8 Timeless Ingredients for Outbound Sales Success

I am a European based sales agency and I’ve learned what the most important ingredients of an effective outbound process are.


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:Ā 

  • 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. šŸ˜€

1. The Key to Sales Outbound Process Success – Understand the Problems & Pain You Are Solving With Your Product

It may seem basic, but we often forget to mention what our product is a solution for. Be honest! What problem does it solve? Why do you need this type of help with that issue?

Jason Fried is one of the founders of Basecamp and he often talks about this idea: that you need to hire people who are smarter than yourself.

You don’t really sell “product” at the end of the day. You sell people a better version of themselves or their company.

When you’re selling a product, it’s not enough to show people how good your product is. You have to understand what they want and need before showing them anything.

2. Is Your Product a Vitamin or a Painkiller? Critical vs Nice to Have.

The way you approach sales largely determines your success.

Painkillers are products that help to solve a problem or “pain” for the company.

To some people, vitamins are “nice-to-haves” and not urgent items.

You may not have a problem with this, but it will make your current process better or more effective.

A painkiller is easy to explain with an ROI. The trigger for buying it and the immediate relief are clear.

If the product doesn’t inherently add value, then it’s up to you, as a salesperson. This means your approach needs to change.

Here’s some deeper analysis.

3. Status Quo and Alternative Solutions

That’s a good question. How do they handle this problem?

You’ll need to know this, or find it out quickly, because knowing the objection is important for overcoming it. The crux of how you make a B2B sale comes from figuring what’s holding your potential customer back.

When you are trying to get new customers, they already have a way of solving their problem. It might not be the best possible solution but it is still better than nothing.

You will always lose this fight if you think that the status quo is better than what they currently have.

What other options do they have? Article: Diversity is a hot topic in many workplace environments, and there seem to be many inclusion initiatives to help diversify the job market.

You need to know what other vendors or products they’ve come up with and how they solve the problem, because it can give you a better idea of why your solution is more advantageous.

For instance, if they have to do something with 14 different systems and your product can do it all in one system, that’s likely going to be an efficiency advantage.

The managers who make the decision to write checks usually enjoy that.

4. Master Your Ideal Customer Profile (ICP) and Buyer Personas

It’s important to think through the characteristics of your ideal customer; it can make a big difference in how you approach marketing.

Some companies are more likely to have the pain, but others don’t.  Don’t be afraid to shrink down your target audience and focus on what you know best.

Who in that company benefits most from your product? How would you need to describe the benefits? Too often people root this in “user personas,” which are often extremely worthless.

I mean this as two concepts:

(1) is the person with the pain point that you’re solving.

There are different types of companies out there, and it’s hard to know which ones have the resources for you.

It’s a list of all the possible types of people that could be your customers (user, technical buyer, financial buyer).

Today, statistically there are 5.4 people involved in a single decision process. Some of these you know about and some work behind the scenes to influence decisions without your knowledge, which makes it especially hard for relationship sellers.

If you’ve sold your product just a couple of times (most likely to early adopters) but haven’t reached the mainstream customer, be aware that selling to them is completely different.

5. Tailor Your Sales Pitch

As you can see, the average decision-maker is involved in five or more decisions.

Some people in Operations may care about your product, but not others.

But if you want to implement this change company-wide, make sure it’s something that all departments are on board with.

It will be important to have a message that resonates with their individual needs and concerns.

If your company is in the lead generation business, you’ll already know that tailoring messages starts there.

6. Objection Handling

Track every objection from all calls and emails on a shared document.

After a while, you and your team will have enough experience to categorize potential objections.

When I first began hiring salespeople, I just assumed pay along with commissions and bonuses would be enough motivation for them. However, as time went on and my business grew, the objections to hire people became more frequent.

If you revisit this every month or every quarter, your sales team will be better prepared to deal with objections they’re likely to hear.

7. Cost of Selling & ICP Segmentation

How much time can you spend on the phone or doing cold outreach? How many face-to-face meetings with a prospect would be cost effective for your company?

You should have a strategy for 3 segments of your target audience, and that can vary depending on the size. For example, if you’re a small business with only one salesperson who’s trying to reach everyone in an area through cold-calling or door-to-door work.

In segment A, you might have 3 face-to-face meetings but in segment C, all communication would be through email only.

There are many times when senior sales executives treat SQLs equally. No matter what segment they belong to, they always ask “when is a good time for you to meet?”

8. You Have a Sales Qualified Lead – Now What? Let Your Outbound Sales Process Flow

Rather than just going to a sales demo, SaaS B2B companies can also do other things like holding workshops or having second calls with stakeholders on the buyer side.

You need to be confident in your second step, so the buyer will see you as being in control. Be prepared for this situation by staying flexible.

It depends on where your prospect is in the buying process after you first contact them.

He might not be aware of the severity, but he is likely in a phase where vendors are being chosen. Look here and learn which sales collateral will help you depending on what stage they’re at.

There are some major concepts involved with B2B sales preparation that will help you be successful.


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:Ā 

  • 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. šŸ˜€
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? Iā€™d love to hear from you!

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Justin McGill
About Author: Justin McGill
Justin McGill is the Founder of LeadFuze - a lead generation platform that discovers new leads for you automatically. Get 25 leads free.