? No obligation, just helpful data."

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Channel 5: In-Person/Event Outreach

Why In-Person:

• Highest trust-building
• Face-to-face demo (powerful)
• Relationships over transactions
• Hard to ignore/say no in person

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Event Outreach Strategy

1. Pre-Event:

• Research attendees (principal list, school names)
• Prepare materials (one-pagers, business cards, demo on tablet)
• Set goals (e.g., 20 conversations, 5 qualified leads, 2 demos booked)

2. At Event:

Booth Strategy (if exhibiting):

• Hook: "See how AI writes report cards in 30 seconds" (live demo)
• Qualify: "What system do you currently use for [grades/fees/attendance]?"
• Capture: Collect business cards, take photo of badge, instant LinkedIn connection
• Follow-up: "Can I send you [case study/ROI calc/demo video] after the event?"

Networking Strategy (if attending):

• Ice breaker: "Hi, I'm [Name] from YeboLearn. What brings you to [Event]?"
• Discovery: "What school are you from? What's the biggest admin challenge you're facing right now?"
• Value: "Interesting! We just helped [Similar School] solve that exact problem. Want to connect after and I can share how?"
• Exchange: LinkedIn/WhatsApp/business card

3. Post-Event:

• Same-day follow-up (WhatsApp or email): "Great meeting you at [Event]! Here's [resource] I mentioned."
• Next-day follow-up: "Would [day/time] work for that 15-minute call we discussed?"
• Add to CRM, tag as "Event: [Event Name]"

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School Visit Outreach

When to Do Cold School Visits:

• High-priority accounts (ICP fit, high potential)
• Local schools (easy to visit)
• When email/phone/WhatsApp not working (in-person breaks through)

How to Do It:

Step 1: Research

• Know school size, location, type
• Identify decision-maker (usually Principal)
• Prepare relevant one-pager

Step 2: Drop-In (Unannounced)

• Best time: 10-11 AM or 2-3 PM (avoid morning rush, lunch, end-of-day)
• Dress professionally
• Bring materials (one-pager, business card, tablet for quick demo)

Step 3: Reception

"Hi, I'm [Your Name] from YeboLearn. We help schools reduce admin workload using AI. Is [Principal Name] available for a quick 5-minute introduction? If not, I'd love to leave some information."

If Principal Available:

• Keep it brief (5-10 minutes)
• "I know you're busy, so I'll be quick. We help schools like [School Name] save 15+ hours/week on admin. Can I show you one quick example?" → Demo AI report card generator on tablet
• "Worth a longer conversation? I can come back [day/time]."

If Principal Not Available:

• Leave one-pager with receptionist
• Get business card or contact info
• "I'll follow up by email/WhatsApp. Who should I address it to?"

Step 4: Follow-Up (Same Day)

• WhatsApp or email: "Great meeting you today at [School Name]. Here's the info I mentioned: [link]. When can we schedule that 15-minute call?"

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Outreach Cadence & Timing

Optimal Outreach Cadence

Week 1:

• Day 1: LinkedIn connection request OR Email #1
• Day 3: LinkedIn value message OR Email #2
• Day 4: WhatsApp intro (if have number)

Week 2:

• Day 7: Email #3 (case study) OR LinkedIn case study
• Day 8: WhatsApp follow-up
• Day 10: Email #4 (insight)

Week 3:

• Day 12: Email #5 (competitor mention) OR LinkedIn insight
• Day 12: WhatsApp voice note
• Day 14: Email #6 (break-up email)

Week 4:

• Day 18: LinkedIn direct ask OR Cold call
• Day 21: Final cold call attempt

Total: 8-10 touchpoints across 3 weeks

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Best Times to Reach Schools

Email:

• Best: Tuesday-Thursday, 6-8 AM (read before school starts)
• Good: Tuesday-Thursday, 1-3 PM (lunch break)
• Avoid: Monday AM (busy), Friday PM (checking out), weekends

Phone:

• Best: Tuesday-Thursday, 10-11 AM or 2-3 PM (between classes/meetings)
• Avoid: 7-9 AM (morning rush), 12-1 PM (lunch), 3-4 PM (end-of-day chaos)

WhatsApp:

• Best: Anytime 8 AM - 5 PM (schools check throughout day)
• Good: Evening 6-8 PM (principals checking after hours)
• Avoid: Late night, weekends (unless urgent)

LinkedIn:

• Best: Tuesday-Thursday, 7-9 AM or 8-10 PM (personal time)
• Avoid: Working hours (they're busy at school)

In-Person:

• Best: Tuesday-Thursday, 10-11 AM or 2-3 PM
• Avoid: Monday (planning week), Friday (winding down), start/end of day

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Seasonal Timing

Best Times of Year to Sell:

Q4 (Oct-Dec): ⭐⭐⭐⭐⭐ BEST

• Schools planning next year's budget
• Principals think about improvements for next year
• Decision-makers available (end of year, less hectic)
• Close in Q4, implement in Q1 (new school year)

