Source of truth:
gtm-plan/_inputs/BISON-BRIEF.md. Frameworks: Demand Curve B2B Tech Path — Cold Email (lesson 06). Messaging:gtm-plan/02-positioning/value-props-and-messaging.md. Campaign rules:gtm-plan/04-campaign-plan/outbound-campaign.md.Read before loading. This is the Quick Pay sequence — invoice funding for oilfield-service SMBs. It leads with Quick Pay (VP1 “paid now” + VP3 “concentration”). It does not market JIB/AFE Payments or Online Payments as live. It quotes no fixed APRs. “Largest” reads only as “the largest invoice-funding company in U.S. oil & gas.” Voice is operator-to-operator, SpaceX-industrial — plain-spoken, concrete, never glossy, never posturing as O&G insiders.
The win condition of every email is a reply or a warm hand-off to a rep — not a closed deal. The 3–4 person rep team owns the close (BRIEF §9; campaign §0). The CTA is a soft pre-approval ask (“see what you’d qualify for” / “is this a fit?”), never “book a call” or “sign up.”
team@get.bisonpayments.com),
not “Bison Marketing” (campaign §2; lesson 06:
founder/persona emails + real photo lift response 30–50%).value-props-and-messaging.md
and the DNC/CAN-SPAM rules in outbound-campaign.md §6.
Opt-out is a plain line (“Reply STOP…”), honored within 24h — no glossy
unsubscribe button. Physical mailing address lives in the
signature.| Token | Source | Example value | Fallback if missing |
|---|---|---|---|
{{first_name}} |
Enrichment | “Dale” | “there” |
{{company}} |
List | “Permian Water Logistics” | “your outfit” |
{{service_category}} |
NAICS map / Bison data | “water hauling,” “wireline,” “frac sand,” “roustabout,” “hot-shot trucking,” “fabrication” | “oilfield-service” |
{{job_noun}} |
Category → field word | “haul,” “frac job,” “site work,” “weld job,” “run” | “job” |
{{basin}} |
Geo from list | “the Permian,” “the Anadarko,” “the Williston,” “the Gulf Coast” | “your basin” |
{{rep_name}} |
Rep territory map | the human who covers that basin | “someone on our team” |
{{competitor}} |
Ring 2 enrichment (if known) | “RTS,” “Triumph,” “eCapital,” “your current factor” | “your current factor” |
{{sender_first}} |
Sender | “North” | — |
{{sender_full}} |
Sender | “North Whipple” | — |
Tokens are written for the trucking / hot-shot default below. The water-hauling variant set at the end shows how to swap
{{service_category}}/{{job_noun}}and the category-specific pain line for a different service category. Same approach swaps in wireline, frac sand, roustabout, fabrication, etc. (snippet bank inoutbound-campaign.md§4).
Three touches, then stop. Persona default = P1 Owner-Operator
Otis (the boss who signs payroll). For P2 Finance-Lead
Frankie (CFO/controller running AR), use the bracketed
[P2:] swaps noted under each email — lead with
terms/control instead of payroll.
Lead VP1 (“paid now”) + VP3 (“concentration”). First email asks for interest, not time.
Subject line options (A/B these 3 — informal, <50 chars,
self-evident): -
still waiting 90 days to get paid? -
{{first_name}} — quick one on your invoices -
the bank call you "too concentrated"?
Body:
{{first_name}} — you ran the {{job_noun}}, sent the invoice, and now you're
waiting 60 to 90 days on {{company}}'s money while payroll and fuel are due
this week. We fund that invoice next day.
We're Bison — the largest invoice-funding company in U.S. oil & gas, built
and run by people from the field. We advance up to 95% of your invoice,
funded next day. No concentration limits — one operator or ten. No
covenants, no personal guarantees.
Worth a quick look — do you think Quick Pay would be a fit for {{company}}?
If you'd rather see numbers first, I can run a no-obligation pre-approval on
one invoice so you know exactly what next-day cash looks like — nothing to
sign.
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address][P2: Frankie swap] Replace the hook line with:
{{first_name}} — your AR aging is a wall of 60s and 90s, and the bank wants a borrowing base, a covenant, and a personal guarantee just to fund work you've already done. We fund the invoice next day, with none of that.Keep proof + CTA the same.
