Cold calling is finished! Email is dead!
We see some variation of these statements pretty much every day and honestly, here at matchstick we wish the kind of outbound sales these commentators are referring to was dead. The terrible mass email campaigns with 3 different fonts, little personalisation, and even less relevance can get in the bin.
Targeted outreach can be one of the most effective ways of finding businesses that face the exact problem that you solve, and we wrote here how outbound sales can transform your business by targeting clients who may not have found your product or service otherwise.
Most agencies generate more than 70% of their business from referrals which is brilliant, and can also leave them vulnerable to the vagaries of the marketplace. Combining referrals with content marketing and a competent outbound sales function allows you to build a predictable pipeline of revenue.
Outbound sales is challenging though, so we’ve put together this list to help you avoid the pitfalls and give yourself a shot of making it a success.
Challenges
Sourcing Qualified Leads: One of the biggest challenges in outbound sales is identifying, targeting and approaching prospective clients. Also known as prospecting, kryptonite to the majority of salespeople. We advise against purchasing lead lists as they are rarely qualified and seldom accurate. Instead, try sources like industry events, or tools like LinkedIn Navigator and ChatGBT.
Data Accuracy: Maintaining accurate and up-to-date contact information for your leads is crucial. Outbound is difficult enough without wasting your time and energy on inaccurate data. Tools like ZeroBounce and Apollo are your friends.
Rejection and Resilience: Outbound sales often involves rejection so your sales team needs to have a thick skin and remain motivated in the face of frequent rejection. Which is easier if you view each interaction as an opportunity to learn.
Resource Allocation: Allocating resources effectively to outbound sales can be challenging. You need to decide how much time, budget, and personnel to allocate to this aspect of your business. Building and maintaining a sales development team will cost you upwards of £35k per month, and while it is a worthwhile investment, outsourcing may be a better option for many.
Pitfalls
Ineffective Messaging: Avoid vague messaging that fails to connect with your target market. Make your pitch relevant to each person's individual needs and problems.
Overlooking Research: To avoid wasted efforts, research prospects carefully. Review their business, pain points, and industry trends before initiating contact.
Poor Follow-up: Failure to follow up on leads can lead to lost opportunities. Establish a structured process to nurture leads and convert them into clients.
Lack of Sales Training: Ensure that your sales team is well-trained in outbound sales techniques and knows your agency's offerings inside and out.
Inconsistent Efforts: Consistency is key in outbound sales. Sporadic or inconsistent outreach will lead to missed opportunities.
Ignoring Feedback: Feedback from prospects and your sales team is invaluable for refining your sales approach. Don't ignore it.
Focusing on One Channel: Use a multi-channel approach, including email, social media, content marketing, warm/cold calling, and networking events.
Relying solely on marketing and referrals means limiting your reach and leaving a lot on the table. Outbound sales is challenging, but when executed well, you are almost guaranteed better quality leads with higher and faster conversion rates, and a more predictable pipeline.
With time, patience and sufficient resources you can absolutely manage this yourself. Don’t have the time or tools for outbound sales? Send me a DM and let’s have a chat! 🌿📈
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