Q1 (Jan-Mar): ⭐⭐⭐⭐ GOOD

• New school year, fresh start mentality
• Budget allocated
• Pain points fresh (just dealt with end-of-year reports)
• Quick implementation possible (start of year)

Q2 (Apr-Jun): ⭐⭐⭐ OKAY

• Mid-year, steady state
• Some budget available
• Less urgent (schools in rhythm)
• Longer sales cycle

Q3 (Jul-Sep): ⭐⭐ SLOW

• Mid-year exams (June), school holidays (July)
• Busy with second-term activities
• Harder to get attention
• Can plant seeds for Q4 close

Worst Times:

• December holidays (schools closed)
• Mid-year holidays (July in SA)
• Exam periods (May-June, Oct-Nov)
• First 2 weeks of term (settling in)
• Last 2 weeks of term (wrapping up)

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Lead Scoring & Prioritization

Lead Scoring Model

Points System (100 points max):

Fit (50 points max):

• School size in ICP range (200-500 students): +20 points
• School type (private/independent): +15 points
• Location (urban SA): +10 points
• Using manual processes (Excel/paper): +5 points

Engagement (30 points max):

• Opened email: +5 points
• Clicked link: +10 points
• Replied to outreach: +15 points
• Attended demo: +20 points
• Downloaded resource: +8 points

Intent (20 points max):

• Asked about pricing: +10 points
• Mentioned budget: +15 points
• Mentioned timeline: +10 points
• Mentioned pain point unprompted: +5 points
• Asked for proposal: +20 points

Priority Tiers:

• 80-100 points: Hot lead (daily outreach, prioritize demos)
• 50-79 points: Warm lead (2-3x per week outreach)
• 30-49 points: Cold lead (weekly outreach, nurture)
• 0-29 points: Unqualified (pause outreach, revisit in 6 months)

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Tools & Tech Stack

CRM:

• Recommended: HubSpot (free tier sufficient for early stage)
• Track all touchpoints (email, calls, WhatsApp, LinkedIn)
• Set reminders for follow-ups
• Tag leads (ICP fit, engagement level, source)

Email:

• Tool: Mailchimp, Lemlist, or HubSpot sequences
• Track opens, clicks, replies
• A/B test subject lines
• Automate sequences (with personalization)

LinkedIn:

• Tool: LinkedIn Sales Navigator (premium)
• Advanced search/filters
• Lead tracking
• InMail credits

WhatsApp:

• Tool: WhatsApp Business account
• Labels for lead stages (new, contacted, demo scheduled, closed)
• Quick replies for common messages
• Broadcast lists for bulk (but personalized) messaging

Phone:

• Tool: VoIP (Skype, Google Voice) for call tracking
• Headset for quality
• Call script readily accessible
• CRM integration (log calls automatically)

Analytics:

• Track metrics: emails sent, open rate, reply rate, calls made, demos booked, close rate
• A/B test: subject lines, email copy, call scripts
• Optimize: double down on what works, cut what doesn't

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Messaging Library

Value Propositions (By Audience)

For Principals:

• "Save 15+ hours per week on admin, focus more on education leadership"
• "Increase fee collection by 20% with automated reminders and mobile payments"
• "Reduce staff burnout by automating manual tasks"
• "Get real-time insights into school performance with AI analytics"

For Bursars/Finance:

• "Improve fee collection from 75% to 95% with automated invoicing and reminders"
• "Reduce fee reconciliation from 20 hours/month to 2 hours"
• "Track outstanding fees in real-time, predict defaults with AI"
• "Integrate with MTN Mobile Money and Stripe for easy parent payments"

For Admin Staff:

• "Eliminate manual data entry—sync attendance, grades, fees automatically"
• "Reduce report card generation from 80 hours/term to 5 hours with AI"
• "Manage 500+ student records in minutes, not days"
• "One platform for everything—no more juggling Excel, WhatsApp, paper"

For Teachers:

• "Generate report card comments in 30 seconds with AI, not 10+ hours manually"
• "Create CAPS-aligned lesson plans in minutes with AI lesson planner"
• "Identify struggling students automatically with AI grading assistant"
• "Communicate with parents via WhatsApp in their language (11 SA languages)"

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Pain Point Messaging

Manual Admin Workload:

"Your admin team spends 30-40 hours per week on manual tasks. That's R300,000-R400,000 per year in labor costs. We help cut that in half."

Poor Fee Collection:

"Most schools collect 75-80% of fees owed. That's R150,000-R300,000 left on the table every year. Automated reminders and mobile payments improve collection to 93-95%."

Teacher Burnout:

"Your teachers spend 10-15 hours every term writing report card comments—entire weekends gone. Our AI generates personalized comments in 30 seconds. Teachers love getting their weekends back."

Parent Communication:

"Parents miss important notices because paper notes never make it home. With YeboLearn, parents get instant WhatsApp/SMS notifications in their language. 95% message open rate vs. 40% paper."

Data Errors:

"Excel files break, USB drives fail, formulas get corrupted. Schools lose terms of data. YeboLearn is cloud-based with daily backups. Your data is safe, always accessible, never lost."

