The Revenue Lab

Ryane (00:00.91)
Hey everyone, today I have the pleasure of having Warren here on the podcast and we're going to talk lots about cold email, but specifically we're going to be looking at how to do scale outreach with SDRs and appointment setters. Warren's a bit of an expert in this space. He's managed big teams, helped others to manage teams and has a lot of really high quality information on this topic, which is why we've invited him in.

But hey, Lauren, how you doing? Warren, how you doing?

Warren Mulvey (00:32.654)
Yeah, I'm not doing too bad at all. Appreciate the time it had me on today. I'm super excited. And Ryan's talked a lot about this podcast and the aims with it. So I'm excited.

Ryane (00:43.594)
Nice, nice, nice. So it'd be great if you could introduce yourself, say who you are and what you do.

Warren Mulvey (00:50.528)
Yeah, brilliant. My name is obviously Warren Mulvey. Over the past kind of two years, I can give you like an elevator pitch. I've gone from McDonald's to Dota sales, did that for about nine months, transitioned to high ticket sales. After like three weeks, I started managing a team brought them from like 150 K to around 350 K did that for like four or five, six, seven months and manage a couple other teams. In the meantime, I'm running from like 10, 15 K from nothing, 25 K from nothing.

From there, transitioned away and I was like, look, I want to kind of build up my own businesses opposed to working for somebody else. So I started training my sister. She started working with myself, my company, and we started managing some outbound cold email. Funny enough, at the beginning, we didn't really know what we wanted to do, but ultimately keeping in the same niche of like sales and marketing, because I believe it's pretty much the same thing. I started doing that over the past kind of six, seven months. In the meantime, started working with some other companies as well, selling call centers.

I'm building up affinity sales training and then everything else just kind of meshes into the one and we're obviously going to dive into that on this podcast.

Ryane (01:49.598)
Nice, nice, yeah, thank you. And so you mentioned that you helped build sales teams. Tell me a little bit more about that. What different roles were there in these sales teams and what did you have them doing?

Warren Mulvey (02:02.396)
Yeah, great question. I suppose there's a lot that goes into the sales teams in terms of when you're in that position of sales manager, you have to be overview and pretty much everything, not just the people on the sales calls, the people booking the sales calls, the people qualifying the sales calls. You're talking like the marketing as well, because ultimately if you get no leads for these guys, they're not going to be happy. And I feel like in that sales management position, the only thing you should be always worried about is like managing people's emotions, because that's really what it is. If somebody feels like they're in a slump, it's just not going to get worse.

And you're basically coaching them to get out of that. Um, like for example, my best rep, she was at Chinese, didn't have the best English in the world, but she was still collecting 200 K a month. I mean, that was a great anchor point to show to everybody else and say, Hey, look, if she can do it, so can you guys. Right. So, um, that's one thing that's maybe is like lacking with some of the offers that I've seen previously with, um, some colleagues of mine working within and not predominantly focused on like coaching their team, opposed to just like looking for the quick fix in terms of like, you know,

replacement. Ultimately, that goes through an onboarding period and they're probably going to be at a worse level if not the same and you could just coach them to be in a better position but yeah I have a lot to say when it comes to some of the offer owners in this place.

Ryane (03:15.754)
Nice, nice. Well, let's talk a little bit more about that because I know a lot of people, they think that getting an SDR, sales development representative or an appointment setter is, you can just hire them and they'll start booking meetings straight into your calendar. Now, I doubt the reality is quite as bright or quite as easy to get to. Tell me a bit more about the kind of pitfalls that you see people fall.

Warren Mulvey (03:36.301)
Yeah.

Warren Mulvey (03:47.204)
Yeah, great question. I literally saw this like last week, somebody literally tagged me on this on Twitter and they CC'd me and said, look, I hired an SEO, we gave them all the scripts. We gave them some case studies and we just let them go to work. And then they just left after a week. I mean, even just like hearing that off the surface, you're not coaching them to get into a better position. You're not kind of leading them by example, right? Like ultimately with managing a process and a team, what you need to be focused on is...

you know, future projections, because ultimately if they don't see like growth in that position, they're not going to stay like naturally humans want to evolve. Right. They want to get into a better position. Do you want to make more money? You throwing scripts and case studies at them is not going to make them work. You know, I had to meet up with them daily, if not like three times a week at the beginning and slowly that kind of tapers off, but I've had it too many times where people come to me and say they hired an SEO or, you know, maybe they did get one or two bookings at the beginning and just left and are like, why are they just leaving really quick? I'm like, well.

Did you have team meetings with them? No. I was like, I mean, there's your first problem. If you're not even meeting up with them, they feel, you know, they're isolated in this position. Who wants to do that? You're just working for no reason. They're not, you're not working for something.

Ryane (05:00.702)
Yeah, that makes sense, that makes sense. And for those people who are actually meeting their SDRs, but they're struggling to get the best out of them, what would you recommend as ways to kind of increase the kind of efficacy of one of your SDRs?

Warren Mulvey (05:21.36)
Yeah, so I think there's a couple of different things that go into, because ultimately if your business is not making at least, I would say like 30 to 50 K with consistent lead flow, or at least you're investing heavily into marketing to get the lead flow, to get you to 30 to 50 K and SDR from like the first world is not going to say on your team like at all. Like it's just not going to happen. So that's why I would nearly recommend getting somebody from the third world at that stage. Like I've hired great people from like Pakistan. I've, I've had people, people make thousands.

in Pakistan and like for their local currency, they're living like a king, right? And they'll never leave because like ultimately you showed them how to be a king within their country. And if you're making less than that, even 30k a month, like it's probably not enough because if you think of the OT on that 5%, like one and a half K, somebody in the first world, they're probably not going to stay for that long, right? And maybe even then you probably have two or three. So we've tested it a few times where we did have people from the first world and the third world.

Ultimately, we found that people in the third world, they just work harder anyways. And they're very, very coachable in terms of they actually want to get better. They want to learn better English. They want to get into that better position. They want to become a king in their country, let's say, because I've pitched it so many times to them. But, and this is not to say that like people from the first world can't work well. I'm just saying if your company's not making at least 30 to 50 K minimum with consistent lead flow, they're not going to stay.

Ryane (06:42.366)
Yeah, that makes sense. That makes sense because there's a lot of tech companies who've historically paid really, really big commissions, big salaries to SDRs. That probably is changing given how tech's doing at the moment, but there's still that level of remuneration which people expect. That is just difficult to compete with if you're making less than 30,000 a month.

