Outbound sales: definition, process and strategies

What does a great outbound sales strategy look like?

Much of outbound is about being able to build relationships effectively and knowing your ICP inside out ✅

Right off the bat, an outbound sales representative’s role isn’t made easy. You’re contacting and attempting to build some sort of relationship with a total stranger. Plus, there’s the fact people naturally dislike receiving unsolicited phone calls, emails, and messages. Particularly when it interrupts their flow at work.

Building a great outbound sales strategy requires:

1. Building out your ICP
2. A world-class SDR team
3. The right tech stack

Building out your ICP

The right ICP is all about the perfect type of company for what your product or service solves. It’s different to a buyer persona, which is about the individual.

Having an ICP helps to segment the market too, so you can tailor your messaging. Also meaning that SDRs will only target the right people.

Building out an ICP means looking at the following characteristics:

• Company size - often determines their budget and revenue, therefore how much they must spend on your product or service
• Industry - is your product or service industry specific?
• Geography - where can you do business?
• Legality - are there legal requirements that your company or the company you do business with must meet?
• Service level agreements (SLAs) - can you guarantee you’ll be able to meet the needs of your customer if they have these thresholds?

As well as an ICP, knowing your buyer and user persona is also important. The buyer persona is different to the user persona in that this is the person that is the decision-maker for purchasing. 

The buyer persona and user persona could be the same people, dependent on the structure of the company you’re talking to.

A world-class sales team

This one’s not easy, but it is possible. If you’re just starting out with your sales team, it’s important to understand the personality traits that make a successful outbound sales rep. We’ve listed some of the key ones:

• Inquisitive
• A good listener
• Eager to learn and take on feedback
• Consistent in their work ethic
• Competitive
  
  

Ben Ward-Cochrane, Head of Sales at Huq Industries explains why top sales reps are inquisitive in the clip below 🎬

It’s also vital to think about your onboarding and training plans. Helping SDRs reach their full potential means roleplay, critiquing past cold calls and shadowing colleagues. Important activities for honing your skills, even if you’ve been in sales for a while.

Rachel Goldstone, Commercial SDR Manager at Cognism says:

The psychological side of sales is also important to factor in for ongoing training. Being an SDR can become repetitive and monotonous, especially when you’re having a bad week.

The right tech stack

You could know your ICP inside out, have a great team of sales reps to drive pipeline, and still not be successful in outbound sales if your tech stack is bad 💩

Technology really can help enable and there’s plenty of outbound sales software to choose from. We think as a minimum you need…

• A CRM
• Online demonstration and collaboration platform
• A sales cadence tool
• Sales coaching tools
• Data intelligence and enrichment software for finding contact information

Anything else is nice to have.

Inbound vs outbound sales: why you should do both

Inbound sales is different because it’s started by the potential client. Unlike outbound, the pull comes from your marketing campaigns rather than sales reps reaching out.

Because they’re coming to you directly, these inbound B2B leads have a higher intent to buy than outbound. This makes them high value because of their likelihood to convert. But they don’t just come out of nowhere.

Hooks that encourage inbound leads to make the first move include:

• A high intent SEO optimized blog article
• Value-led social media posts
• Long-form content like an eBook or guide
• Webinars and podcasts with a thought leader
• Paid search ads across channels like LinkedIn
  
  

Benefits and drawbacks of inbound sales

Inbound leads are more likely to convert. They’ve identified their need for your product or service to resolve a pain point. The frustrating thing about this is they’re probably looking at your competitors too.

Their final decision is based on the finer details of the product or service. This could include price, capabilities, integrations, product roadmaps, support, and plenty of other stuff.

An inbound lead isn’t (always) a closed-off deal. Just because you don’t have to pitch at the first doesn’t mean you won’t have to pitch later. Particularly if your sales cycle is on the longer side.

We all like to shop around. The prospect might ask why they should pick you over a competitor 🤷

On the surface, inbound sales can be seen as lower cost. But there’s a lot of marketing resource that goes into creating that demand. It’s an important ongoing activity and needs investment to stay fresh, which costs CAPEX.

Benefits and drawbacks of outbound sales

There’s a lot of challenges when it comes to outbound sales. Whether that’s email or cold calling blocking, sales objections, high-cost vs low yield.

If you’re a smaller business, scaling an outbound sales team can be difficult. But the tech stack that’s now available does make this much easier.

Hello to sales cadence automation, tracking and training platforms 😍

It takes hard graft but offers the opportunity to close big deals, maintain relationships and build a pipeline. You can also keep these lead generation activities more on your radar.

