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7 Sales Outreach Best Practices For Successful Connections

Sales outreach is important in converting leads into actual paying clients. Beyond phone calls and emails, the sales team, with help from marketers, actually does a whole lot more behind the scenes. Take a look at some best practices to follow to improve your team’s overall performance.

In this article:

  • Sales outreach is a process of connecting and engaging with leads then guiding them through the sales funnel until they eventually become paying customers.
  • Actively listening to what your prospects want is the best way to solve their problems and build a long-term relationship with them.
  • Sales outreach isn’t just about making a few calls a day. To really get results, sales reps must spend a huge chunk of their day sending out emails, reviewing client profiles, calling promising leads, and cold-calling potential accounts

Understanding Sales Outreach

Closing a deal is always the highlight when it comes to sales work. But what others don’t see is all the hard work put into converting that client. 

Sales outreach is a process of connecting and engaging with target leads then guiding them through the sales funnel until they eventually become paying customers.

Others may see sales outreach as simply calling or meeting up with potential clients but there’s a lot of work that happens behind the scenes. Before a single call or email rolls out, salespeople analyze and identify prospects with the highest potential to convert.

They also re-establish connections with leads that have gone cold but show indications of possible re-activation. Success happens when a lead, whether hot or cold, converts into a paying customer.

Effective Sales Outreach Strategies to Follow

Salespeople should follow these best practices to build relationships with high-quality leads with better chances of conversion. This list highlights processes, tips, and tools you need to get closer to your sales goals.

1. Identify the Right Leads to Target

Just like how writers need to understand who their readers are, salespeople also need to know who they should be selling to. To do that you need to compile a list of leads that have made contact with your company and identify which ones have higher chances of converting. 

Some sales look too far into the horizon for possible leads which can dilute their interaction with other potential B2B clients near their turf. While this method can possibly expose you to more new prospects, it may also cause you to waste time, effort, and resources. Sales teams may end up getting discouraged after experiencing back-to-back rejections. It kills their numbers and their morale.

Having a clear vision of who your target audience is will help your team focus on more promising accounts instead. Not only will you save in a lot of aspects, but your team will also feel a morale boost with lower rejection rates.

An account based marketing platform like N.Rich will help you gather intent data from your target market. From there, the marketing team can relay important information to the sales team and identify relevant accounts for them to focus on.

2. Understand Who You’re Selling To

Building a target leads list isn’t enough. Your sales team also needs to understand their audience properly to be able to close a deal with them. 

Start by creating a client profile of the accounts being handled. You should create an image of who these leads are, their pain points, what kind of solution they need, and where your product or service will fit in. Not only will this amplify your sales outreach efforts, but your prospects will also be encouraged to form a deeper bond with your sales reps. Trust and loyalty from clients are always important for a business to flourish.

3. Dedicate Your Day to Active Outreach

Sales outreach isn’t just about making a few calls a day. To really get results, sales reps must spend a huge chunk of their day sending out emails, reviewing client profiles, calling promising leads, and cold-calling potential accounts. 

There’s also a huge difference between calling and listening. Actively listening to what your audience wants is the best way to solve their problems and build a long-term relationship with them.

4. Keep Marketing and Sales Outreach Aligned

It’s important to note that while marketing and sales teams work hand-in-hand to increase revenues by bringing in leads, they work a bit differently from the other.

Marketers set up customer touchpoints as well as capture intent data while salespeople establish the connection with them and make sure they stay in the funnel until conversion. 

Automation platforms help in aligning the information used by both sales and marketing teams. N.Rich’s ABM platform gathers quality intent data for marketers to use as a basis for valuable content and salespeople to determine which accounts to focus on. 

A disconnected marketing and sales team will spell disaster for your organization. Both departments can support each other by sharing the data they gathered; marketers from their campaigns and salespeople from their actual customer interactions.

5. Create a Personalized Template

It’s never a good idea to send the same emails to every single lead in a sales roster. However, creating a template can be a good practice. Just make sure that the leads receiving them will still feel that it has been customized for them and their needs.

Receiving an email that feels warm and personal make prospects feel important and well-taken care of. 

6. Always Follow Up with Emails but Don’t Spam

Not receiving a response from leads can get frustrating, but that doesn’t mean you should give up altogether. Nor does it give you the permission to spam them with daily emails even though that’s a tempting move. 

Send out follow-up emails to leads who haven’t responded to you yet in scheduled intervals. You can even try using witty titles and email bodies, giving out special offers, or sharing updates of your product or service’s latest development.

7. Use Multiple Channels

With the steady increase of people using the internet, more and more channels have become available as touchpoints for leads such as pay-per-click (PPC) retargeting, social media campaigns, and display ads. 

Setting up multiple channels for your marketing needs will improve the sales team’s chances of connecting with more high-quality leads and improving their numbers.

Monitor Your Outreach Results

The sales process does not end with a paying client. Your team needs to record, monitor, and analyze the data you receive to replicate the sale success.

N.Rich automates data-gathering based on the parameters you sent for the marketing and sales teams. This way, you’ll have more time to strategize instead of wasting all of your teams’ time extracting information.