Warren Mulvey (07:07.69)
Mm.

Ryane (07:08.595)
So you mentioned you've hired from countries that are like less economically developed. What are the best countries have you found to hire from?

Warren Mulvey (07:20.198)
Um...

Eastern Europe has always been really good, simply because they really want to work hard. I don't know what it is, but they're kind of like morals and background and their work, their work ethic alone makes them want to work harder than most people. And as I said, this is not like to bash on like first world people, like I've hired great people from America, UK, Ireland. Ultimately that's, we train a lot of people in that space with affinity sales trending, but I would say between like North Africa, East.

Eastern Europe, that kind of Pakistan area, like those have been like the hardest workers for us, let's say like maybe not the best reps, but at least the hardest workers. If you showed them what to do, they'll do it. And then ultimately one of the companies that we work with, they run call centers down in Belize and South America. So it's more in the real estate space, but that's just one of the offers that we've worked within. But yeah, that kind of answers the question. If you want to probe in, probe in.

Ryane (08:18.978)
Nice, yeah, well, I'm curious about the call centers because I think a lot of people, when they think of appointment centers or SCRs, they'll think about one or two individuals who will kind of go through, reach out to leads via LinkedIn, call them, but not on a small scale. I'd be quite interested to hear a bit more about how it works with call centers because I can imagine the volume that you get is super high and the conversions must be really good.

It would be interesting to know also about the kind of cost structure of something like that as well.

Warren Mulvey (08:54.084)
Yeah, I mean, if you think about it, if you have somebody purely dedicated eight hours a day to just man the phones and you strap 20 dialers to them and they all cancel it when somebody answers, it's not important how many dials they're doing, it's important how many connections and conversations they're having. Right? So one cold caller can go through like 10,000 data pretty easily, six or seven times a month, eight hours a day, Monday to Friday, if they have 20 dialers. They're going through a lot of numbers, but

The main emphasis point behind that is just getting more consistently flow, right? Code calling has always seemed to be the, the one area that always has been consistent, like you look at Facebook ads, all we kind of goes open down here to change your creatives here and there before they kind of get burnt out. SEO, I'm not too familiar with SEO, so I can't give an opinion on that, but the way I see it with code calling is just one of the most consistent lead channels I've seen.

Ryane (09:45.098)
Yeah, that makes sense. That makes sense. And how do you even go about training someone in a completely different country to cold call like on your behalf?

Warren Mulvey (09:57.092)
Yeah, that's

Warren Mulvey (10:26.712)
She works every day. Everything that I sent to her, she does simply because the fact that I reward her, you know, get all this done by a certain time. We'll give you a bonus. I mean, that's the one way you incentivize people, right? It's the same with STRs. Get to a certain amount and we'll give you a bonus. Same with marketers, you know, bring in certain amount of leads and we'll get you a bonus and obviously leads that'd be qualified, right? But I'm a huge fan of incentivizing teams. Like I built a cold calling team elsewhere for a B2C offer. The one in Belize is specifically just B2B, but I built a B2C.

I'm co-calling team that brought in like 40 K a month. Um, just added revenue off like webinars that just weren't producing well. Ultimately a smaller operation. Now it's much bigger. I think they're doing like 60, 70 K now. But the reason I bring it up is it's the same thing with them. You have to incentivize them. You know, whoever gets the most calls this week gets like a $200 bonus. I mean, $200 could be worth one close, right? So, um, they'll work harder for it.

Ryane (11:21.906)
Nice, yeah, and I think a lot of people hear those numbers and are quite excited to go from, you know, not having anyone doing calling because I think there's, you know, there's different ways of doing cold outreach. And I think one way which is becoming increasingly more common and more effective than just having SDRs working alone is where you do outreach at scale, but you segment your list in clever ways. You use intent signals,

primarily scaling through software with stuff like clay or like pitch lane that we use. What I'd love to hear more about is having a system like that, how do you how does a what are you missing if you don't have an SDR or a setup?

Warren Mulvey (12:11.844)
Yeah, so there's a couple of different angles we can go at it, right? I've had money setters for B2C or B2B, but if we're talking specifically B2B, before getting a setter on SEO, I would definitely do cold email. It's like the cheapest form of client acquisition, especially if you're good at writing copy and targeting a list, right? And you have a decent case study. I see that as like one of the easiest ways of getting clients. Hence we went into it like six months ago. Ultimately, like the slogan is like.

the power of like five SDRs within one, especially when you get to scale, because ultimately one SDR is not going to do the same as what a software would do. It's the same with LinkedIn, right? You can automate all your LinkedIn outreach with like U-Link, for example, and slap your list from Apollo in, you know, it has the LinkedIn profiles there, email them and send them a message on LinkedIn. And you've been heavily targeting at that stage, right? So you're getting multiple touch points. I see that as a way where you're going to get to a lot more people a lot quicker

trying to high rest yours and they're manually reaching out. Right. At scale, it just makes more sense, especially if there's enough records in your target market.

Ryane (13:12.062)
Yeah, nice. And if you compare that with SDRs, where do you see as the best place for them to kind of supplement that system?

Warren Mulvey (13:23.748)
Yeah, 100%. I think like in the old days before like instantly and all these kind of very good software stuff come in, a lot of people were getting three, four, five SEOs. You probably only need one to just literally manage the inboxes when somebody replies on LinkedIn, cold email. I don't know if you're on Facebook or Instagram. Ultimately, one SEO with all those software as opposed to five, you're having a much less intensive labor force. You don't have to train as much.

Everything's kind of getting automated at that stage. And it's just a lot more of a smoother system, especially if they're managing the inbox for you as well, for you, but also maybe clients and incentivize them. That way. I think that's a great idea, right? You're, you're working with less people and for cheaper.

Ryane (14:06.93)
Nice, yeah, it's a really cool way of doing things. And kinda as we look a bit more into the future, how do you think the role of an SDR is going to change?

Warren Mulvey (14:16.033)
Mm.