That outbound prospect you spoke to three months ago? Much more likely to hear you out after they said they’d like you to call again in a few months.

The inbound prospect that decided it wasn’t the right time to get in touch? Unless you use sales intelligence you never even knew about them…

Why both is best

Neither approach is better. Both are powerful tools for lead generation and revenue growth, each with benefits and drawbacks.

How you choose the split between them very much depends on your business. Including what you do, the typical sales cycle and how much CAPEX vs OPEX expenditure you have.

If you’re a startup for example, you may be limited on resources. This can mean that both are harder to do at scale.

Inbound sales can be particularly useful if your business relates to the below 💡

Targeting an audience who don’t entertain cold calls

Not everyone appreciates the sentiment behind outbound sales calls (we do though). Some audiences find outbound sales invasive and annoying.

If you target people who work in a niche or highly technical area, then they will probably prefer to do their own research. Then contact you when they’re ready to talk more.

If your sales cycle is short

If you’re selling something that doesn’t take much time to decide about, then inbound sales can be a great approach to seal the deal. A website that converts sales needs high-quality content marketing and lots of it.

Creating content is one of your specialties

If you’ve got a talented team behind you in the content creation and SEO department then it makes sense to champion inbound. Especially if you’re well-connected to influencers or have access to a subject matter expert.

SEO is competitive, so you need to be able to rank well. But if people are searching for your product or service, it’s a good indication this could be the right way for you to go.

Likewise, outbound sales tactics can be particularly useful if you relate to the below 💡

Your sales cycle is longer (or you sell to enterprise)

Sales cadences are crucial here. A longer sales cycle means that there’s going to be more time needed to reach a final decision. This makes follow-up activity very important.

Enterprise customers typically make the sales cycle longer (even if it can be shorter). Usually deals with these businesses are extremely large and take more time to sign off.

The audience you target doesn’t mind phone calls

It’s impossible to say there’s an audience that enjoys receiving cold calls. Apart from maybe other SDRs.

But if you’ve got a target audience that will accept unsolicited phone calls then outbound sales makes complete sense. You can talk the prospect through the true value of your product or service and highlight what makes you stand out from the rest.

There is the challenge of how to find the prospect's contact information. But that’s why prospecting tools exist, to make this easier and save time. 

You’re able to pay a decent commission to sales reps

Aside from career progression, pay is another reason why people go into sales. You’ll be able to attract top talent if you can offer a decent commission. The flip side is, you need larger deals to be closed if you’re going to rely more on an outbound sales strategy.

Let’s wrap this one up

When it comes to the inbound sales vs outbound sales argument, it’s best to have both. But how you split them depends on your business situation.

We’ve summarized the core considerations that might mean you dedicate more of your time to one rather than the other. Check out this neat infographic 👇

How to measure outbound sales

Revenue functions in business need strong reporting best practice. These are vital KPIs that give an insight into how outbound sales representatives are performing. 

It’s more than just looking at who’s hitting their quota. You need to get an overall picture of the sales to funnel. 

Leads in the funnel 

Tracking lead metrics is vital. You need to know not just how many are in the funnel but whether they are qualified or not. 

Time in the funnel is also important to track. In SaaS sales, you track deal velocity, which is the average time it takes for a lead to move through the pipeline. 

Average deal size

This is an important insight for hitting your revenue target. If you know the value of the average deal size in the funnel, you’ll be able to forecast how many leads you need to hit it. This can filter down into targets for marketing and sales reps.  

Other metrics you can look at include:

• Customer lifetime value - The revenue an average potential buyer will generate during your relationship with them. 

• Customer acquisition cost - The cost of signing new customers. 

Both can help provide more context and validate that you’re salespeople are going after the right prospects and whether you need to negotiate the deal.

Closed business 

This metric comes from closed-won deals, or in other words, prospects that have officially signed as new customers. 

Measuring closed-won deals will identify areas for growth and if there are issues further down the funnel (by looking at closed-lost). This falls on account executives (AEs) and anyone else who’s in a closing seat. 

You might find that you’re gaining traction with deals in a certain industry. In this case, it could be time for your outbound sales representatives to target specific verticals. 

Outbound sales cadence

When you’re building a pipeline, you need to have a strategy to manage the leads. Outbound sales cadence involves having multiple touchpoints over a set period. This exercise is made much easier now with sales cadence software.

Organizing this process is important for knowing when you need to next contact your prospect and eventually get the lead to the closing stages!

Often sales cadences happen across a variety of channels, with calls and emails being crucial for B2B. It can be a bit of trial and error. The best sales cadence depends on your ICP and buyer or user persona.

