How to do Sales Outreach like a Smarketer

4 minute read
How to do Sales Outreach

Sales professionals are constantly looking for new ways to generate leads and close deals. You need to find the business before you can sell to it and connecting in a human and personal way can be more difficult than ever. 40% of salespeople say prospecting is the hardest part of their job. (HubSpot)

Depending on your business goals, your outreach strategy’s objectives might differ. Nonetheless, most goals will revolve around closing a deal, developing new relationships with customers, establishing trust with your audience, educating leads about your company services, or simply making contact with a prospect for the first time.

In this day and age with the wealth of data we hold about our contacts and have ever-increasing complexity of our CRM’s functionality it can be difficult to conduct outreach in a personal and meaningful way.

How to Get Started on Sales Outreach

1. Create an Outreach Plan

Sales outreach is an effective method for generating leads, but you need a plan if you want to do it right. Start by creating a list of potential targets and your main objectives for doing outreach. Make sure that all the selected targets are in your target market.

A solid sales outreach strategy requires meaningful input, or it will go to spam. Humanized messaging reduces the prospect of your audience skimming over your business and moving on to the next by using campaigns and offers.

Account-based selling takes a quality-over-quantity approach to sales, and there’s much that you can take from it to add to your sales outreach strategy. This works especially well for B2B businesses that want to attract higher-value clients.

Account-based selling emphasises bringing in the correct leads rather than attempting to attract the most prospects. Many of account-based selling’s key concepts, such as sales best practices, are Salesforce Marketing Cloud best practices:

Personalizing your messaging to every prospect, so they feel like an individual rather than an email on a mailing list

  • Knowing your key sales personas: the target audiences that are a perfect fit for your product or service
  • Integrating sales, marketing and support for a holistic customer-centric approach

2. Use or create an ideal customer profile

Make sure your message is clear, by creating an ideal customer profile, you should be outlining at least 5 details that you can gather about someone or some business that you associate with a high likely hood that your product or service could meet their need.  You should be trying to offer a solution to their problem so first you’ll have to identify what their problem is.

If you have historical data you can look back and find common data points in sales you’ve already closed and look for more of the same.

For B2B this might include:

  • Annual Revenue
  • Industry
  • Employee count
  • What kind of products do they sell

For B2C this might include:

  • Age
  • Gender
  • Location
  • Interests

You’ll soon find you can tailor your approach better when you know who you’re trying to connect with, 56% of businesses found they had higher quality leads when using ideal customer profiles.

Get creative and make an actual profile your team can see with tools like Hubspot: Make my Persona 


3. Determine the best outreach channel

Not all outreach methods are the same, your business and your industry will have different channels that your customers use. Try to connect with prospects via the channel where they are most engaged. For most professional services LinkedIn is a great platform but you wouldn’t necessarily use Linkedin if you sell garden furniture. You should have some educated guesses as to where your audience goes spends their time.

The approach you use to contact your contacts will vary based on their preferences, the information you have accessible, and the nature of the transaction. While this isn’t something to be afraid of, it’s necessary that it is a priority.

Establishing trust with a new client is essential in order to close a sale. A tailored message that makes them feel seen, heard, and understood is one of the few things that can help develop trust with a new customer.

4. Align Sales and Marketing

Sales and marketing teams should avoid operating in their own bubbles, and worse, have an adversarial relationship. Sales and marketing personnel can more effectively collaborate when they share data on customer outreach.

Business to consumer (B2C) sales outreach is similar to marketing in that salespeople are essentially advertising their business and themselves to leads. These consumers, like any other, can be new to your company or existing clients seeking to repurchase. As a result, you must collaborate closely with your business’s marketing departments while also coordinating your efforts.

The copy you write for email, social media, and call scripts may be inspected by marketing to verify that it’s on-brand with your company tone and style, or they may even provide you with branding text that you can use yourself.

As you can see, metrics are important elements of marketing operations, so you may want to request their data in order to choose the channels on which you’ll do your outreach. Perhaps you planned to make phone calls at first, but analytics show that emails with call-to-actions are the most successful for converting leads. Your marketing team might be able to assist you in designing the best strategy for getting the most out of your emails.

5. Automate and Integrate

If you’re doing this for the first time, it might be best to start simple. But once you get used to Sales outreach, try automating certain tasks where possible. For example, Salesforce has a tool that integrates with Gmail which allows you to create custom Salesforce templates right from Gmail. You can also use automated emails in your Sales outreach campaign’s drip sequence

Now that your sales outreach is underway, make sure you review all of your best practices in order to improve them over time. What worked last week may not work next week or month, so stay on top of your game! Also, consider hiring a sales outsourcing company that helps companies in managing their sales teams more.

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