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How to Build an Outbound Sales Strategy

It’s an ideal situation. A prospective customer spots your product or service, and comes knocking on your door to buy it. That’s inbound sales. But what about all the people who may benefit from what you do but haven’t yet become customers? When you approach people and offer something they want enough for them to buy it, you’ve achieved outbound sales

Without an outbound sales strategy, you wouldn’t even think of approaching these prospective customers. You’ll just sit back and wait for them to buy. Could you be missing out on valuable opportunities? The answer is a resounding “yes.”

This article looks at how to build an outbound sales strategy that works. It’s about finding people who can genuinely benefit from what you offer and letting them know you’re there to serve them. Here’s what you need to know about outbound sales strategies and how to implement them effectively. Let’s cut to the chase!

How to Create a Successful Outbound Sales Strategy

1. Identify Your Target Market

Who are your best customers? What are their hopes, dreams, aspirations, and pain points? How can you make their lives better? Create an ideal customer profile to help you visualise the people you’re selling to. Think about what they want, how they live and work, and why they might benefit from supporting your business. 

2. Gather Information

You know who to target. But where will you find them? What questions are they asking? What pleases them and how will they benefit if they choose to support your business? This information may seem hard to find, but these days, the answers may be easier to find than you’d expect. 

Begin your information-gathering online. People air their views, express their interests, and discuss unmet needs on social media. You might also find valuable insights on forums – or, you may choose to canvass people who match your ideal demographics through market research. 

In B2B contexts, you may already know how you can help businesses within a specific industry. Who are they? 

Don’t forget to look at your existing leads. Some of them may have stopped just short of making a purchase. Perhaps, all they need is a reminder or a piece of information they lacked. Some may have supported your business before and can easily be persuaded to do so again. 

3. Use Data Analysis Tools and Services

Before you try reinventing the wheel, look at how the existing “wheel” already works. The answers lie in your existing data. Who are your customers? What steps do they take on their customer journeys? What led them to make a purchasing decision? The answers to these questions help you narrow down your outbound sales strategy to the markets and selling points you should focus on. 

Even more tellingly, you can look at the areas where prospective customers moved out of your sales funnel. Could you get them back on the program with the help of outbound sales strategies? 

Figuring out why they abandoned their customer journeys before conversion, or failed to buy after an initial purchase could inform you as to what they want and why they decided to seek satisfaction elsewhere. You may be able to address their concerns, or remind them of the reasons why they were previously your customers, but a responsive outbound sales strategy will be key to your success. 

4. Cold Calls

Sometimes, people match your ideal customer profile so well that it’s worth letting them know you’re out there. You might recognise them because of their demographic data, or they might be working in an industry you serve. Perhaps they already entered your sales funnel by responding to lead generation campaigns but didn’t take it any further. A cold call could be all you need to form a new business relationship.

Respectful cold calling that allows people an opportunity to say whether they are or are not interested in your offering can help you. You’ll find people who are ready to buy right away. You’ll identify leads who aren’t yet convinced but may still be converted – and you’ll be able to identify people who simply aren’t right for your product and shouldn’t be called again. 

Create a cold-calling script, but choose representatives who will know when to use it and when to improvise based on the interaction. Ever talked to a sales rep who is dead set on using a script whether it’s relevant to you or not? We’re going to guess they didn’t convince you, even when their product may have real benefits. 

5. Cold Emails

When you have good sales leads, or you’re offering specialised B2B relationships, cold emails can be an effective component of an outbound sales strategy. For example, a company offering theatrical cosmetics might target cosplayers with emails they’re almost sure to welcome. Or, a company offering materials might let relevant manufacturers know what they can offer. 

With good research to back you up, robust lead generation strategies, and with tailored emails sent to the right people, you could gain customers who would not otherwise have known your business existed. Your approach should be concise, benefits-focussed, well researched, and highly targeted. Recognise customers as individuals and be ready to personalise!

6. Analyse Profitability

If you’re spending time and resources on achieving an outcome, real results tell you whether you’ve hit the sweet spot or are barking up the wrong tree. With profitability as the ultimate measurement of success, you can decide whether your outbound sales strategies work. If they don’t, it’s time to reconsider.  

How to Measure the Success of Your Outbound Sales Strategy

Need we say it? The cost of your outbound sales strategy versus the leads and sales it generates are the most important metrics to consider. At the same time, overnight successes are rare. Determine your goals, consider the costs incurred to reach them, and decide on a reasonable timeframe for results to show. 

Meanwhile, monitor input from your customer service and sales teams. Are their cold calls and mails well-received? What questions do prospective customers ask? What concerns do they raise? 

Consider other figures too. If you gain a customer through your outbound sales strategy, what is their lifetime value? Sometimes, winning over that four percent (seen as a good conversion rate when cold sales tactics are employed) can be enormously profitable. 

How to Manage and Scale Outbound Sales Drives

If you plan to embark on outbound sales drives, consider our Abel & Cole case study. An outbound sales team from RSVP that provides you with sales and communication experts can help you scale personnel requirements. Besides this, you get the feedback you need to evaluate the success of your strategies based on customer sentiment. 

With our data collection capabilities coupled with a team of sales professionals, your outbound sales strategy is your next step towards growing your customer base. Ready to launch your outbound sales drive? We’re ready to take action on your behalf. Whether you’re hoping to revitalise relationships with dormant customers or are looking for new ones, our outbound sales and customer retention services can help you. 

Reach out with RSVP. Build fresh customer relationships that last, and revitalise dormant customers. Consummate communication skills and dedication to your success are part of a winning package that takes your outbound sales efforts to fruitful new heights. Why not start today? Contact us, your new customers are waiting!


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