Sales outreach is an integral aspect of present-day sales practices. It encompasses every activity, technique, and plan that you carry out to connect and engage with potential and existing customers to drive sales.
8 in 10 prospects prefer talking to reps over email, which matches up with the percentage of reps (78%) who use it - Spotio, 2022
In this course, we will introduce you to the concept of sales outreach strategy, share some actionable insights on strategies to adopt, and go over some of the best outreach tools to help maximize your sales results.
A sales outreach strategy is a combination of different working tactics to gain new customers and bring back the old ones. It refers to the researched and planned approach to attract prospective customers and encourage current customers to become loyal customers.
Research by Backlinko found that 8.5% out of 12 million outreach emails got a response from the prospects - (Backlinko, 2022).
With the understanding of the importance of effective sales outreach strategies to your sales activities, we have compiled a list of proven strategies that can help you generate better results with your sales outreach efforts.
An ideal customer profile, otherwise known as the Ideal buyer profile is a well-researched definition of the perfect customers for your products or services.
The sales community recommends including five (5) key bullet points in your ideal customer profile to give you a clear understanding of who they are and how you can reach them.
An ICP should contain:
Once you have completed this list, use the information to guide your lead generation and qualification process.
A persona map is an abstract profile of your principal customer - the main department in your target company or the key employee. It gives you a deeper insight into your customer base and understands how best you can connect with them.
To support your sales outreach practices, consider creating another five (5) bullet-point lists of your principal customers. The persona map should include:
By filling out these points, you will gain a better understanding of your key customers and develop the right campaigns to reach out, engage and build relationships with them.
The next step is to create a visual representation of the personas to rank them and prioritize your sales campaigns in order of their rank and the significance of their goals.
To achieve this, rank and prioritize your personas on a scale of one to five based on the following metrics:
Once you have completed this, the next step is to calculate their score and focus on the ones with the highest score first. This process is called Account-based selling - a sales approach that focuses on selling to the right customers rather than more customers.
Identify the best channels that you can use to reach out to your customers and engage them for your sales purposes.
A good way to do this is to check out some of the platforms that your customers are using the most (most active on) and connect with them on the platform.
For example, if you notice that your customer is very active on LinkedIn or is a very active subscriber on your mailing list (typically opens 8 in 10 emails), then you should reach out and engage them on those platforms to increase your sales outreach practice.
Contrary to popular belief that personalization involves adding your recipient's names to your email or message, it goes way beyond this.
A good form of personalization is addressing your prospect's pain points or interests and telling them how you can be of help. Consider congratulating them on a recent achievement or identifying a gap in their project to entice them to read on.
Follow-up is crucial to the success of your sales outreach. You have to develop a timeline for your communication and interaction with your customers. It is not advisable to leave your customers for too long before sending them timely reminders on your products.
As much as you don’t want to stalk or irritate them with your excess messages or emails, you also don't want to leave them hanging for too long.
The next step is to compile and document all the information that you have gathered so far and your plans in a customer relationship management system (CRM).
A customer relationship management system (CRM) gathers, links, and analyzes all the recorded customer information - their contact information, communication with a company’s reps, and activities to help you better understand the information and how you can make use of them for your business.
(Image: Sloovi Outreach)
Our CRM tool, Sloovi Outreach, is an all-in-one CRM platform that will help you improve your productivity and sales by tracking your daily sales workflow, prioritizing tasks, etc.
For the success of your sales outreach, you have to ensure that you agree with your marketing department to develop content and strategy to gain new customers and drive sales
Specifically, your marketing team's activities must be in tandem with your sales goals to help connect and build relationships with your prospects.
Use sales automation software to automate some of your sales tasks and help set up follow-up reminders. There are various tasks to automate. To improve your productivity, consider the sales automation tools with the best features and functionality for your sales automation. A sales automation tool like Sloovi Outreach accelerates your daily sales workflow.
An omnichannel approach is the use of various channels to reach out to your prospects or customers., you should also reach out to them from other platforms to improve your communication and relationship with them.
For example, If they are active readers of your emails, you could interact with them on LinkedIn by commenting on their posts or liking their posts (do this sparingly, so it doesn't appear creepy). You don’t necessarily have to message them on all platforms, just let them feel your presence here and there without stalking or creeping them out.
Over the past few years, email marketing has been rated by sales professionals and marketers as a powerful marketing tool as revealed below:
73% of marketers rated their email ROI as “Excellent,” followed by SEO (72%) and paid channels.
81% of survey respondents stated email marketing promoted customer acquisition and 80% that it enhanced customer retention.
With an impressive return on investment of $42 for each $1 spent according to the DMA Marketer Email Tracker, email marketing is one of your best options to boost your sales outreach practices.
In this lesson, we will be providing you with eight (8) effective strategies to use to build your email lists.
Invest in a robust email marketing platform to help you save time when building your email list and support your sales outreach messages.
Look out for email marketing platforms with advanced features like landing page builder, marketing automation, and importantly, A/B testing capabilities to support your email outreach.
The next step is to create lead magnets to entice your prospects to sign up for your mailing list by giving them something in return for their emails
Since people won’t just give you their email addresses without a reason, you must offer them incentives that they can’t refuse. Consider some of the most effective ones like:
Pop-ups are generally known to be annoying and disruptive, but if designed carefully, they have the potential to increase your email signups.
Consider the following important tips when designing your website pop-ups:
Call to action (CTAs) are an effective way to get your customers to perform your desired tasks. They are proven marketing terms that you can use to prompt an immediate response or in this case, subscribe to your mailing list.
Consider CTAs like
Dear Zee! Get access to these 5 proven marketing automation tools and improve your marketing results today.
Become a Pro at what you love, Zee
Promising them something valuable with your CTA is key to getting them to willingly give you their email addresses.
A landing page otherwise known as a lead capture page is a single webpage created specifically for a particular marketing or advertising campaign.
(Image: Simply Business)
A highly converting landing page is a proven way to gain your prospect's attention and get them to do your desired task. Your landing page must contain the following three key elements:
Also, make sure you use a functional landing page builder to create your converting landing page.
Social media is a powerful tool to help you build your email lists. Add sign-up forms on your social media ads to get your prospects to provide you with their email addresses when they click on the ad.
If you are also going to offer contests and giveaways to your followers, social media can be an extremely useful platform to promote your content.
A viral contest or campaign is one that you can use to encourage your followers to share links to their colleagues and connections to subscribe to your email list.
You should also consider creating a referral program in addition to these viral campaigns to encourage and grow your customer base.
Another effective means of building your email list is by reaching out to all your contacts personally and explaining to them that you are creating your email list and would appreciate it if they signed up for it.
You should also encourage them to share this with their friends and network to help you build your email list much faster.
Sales outreach tools are engagement and interaction tools that you can use to engage your leads and move them through the sales cycle to improve your productivity and sales outreach performance.
You should look out for the following five (5) powerful features in a sales outreach tool before picking any:
Sloovi’s Outreach is an all-in-one platform that enables your sales and marketing teams to accelerate, manage and enhance campaigns by managing leads, automating sales outreach, developing customized reports, and managing the sales pipeline.
Sloovi Outreach will enable your sales teams to smash your sales target, reduce cost, and improve sales productivity by tracking your daily sales workflow, creating customized and intuitive reports, scheduling more meetings, and prioritizing leads with dynamic Smart Views.
Outreach offers four services;