Outbound Sales

25/10/2021 mayranpaa_admin

Outbound Sales

In these blogs, I cover different aspects of sales and marketing. The subject of this blog post is a general overview of the basics of sales, i.e. outbound prospecting. In my course materials, I have divided the prospectus into 6 parts, which are outbound sales, inbound sales - i.e. online sales, public procurement, trade fairs, reputation and media & PR.

In these blogs, I cover different aspects of sales and marketing. The subject of this blog post is a general overview of the basics of sales, i.e. outbound prospecting. In my course materials, I have divided the prospecting into 6 parts, which are outbound sales, inbound sales – i.e. online sales, public procurement, trade fairs, reputation and media & PR.

In this blog post, I’ll cover the basics of prospecting first, i.e. outbound sales, which are made based on different customer or marketing databases. Databases can be purchased from different service providers, collected online from various sources, or even compiled at trade fairs. Common to the databases is that they usually have at least phone numbers and email addresses of the prospects. Traditional mail marketing should not be underestimated either and a database with mailing addresses is very useful for various purposes.

I divide outbound sales into the following sections:

  • Telemarketing and sales
  • LinkedIn and email contacting
  • Contacting customers with a letter and a brochure
"Telemarketing is often considered quite a laborious and cumbersome way to contact customers. However, several vendors, Steve Jobs included, have started customer acquisition in this way."

Telemarketing is often considered quite a laborious and cumbersome way to contact customers. However, several vendors, Steve Jobs included, have started customer acquisition in this way. A strong manuscript is essential in telemarketing and it is worth taking the time to develop it. The listener needs to get excited about the issue right after the introductions or the case is lost. Rarely everyone on the list can be reached with the first call, but multiple calls are usually needed per prospect.

When the call includes follow-up actions, such as sending additional information via email, you may want to prioritise these contacts at the end of your call cycle to reach optimal results. These contacts are already warmer than completely cold contacts. One handy way to implement telemarketing is market research. You can say that you are conducting market research as you move into a new market or business area to get more positive responses.

As with any prospecting, it is worth thinking about the best possible way to target your work. Do you get the best results when harnessing your product knowledge at pre-booked meetings created by a service provider, or is it more effective to sell directly yourself and get a feel about the market through it. Especially in the context of early productisation, market knowledge is of great importance. For a more mature product, a good script used by a service provider and ready-made meetings would probably be most effective.

Linkedin provides good tools for identifying and contacting customers through its platform. Several service providers supplement this contact with personalised emails so that the prospects gets the feeling that someone truly wants to contact them, instead of just being a mere target of cold contacting. When someone sends you an email, goes to look at your LinkedIn profile and then sends a contact request there, makes it a really potential way to collect a good number of contacts. Contacts to start collaborative conversations with. Many services automate 5-6 messages at regular intervals to raise the hit rate.

A letter is also quite a classic way to contact decision makers. A good sales letter has a clear structure and it is a good idea to include a short brochure with the letter if possible. In today’s market, a personal and, at best, a well-personalized letter signed by the CEO stands out. Of course, the recipient’s name can be used to help with personalisation, and also gender and place of residence if possible. Letters are reasonably cheap to send in a second class mail. Then you just wait for customers interested in your products to respond.

I address these issues in my training through practical examples and models to make sure things are straightforward and smooth to implement after the training. The idea here is to start with the basics and increase the sophistication while moving forward.

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