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Objection Handling (Cold Outreach Context)

Objection: "We're not interested."

Response:

"I totally understand. Can I ask—are you already using a school management system you're happy with, or is it just not a priority right now?" [Listen] "Got it. Can I leave you with our free ROI calculator? It shows what time/cost savings might look like for [School Name]. No strings attached—just useful data. If it's interesting, we can chat later."

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Objection: "We don't have budget for this."

Response:

"I hear you—budget is tight for everyone. But can I ask: what's your current annual cost for manual admin labor? Most schools spend R300,000-R400,000 per year on manual processes. YeboLearn costs R180,000 and saves you R230,000. It actually reduces your costs."

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Objection: "We're already using [Competitor]."

Response:

"Great! How's that working for you? Any pain points or features you wish they had?" [Listen] "Interesting. Can I send you a quick comparison of YeboLearn vs. [Competitor]? We have AI features they don't, and schools tell us we're easier to use. Worth a look if you're ever evaluating alternatives."

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Objection: "Call me back later / Bad timing."

Response:

"No problem! When would be a better time? Next week, next month, next quarter?" [Set specific follow-up date] "Perfect. I'll reach out on [date]. In the meantime, can I send you [resource] to review at your convenience?"

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Success Metrics

Outreach KPIs to Track

Activity Metrics:

• Outreach attempts per day/week (emails, calls, WhatsApp, LinkedIn)
• Target: 20-30 new prospects contacted per week per rep

Response Metrics:

• Email open rate: Target 25-35%
• Email reply rate: Target 5-10%
• LinkedIn connection accept rate: Target 30-50%
• WhatsApp response rate: Target 15-25%
• Call connect rate: Target 20-30%

Conversion Metrics:

• Outreach → Demo booked: Target 5-10%
• Demo → Proposal: Target 50%
• Proposal → Close: Target 30%
• Overall close rate: Target 1-2% of outreach

Efficiency Metrics:

• Average touchpoints to demo: Target 3-5
• Average days to demo: Target 7-14 days
• Average sales cycle: Target 30-60 days
• CAC (Customer Acquisition Cost): Target <20% of first-year revenue

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Weekly Goals (Per Sales Rep)

Outreach:

• 100 emails sent
• 50 LinkedIn messages sent
• 30 WhatsApp messages sent
• 20 cold calls made
• 2 school visits (if local)

Meetings:

• 5 discovery calls booked
• 3 demos delivered
• 2 proposals sent

Pipeline:

• 10 new qualified leads added to pipeline
• 3 leads moved to next stage
• 1 deal closed (on average, may be lumpy)

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Continuous Improvement

Monthly Reviews:

• What's working? (best-performing channels, messages, offers)
• What's not? (low response rates, high objection rates)
• What to test? (new subject lines, new channels, new sequences)

A/B Tests to Run:

• Email subject lines (value vs. curiosity vs. question)
• Email length (short vs. long)
• Call-to-action (demo vs. ROI calc vs. case study)
• Channels (email vs. LinkedIn vs. WhatsApp)
• Timing (morning vs. afternoon, weekday)

Feedback Loop:

• Ask prospects (why did you book a demo? what caught your attention?)
• Ask customers (what made you say yes? what almost made you say no?)
• Refine messaging based on actual language they use

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Quick Start Checklist

Ready to Start Cold Outreach? Use This:

Week 1 Prep:

• [ ] Build list of 100 target schools (ICP fit)
• [ ] Set up CRM (HubSpot, Pipedrive, or spreadsheet)
• [ ] Create email templates (7 sequence emails)
• [ ] Write LinkedIn message templates (5 touchpoints)
• [ ] Record WhatsApp voice note script
• [ ] Print one-pagers for in-person visits
• [ ] Set up tracking (open rates, reply rates, conversions)

Week 2 Launch:

• [ ] Send 20 cold emails (Day 1)
• [ ] Send 20 LinkedIn connection requests (Day 1)
• [ ] Make 10 cold calls (Day 2-3)
• [ ] Send WhatsApp to 10 prospects (Day 4)
• [ ] Follow up on opens/replies immediately
• [ ] Track all activity in CRM

Week 3 Optimize:

• [ ] Review metrics (what's working?)
• [ ] A/B test subject lines
• [ ] Refine messaging based on objections
• [ ] Double down on best-performing channels
• [ ] Book 2-3 demos

Week 4 Scale:

• [ ] Increase volume (30 emails, 15 calls, 15 WhatsApps per day)
• [ ] Automate sequences (email drip campaigns)
• [ ] Deliver demos, send proposals
• [ ] Close first deals!

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Contact for Support

Need help with cold outreach?

• Email: sales@yebolearn.co.za
• Subject: "Cold Outreach Support Request"
• We'll provide coaching, review your messaging, help with objections

Share what's working:

• If you find a message that gets great responses, share it!
• We'll add it to this playbook for the whole team

Continuous improvement—together we win.