Here’s our tips for outbound sales cadence 💡

Test it out

Especially if you’re just starting out, it’s vital to test your sequences. You can do this by engaging with prospects on a variety of channels and trialing a selection of tailored messages.

Then, you can review what’s got the best response (and do more of it).

Make it personal

The current climate makes standing out harder than ever. Nothing is more of a turn off than receiving a cold call or email where the person clearly knows nothing about you.

Do your research. Adding significant details like acknowledging they’ve just started a new role at the company go a long way to making you stand out.

Below is an example sent to our SEO & Content Manager Daisy two weeks after she’d started. The company have really taken the time to research before cold emailing 👇

Know when to breakup

Yeah, being persistent is important. But you also need know when to cut your losses. You don’t want any tire kickers in your pipeline.

If all you’re met with is tumbleweed after multiple attempts, it’s probably time to consider the breakup.

Sending a breakup email can trigger a genuine response, working in your favor. Always leave it on good terms as you never know when the prospect might need your product or service later down the line.

Charlotte Johnson, Account Executive at Salesloft likes to ask for feedback in her breakup email. She’s found that this encourages a response.

Channels for outbound sales

Which channels to use is an important consideration. Each provides a different way to communicate with your prospect. Let’s talk about the best ones.

Cold calling

Ah the humble cold call. There’s no doubt that this is a crucial channel in your outbound sales strategy. It’s hard to cut through the noise in this digital world without speaking to a human.

Much of sales is about building relationships and the only real way to do that, other than meeting in person, is on the phone.

Cold phone calls often mean that the sales rep has had no prior communication with the prospect. Once you’ve started to build a rapport, cold calling becomes warm calling.

This is how cold calling helps to build you a pipeline, it’s all about creating relationships.

There are 8 key reasons why cold calling is beneficial for outbound sales:

1. It’s simple
2. It is the beginning of a relationship
3. You can put out a consistent message
4. There’s an opportunity to learn
5. Get an edge over your competitors
6. It’s measurable
7. Cost-effective outbound sales channel
8. You can go into a phone call more prepared than ever!

Social networking on LinkedIn

LinkedIn is another popular channel for outbound sales. It’s the largest professional network available, making it a goldmine for prospecting.

These are the core tactics that LinkedIn can be used for that benefit SDRs:

• Finding and researching prospects
• Supplementing cold calling through prospect engagement
• Social selling and building a personal brand

With the channel becoming more saturated, using it as a tool for outbound sales is becoming difficult. Ryan Reisert, Subject Matter Expert at Cognism explains differentiating how you use LinkedIn for outbound sales 🎬

Cold emailing  

Cold emails are another important channel for B2B. In outbound sales, they’re used to try and help build the relationship and as a key follow-up activity.

Your sales cadence sequence might even start with a cold email. This is sometimes helpful if you need to pass a gatekeeper to get through to your prospect.

With spam filters becoming more advanced, it’s a case for quality over quantity with emailing. The “pray and spray” approach is dead 🪦

As a sales rep, it’s a crucial skill to know how to write the perfect cold email.

There are 4 steps to the perfect email introduction. Like every great story, there’s a beginning, middle and end.

• A killer subject line
• Appropriate greeting

The subject line and opener should be short and punchy. This part of the email needs to pique the interest of the reader.

You could reference the paint point or goal of the prospect like the subject line examples below 👇

• Ideas for [their challenge or pain point]
• Question about [their goal]
  
  

The opener should demonstrate you’ve researched them. You could use something like “I noticed you…” and reference an action the prospect has taken (could be LinkedIn post they’ve commented on).

• Make a connection
• Clear call to action (CTA)

Next you need to connect their pain point or goal with what you’re offering. The CTA is the next step. Usually for an introductory email this will be an action to find out more (a website link).

• Sign off
• Use an email signature (here’s why)
• Proofread
• Test
  
  

The sign off gives you a chance to reiterate what you’re offering. If you want to put “thanks” and “best regards” to shame you could use something like…

• Excited to tackle [challenge or pain point] with you
• Look forward to learning more about your [challenge]

• Follow up (your sales cadence)
  
  

Time to nail your outbound sales

There you have it. We’ve taken you through our ultimate guide to outbound sales, now it’s time for you to go and nail your strategy.

A quick summary of the key takeaways 👇

• Know your ICP
• Inbound vs outbound sales: it’s important to have both
• Your strategy means nothing if your tech stack is bad
• Meet your prospects on the channels they like
• Test and refine your sales cadence