Warren Mulvey (14:22.364)
Yeah, great question. Long-term, I don't see SDRs being hugely needed within the space. And I say that from the point of view that I've seen some great softwares, I've seen some great call-sending softwares that can really scale up some companies opposed to having the manpower. And ultimately, that's where I see sales as a form of communication and being able to sell to other people is really important in terms of like...

let's say closers or account executives, whatever the title you want to put on your salespeople, they're going to still be in place because ultimately people buy from people that they like. So that's going to be important for you to get the experience now while STOs are still kind of, they're kind of getting pushed out of the market, but not at the same time just right now. Get that experience and leverage it to get a position where you're talking to people face to face on a Zoom meet and Google meet, opposed to on a cold call, because ultimately I see that as being kind of just wiped out from the market.

Ryane (15:17.758)
Yeah, I agree. So for people who are listening who aren't familiar, typically the traditional career path in sales is to start off as an SDR, an appointment set, a booking calls for someone else. And then once you've done that for a while, you then become the one who takes calls and buys from people. And that's yeah, called like a close or an account executive. And.

Warren Mulvey (15:33.921)
Mm-hmm.

Warren Mulvey (15:40.568)
Yes.

Ryane (15:42.282)
Yeah, and I think it's really interesting that the SDR role is going to slowly like kind of fade away. And what do you think are the biggest factors that are causing that to happen?

Warren Mulvey (15:56.52)
I mean, great question. I think it just simply comes from people noticing the gap in the market, right? I think people are very aware that if they can get a software in place and get a thousand businesses to sign up to it and they're saving money, opposed to paying five, six K a month in base salaries and they didn't get a software to do the exact same thing, you know, ultimately you're saving a lot of money. You're building up a lot of goodwill. You're going to get huge amount of referrals. And I think just people are noticing the gap within that type of market.

And ultimately that's a market that's kind of been tapped into a lot recently. And these companies are starting to kind of pick up to a lot of the SaaS companies now that, um, the likes of Christopher Harris works, but he's a good mentor of mine, um, he's Harvard sales and business entrepreneurship coach within Harvard, the same Harvard that we're probably thinking of now. With that, he's also noticed the kind of shift as well, especially within Harvard, like some of the changes to their curriculum have been heavily well evolved and changed around like cold email and they've even added in Instagram because.

They realize that that's a huge form of marketing. And if you can convert that traffic, I mean, ultimately it's going to be good for your business, right?

Ryane (16:59.374)
Hmm. That's really interesting. Yeah, so there's a lot of different channels. There's less and less to do because more and more software can do that. Have you seen any cool particular software?

Warren Mulvey (17:14.282)
Yeah, like...

Warren Mulvey (17:18.028)
Yeah, like I know people who pay like 6k for an appointment setting course, right? And ultimately, Manichat is just like wipe that out on Instagram. Like Manichat, you can train it to the point where it nearly manages the entire conversation and perhaps you only have like one SEO overview unit or like a, yeah, I think one SEO overview unit because if you have multiple Instagram accounts and maybe a LinkedIn and also working on YouTube or

managing the emails as well. Like that'll be good. This is, we're talking specifically B2C now, but Manichat as a whole, literally wipes out SDRs on Instagram. Um, and then you link on LinkedIn, wipes them out, cold email. I mean, you can automate everything with, with instantly if you just know how to write your copy. Um, I think like hard skills are always going to stay in there because ultimately you still need to be good at copy. You still need to be good at outreach. You still need to be good at talking to people and having conversations. If you can't train your AI or have a specific script in place for that, like you're not going to.

win anyways. So I think the specific gap there is more people who are just doing outreach are going to be knocked out by people who think outside of the box. The same with cold email, right? Like people who use pitch line, I presume do a lot better than majority of people who just spam a bunch of cold emails. I say quick, quick question first name.

Ryane (18:34.174)
Yeah, yeah, exactly, exactly. I think it's interesting because it's gone from being a role where...

You just need to grind out numbers, dials quickly as you can. And now it's actually becoming quite a creative role where actually you plan a big campaign and then you allow, you use software to scale up your ideas. So for example, you might think of a campaign where you go to a website, work out what the website does and then suggest them ideas based on how they could use your service. That previously you would have had

have someone sit down and write all of that. Now you can automate a lot of that with AI and like GPT, the GPT API. So it's going to be really, really interesting. And like at the very kind of, at the very like bottom that underscores all of this is the outbound infrastructure that people use. Because previously you would have one SDR or maybe like

Warren Mulvey (19:22.712)
Yeah.

Warren Mulvey (19:26.454)
Mm.

Ryane (19:42.316)
multiple SDRs all emailing from your email address that everyone uses and you just email out and it's just one by one and the volumes are very low.

Warren Mulvey (19:48.599)
Yeah.

Warren Mulvey (19:52.628)
Yes, very, very low.

Ryane (19:53.09)
But new software like SmartLead and Instantly has come out which has allowed you to have these horizontal outbound infrastructures, loads of domains, loads of inboxes, which has become really useful. Tell me a little bit more about that and how you guys are making the most of that kind of technology.

Warren Mulvey (20:14.06)
Yeah, I suppose there's a couple of different angles that we can go with it to optimize kind of deliverability and client results. One that we've always seen work and work really, really well is if you have a specific offering, I can give you a great example that we use for, maybe I'm giving away too much sauce here, but for accountants. And you notice that there's a federal tax meeting in a certain state and there are all the companies are getting together and they're talking about their taxes and make sure everything's on point.

What if you got a list from that event and then you started emailing towards it? It might be only 500 people, it could be a thousand. Specifically talking about, hey look, if this is something that you're worried about, you open to the conversation of a new CPA. And a CPA is just simply like an account for large firms, right? So from that, that's a heavily targeted campaign. You're hitting the pain points, people are worried, scarcity, and then you're coming with a solution in the email box.

And I'm huge into event-based campaigns. Like that's something that like whenever we launch a campaign, I'm like, okay, whether we do one that's targeted, it's a bit more general, but we also do an event. I'm always a big fan of doing an event-based campaign. It's just something that I'm very eager to do because with those count ones, I think we specifically generated like 80 K from like two event-based campaigns, right? So they're very, very lucrative, especially if you have nice, juicy commission deals. Um, we didn't, we just had a high retainer.

I think that's just a bit more stable that way, but that's a great example.

Ryane (21:48.83)
Nice, nice, okay cool. Tell me more about those kind of campaigns. Like sometimes I'll look in event, I have no idea how to get the list of attendees or how to find like a high enough volume of those events to justify making that the core strategy. Like how'd you go about doing that?

Warren Mulvey (22:08.705)
Mm-hmm.

