The 3 Best Outbound Sales Strategies For Success

The 3 Best Outbound Sales Strategies For Success

Outbound sales are the quickest way to get customers – provided that you know what you are doing.

That’s why today we are going to share the three best outbound sales strategies that can help you get your new business off the ground. 

Outbound Sales Fundamentals That You Need to Get Right

Okay, so before we get into specific strategies, let’s discuss the fundamentals of outbound sales that you need to get right no matter what approach you are using…

Conduct Extensive Customer Research

The best salespeople in the world aren’t the ones that are the most extroverted, the most charismatic, or the best talkers.

The best salespeople are the ones that understand their customers the best. That’s why customer research is the key to succeeding at sales. 

So find out where your dream customers hang out online and then observe the conversations happening there. 

This could mean:

  • Reading blogs.
  • Listening to podcasts.
  • Watching YouTube videos.
  • Reading YouTube comments.
  • Subscribing to subreddits. 
  • Joining online forums.
  • Following social media influencers. 
  • Keeping an eye on relevant hashtags. 

…etc. 

You might also want to consider using text analytics software to speed things up.

Text analysis is a machine learning technique that you can use to go through massive amounts of textual data and extract actionable business insights from it (e.g. analyze all tweets that feature a specific hashtag). 

When you are conducting customer research, you want to pay attention to:

  • Demographic traits aka objective facts about your dream customers. Gender, age, ethnicity, education level, occupation, income level, etc.
  •  Psychographic traits aka psychology of your dream customers. What is driving them? What do they want to achieve? What are they struggling with? What do they believe in? What are their values? Etc. 
  • The language that your dream customers are using to express themselves.  What words, metaphors, and imagery show up again and again?

The more research you do, the clearer the patterns will become – and the easier it will be for you to connect with your dream customers. 

Conduct Extensive Customer Research

Set Up a Customer Relationship Management (CRM) System

Any outbound sales campaign will inevitably turn into a complete mess if you fail to remain organized. 

At first, it might seem that you can keep everything straight in your head, but believe us, if you are doing cold outreach, you will soon start losing track of all the follow-ups, discovery calls, virtual meetings, etc. 

That’s why you need to have a solid customer relationship management (CRM) system in place.

ClickFunnels 2.0 comes equipped with an in-built CRM functionality that allows you to easily keep track of everything that is happening in your sales pipeline. 

Set Up a Customer Relationship Management (CRM) System

Alternatively, you can pick one of the popular CRM apps such as:

Whichever option you choose, make sure that you start using it from day one so that no promising lead would slip through the cracks. 

Determine the Best Way to Contact Your Dream Customers

Outbound sales are all about cold outreach:

  • Cold email.
  • Cold social media messages.
  • Cold calling.

Here are three questions you should ask when considering each of these options:

  • Will you reach them? The busier your dream customers are, the more difficult it will be for you to get a hold of them. You need to figure out which channel will give you the best chance to do that. 
  • Is it appropriate? You also need to remember that you need to choose a channel that is considered to be acceptable for business communication. Say, cold messaging someone on LinkedIn might be completely fine but reaching out to that same person via Facebook might be inappropriate if they use it for keeping in touch with friends and family. You don’t want to come across as a creepy online stalker!
  • Are you good at it? Some people are better at communicating via emails and messages, others are better at communicating via phone calls. You want to choose a channel that you feel the most comfortable with. Play to your strengths!

Also, it’s best to pick one channel, to begin with, then add more channels once you have mastered the first one.

Create a Customizable Cold Outreach Template

Whichever channel you choose, you will need to create a customizable template for it. 

For cold email and cold social media messaging, you want a text template that you can copy-paste, personalize, and send. 

For cold calling, you want a script that you can follow, not necessarily a word-by-word one but at least an outline of the main points that you want to make + responses to the most commonly asked questions.

Track Your Cold Outreach Campaign, Optimize Based on the Data

When it comes to cold outreach, there are general principles that you want to follow but there’s no one-size-fits-all solution. 

That’s why you need to collect your own data, analyze it, and learn what works and what doesn’t with your target audience. 

Remember, that initial cold outreach template is just a first draft, you need to optimize it based on the feedback from your target audience.

Don’t Try To Sell Your Product via Cold Outreach!

