In life, sometimes you've got to go straight for what you want. Whether it's asking someone out, seeking a promotion, or convincing a potential client to choose your product or service.
This go-getter approach in business is called outbound selling, and when done right, it closes more deals than most traditional strategies.
Outbound sales used to be simple: find people with problems and solve them with your product. Yet, it got a bad rep due to misuse. In the U.S, robocalls became a menace, leading to a nationwide task force and making people choose inbound sales instead.
So, does that mean outbound consulting has gone extinct? Far from it. Surprisingly, 82% of buyers welcome meetings with sellers who reach out to them. That means people still crave solutions to their problems, and outbound can deliver when you tailor it to their business challenges.
This is where HubSpot comes in. A solution that brings the best of both worlds: inbound and outbound.
In this blog, we'll break down the basics of outbound prospecting and even outline the steps for the ideal strategy with the help of HubSpot. From features that make HubSpot a leader in sales strategies to metrics that'll keep your strategy in check, we have it all covered.
What is Outbound Sales?
In simple terms, outbound sales means making the first move to connect with strangers to turn them into potential customers.
The main goal of outbound sales is to convince such customers to be interested in what you're offering. Instead of waiting for people to come to you, you actively reach out to them through methods like cold calling or cold emailing — meaning you either call them unexpectedly or send personalized messages to grab their attention.
Outbound sales are commonly used in B2B scenarios, but it can also work for B2C companies, especially those with high-value products or services. While it may cost more than some other sales strategies, businesses choose outbound sales because it can lead to higher-value sales and better customer relationships.
Inbound vs. Outbound Sales: What's the difference?
The biggest difference between outbound and inbound sales is who makes the first move.
While outbound sales focuses on reaching out to potential customers, inbound sales is about drawing such customers towards you. Instead of sellers reaching out first, interested buyers make the initial contact with a business. This happens when people are curious about a product or service after seeing information on websites, news, or ads.
To make this work, businesses use digital methods like SEO, content marketing, and social media. These methods bring potential customers to the business's website, where they can learn more about the brand and what it offers.
Outbound sales actively sell a product or service, while inbound sales educates interested buyers. Outbound sales can be resource-intensive and time-consuming because sellers guide customers through the buying journey. Inbound sales demand a strong web and social media presence, and it might take a bit longer to see results.
How to build an Outbound Sales Strategy with HubSpot
Creating a successful outbound sales plan means having a step-by-step and organized way of doing things: from figuring out who you want to sell to, all the way to having a backup. Here's a 6-step process to build a good outbound sales strategy using HubSpot.
1. Identify your target accounts
The first, most crucial step in outbound sales strategy is figuring out what kind of companies might be interested in buying your product. It also establishes the basic groundwork for account-based marketing.
To do this, you need two important things: your ICP (Ideal Customer Profile) and the buyer's persona. Once they're set, your next task is to find target accounts. Use tools like ZoomInfo or Apollo to find the companies that fit your ICP, then bring these companies inside HubSpot so you can keep track of all the engagements and activities. Use HubSpot's Prospects tool, the Company view, integration with your data, or simply import the lists.
2. Set your goals and find leads
After figuring out who you want to reach, decide what you want to achieve with your outreach efforts: getting potential customers to fill out a form, schedule a demo, or take another action. Navigate to the Reports section in HubSpot, where you'll find various options to set goals, including sales goals. Choose key metrics like the number of calls, emails, and meetings, then set specific targets for each one.
Now that your goals are set, gather contact information for your target accounts to create your list of potential leads. You can do this by manually looking for information on platforms like LinkedIn or using tools like ZoomInfo. HubSpot can integrate with these tools, keeping everything organized throughout the process.
3. Choose your channels
Next, choose the right channels to connect with potential customers. Different channels like email or social media have their own features and costs, so think about what suits your needs and resources. It's best to use a mix: email, LinkedIn for organic content, follow-up phone calls, and text messages.
4. Reach out using a messaging strategy
This involves defining your value proposition and why your product or service is valuable. Use HubSpot's templates to create personalized messages for potential customers. Personalized messages that speak to each person's needs and problems get more responses and lead to better sales results.
To get these messages across, you'll need outreach campaigns, which you can create using HubSpot. Tools like Salesloft, Outreach, and Apollo are specifically designed to help ease the outbound process and most can integrate with HubSpot, keeping all your data in a single place.
5. Qualify your leads
Your sales team will assess the needs of the prospect, look at information about their company, and check for additional signals that show interest, like engaging with sales emails or downloading resources from your website. To schedule meetings in HubSpot, use the Meetings link tool, which lets reps pick availability and add questions for prospects to answer when booking. This streamlines the booking process and helps reps qualify prospects before the call.
6. Have a follow-up plan
Not everyone will respond right away. Using HubSpot's analytics tool, track metrics like open rates, click-through rates, and response rates to assess the effectiveness of your outreach efforts.
Develop a cadence for your outreach, keeping follow-up emails to around 4-6, spaced out over a few days. Implementing a multi-channel strategy using LinkedIn, email, and phone calls together increases familiarity with your prospects and improves your chances of getting a response.
Track your outbound sales with these KPIs
Keeping track of your outbound sales metrics lets you assess how well your outreach efforts are performing. Here are the 4 most important KPIs to track using HubSpot.
1. Response rate
The percentage of people who reply when you reach out to them. If lots of people respond, it means your messages are good and connect with your audience.
2. Conversion rate
The percentage of people who take a desired action after you reach out, like signing up for a demo or setting up a call. A high conversion rate means your outreach is doing well in getting leads.
3. Calls to close ratio
This ratio reveals how many leads you need to contact, on average, to get one successful call or closed deal. It helps you see how efficient and effective your outbound sales techniques are.
4. Customer lifetime value
This shows the total value a customer brings to your business over time. A high customer lifetime value means your outreach is reaching valuable prospects who are likely to stay loyal customers.
Conclusion
If you want to achieve sales success in today's digital world, you'll have to mix things up by incorporating both inbound and outbound strategies. While inbound methods help build trust and familiarity without being pushy, outbound efforts actively reach out to potential customers. Having a strong online presence is key for boosting your outbound game and seeing better results.
Sure, CRMs like HubSpot are great for managing sales, marketing, and customer success. But sometimes they drown you in data. That's where tools like Sidekick step in, giving you practical insights and timely signals to up your sales game. With the right tools and strategies in hand, you can connect and engage with your target audience and drive success in sales.