Warren Mulvey (22:13.568)
Yeah, I suppose it doesn't need to be the core strategy behind the actual campaigns. I noticed that the reply rate is much, much higher. Like we're talking like 10 to 20%, especially if it's specifically talking about an event that they're going to. And you have that within the subject of the actual email base itself. I think event-based just kind of adds to your overall strategy, right? It's not something that's going to be solely based. There's not always going to be events every second week. It's something that...

every four or five weeks you want to run with a client because you know that you'll get some interesting replies and you should get some book calls. There's some software that you can use to scrape from a website or if you'd like email them and ask. Some people just say, yeah, if you email in a way, say, I'd love to know who else is going, just so I can network with them on LinkedIn or whatever way you want to put it. Ultimately, sometimes we just kind of guess and we just scrape a list from the local area. Then we ask them the first question saying, are you going? Because if you're not, you

this is why the event is going and your solution at the bottom.

Warren Mulvey (23:17.08)
Cause you're spreading awareness. It's not like a direct sale, right? It's something where this is happening in your local area. This is why it's happening. Is this also something that's affecting your business and you're open to have a conversation about? It's less salesy, right? It's a much different approach compared to just CTA, case study, let's hop on a call. But yeah, like obviously Insta-Nail have really taken over with open marketing. One thing that we've done ourselves

Ryane (23:36.711)
Yeah, yeah, yeah.

Warren Mulvey (23:47.148)
And a lot of people have kind of been worried about a lot of people were using Zoho, switch to Google. Now majority have switched to Outlook, but like, I mean, who's to say what's gonna happen with Outlook for Outbound, right? We have never been using that. We were always just using our own server on frostmatter.com and my sister and a good friend of mine just built that up over the past 12 months. I think we've had like thousands of sending accounts on it. Now we've got a few clients on there and.

Plenty of cash generated from it. Let's just put it that way. I think it's around like two or three million. Yes.

Ryane (24:17.582)
So thousands of inboxes. Wow, so two or three million from Frost. Tell me more about Frost Mailer. So you built your own email infrastructure so you're not having to use Google. Cause you know, I'm paying, I think six or seven pounds a month for my inboxes each. And I have a lot of inboxes. So yeah, yeah.

Warren Mulvey (24:29.58)
Yes.

Warren Mulvey (24:36.269)
each.

Warren Mulvey (24:41.085)
What's your deliverability like out of curiosity while we're on the podcast?

Ryane (24:44.554)
Yeah, so it's pretty good in terms. So what we do is we send only 25 emails a day per inbox and depending on how good, so we don't measure open rates. So the only indicator we have is reply rates and that obviously varies depending on the quality of the offer, but we're getting around six to 8% or six to 10% depending on how good the campaign is. Yeah, it's usually not 10%.

Warren Mulvey (24:51.541)
Okay.

Warren Mulvey (25:15.608)
Gotcha. Um, well, I can give you a great example of my partner, Ana. He's been using Frostmiller for the past 12 months, even on the website. You'll see on average for the last year, he's had like a 13% reply rate. We don't track open rates either. And it's just something that we don't do to optimize for deliverability. And then obviously response rates at the end. So I'm assuming that what you guys are doing. So from there with frostbite, I think it's like $2 per sending account. Like deliverability, you're looking at like 95%. It's pretty much the same as what.

I'm seeing with some of my colleagues with Google. And ultimately, you're not at the beck and call of any other large firm. Right. Cause if you think about it from Google's perspective, right. Now, ultimately they're changing their rules and regulations in February, which isn't really that big of a change, to be honest, when it comes to the actual email accounts, but because obviously, you know, Apollo went instantly and all these big billion dollar companies reached out and were like, you're going to cripple our business if you change this. With Frostmelt, you're not at the beck and call of other people, but also it's cheaper.

It's pretty much the exact name, if not better. Um, and it's like $2 a centing account. I think the minimum you can get with them is like 15 centing accounts, but I mean, if you're not sending more with 15 centing accounts, it's not going to work. Anyways, volume always wins and always prevails. Um, so what's that like? 66% cheaper than what you're, what you're paying right now. You said, you said 690 pounds, was it?

Ryane (26:38.426)
Yeah, but Outlook and Google charge differently, but we're paying between six and seven pounds per inbox. So that would be a huge saving. That would be a huge saving on our end.

Warren Mulvey (26:48.72)
Yeah, there's a couple of different like unique selling points that come with it. Obviously you can save money, but ultimately like why would people switch? It's because you're not at the beck and call of Google. Cause if you think about Google's perspective, they make like 10 billion a year from direct advertisement and with email boxes, they don't make that much. Right. They're not worried about the cold email side of things. Because cold email is ultimately the cheapest form of client acquisition. So why would Google not want to push people away from that and more towards their...

tag that ads and spend more money on that side of things.

Ryane (27:19.682)
100%, yeah, 100%. I think it's also, it's worth remembering that they have an incentive structure where they also want to protect their own clients' inboxes because to give them a good experience versus someone like Frostmailer, where actually the whole point is for it to be used for cold email. So it has to be optimized as well as possible with cold email.

Warren Mulvey (27:47.496)
Mm-hmm, exactly.

Ryane (27:48.61)
So how easy is it to make inboxes with Frost Mailer?

Warren Mulvey (27:55.316)
Yeah, pretty, pretty simple. We're looking at making it even more simple than what it is right now. But I mean, you just send us the name of your company. You tell us how many domains you need. We get them ourselves in-house. We obviously send over an invoice for the domains itself. And it's just a subscription based on how many sending accounts you have. Right? With everything there, you're taking away the learning factor that comes into setting up all your email accounts correctly. And then when you go to your instant, it's a matter of just uploading a CSV. And they all upload.

at the same time, opposed to, I think some people do it like one by one. You know, I upload like 30 at a time.

Ryane (28:29.834)
Nice, so literally you just say what domain I want and then I assume I have like a few different, I give you a few different domains and then the names.

Warren Mulvey (28:40.572)
Yeah, like, I mean, if you have a client list that you want to buy for, we can give you like the sample ones that we're going to buy. If you approve of them, brilliant. I mean, that ultimately still is in the process. Like we just get the regular ones. Like try abc.com, join abc.com.

Ryane (28:52.658)
Okay cool so I don't even need to give you the prefixes or the suffixes you just I'll let you say domain go. Nice.