It’s important to understand that the purpose of cold outreach is to get the potential customer to take the next step in your sales funnel.

Never try to sell your product right from the get-go because it’s an approach that is doomed to fail – you just contacted that person out of the blue, so there’s not enough trust there to close the sale. 

Instead of hitting the potential customer with a sales pitch immediately, know what the next step in your sales funnel is, and then end your email, social media message, or a phone call with a relevant call to action. 

Typically, that means asking the potential customer to schedule a discovery call during which you can pitch them your product and close the sale. 

Outbound Sales Strategy #1: Cold Email

Outbound Sales Strategy #1: Cold Email

Cold email is the most straightforward cold outreach strategy. 

Identify the Right Person to Contact

If you have a B2B business, it’s not as simple as shooting someone an email – you need to figure out who in the organization is the right person to pitch your product to. 

You want to talk to someone who is not only struggling with the problem that your product addresses but also either has the authority to approve the purchase or is close enough to someone who does. 

For example, if you are selling social media scheduling software, you should figure out who handles social media marketing in that company.

You can use LinkedIn to find that information – go to the company’s page, then look for someone who has the words “social media” in their job description (e.g “Social media manager”). 

Keep in mind that the smaller the business, the more hats each employee will be wearing.

For example, a big company might have a “social media manager” (or something along those lines) as a separate role, while a startup will likely have one person handling all marketing. 

Find Their Email Address

Once you know who your target is, it’s time to find their email address. 

If you are lucky, it will be listed on the company’s website. But what if it’s not?

Then you should use hunter.io. It’s a search engine for professional email addresses. You can enter a domain name, then it will show you various email addresses associated with it.

Find Their Email Address, hunter.io example.

Even if you can’t find the contact information for that person you will at least learn what is the most common email address format used in that company.

You can then try to reach your target by sending an email to an address that follows that same format.

Say, if your target’s first name is John and the most common pattern is firstname@company.com, then you can try sending an email to john@company.com.

You might also want to experiment with other popular email address patterns such as firstname.lastname@company.com.

Focus on the Benefits

One of the most important copywriting principles that you need to understand in order to write persuasive cold emails is the distinction between features and benefits:

  • A feature is a quality or a function of a product (e.g. “These shoes are waterproof!”).
  • A benefit is the value the customer will get from that product (e.g. “These shoes will keep your feet dry!”). 

People buy based on benefits, then justify the decision with the features – that’s why you always need to lead with the former. 

Copywriter Laura Lopuch, who used cold email to 14x her freelance copywriting business, recommends connecting your offer to the target’s business goal.

Typically that business goal is one of these:

  • Make more money
  • Get more clients
  • Reduce expenses
  • Grow their business (reach, market share)
  • Look awesome to their boss/clients

Note that it’s important to focus on the goal of your target as opposed to the goal of the company as a whole:

“That goal depends on their job and seniority level. 
A CEO or founder cares about the big picture and getting more clients (aka long-term growth). 
A marketing manager who desires to become marketing director cares about looking awesome to her boss,” explains Laura

Use the QVC Formula

There are plenty of proven cold email templates available online.

One of our favorite approaches is the QVC formula that Justin McGill, the founder of LeadFuze, used to grow his company from zero to $30,000 in monthly recurring revenue in just one year:

  • Q = Question. “Most people try to lead in with some sort of introduction and this just tips off the prospect that they don’t know you. Instead, try to lead in with a question that pertains to your business.”
  • V = Value Prop. “Instead of going on and on about how great your service is and ALL that you offer, try to get the core message out and highlight what makes you unique.”
  • C = Closing Call-to-Action (CTA). “Don’t end the email weakly, with a “Look forward to hearing from you” type closing. Instead, ask directly if they can speak in the next few days OR give them some sort of closing question that begs an answer in order to elicit some sort of response.”

Here’s a sample email that follows this formula:

Use the QVC Formula

He also recommends adding a P.S. where you provide instructions for opting out of follow-up emails.

This is important because it helps you differentiate yourself from spammers.

Use the QVC Formula, P.S. Example

Follow Up!

Busy people are dealing with a neverending influx of emails. 

You shouldn’t take it personally if you don’t get a response right away – they probably didn’t even notice your message.

