5 outreach sales techniques to drive leads into your pipeline
1. Qualify your leads
Lead qualification helps you understand whether or not your prospect has the power to buy or is a good fit for your product or service.
Keep your team focused on the leads who fit your ideal buyer persona and are likely to need your product. These segments are more motivated to buy, accelerating the buying cycle as a result.
There are two steps to determine who your ideal prospects are:
Build an ICP
Evaluate your sales data to find commonalities across your won deals. Focus on:
Which segments have the best conversion rate and highest deal value
The buying behavior of your customers (including how fast they made a purchase)
The common pain points your product solves
Common customer attributes (such as company size, location, industry, etc.)
Which customer segments have the highest LTV (lifetime value)
Now focus your attention to those prospects.
With a well-defined ICP, your reps can focus their time on nurturing high-value prospects rather than chasing unqualified leads.
Compare prospective leads with your ideal profile
There are several ways to qualify inbound sales leads against your ideal profile.
You can use web forms to generate a pipeline of inbound leads. This saves your reps time and enables you to get valuable information from a lead, including an indication of their level of interest and the problems you can help them solve.
Once you have their details, you can compare them to your ideal profile and assess whether they make a good fit, or if they’re not in the position to be a customer.
For example, asset reliability experts Reliability Maintenance Solutions (RMS) uses Pipedrive’s Web Forms across their product pages to identify what visitors want and fast-track them through the sign-up process.
Use chatbots, such as Pipedrive’s LeadBooster t, to qualify leads while they browse your website. Chatbots can guide visitors through any questions they have and help them find a product or solution they’re looking for. Reps can then get involved when they need to start a sales conversation
This inbound lead qualification method has the prospect reaching out to you and indicates they need what you offer.
Generating inbound leads can take time. To speed up the process, consider investing in outbound sales activities.
Use Prospector to identify best-fit contacts based on your ICP’s shared attributes.e This will provide you with verified contact data and allow you to reach high-value leads.
For a more manual approach take to social media. Use LinkedIn to search for contacts based on job title, location and industry.Identify communities where your ICP is active. Use their profile to learn more about their position and company and determine if they fit your ICP.
Lead generation is a two-way street. Qualify leads before reaching out to them to ensure you’re not wasting their time or yours.
Not sure if a lead fits your ICP? Use a lead qualification process during the discovery call.
2. Cold emailing
The best way to get prospects interested in your service is by demonstrating what you can do for them.
Personalized emails help you build a connection with your recipient, which is key to generating a response. Do this by demonstrating an understanding of their problem and how you can solve it.
Basic information like name and company will help you personalize your emails and catch their attention. However, you can also check their social media profiles or company pages for relevant information.
For example, compliment them on an award they’ve posted about or start a conversation about an article they shared on LinkedIn.
The purpose of your cold email campaigns is to demonstrate:
That you’re well informed about your lead, their company and their problem points
That you can offer a solution that will help them with their challenges
Remember, the most important part of your cold email is personalization. This gives you a much higher chance of having your email opened and read.
Other keys to success include keeping your email concise, well-informed and well mannered.
To judge if you’ve been successful with this, it’s crucial to monitor engagement metrics for your cold email campaigns. As such, email tracking is a key feature integration for any outreach software.
3. Cold calling
Like cold email outreach, cold calling also benefits from a personalized approach.
Before you go into the call, be aware of your prospect’s name, position and company name, and know the challenges they’re likely to be facing and how your product can solve them.
Unlike emails, you’re communicating with your prospects in real time.. This means your lead has more chances to say “no” and end the conversation before you’ve made your pitch.
To engage your prospect, begin the call by stating their name. This demonstrates you’re looking to speak to them, rather than “the person in charge of IT procurement”, for example.
Once you’ve introduced yourself, state the reason you’re calling. It’s important not to waste your lead’s time. Make your pitch succinct and to the point.
Listen to their concerns and be polite. Even if they’re not ready to make a purchase now, they may in the future, so don’t burn your bridges. Instead, leave them thinking that your business is a contender when the time comes to solve their problem.
4. Social media outreach
When using social media as part of your sales outreach, it’s key to choose the right platform.
If your products are photogenic, Instagram could be for you. B2B or SaaS companies may have more success on LinkedIn.
Get your reps to join groups or communities and contribute to discussions that are relevant to your industry. Be consistent and you’ll generate awareness and qualified leads over time. Use these communities to start the conversation before moving it over to a consultation over the phone or Zoom.