Warren Mulvey (28:59.216)
Yeah, exactly. Because ultimately the name of the domain doesn't matter. It's the copy of the email and making sure that you land into the actual inbox itself. So it's literally as a matter of, tell us what domains you want. We'll get the domains, we'll set them all up. And the only thing that you have to do is when you get a CSV, upload it to your Instantly or your Smart Lead.

Ryane (29:20.13)
Yeah, I mean that's comparatively to getting a VA to open an admin account, making sure they open each account manually and like ensure like there's a whole system around that which is super painful, time-consuming. That frost mailer sounds super easy. So I know a lot of people when they think about their outbound infrastructure it's quite like a

It's quite like scary to switch to something new. And like the reason we use Google and Outlook is my opinion has always been that.

Warren Mulvey (29:45.274)
Mmm.

Ryane (29:52.498)
Yes, it's expensive, but it works. It's reliable. I've always used it. It's always, you know, we book meetings. We do this, we do that. I'm quite interested in about like the 13% reply rate, because that's super high. What would you say about someone who's a bit like worried about switching over like that they're, because for example, for us, we have clients and if we don't book the meetings because we've switched over to a different infrastructure, that's gonna cost us.

us look bad to them. So how would you how would you like address that objection?

Warren Mulvey (30:27.62)
Yeah, I mean, obviously that's something that's going to come up with any form of change, right? People are not used to change. But I suppose the question to that comes, I mean, for those of which who are using Zoho and then lost a lot of money by having to change and perhaps lost some clients there and weren't booking meetings and had to switch to Google. And I mean, Google only started to make restrictions now. Who's to say they can't make them stricter going forward when they want the projections for 2024 to be higher in their SEO side of things?

From there, when it comes to change, it comes to the question of testing it. I mean, ultimately, if you just want to test it and see, that would be the best way to do it if you're skeptical. And ultimately, from my perspective, I've never used Google or Outlook, so I don't know or worry about that side of things in terms of like sudden changes, considering we just have our own server. And that's been working for the past 24 months itself.

Ryane (31:19.582)
Nice, and you've successfully booked loads of meetings. I think it's definitely something worth trying. And I think from kind of our perspective, one of the things on our mind is, it doesn't have to be an all or nothing either, as long as you're diversified.

Warren Mulvey (31:32.272)
Exactly. Like exactly, exactly. Cause what's the worst scenario you have all of your domain boxes on Google and Google changes the restrictions and then all of your inbox after the go or you have, let's say even 30, 30 between Outlook, Google and Frostmailer and Outlook all of a sudden changes their restrictions and Google gets tighter. And maybe one of our inboxes goes, who knows, right? You're diversified in that section.

Ryane (32:01.726)
Yeah, and I think also given how much cheaper it is, it's like a third of the price, you can have double the sending infrastructure and yeah, and it's still cheaper. So I think that's really interesting. That's really cool. And...

Warren Mulvey (32:11.136)
Anyways...

Warren Mulvey (32:18.76)
Exactly. And obviously it comes down to you having the right amount of records, et cetera. But that would be the question I have. Like when people bring that objection to our team, it's like, what's a worst scenario? I mean, lose a hundred percent or lose 30% or 50% if you have a 50-50. Cause at that stage, you're still sending emails, opposed to like many people are on Zoho and then got burnt or with Google had to switch over to Outlook straight away. And then had a two week block where perhaps you weren't invoicing clients for it because you're making a big change.

I don't know much about Microsoft side of things, but ultimately if they make a change, that's, from your perspective, what's the worst scenario?

Ryane (32:53.054)
Yeah. Yeah, exactly. You know, you want to be protected. You want to be protected. I guess with Frostmourner, is it the same with like when you're using Outlook and Gmail where you need to warm for two weeks? Like how many emails are you sending per day per inbox, stuff like that?

Warren Mulvey (33:12.216)
Yeah, great question. I see some copycats out there in terms of saying that, you know, you don't need a warm up. You always need a warm up with our Frostmurlo ones. Like we've launched campaigns after 10 days and they've been grand. But ultimately like that two weeks is kind of like a, it's just recommended from our side of things, because if you start sending emails after three days and then you burn your domains, I mean, that's not on us. We say 14 days minimum for warm up and then

No more than 30. We used to send 50 per inbox and we've pushed back to 30 per inbox.

Ryane (33:48.586)
Nice, nice, yeah, that makes sense. That makes sense. And what's the plan with Frost Mailer? Like, I imagine lots of people are kind of joining at the moment. How's it going in terms of like growth? Like what are your plans?

Warren Mulvey (34:00.286)
Yes.

Warren Mulvey (34:06.244)
Yeah, great, great question. We have a decent number of clientele right now. A lot of them are kind of switching over and yes, they're doing exactly what you said, Ryan, in terms of trying it for one client. And then as soon as it works, which it works for us, they're looking to switch over majority of their clients because at the end of the day, if they can save on that side of things and use those dollars towards somewhere else, whether they're reinvested into other channels or perhaps just getting more sending accounts and doubling the volume overnight. I mean,

That's mainly the main emphasis point with us. And we're looking to grow. We're obviously looking to get more clients on board. My sister and my partner, you can find them on Twitter. Casey Mulvey won, I think, is their Twitter handle. And Aina is Duskopee, as known on Twitter. He's a very big user of pitch lane, by the way. A lot of his campaigns who rip in the Irish market, essentially, they use a lot of pitch lane. So big, huge advocate of that side of things. Hence why we wanted to hop on, because it's generated a lot of revenue for.

some of the clients.

Ryane (35:06.398)
Yeah, no, it is funny because when you start a business, you don't expect that for some reason, the Irish market is booming for your product. And I think a lot of that comes down to, Aina is an excellent salesperson when it comes to that copy and targeting. Okay.

Warren Mulvey (35:16.163)
Mm.

Warren Mulvey (35:22.528)
Yes, exactly. But I suppose it comes back to the minds of it as well, by the way, right? Like if you don't think a campaign is not going to work, it's not going to work. I'm huge into mindset and being very intentional about what you want and what you want to do and saying that, you know, this campaign is going to get four meetings because of X, Y, and Z. Right? Like if you're not as intentional like that, it's not going to work. Like I have it down to the T at this point where, you know, I wake up on a, I'm huge into like Sam Ovens, you know, obviously skill.

dot com owner just recently got a portion of it acquired by Alex from OZ. And he always talks about how, like, if your mindset is incorrect, your beliefs, I mean, you're not going to take the necessary actions towards it. Right. So it's the same when it comes to Frostman, I presume it's the same when it comes to pitch lane, right? If you don't have a specific target of what you want to get to, you're not going to get there because you're just kind of shooting in the dark. Um, if you're not like hugely intentional with it, your reality is just not going to catch up to it.

