Standing Up A Stellar Outbound Process

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Standing Up A Stellar Outbound Process

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When waiting for the phone to ring isn’t an option, we turn to outbound sales.

The problem is most salespeople wing it with their outbound; hoping people return their calls, hoping they’re getting in touch with the right decision makers, and hoping the organization has budget.

Whether you are standing up an outbound sales process from scratch or want to get better results from an existing one, you’ll want to ensure you have and maintain a stellar outbound process.

To learn how we can improve (or stand up) that kind of outbound process, we sat down with former Marine and current Vice President of Sales Daniel O’Briant. He walked us through the same process he uses when standing up a new team or turning an established team onto a new market.

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: Daniel advises we trigger this system before we reach out to new leads. If we wait until we have a set of leads to pursue, we will be behind the power curve in getting results from any outbound activity.

R – Repeatable: The first step in making any outbound activity a repeatable process is to ensure we define success for ourselves.

This includes ensuring our leads are in the right geography if we are limited in where we can sell, that they are in the right industries if some industries work better for what we sell than others, that prospects are working for companies of the appropriate size if company size makes a difference, and any other criteria that we need to use to better qualify our leads before conducting outreach.

The second step in this process is ensuring these leads are aligned with your version of success as a seller. Are they likely qualified to purchase the quantity of products or services that you need to sell to be successful?

Additionally, do these prospects understand the value that you bring to their lives and businesses, or will you have to overcome that barrier in your outreach through educating them?

It’s better to discover this before conducting outreach so that you can prepare the appropriate materials and resources ahead of time.

Third, define the stages of your outreach pipeline. Doing this ahead of time will ensure that you can look strategically at your outbound activity, and ensure you are prioritizing the appropriate accounts.

Fourth, research your leads before conducting outreach and look for anything you can use to build rapport with them early on. This will make a massive difference in your pipeline velocity as you are calling, emailing, and setting meetings.

I – Improvable: To improve the system, first assess whether you are working with a team of new salespeople or experienced sellers.

For a new team, you will want to survey them often to see what they are learning about the leads they discover or are provided. Those lessons will become invaluable in sharing with the team to speed up everyone’s success.

If you are working with a group of experienced sellers, get their feedback on how well the talk tracks and resources your company is providing are working to increase pipeline velocity. You will want to adjust how you are approaching your outbound early and often to better serve your senior seller’s conversations.

M – Measurable: instead of simply measuring overall sales, Daniel advises we measure conversion through each stage of our pipelines. We can also measure the level of engagement we receive in emails, return calls, and measure how effective our salespeople’s teams and individual performance are in generating conversations and sales.

There will be plenty to learn and model as the high performing salespeople learn things that can benefit the entire team.

Outbound selling should never become static, so whether you are revamping an existing outbound process or standing one up from scratch, ensure your sales process and conversations are oriented around serving your prospects and customers. That will ensure you can sell more along the way!

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