The Evolution of Outbound Sales: Get Ahead of the Pack
MONICA MARINO, DIRECTOR OF CUSTOMER EXPERIENCE
Welcome to Sales in the 21st Century!
For any new company to succeed, you not only need a great product but an efficient and structured sales strategy. We live in an internet age where companies rely on channels like Google and Linkedin to obtain and find new leads. Although a lot of companies can get really good at generating organic leads, in most cases depending on free leads is not enough. That said, a smart and scalable outbound sales process is essential for helping companies consistently hit lead targets in order to surpass monthly and quarterly sales quotas.
The “Good Old Fashioned Way” Can Work, but is Time-Consuming
There are many old school methods of outbounding leads. Smiling and dialing from random purchased lead lists is a common practice. As the name implies, there is no strategy. Other companies prefer to painstakingly find leads manually and outbound each one via email or by phone. Some companies spending hundreds of dollars getting leads from conferences but end up finding out the hard way that the prospects really only wanted free swag. Last but not least, asking for referrals to see if someone in the prospects network could benefit from the product or service. At the end of the day, all of these traditional methods are very time consuming, expensive, inefficient, require a lot of overhead, and have little to no personalization.
However, new more efficient strategies are now available through the use of sales automation tools. These applications can assist your sales team to reach new potential prospects and easily reach them with unique content that can capture the prospect’s attention and interest. Thus allowing your sales team to set more meetings with higher valued prospects. Here’s what the process looks like:
#1 Creating a Prospect list
Imagine you can quickly create and store, high-quality lists of contacts with the click of a button. However, note that having a reliable data source is very important and not all data is created equal. Email automation tools capture and validate contact information so companies can spend more time on outreach versus hunting.
#2 Segmentation of Prospects
No one can efficiently and accurately sell to all prospects. Why is that? Not all prospects have the same pain points. A cookie cutter approach will reach a very small amount of prospects and burn the other contacts with irrelevant information. However, an automated segmented approach allows reps to efficiently research, personalize, and connect with prospects without the hassle of inefficient, manual workflows.
#3 Automated Personalized Messaging & Workflows
There is no doubt that unique messaging can increase response rates. If you cannot relate to the pain point from an unsolicited email, it’s very likely it will be unread or sent to spam. However, if the rep has written the content of the email for a specific targeted industry or persona, with a well thought and written message, the likelihood of getting a response will increase. This step is the most understated part of ensuring that the sales automation tool is used correctly. Since it is so easy to get prospect lists and send hundreds of emails in the click of a button, sales reps can still fail by sending bad emails. The art of sales is finding new and creative ways to reach prospects in a personalized manner. With the rest of the process automated, reps can now spend more time getting creating with relevant content.
#4 Tracking Sales Activities
Ease of use aside and speed to market, one of the biggest benefits for sales teams is activity and productivity tracking. The majority of sales automation tools have CRM integrations where reps and managers can track emails sent and calls completed per each rep. It is also very important for reps and sales manager to understand and track reply rates, open rates, click rates and delivery rate. Without this information it’s difficult to know how to adjust the content in order to continue to improve performance.
A good outbound strategy is a combination of strategic automation and personalization, because in the end, the sales process is a relationship game.