Ryane (36:19.726)
100%. I think at the start, when we started with Pitch Lane, we never had a plan. We were just shooting in the dark, just trying loads of things, seeing if anything stuck. And we were quite lucky in terms of the fact that people were getting really good results, which then allowed us to go, okay, what are the traits that all the people getting good results have in common? And from there, you can start to work backwards. But I think it's quite interesting.

and what you were saying about kind of the people who kind of inspired you in terms of like how to run a business and like the approach you need to take. So let's dive a little bit more into kind of the more personal side of things. You touched on it previously, but let's talk about where your journey started. It'd be good to hear that story, where you are now and you know, you as a person, what's changed in that process?

Warren Mulvey (36:58.67)
Mm.

Warren Mulvey (37:04.356)
Sure.

Warren Mulvey (37:18.304)
Yeah, great. Some great questions. Are we going to go as far back as McDonald's or we have a brief overview? Because ultimately I think the viewers will get the most value of like the last kind of six months change.

Ryane (37:30.206)
Yeah, let's go in, let's dive in with that.

Warren Mulvey (37:32.468)
Okay, because ultimately, as I said from the beginning, I started at McDonald's there for three years. Ultimately, I couldn't make a change if I didn't change something. And so I moved. I just said, right, I'm in college. I moved away. I said, I'm going to go over to Italy and stay there for a couple of weeks. Found a nice place to stay. Just got away to kind of think and see a different environment. Right. Got very, really close with like one of the VPs of a large company in Europe.

And he was managing like Italy, Israel, Turkey, and another country. I can't remember off the top of my head. And he was like, Warren, why don't you get into business? You talk so much about business and you I'm doing social work and I'm doing social work in college. And I'm also doing, you know, McDonald's on the weekend. Like that's, it's completely different Warren compared to two and a half, three years ago, right? Um, so I was kind of like the switch that I saw inside me and then I kind of just opened my eyes, right? And there's a statistic where like 30, 30% of people.

can't even think for themselves. I tweeted about this the other day. I just can't fathom walking into a room with 20 people and six people look at you and think nothing. I think it before then I was literally just like one of those people, I was just like going through the motion around the race, right? In the matrix, I don't like to use that keyword, but ultimately you're not striving towards anything, right? So that kind of switch kind of changed from like somebody else gave me a different perspective and let's say challenging myself. From then...

Got straight into sales and sales is a huge game changer because I had a couple of failed businesses before sales. I spent 4k on a PT and built a gym of my own, decided after two weeks, I don't want to do that. Lost a lot of money trading, lost a lot of money dropshipping. There was a few other things that I did, but not notable to put on a podcast. And I think Mark Cuban put it perfectly. It's like, if you have an idea.

That's great because ultimately if the plan fails, just change the plan and keep going on and that's literally what happened with this story in terms of taking those step backs with some of the sales roles, getting a better sales role, leveraging that to get into a better position, really kind of growing from the point of last December when I was able to fully move remotely and get that kind of sense of freedom. And I think I was making like two to three K, started managing the team went into the five figures.

Warren Mulvey (39:52.312)
Um, and ultimately from there, it kind of opens your eyes to what you can do, because if you make even just two to three K a month, you can live in Europe. You can travel, you can see, you can see the world. And that was a huge eye opener for myself. And over the past kind of six months since moving fully across to Milan, now I'm in Spain right now, but I fully live in Milan was simply the fact of like, it's just you versus you. You're the only one that's going to hold you back. And that's kind of been the big mindset shift with.

Sam Ovens, there's no like external force. There's nothing holding you back in the universe. And what he kind of puts life into is this one simple sentence of reality being like this magnificent illusion. Because I am, for example, right? I could be in Bali with you, I could feel terrible and you could feel great and we could both walk outside and you'll see the beauty in the mundane. You'll see the blue skies, the monkeys climbing the tree, having a great time, the people laughing. And I would notice the pills of water on the floor.

You know, the gray darkness in the corner, the clouds in the sky. Those are two different realities, right? And it dives into your beliefs turn into actions, turn into feed or results turn into feedback. So if you start with your beliefs, ultimately you'll start taking actions towards that. It's the same with pitch learning, right? You kind of just threw a few things out. Then you started to get some beliefs that's saying, okay, now we know what our kind of ideal customer profile is, now you're taking actionable steps towards getting more of those people.

Then you get results and then you get feedback and the feedback shows you how do you get there quicker? So that's a huge kind of mindset shift over the past six months with Sam Wovens. Like I think he was broke at like 19 by 26. He was at 65 million. He was pretty synonymous with SMA and online coaching at the beginning. I think he's on the rich list for New Zealand right now. That was of like 2017, nevermind now and skill.com was doing really, really well. So.

That's essentially where the kind of mindset shift has come from.

Ryane (41:47.402)
Nice, so if I understand correctly, really, no, it was good, it was good, it was good. So really, I guess what you're saying is you were kind of just going through the motions in life. You know, you were interested in business, but you know, your life decisions weren't really reflecting what you wanted to do. You were just kind of, just yeah, going through the motions. And then one day you kind of just had a moment where you're like, actually no, like we need to take control. And then I do think that

Warren Mulvey (41:49.228)
I know that was a huge monologue, but dive in.

Ryane (42:17.598)
you in life like these things, you know, they snowball in positive and negative ways. So, you know, you hit a threshold where you're making like 2K a month and all of a sudden or 2, 3K a month depending where you are.

Warren Mulvey (42:23.14)
100%.

Ryane (42:32.53)
all your kind of your day to day's paid, you're not staying in mansions, but you're not worried about money. And then that gives you that platform to jump off and then, no, not jump off, to jump further. And now you're in a position where you're being really intentional with everything that you do. I guess my question is, let's say someone's listening to this and they're in a position where

Warren Mulvey (42:45.508)
I'm out.

Ryane (43:01.638)
they're actually relating more to the Warren of six months ago, or the Warren that was more than six months ago, sorry, where you were just kind of going through the motions. It sounds like you went on a little bit of a journey. So how was that? How did that start? Was it online content? Were you reading? Did you meet people? How can someone who's feeling like they're going through the motions kind of mirror or follow like a similar trajectory?