For accounts already using / burned by an out-of-state factor (Ring 2). Leads VP4 + proof. Use the
{{competitor}}token only when the incumbent is actually known; otherwise the fallback.
Subject line options (A/B these 3): -
from the oilfield, for the oilfield -
{{first_name}} — still with {{competitor}}? -
funded a hauler from $350k to $7.5M
Body:
{{first_name}} — most factoring companies that fund {{service_category}} are
out of state and have never been to a well site. We're the opposite. Bison
is run by people from oil & gas — the largest invoice-funding company in
U.S. oil & gas.
One {{service_category}} outfit we fund went from $350k to $7.5M in three
years — funded next day on every invoice, no concentration limits, no
personal guarantees.
If {{competitor}} ties you up in concentration flags or back-story calls,
that's not how we work. Do you think we'd be a fit for {{company}}?
Happy to run a no-obligation pre-approval on one invoice so you can compare
apples to apples — nothing to sign.
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]VP4 + proof. Opens with a real customer result, attributed — never paired with an APR.
Subject line options: -
re: still waiting 90 days to get paid? (threads under E1-A)
- $350k → $7.5M, funded next day -
{{first_name}} — one more thing on {{company}}
Body:
Quick follow-up, {{first_name}} — wanted to leave you one number.
One {{service_category}} outfit we fund went from $350k to $7.5M in three
years. Same business, same operators — they just stopped floating 90-day
terms and started getting paid next day on every invoice. Most of our
customers roughly double their growth rate in their first 90 days.
Unlike an out-of-state factor, we're from oil & gas. You won't spend the
first call explaining the difference between a {{job_noun}} and a frac job,
and we'll never flag you for being "concentrated" in one operator — in the
field, that's just the job.
Are you still carrying 60–90 day terms on {{company}}'s invoices, or has the
bank actually opened up a line for you?
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address][P2: Frankie swap] Replace the differentiation paragraph with:
And no borrowing base, no covenants, no personal guarantees — so there's no covenant to trip during a ramp and no line to get pulled at the worst time.
No pressure. Soft pre-approval CTA + offer to hand to the rep who covers the basin.
Subject line options: -
last note, {{first_name}} -
send us one invoice -
no pressure — quick favor
Body:
Last note from me, {{first_name}} — no pressure, and I won't keep your inbox
busy.
If it's ever useful, send us one {{company}} invoice and we'll show you
exactly what next-day cash looks like — a real pre-approval, nothing to
sign, no obligation. Up to 95% of the invoice, funded next day, no
concentration limits.
Want me to have {{rep_name}}, who covers {{basin}} and is from the field,
give you a quick call? Or just reply here and I'll send the details.
Either way — appreciate you doing the work that keeps the {{basin}} running.
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]After E3 with no reply: stop the cold sequence. Eligible-with-engagement contacts (opened E2/E3 or clicked the Quick Pay link) drop into the nurture track (E4–E6). Full non-responders recycle at 5–6 months on a fresh angle (lesson 06; campaign §3).
For contacts who showed interest but didn’t convert: opened/clicked, half-replied (“not right now,” “send info”), or went quiet after a rep call. Longer spacing, value-led, still soft pre-approval CTA. Suppress anyone a rep is actively working or has booked (DNC; campaign §6).
Subject line options: -
{{first_name}} — busy season coming? -
more {{job_noun}}s than you can float? -
quick check-in on {{company}}
Body:
{{first_name}} — circling back because this is usually when it bites:
{{company}} books more work than it can float, crews ramp, fuel goes out the
door — and the cash for it is stuck in 60–90 day invoices.
That's exactly the gap Quick Pay closes. Every invoice becomes next-day cash,
up to 95%, with no concentration limits — so you take the bigger {{job_noun}}
instead of turning it down because the money's tied up in AR.
No rush, no pitch. If you want, I'll run a no-obligation pre-approval on one
invoice so the number's in front of you before the next ramp hits. Useful?
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]Use this when the silent objection is “do these guys actually get my business / will they nickel- and-dime me on concentration?” Clears it with operator language + proof.
Subject line options: -
the "too concentrated" thing -
{{first_name}} — one operator or ten -
what other {{service_category}} outfits ask us
Body:
{{first_name}} — the question I get most from {{service_category}} owners is
some version of: "Are you gonna flag me for being concentrated in one
operator?"
