In the B2B world, data is more important now than ever before. Companies are increasingly collecting and storing more of it each day, and for good reason too. You need quality data to get the results you can work with. More components in your sales process susceptible to a detailed analysis translate to better outbound sales. After all, outbound sales is all about reaching to potential customers and trying to peak their interest so the more data points you have, the easier it will be to generate interest.
Yet, attempting to tackle this operation without the help of sales software is a fool’s errand. In outbound sales, creating and maintaining relationships with prospects is only possible by incorporating a data-driven strategy. In that regard, no modern sales strategy, especially of that magnitude, works without a proper sales intelligence tool that delivers critical insights at your doorstep. Integrating a data-driven selling strategy into your operations does require some effort but it’s really worth it. Here’s how.
More accurate audience segmentation and personalization
Having the right data is vital for a successful outbound strategy. All that’s left for you is to implement it and strive for constant improvement by optimizing your results. That starts with audience segmentation or your ICP - ideal customer profile. If you know it inside and out, you can utilize it to prospect only those that fit your value proposition the most. No one can deny that prospecting is tough. At the very least, you can take some of the guesswork out by using tools like a sales insights platform that uses simple and automated lead generation and tracking processes to boost your outbound effort. Forming a quality list is the first step to the success of an outbound process, and a lot rides on it. Considering that companies that focus on lead nurturing generate 50% more qualified leads, you really can’t afford not to engage.
Image credit: Mobile Leaders Alliance
Then, get down to analyzing the data. Research your prospects through a number of points to create a personalized selling strategy. For the most part, this includes more advanced parameters such as their tech stack (the software being used), their monthly web traffic and ranking, as well as an organizational hierarchy (you need to state your case to decision-makers), their buying habits, and more. These points will help with your outbound strategy to personalize the conversation and sell effectively.
Gauge buying intent and provide value
Thanks to online developments, buyers have increasingly more information that their previous B2B fellow buyers. They spend time researching online for options and according to one report, are more than half of the way through the purchase decision before engaging. When buyers finally do engage with you, they have certain expectations you must meet. They expect you to know their business.
This is where sales representatives often feel the pressure to deliver results on time and do it so at the cost of research. Hence, it’s no surprise that 77% of buyers don’t believe that the selling side understands their business well (or well enough) for them to commit. When you make a bad first (or any) impression, it entirely affects the business with that company, not just the chances of closing the deal. It’s fairly easy to sell to people who are already interested in what you have to offer. However, starting a relationship with a total stranger, one who's never heard of you and isn't actively looking or aware how to solve a specific challenge is tough.
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The devil is in the detail. Sales is long past the point of simple selling, it’s about building trust and credibility and assuming an advisory role to educate in order to provide value. Knowing what services or solutions your prospects are intent on buying is important to the entire sales process. This information is made up of outbound searches where you are able to track it in real time so you can effectively target businesses that are actively searching for your offering. Based on their digital activity, you can follow the footsteps of your buyer persona or the relevant position holder at a specific company and measure their buying intent. For instance, if the prospect company recently added a correlated (overlapping) technology, you can reach out to show how, combined with your technology, they can perform way better.
The key is to stay alert and engaged during the sales cycle and provide value at every corner. To do so, you have to thoroughly understand the reason that drives the prospect to make a purchase: their concerns, challenges, responsibilities, and most of all - pain points, all in relation to your solution.
Embrace social selling
It should be no secret by now that social selling works. Statistics show that social sellers attract 45% more opportunities than their peers, are 51% more likely to achieve quotas, and they regularly outsell their non-social counterparts 78% of the time. The reason why social selling is such a success is because buyers specifically look to it for value. That means salespeople have a great vantage point to target executive buyers and influencers, learn about what they care the most about and engage in a credible fashion to build trust and further provide value. You can be exactly where your prospect needs you to be, equipped with the relevant information they need.
Image credit: GetCRM
Don’t forget to follow-up!
Approximately 50% of sales happen after the fifth follow-up but the truth is, 44% of sales reps give up after the first try, averaging around two attempts before they move on to the next prospect. The bare minimum number of attempts to contact at least half of your leads is six. All these numbers indicate the importance of seeing things through, especially with an increasing number of influencers involved in B2B buying decisions today. While the responsibility falls on the individual rep for the most part, integrating your sales intelligence tool with your CRM can help give them a boost by providing all the necessary insights for lead nurturing so no lead goes unnoticed.