Warren Mulvey (43:25.917)
Yeah.

Yeah, it's something that I'm like hugely passionate about on my side of things. The couple of months prior to kind of having that mind shift, we had some people in the kind of local community commit suicide and that's a huge thing within the Irish community in terms of like a lot of young men committing suicide. Now there's things like 81% of people hate their job in Ireland. So it's going to be a huge vocal point on myself, Joshua J's, Josh Talkbiz on Twitter and David Finneran.

is kind of like showing people how to actually just leave your job, make a bit of money and have that kind of freedom to travel. So that's where kind of like affinity sales training came from nothing. Like ultimately, like the money is not what we wanted. Like we did it for free for like eight months. And the only reason that we turned it paid was simply because we were starting to get like DDoS and people showing up. And I think at the last one, somebody like started flashing were like, right, brilliant. We need to change something here. This is going to continue. So my advice to somebody in that position would be to invest in yourself.

Ryane (44:22.029)
Wow.

Warren Mulvey (44:27.308)
whether you invest into some books, whether you invest into some, because the reason behind that is you can learn it all yourself, yes, but if you wanna get there quicker, I mean, you invest in yourself. Like at the beginning, I invested like 3K into a program, fantastic program, Gareth Campbell, great mentor of mine, he's huge in the Twitter space as well. And ultimately from there, I was able to kind of get that position of comparison. There's many people in that group who are making like.

eight, nine, 10, 15, 20, 30 K a month. And I was thinking, fuck, if these guys can do, I can have regular conversations with them. They're just regular people. And why can't I do the same? Why can't I be in the same shoes? Like, why not? So I'm huge into like investing in yourself. So that's why even with affinity sales training, like it's not like four or five, six, seven, eight, nine, 10 K it's like $12 a week. I mean, ultimately we just wanted to have like such a low barrier of entry where.

Uh, people who want to troll wouldn't join, but also people who want to change can afford it, right? So that's been a huge focal point of that. I think we're even going to be doing a charity event in the summer and to raise specific awareness for that event. Um, and like youth development in Ireland, because ultimately that's something that's kind of lacking within the community, whether it do like a five side, cause we did our first meet up in December and most of the guys are like, why not just do us five aside in soccer. So

Ryane (45:33.706)
Nice.

Warren Mulvey (45:48.672)
I mean, when I hear a great idea, I just act on it. I think that's the main difference between somebody who's successful and not. If you get an idea, just work on it. Just do it. Like Frostmailer was something that we were using our own server for so long. I mean, and then some people were asking us like, when you, when you have people actively come into you to ask to go on your server and pay you for it, I mean, there has to be a gap there, right? So it was literally an idea. And then four days later, we had three more clients. Like we had a huge fraction.

from the very beginning, but ultimately, if I didn't act upon that idea, you're not going to get anywhere. So if you, I say, if you have an idea, just do it. Whether you do it yourself, it takes a bit longer. You invest into yourself like either or I'm always a big fan of. Cause ultimately if you're trying to get better, that's how you do it.

Ryane (46:30.654)
Yeah, no, I agree. And I think, you know, not everyone has like the privilege of being able to invest in themselves. You know, some people that like don't even have the time to like sit down and read a book or, you know, they might not think that they do, but you do just have to do it. Like you need to find the time. You need to find the ways of being able to invest because otherwise you can get stuck in a rut.

Warren Mulvey (46:57.244)
Yeah, I'd love to even like challenge that point if you allow me to. Cause like the whole concept of like people telling themselves that they don't have time, if they tell themselves that they're gonna naturally build their calendar with stuff that they don't really need to be doing anyways. And so they'll be holding stuff back. Like for example, Ana came out here in Spain and we had a task list and I was like, do you really need to do X, Y, and Z cause you're not gonna be able to do it. Oh yeah, I could. Okay, so you do have an hour free. So.

When you get an extra perspective, you can realize that your calendar doesn't need to have all this fluff on it. So it kind of goes back to Steve Jobs, right? Steve Jobs, before he died, sent 300 autobiographies of a Yogi to all of the attendance to his funeral. And one thing in there with the law of Yogi is whatever energy you put out is the energy you will receive, whether it's positive or negative. So you say negative things about yourself, you're naturally going to do natural actions towards that.

Or if you say positive things, you'll naturally attract positive energy. And I can give you a great example, because if you think, let's say if you have a girlfriend, right, and you're actively thinking of, she's out on a night out, she's cheating on you, she's talking to all these other boys, right? It's a negative energy. You will naturally do actionable steps to make her want to do that. And then she will do that. And then you'd be thinking, oh my God, I was right from the beginning, but you just manifest it into existence because you were thinking heavily on it. And then you act upon it, whether you like ignored her at one time or.

And the communication broke down because you just weren't talking to her because you were thinking in your brain that she's talking to these other guys. Well, you can say it. And the other side of things where you build yourself up to be the best person in the room, the most positive person, the most wealthy person, the most, the mindset of abundance. I mean, there's two different sides to it, right? That's one thing I'm hugely passionate about as you can probably see, I went on a bit of a ramble there.

Ryane (48:42.406)
Yeah, no, it's good. It's good. It's interesting. So I guess like if you are listening and you're thinking, oh, like I don't have time or I don't have money or I don't have skills. It'd be interesting to identify. Okay. Which belief is holding me back because I think everyone's probably got a unique one and

Like once you identify it and you can spot it, what would you say to someone who's identified that they think that they don't have time? Because if you think that, you're not going to just overnight if someone says, hey, well no, you only don't have time because you think you don't have time. How can you get someone to make that change in belief that's gonna allow them to develop?

Warren Mulvey (49:28.644)
Yeah. Yeah, a hundred percent. Like I had a call with Tyler Welsh. One time I think it was like 55K on Twitter and he put it perfectly. They analyze like millions of sales calls. It's similar because sales calls to life is pretty much, it's very similar. Right. So in terms of decision-making, I think it was like 40% of those millions of sales calls didn't close because they simply just didn't believe in themselves. So the question becomes like, when you look in the mirror, who is that person? Who is that person that you're striving to become? Because if you put out there that I don't have enough time.

you're never going to have enough time. If you put out there that, you know, uh, I drink a lot, you're going to drink a lot. If you tell yourself, I don't drink often, naturally you're just going to drink often. You're going to say, when somebody asks you, do you want to drink? You say, no, I don't drink often. It's like, what's, whatever you tell yourself. So I would challenge that to the point where whatever you say to a prospect, they will not believe it unless they state it themselves. Like you naturally, that's why most people say, if you're talking more than your prospect, you're going to lose the sale because they're not stating.

