With so much focus placed on nailing marketing in its myriad forms as a means to drive growth, it’s easy to see how outbound (or inside) sales can get neglected. And whilst building a slick marketing machine is essential in the digital age, there are many reasons why it pays to have a robust outbound sales strategy in place, particularly in a down economy.
Outbound sales is a critical component of any successful business, and having a strong sales team in place can help your company acquire new clients, increase revenue, and establish a solid market presence. So why do so many companies neglect this seemingly obvious aspect of business?
Well, put simply, it’s bloody hard work! Building an effective outbound sales team is a complex and challenging process that demands time, effort, and a thorough understanding of what contributes to the team’s success. In this post, we will delve into several essential tips that will aid you in navigating the learning curve, and set you on the path to nurturing your very own high-performing outbound function.
Hire the Right People
The foundation of any effective outbound sales team lies in its people. I know, I know! This is so obvious that it barely needs saying. But once you commit to building your team you’ll find that hiring the right people is easier said than done. Keep the following key attributes front of mind and you’ll be on the right track:
Resilience: Sales professionals face rejection at every turn and your team members must be able to recover quickly. Sulky cry babies need not apply.
Adaptability/Coachability: The sales landscape is constantly changing, requiring your team to be open to learning and adapting to novel approaches. Give us an eager, fresh faced newbie over a battle hardened, stuck in their ways veteran any day of the week.
Communication skills: You’ll provide your team with scripts for every facet of the sales process but you can’t coach charisma and the old adage “people buy from people” is true for a reason.
Drive: The old Boiler Room/Wolf of Wall Street style of selling is long gone and good riddance. That being said, sales is a demanding and competitive field and you want to fill your team with people who are motivated to succeed and continuously improve.
Provide Comprehensive Training
So, you’ve assembled your crack team of driven individuals but the hard work has just begun, as it’s vital that you provide them with comprehensive training to enable them to excel in their roles. A well-rounded training program will encompass the following areas:
Product knowledge: In-depth knowledge of your product/service offering is essential, and gives your sales team the confidence to effectively pitch to prospects.
Sales methodology: Teach your team a proven sales methodology that aligns with your company's values and target market, including prospecting, discovery, qualification, presentation, and closing techniques.
Tape training: Provide capacity for your team to record their sales conversations as this is the single most impactful method for improving as a sales person. Set aside time, at least once per month per team member, to listen to a selection of recordings of various lengths and have both parties (yourself and the team member) write down what was done well, what was forgotten/missed and what can be improved.
Sales tools: Ensure that your team is comfortable with the tools they’ll be using, such as CRM software, email platforms, and communication tools.
Interpersonal skills: Power skills such as active listening, empathy, negotiation, and problem-solving are essential. Be sure to equip your sales team through regular training sessions!
Set Clear Expectations and Goals
To optimise your outbound sales team's effectiveness, establish clear expectations and goals. Doing so ensures that everyone is working towards the same objectives and helps to maintain motivation within the team. Be sure to define:
Sales targets: Sales teams thrive on clearly defined monthly, quarterly or yearly targets which are linked to commission/bonus plans. Balancing continued company growth with achievable targets to keep the team hungry and motivated is no easy feat!
Key performance indicators (KPIs): Determine the KPIs that are most relevant to your business, such as number of calls, conversion rates, the number of new leads, or average deal size.
Activity goals: Encourage proactive behaviour by setting daily or weekly activity goals, such as a certain number of calls, emails, or meetings. Have fun with it by running competitions with non-cash incentives such as extended lunch breaks, late starts and early finishes.
Regular one-to-one meetings: Schedule consistent 1-2-1s to discuss progress, provide feedback, and offer guidance. Action planning is a great way to encourage your team to take ownership of their development.
Foster a Supportive and Collaborative Environment
A positive work environment will significantly impact the success of your outbound sales team. Encourage positivity, collaboration and support by:
Holding daily team briefings to share best practices, discuss challenges, and communicate incentives/competitions.
Celebrate the small wins. Sales can be a grind, and it’s guaranteed that there will be tough times when deal volumes are lower than expected. This is why it’s crucial that you celebrate the small wins, whether it’s pitching that hard to reach decision maker, setting a discovery call with a Tier 1 prospect, or getting a solid referral from a phone call.
Promoting a culture of continuous learning and improvement through ongoing training, coaching, and development opportunities.
Encouraging open communication and transparency, allowing team members to feel comfortable sharing their ideas, concerns, and achievements.
Recognising and rewarding top performers to maintain high morale and motivate others to achieve their best.
Leading by example. Senior management can gain serious respect by joining the sales team in the trenches and spending a day pitching the product/service. Make this a regular practice and also gain insight into the marketplace to better understand trends, common objections, and customer needs.
Monitor Progress, Adjust as Needed
Building a high performing outbound sales team is an ongoing process. Make sure to regularly monitor your team's performance and modify your strategies as needed to ensure continued growth and success, as well as identifying the early stages of burnout.
Always keep in mind that attrition rates among sales teams is higher than the average for all other industries. The rate of turnover on sales teams is 27%, twice the rate in the overall labour force. Put another way, you can expect to lose 3 out of 10 of your sales reps every year, meaning that it’s vital that you constantly replenish the team with new members.
With time, patience and sufficient in-house resources you can absolutely manage this yourself. Alternatively, if you see the value in it or you feel that you don’t have the time or tools to undertake this challenge, outsourcing this function may be your best bet; send me a DM and let’s have a chat!
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