How to Reposition Your Outreach Products to Provide Value Today (4 Steps)

The state of business and sales today is uncertain. We’re all talking about it, but we don’t talk as much about the aftereffects or what this will mean for future sales.

I think it will take time before we see an increase in productivity.

If your outreach products are not relevant to the current market, then you need to change how they’re marketed or create new ones altogether.

Your sales teams need to be able to anticipate future conditions. If you don’t account for the past spending freezes, your team will have a difficult time again.

I would like to stay away from that topic for now.


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Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

4-Step Product Outreach Repositioning to Modernize Sales Outreach

As we move forward, I will share four steps which can help you take a new approach to selling your outreach products.

  • The first step in the process is to identify niche markets and find out what they need.
  • The second step is to divide your buyers between two groups (buyers today and buyers tomorrow).
  • To understand your client, you need to know what they want and how their needs align with your product or service.
  • You need to make sure your outbound strategy is up-to-date.

Step 1: Identify Niche Markets and Use Cases

Businesses are struggling to find the right marketing mix for new buyers. They’re trying to figure out how much of their budget should be spent on webinars and virtual events, as well as digital advertising.

Sellers are falling into three categories within organizations.

Successful companies right now are those that have found their niche market and serve a need for it.

Second, companies in markets affected by the coronavirus (and outreach products that aren’t flexible enough to fit into other markets) are struggling because they can’t find their niche market and use cases.

Third: Companies that are in the middle of these two extremes.

Most companies are in the third category. They have a lot of potential, but they need to adjust their outreach products and marketing strategies.

If I want to diversify my company, before I can even begin to reposition our sales outreach and outbound strategy, we need a way to identify these new target markets.

To do this, you have to think about the concepts behind your outreach products. What is relevant now?

For example, if you are an HR Tech company who offers a variety of modules. Your trojan horse in the past was your compensation module. But now people might be thinking about their pay plans only for specific industries or jobs, so focus on that industry and target the niche.

Could this tool be positioned as a remote work module instead of performance management? Yes, that would probably sell better because there are many companies who have an interest in remote workers right now.

Step 2: Put Your Buyers Into Two Buckets

After you identify the niche markets that need your product, don’t stop there. To effectively modernize your outbound strategy, it’s important to consider both short-term and long-term solutions.

It’s important to identify a potential need and then reach out in advance of when that problem might arise.

You should divide your buyers into two categories.

  • Customers you identified in the first step.
  • Buyers of tomorrow need your solution, whether they are looking for it during the world’s time of rebuild post-crisis or if businesses stabilize again.

Those who need your solution right now should get very specific messages that still focus on the call-to-action. I will talk more about messaging in Steps 3 and 4.

For the second group of buyers, who are not in immediate need but could be potential customers later on, you should use different messaging to nurture them and make sure they know about your company. This way when conditions change for their business needs to match what you do better than competitors, it will already be top-of-mind.

Step 3: Narrow Your Messaging and Empathize with the Buyer

If you’re going to reposition your product, make sure you also change the message around it.

Many sales teams are struggling with how to be empathetic while still getting their product in front of the buyer.

It’s important to remember that sales and marketing should not be operating on autopilot. If you still have campaigns or sequences scheduled, cancel them. Recalibrate everything for the needs of bucket-one buyers in Step 2.

You can’t be tone-deaf to your prospects and buyers’ situations. All of the messages you send them need to be relevant, not just starting with “I know times are crazy right now.”

In order to show your value, you need a one-to-one approach and an automated sequence that is tailored for each buyer.

We’re used to just thinking about what we want and not adapting our messaging for the customer. This is at the heart of all sales.

If you don’t know how a company makes money, or what your prospect does in their job, it’s difficult to sell them anything. You need to focus on exactly what the customer needs and not make broad statements about your product.

You can give them product information, but you need to know about their business and how it has changed recently. You also have to be able to reposition the value of your product for them.

Step 4: Modernize Your Outbound Strategy

A modern outbound strategy uses a mix of traditional channels (email and calls) as well as video. It also depends heavily on segmentation by group, hyper-targeting sequences, etc.

Traditional (email and phone)

Many companies are too broad with their outreach sequences. A good strategy is to use the one-to-one experience.

Video and LinkedIn will help you optimize your strategy even more.

Video

Video is even more important than face-to-face. It helps to build purely digital relationships in sales outreach.

Video was often used before people were asked to work from home. Video helped the sales team put a face to their rep and allowed for real-time explanations of complicated concepts.

More and more buyers want to hear the voice of a person, as well as see them in order for there to be some personal connection.

LinkedIn

LinkedIn is the most relevant social platform for sales professionals because it’s a good way to promote your business and build relationships with potential buyers.

Integrating LinkedIn into your outbound strategy will allow you to reach and connect with the people who are most likely to buy from you, as well as those who may not be ready yet.

B2B social media is an important part of any pandemic because people are spending more time online. This especially applies to LinkedIn for business professionals.

Now It’s Your Turn: Take Your New Outreach Products to Market

The four steps to do that are: 1. Focus on your customers, not the competition 2. Create an effective sales message with value-added propositions and benefits 3. Develop a strategy for customer conversations in person or online so you can better map out opportunities before they come up4. Build key relationships by providing excellent service when appropriate.

The first step is to find out what new markets you can tap into and how your business can create a product for those people.

The first step is to divide your customers into two groups: those who need what you’re selling right now and those who will need it in the next few months.

The third step is to create two different messages, one for each bucket. For the first bucket you should focus on industry and buyer roles with hyper-targeted outreach that will reach out to them individually.

In step 4, take the marketing messages that you have created to your target audience with a modern outbound strategy.

Hopefully this article will give you the tools and confidence to take your sales outreach efforts forward.

Digging into new buyer pain points and how your solution can relieve them is the biggest thing you need to do.

You never know what you’ll find when it comes to diversity.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

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Justin McGill
About Author: Justin McGill
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