What's wrong. So in this situation with the time, I mean, they're stating it. What's wrong is they don't believe in it. They're not uncomfortable to the point where they need to make a change or they want to make a change. So you challenge that and say, well, what, what's the desired outcome? Let's say the desired outcome is 4k. Okay. So it sounds to me like you actually don't want to get the 4k a month.

Warren Mulvey (50:52.228)
Oh, well, I do. I was like, well, if you're telling yourself you don't have enough time, I mean, you're not the ideal person to work with because you'll never put time towards this. If you keep telling yourself that you have no time, you're never going to get there. So it sounds to me like you never want to get to 4K in a month. And challenge them that way.

Ryane (51:06.27)
Yeah, okay, so it's actually really kind of talking about not only just what their beliefs are, but what is the kind of, I guess what you were saying previously about the results of those beliefs and analyzing it from a different angle, I think could be really cool. All right, that's really interesting. And now we're kind of coming towards the end. I guess one thing that I think is always good to talk about.

Warren Mulvey (51:21.262)
Mm-hmm.

Ryane (51:30.282)
is the more like unglamorous side of running a business. Cause I think, you know, a lot of people have this idea that once they make it as a business owner, their life's going to be amazing and fixed. And you know, you're doing really well. A lot of people will think that, you know, given the story that you've got of, you know, where you started, you took yourself...

from working a job that wasn't great that you didn't like to being in a really good position, which is amazing. Tell us about the unglamorous side. What happened or what experience have you had where you were just like, oh, I wanna give up or, oh, this is so tough to show the side that doesn't get onto Instagram.

Warren Mulvey (52:16.597)
Yeah.

The site that you don't see on Instagram, Twitter is the days where you have like eight, nine calls and nobody shows up. Like those are, those are the days that we'll show you where you just had eight hours for nothing. You didn't even talk to anybody today. I think that's a huge side that is a reality. Like your show rate might be 40, like 60%, but those 40%, you don't know when that's going to happen. It could be on.

every one of them on the same day. And that's just so annoying where you have like so many reschedules, so many no shows. I've had plenty of times where like people slammed the door on my face and, you know, wasn't able to, you know, even just talk to them. People tell me to fuck off at the doors. I've gotten attacked by dogs twice, knocking doors. Um, I had to go to the hospital after getting attacked by a dog. Um, those are the unglamorous side of things, right? Um.

And then ultimately marketing, marketing is a huge portion of how much money you're going to make. Cause if your marketing is not on point, you're not going to have the sales calls. You don't have the sales calls. You're not going to make your money, your commission. So whatever company you do choose to go with, make sure they have like a proven track record of leads. Cause if they don't, you're not going to make that consistent 10 K a month OT that they have. That's a huge portion, portion that is wrong with this industry. They say like, Oh, the OT is 10 K a month, but the company has never made a hundred K in one month.

So how is the on-target earnings 10K a month with a 10% commission, but the company's never done 100K. It's only done like 40. Where is that coming from? An OTA should only be based off like actual results previously, not projected results. Cause projected results could go anyway, right? We all know what business it can go up and down. Majority of them go down unless you're on an upward spiral, right? So those are the unglamorous sides I would say with the no-shows reschedules.

Warren Mulvey (54:03.78)
marketing, people lying about offers. You might think, great, I'm not going to get onto an offer where it's 10 to 15 KOTE and then you have two calls in a week. I mean, that's, and then you spent a whole week of onboarding and trying to learn the offer and then there's just no leads. I mean, that's a huge side of the unglamorous side of high ticket sales.

Warren Mulvey (54:33.484)
Yeah.

Warren Mulvey (54:53.11)
Mm-hmm.

Warren Mulvey (54:59.132)
Yeah, 100%. Like most of the, I don't like challenge at the end of a sales call. That's where like the salesy side comes in. Once you drop price, like sales pressure is at its utmost highest of the call. So I tend to just challenge like throughout the discovery phase and the after pitch before I drop price. Cause then you see them across less salesy. You've challenged them. Yes. You come across less salesy. Even if they go to anybody else in the industry and they say, look, I just want to look at these other two companies, they're going to do their job for you.

because they're going to come across as sales in trying to build an urgency. And they're going to remember the great conversations that they had with me because sales, as I said, like we just had a conversation here. I mean, if you can't just have a conversation with somebody and kind of figure out what's going on as you did with me for this podcast, I mean, you're going to come across the sales all the time, whereas if you're just genuinely having a conversation, you're just going to get much better results. That's the way I see it. Like people talk about like a script. I don't use a script. Why would I use a script?

I mean, if you're reading from a script, you're not actively listening to your prospect. Like I would just think in like frameworks.

Ryane (56:01.95)
Yeah, yeah. Yeah, I think that might have to be a second podcast episode where you give us a quick one-on-one in how to take sales calls. I think that would be quite a cool one to do. But yeah, no, we're rounding off almost to an hour there, so we'll call it there. But first of all, I just wanna say thank you for coming on. You shared a lot of really interesting things, and I appreciate you telling us a bit more about the personal side of things. And also, you know, with Frost Mailer, that sounds really, really interesting.

Warren Mulvey (56:09.804)
For sure. 100%.

Warren Mulvey (56:17.88)
Brilliant.

Warren Mulvey (56:32.206)
Mm-hmm.

Ryane (56:34.188)
So where can people find you to find out about the different things that you do? Because I know you've got a couple projects going at the moment.

Warren Mulvey (56:40.796)
Yeah, a hundred percent. I think the main place you'll get value from myself and see more about me is on Twitter. So my handle is just WarrenMulvey02 on Twitter. My Instagram is just WarrenMulvey with three Y's at the end. Those would be the two main places where you see the majority of things for myself. But as I said, Ryan, I appreciate the time today as well. Have me on the podcast as well. I really like what yourself and your partner is doing with, with Pitch Lane itself, and I'm excited for the future.

Ryane (57:04.874)
Nice. Nice, likewise. All right, I'll see you soon. Cheers, bye bye. And thank you everyone for listening. Cheers. All right.

Warren Mulvey (57:09.176)
See you guys.