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Pulled by the `sales` specialist. TRIGGER: \"write a cold outreach sequence to \u003CICP>\", \"draft the cold email + LinkedIn cadence for \u003Csegment>\", \"build a prospecting sequence for the new product\", \"write outbound to VP Finance accounts\", \"design the 7-touch cold sequence\", \"draft the LinkedIn connect + follow-up for enterprise accounts\". DO NOT TRIGGER for: lifecycle \u002F onboarding \u002F drip emails to existing users (use `copywriter-email-sequences`), post-meeting or post-proposal follow-up (use `sales-follow-up-sequence`), a proposal document (use `sales-proposal-writer`), a discovery-call framework (use `sales-discovery-framework`), a launch plan (use `marketing-launch-plan`).\nwhen_to_use: The parent `sales` specialist pulls this skill when the task is outbound prospecting to cold accounts who have not yet engaged. Also fires on explicit user request.\ntype: specialist\n---\n\n# sales-cold-outreach\n\nHypothesis-first (what trigger\u002Fpain\u002Fvalue-claim are we betting on per touch?), success = reply rate and qualified meeting rate, evidence = cadence-level data — not \"we sent 500 emails.\"\n\n## What you do\n\nProduce a sequence that a rep can run on Monday. Each touch earns the next one by saying something the prospect hasn't already heard from ten other vendors. \"Just checking in\" is a waste of a send.\n\n- Anchor to the ICP + trigger: who is this person, why now. If the ICP is vague, stop and route to `marketing-positioning`.\n- State the value hypothesis — the single claim each step is making. Different steps can make different claims; none can be empty.\n- Set the cadence: email 1 · +2d LinkedIn connect · +3d email 2 · etc. Spell out business-day math and channel mix.\n- Per step: channel, subject (for email), first line (personalization anchor), body, single CTA, send time. No meandering PS lines.\n- Personalization: tie to a real signal — hiring trend, funding, product launch, stack detection, public quote. Not `{{firstName}}` plus city.\n- Include a break-up \u002F bump-out final step. Indefinite follow-up erodes deliverability and brand.\n- Reply-handling notes: objection → next-step routing (not a full playbook, but enough to unblock).\n\n## Output shape\n\nA markdown file at `.guild\u002Fruns\u002F\u003Crun-id>\u002Fsales\u002Fcold-outreach-\u003Cslug>.md` with sections:\n\n1. **ICP + trigger** — persona, company shape, buying signal.\n2. **Value hypothesis** — the headline claim we're betting on.\n3. **Cadence table** — step · channel · day · purpose · KPI.\n4. **Per-step copy** — subject \u002F connect note \u002F body \u002F CTA, one block per step.\n5. **Personalization variables** — what the rep fills in and where to source it.\n6. **Reply routing** — positive \u002F objection \u002F opt-out next steps.\n7. **Deliverability notes** — send windows, volume caps, domain warmup if relevant.\n8. **Success metrics** — reply rate, meeting rate, target baseline.\n\n## Anti-patterns\n\n- Generic templates with `{{firstName}}` and nothing else — gets filtered and ignored.\n- \"Just checking in\" \u002F \"bumping this\" filler steps with no new value.\n- No value hypothesis — the rep can't explain why this touch exists.\n- Missing opt-out \u002F break-up — sequences that run forever kill domain reputation.\n- Claims the product can't back — inflated ROI stats, fake case studies.\n- One-channel cadence on a multi-channel buyer — missing the medium they actually read.\n- Using lifecycle-email tone (warm, brand-y) on cold outreach — sounds like marketing spam.\n\n## Handoff\n\nReturn the sequence path to the invoking `sales` specialist. Downstream, positive replies flow into `sales-discovery-framework`; after a meeting, `sales-follow-up-sequence` takes over; deal-stage asset creation goes to `sales-proposal-writer`. If outreach surfaces a positioning gap, route back to `marketing-positioning`. This skill does not dispatch.\n","# sales-cold-outreach\n\nHypothesis-first (what trigger\u002Fpain\u002Fvalue-claim are we betting on per touch?), success = reply rate and qualified meeting rate, evidence = cadence-level data — not \"we sent 500 emails.\"\n\n## What you do\n\nProduce a sequence that a rep can run on Monday. Each touch earns the next one by saying something the prospect hasn't already heard from ten other vendors. \"Just checking in\" is a waste of a send.\n\n- Anchor to the ICP + trigger: who is this person, why now. If the ICP is vague, stop and route to `marketing-positioning`.\n- State the value hypothesis — the single claim each step is making. Different steps can make different claims; none can be empty.\n- Set the cadence: email 1 · +2d LinkedIn connect · +3d email 2 · etc. Spell out business-day math and channel mix.\n- Per step: channel, subject (for email), first line (personalization anchor), body, single CTA, send time. No meandering PS lines.\n- Personalization: tie to a real signal — hiring trend, funding, product launch, stack detection, public quote. Not `{{firstName}}` plus city.\n- Include a break-up \u002F bump-out final step. Indefinite follow-up erodes deliverability and brand.\n- Reply-handling notes: objection → next-step routing (not a full playbook, but enough to unblock).\n\n## Output shape\n\nA markdown file at `.guild\u002Fruns\u002F\u003Crun-id>\u002Fsales\u002Fcold-outreach-\u003Cslug>.md` with sections:\n\n1. **ICP + trigger** — persona, company shape, buying signal.\n2. **Value hypothesis** — the headline claim we're betting on.\n3. **Cadence table** — step · channel · day · purpose · KPI.\n4. **Per-step copy** — subject \u002F connect note \u002F body \u002F CTA, one block per step.\n5. **Personalization variables** — what the rep fills in and where to source it.\n6. **Reply routing** — positive \u002F objection \u002F opt-out next steps.\n7. **Deliverability notes** — send windows, volume caps, domain warmup if relevant.\n8. **Success metrics** — reply rate, meeting rate, target baseline.\n\n## Anti-patterns\n\n- Generic templates with `{{firstName}}` and nothing else — gets filtered and ignored.\n- \"Just checking in\" \u002F \"bumping this\" filler steps with no new value.\n- No value hypothesis — the rep can't explain why this touch exists.\n- Missing opt-out \u002F break-up — sequences that run forever kill domain reputation.\n- Claims the product can't back — inflated ROI stats, fake case studies.\n- One-channel cadence on a multi-channel buyer — missing the medium they actually read.\n- Using lifecycle-email tone (warm, brand-y) on cold outreach — sounds like marketing spam.\n\n## Handoff\n\nReturn the sequence path to the invoking `sales` specialist. Downstream, positive replies flow into `sales-discovery-framework`; after a meeting, `sales-follow-up-sequence` takes over; deal-stage asset creation goes to `sales-proposal-writer`. If outreach surfaces a positioning gap, route back to `marketing-positioning`. 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