Inbound & Digital Marketing Blog

3 Ways Targeted Outreach Boosts Your Sales Team

June 23, 2015, Michael Karp

Targeted outreach is part of a new inbound marketing philosophy — Inbound Out marketing

This philosophy takes the best parts of sales and incorporates them into marketing for a more effective approach.

Why is this approach more effective? Well, that’s what you’re going to learn in this article.

Specifically, you’ll learn how targeted outreach through inbound marketing helps your sales team become more effective.

 3-Ways-Targeted-Outreach-Boosts-Your-Sales-Team-InboundTeam

Here we go:

1) Leads Are Warmer When They Reach Sales

Targeted outreach involves your marketing team reaching out to prospects and establishing initial contact. The goals of this contact are to:

  • Establish trust

  • Build a relationship

  • Develop micro-rapport

  • Introduce your content

Through this process, these prospects become accustomed to interacting with your business. They get to know your expertise and what you can do for them.

They also get introduced to your products and services, while building an interpersonal relationship with someone at your company.

By the time these prospects reach your sales team, they already know, like, and trust your business. Your sales team doesn’t have to shoulder the burden of achieving this anymore. It’s taken care of before a representative even picks up the phone.

2) Your Sales Team Becomes a Guide

Targeted outreach leads to warmer prospects interacting with your sales team. This means your sales team doesn’t have to “sell” and pitch your services as hard as they used to.

(Hint: Today’s prospects aren’t as receptive to this anymore, anyway.)

Your sales team is still an expert on your products and services. This is where their true selling power lies.

They become a guide. When speaking to prospects, their job is to uncover problems that your leads are having. They then use their expertise to determine how your products and services can help.

Your sales team doesn’t have to pitch. They can become guides who show prospects the best path for them to take.

3) Prospects Already Know What They Want

One of the goals of targeted outreach is to introduce your products and services. Prospects trust your authority through the content you produce, and they get introduced to your services naturally through calls-to-action on your website.

This process helps them decide which of your products/services could be right for them. They typically decide on one (or a few) that they might be interested in.

When they reach your sales team, they already have this list prepared. All they need is more information to help them make the best decision possible.

This makes your sales team’s job much easier (and more effective). People don’t want to be sold to. They want to be helped.

The most effective route for your sales team to take is to help prospects as much as they can. And it all begins with a targeted outreach campaign that warms prospects and introduces them to your business.

Wrap Up

Targeted outreach is one of the most effective ways to introduce prospects to your business. But it also provides benefits further down the marketing/sales funnel.

These prospects are warmer when they reach your sales team. Your sales team’s job now becomes that of a guide rather than a salesperson.

Why does this work?

Because today’s prospects are more receptive to being helped than to being sold to.

Takeaways

  • Through targeted outreach, leads are warmer when they reach sales.

  • Your sales team guides prospects, rather than sells to them.

  • Prospects already know, like, and trust your business. This is what leads to a more effective sales process.

Topics: Inbound Marketing, Sales & CRM

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