Volume 08 · Sales & Outreach
Outreach Kit
Contains18 scripts
Version1.0
The Contracting PreacherOutreach Playbook

Copy. Paste. Send.

Cold-email sequences, LinkedIn DMs, phone scripts, voicemails, and follow-ups — all in the practice voice. Straight-shooting. Never pushy. Never fake.

The 7-touch sequence.

Over 21 days. Never more than one message a day. If they say no clearly, they exit.

Day 0
Cold Email #1

Hook + one-question ask

Day 3
LinkedIn DM

Personal · reference email

Day 7
Call #1

Voicemail if no answer

Day 10
Cold Email #2

Case study + soft ask

Day 14
Call #2

Different time · voicemail

Day 21
Break-up Email

Close the loop respectfully

01

Email Sequence

3 touches across 21 days
Email · Touch 01 · Day 0

The Hook

Send · Tue-Thu 9am ETCold opener
Subject lineQuestion about [Company]'s federal pipeline
Hi [First Name], Quick question — is [Company] pursuing federal contracts this year, or is that still on the "someday" list? Reason I'm asking: I help small businesses in [State/Industry] go from zero-SAM-registration to signed federal contracts. My clients hit an 89% proposal win rate. Placeholder stat pending verification — the reason it's that high is discipline: we only bid when the client can actually win. If federal is on your radar, worth a 15-minute call to see if there's a fit? I don't do generic advice — I look at your specific situation and tell you straight up whether it's worth pursuing. If not, no worries at all. Reply "not now" and I'll close the loop. Dr. McKnight The Contracting Preacher (202) 276-2913
Length: ~110 words · Personal · Zero jargonOpen rate benchmark: 42%+
Email · Touch 02 · Day 10

Proof + Soft Ask

Send · Same time as Touch 01Nurture
Subject lineFollowing up — quick case worth reading
[First Name] — Circling back on my note from last week. In case federal's on your mind, here's a quick example of what's possible: Torres Logistics in Columbia had no SAM registration, no 8(a) certification, zero federal past performance. Eighteen months later they won a $2.1M USDA facility maintenance contract and are staffing up 18 jobs. Placeholder — replace with verified case study once client permission is on file. The path wasn't magic. It was preparation. Every step documented. Every decision walked through together. Would that path fit [Company]? 15-min call, no obligation: → [Calendar link] If federal's not for you right now, just say the word and I'll stop reaching out. Dr. McKnight The Contracting Preacher
Include ONE case study only · Never moreReply rate benchmark: 8-12%
Email · Touch 03 · Day 21

The Break-Up

Send · Fri late morningClose the loop
Subject lineClosing the loop — should I stop reaching out?
[First Name], Third and final note — I've reached out a couple of times about federal contracting for [Company]. If it's not the right fit or the timing's off, I completely understand. Would you rather: (a) Stay on my radar — I'll check back in six months (b) Move on — I won't reach out again Reply with (a) or (b). Either is a real answer, and I appreciate the two seconds it takes. Grateful either way, Dr. McKnight The Contracting Preacher (202) 276-2913
Break-up notes convert 12-18% of dead leadsHighest reply rate in sequence
02

LinkedIn DMs

Connection + first-message pair
LinkedIn · Connection Note

Connection Request

300 chars maxWarm intro
Hi [First Name] — noticed [Company] is in [Industry] in [State]. I work with small businesses navigating federal contracts and figured a connection made sense. No pitch, just building a Southeast network. — Dr. McKnight, The Contracting Preacher
~280 chars · Reference something specificAcceptance: 65%+
LinkedIn · First DM after connection

The After-Connect

Send · 2-4 days laterNever same-day
Thanks for connecting, [First Name]. Real quick — is [Company] doing anything with federal contracts, or is it something you've thought about but haven't cracked yet? Reason I'm asking: I help small businesses go from zero to signed federal work. Not selling anything today. Just curious if it's on your radar. If it is, happy to trade notes. If not, no worries. — Dr. McKnight
Never lead with "let me tell you about..."Reply rate: 25-35%
03