Never. In the field, running most of your revenue through one or two
operators isn't a risk — it's Tuesday. We funded over $1B for companies the
bank turned away for exactly that. One operator or ten, you get funded next
day, no concentration limits, no personal guarantees.
We don't win on being the cheapest. We win on being the funding partner from
oil & gas that other operators actually refer.
When you cut your next {{company}} invoice, want me to fund it so you can see
how fast "next day" really is — no obligation?
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]Last touch in the nurture track. Graceful, no pressure, referral-aware (word-of-mouth is the #1 channel — campaign §5). Ends the cadence; recycle later only on a fresh angle.
Subject line options: -
closing the loop, {{first_name}} -
door's open whenever -
one invoice, whenever you're ready
Body:
{{first_name}} — I'll close the loop so I'm not cluttering your inbox.
If 90-day terms ever put {{company}}'s payroll in a tight spot, you've got my
number. Send one invoice and we'll have a pre-approval — and likely the cash
— to you by the next day. No concentration limits, no covenants, no personal
guarantees. That offer doesn't expire.
And if you know another {{service_category}} outfit drowning in 90-day terms,
send 'em my way — operators trust operators, and I'll take good care of them.
Appreciate you, {{first_name}}.
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]Shows how to re-skin the sequence for a different service category. Default sequence above is written for trucking / hot-shot; this set swaps the category-specific cash-cycle pain and field nouns for water / fluid hauling (
{{service_category}}= “water hauling,”{{job_noun}}= “haul”). Same structure, same proof, same soft pre-approval CTA — only the field-true details change. Use the same approach to spin up wireline, frac sand, roustabout, fabrication, etc.
Subject options: -
still hauling water on 90-day terms? -
{{first_name}} — quick one on your hauls -
the bank call you "too concentrated"?
Body:
{{first_name}} — your trucks ran the water all month, you sent the invoice,
and now you're floating 60 to 90 days on the operator's money while driver
payroll and fuel are due this week. We fund that invoice next day.
We're Bison — the largest invoice-funding company in U.S. oil & gas, built
and run by people from the field. We advance up to 95% of your invoice,
funded next day. No concentration limits — one operator or ten. No
covenants, no personal guarantees.
Fuel and driver payroll won't wait on 60-day terms — and they shouldn't have
to. Do you think Quick Pay would be a fit for {{company}}?
If you'd rather see numbers first, I'll run a no-obligation pre-approval on
one haul invoice so you know exactly what next-day cash looks like — nothing
to sign.
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]Subject options: -
re: still hauling water on 90-day terms? -
$350k → $7.5M, funded next day -
{{first_name}} — one more on the hauls
Body:
Quick follow-up, {{first_name}} — one number worth leaving you.
A hauling outfit we fund went from $350k to $7.5M in three years. Same
trucks, same operators — they just stopped floating 90-day terms and started
getting paid next day on every haul. Most of our customers roughly double
their growth rate in their first 90 days.
Unlike an out-of-state factor, we're from oil & gas. We know fuel and driver
payroll run on a weekly clock, not a 60-day one, and we'll never flag you as
"too concentrated" for hauling for one big operator — in the field, that's
just the job.
Are you still carrying 60–90 day terms on your hauls, or has the bank
actually opened a line for you?
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]Subject options: -
last note, {{first_name}} -
send us one haul invoice -
no pressure — quick favor
Body:
Last note from me, {{first_name}} — no pressure, won't keep your inbox busy.
If it's ever useful, send us one haul invoice and we'll show you exactly what
next-day cash looks like — a real pre-approval, nothing to sign, no
obligation. Up to 95% of the invoice, funded next day, no concentration
limits.
Want me to have {{rep_name}}, who covers {{basin}} and knows hauling, give
you a quick call? Or just reply here and I'll send the details.
Either way — appreciate you keeping water moving in {{basin}}.
{{sender_first}}
— Reply STOP and I won't email again.
{{sender_full}} · Bison Payments · [physical mailing address]Nurture (E4–E6) for water hauling: reuse the Part 2 bodies, swapping
{{job_noun}}→ “haul,”{{service_category}}→ “water hauling,” and the busy-season line in E4 to: “crews and trucks ramp, fuel and driver payroll go out the door — and the cash for it is stuck in 60–90 day haul invoices.” Everything else (proof, concentration objection clear, soft pre-approval CTA, referral ask) carries over unchanged.