That’s why you want to keep sending follow-up emails until you get a response from your target – whether a positive or a negative one. 

For example:

Sam Parr used cold email to get Tim Westergren, the founder of Pandora, to speak at his conference Hustle Con.

But he didn’t just email Tim once and leave it at that.

He kept following up:

Follow Up!

It took three emails to get a response:

Follow Up! 3 email example.

According to Sam, following up is essential – in fact, it determines who succeeds and who fails with cold email:

“Here’s where winners emerge. Big shots get 100’s of emails a day, so they’ll most likely ignore you. Don’t take it personally. You must follow up. When I was a noob, I thought this was nagging. It’s not. Just make sure to add an easy out,” he explains.

So always keep following up until you get a response. What’s the worst that can happen? They’ll send an email asking you to stop. Then at least you’ll have your answer!  

And don’t worry, busy people understand why follow-ups are necessary, so you won’t offend them by doing this. 

After all, they themselves probably got where they are today by being persistent, so they tend to respect the hustle!

Outbound Sales Strategy #2: Cold Social Media Messages

Outbound Sales Strategy #2: Cold Social Media Messages

Cold social media messaging can also be a great way to reach potential customers. 

You can use the same QVC formula for it  – just keep in mind that you need to be more concise because social media messages should be shorter than emails. 

Also, if at all possible, you should try to get a mutual connection to your target. 

That way, when they look at your profile, that mutual connection will serve as social proof that you are indeed a serious person. 

Finally, as we have discussed previously, make sure that you choose an appropriate social media platform. LinkedIn is probably your safest bet. 

Outbound Sales Strategy #3: Cold Calling

Outbound Sales Strategy #3: Cold Calling

Cold calling is the most challenging cold outreach channel. 

Needless to say, it’s more acceptable in B2B than in B2C since calling random people on their personal numbers is creepy. 

Its acceptability also varies from industry to industry, so you need to be mindful of that as well.

And here are some tips on how to become more effective at cold calling:

  • Have a script. You don’t necessarily need a word-for-word script. In fact, following one might be counterproductive since it would likely make you sound robotic. But you do want to prepare your opening, pitch, and call to action, as well as answers to the most frequently asked questions.
  • Learn to bypass gatekeepers. You probably won’t be able to reach busy decision-makers right away. Usually, these people have gatekeepers that screen their calls, so you will need to bypass them first. 
  • Roleplay cold calling. You can practice cold calling by roleplaying it with a family member, a friend, or a colleague. Explain to the other person what the most common scenarios are, then get them to play the part of either a gatekeeper or a target. Ideally, you want to do this via phone, as opposed to in person. 
  • Record your cold calls. You might want to consider using a recording app to record your cold calls so that you could analyze them later. We just need to warn you that it’s going to be painful to listen to so be prepared to cringe. Also, before you start recording cold calls, make sure that it’s actually legal to do so where you live. 
  • Make as many cold calls as possible. Pretty much everyone starts out being absolutely terrible at cold calling. And the reason most people never improve is that they give up too soon. It takes time to desensitize yourself to rejection, gain confidence, stop taking everything personally, etc. That’s why the only way to get better at cold calling is to keep at it. So don’t give up even if at first it feels like non-stop rejection, awkwardness, and embarrassment. Press on. 

Want Potential Customers To Come To You Instead?

You can get customers via outbound sales. 

But we believe that creating automated sales funnels is a much more effective way to grow an online business.

For example:

Our co-founder Russell Brunson used sales funnels to take ClickFunnels from zero to $10 million in annual revenue in just one year (it’s at $100M+ now!).

He’s a great salesman but even he couldn’t have achieved that by making cold calls all day. You need to use technology if you want to grow your company explosively. 

Want Russell to teach you how you can implement sales funnels in your business?

That’s what our 5 Day Challenge is all about.

You will learn how to:

  • Generate unlimited leads.
  • Create your first lead magnet.
  • Build your first sales funnel.
  • Create a simple 6-email follow-up sequence.
  • And launch your funnel!

…in just five days.

So don’t hesitate.

Join our 5 Day Challenge. It’s completely free!

Leave a comment

Your email address will not be published. Required fields are marked *

2 thoughts on “The 3 Best Outbound Sales Strategies For Success

X