Phone Scripts

Cold call · qualifying call · booking call
Phone · Cold Call

The Cold Open

30-60 seconds maxDirect dial
First words
"Hi [First Name], this is Dr. McKnight with The Contracting Preacher. Did I catch you at a bad time?" [Pause. Let them answer.] If they say "yes, bad time" → "Understood. When's a better window — later today or is tomorrow morning cleaner?" If they say "what's this about?" → "Fair question. Straight up: I help small businesses in [State] win federal contracts. Saw [Company] and wanted to ask if that's something you're pursuing right now — or if it's on the list but hasn't been figured out yet." [Pause again. Their answer decides the next 60 seconds.]
Golden ruleNever talk more than 30 seconds without asking a question. If they're doing 70% of the talking, you're winning.
If they engageBook a 15-minute call this week. Don't pitch on the cold call. Book the fit call and hang up.
If they decline politely"Totally fair. Can I send you one email with a case study, then leave you alone unless you reach out?" — 80% say yes.
Best window: Tue-Thu 10-11am, 3-4pm localConnect rate: 8-14%
04

Voicemail Scripts

First VM · second VM · final VM
Voicemail · Touch 01

First VM

18-22 secondsShort + specific
"Hi [First Name], Dr. McKnight from The Contracting Preacher. I work with small businesses in [State] on federal contracting. Reason for the call: I saw [Company] and wanted to ask you one question about your federal pipeline. Nothing to sell. Just one question. If you're open to a 5-minute conversation, my direct line is (202) 276-2913. I'll send a note too so you have it in writing. Talk soon."
Record it once, then send it as a Slybroadcast or voicemail-dropConsistency beats improv. Your voice is the brand.
Follow within 30 minutes with the emailCallback rate: 3-6%
Voicemail · Touch 02

Second VM (Day 14)

15-18 secondsReference prior touch
"Hi [First Name], Dr. McKnight again — The Contracting Preacher. Called and emailed last week about federal contracts for [Company]. Didn't want to keep bothering you without checking one more time. If it's the right fit, I'd love a quick conversation. If not, just reply to the email that says 'not now' and I'll stop reaching out. Either way — grateful for the two seconds. (202) 276-2913."
Softer than VM #1 · Give them an exitCallback rate: 4-7%
05

Follow-Up Emails

After-call · after-proposal · after-award
Follow-Up · Post Discovery Call

After the Fit Call

Same day · within 4 hoursWarm summary
Subject lineNotes from our call — plus next steps
[First Name] — Grateful for the time today. Quick recap so we're on the same page: Where you are: [1-line paraphrase of their current state] What you want: [1-line paraphrase of their goal] What I recommended: [1-line — Foundation, Pursuit, or Retainer] What I'll send next: → Custom estimate (24-48 hrs) → SAM.gov readiness checklist → One case study relevant to your industry If anything above sounds off, tell me now — better to catch it before I put the proposal together. Talk soon, Dr. McKnight The Contracting Preacher
Never let 24 hours pass after a good callProgression rate: 50%+
06

Objection Handling

The 5 objections you'll hear · every single time
Objection · 01

"We already work with a consultant."

"Great — that means you already understand the value. Two quick questions: (1) how's their win rate been? (2) do they only bid when you can win, or do they bid whenever the deadline is open? If those two answers make you happy, I'll leave you alone. If not, worth a 15-min second opinion."
Objection · 02

"It's not the right time."

"Understood. When you say not the right time — is it a bandwidth thing, a cash-flow thing, or is federal not on the horizon at all? Different situations, different answers. I don't want to push if it's genuinely not fit — but if it's bandwidth, that's exactly what I solve."
Objection · 03

"Send me some info."

"Happy to. So the info actually helps you — one quick question first: what's the specific outcome you'd want from federal contracts in the next 12 months? That way I send something relevant instead of a brochure that sits in your inbox."
Objection · 04

"How much does it cost?"

"Fair question. Depends entirely on scope, but ballpark: our Foundation package (SAM + first cert + capability statement) is around $2,850. Full pursuit with a proposal is roughly $4,500. Ongoing retainer is $1,850 a month. Any of those feel wildly outside your range?"
Objection · 05

"Can you guarantee we'll win a contract?"

"No — and be careful of anyone who does. What I guarantee is: I only bid when you can win. I document the process. I show you the compliance matrix before we submit. If we don't win, you have a clear reason why and a stronger position for the next one. That's the honest answer."
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