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Outbounding Excerpt


The need for growth coupled with advanced marketing lead gen- eration technology has created the perfect storm. However, as companies have farmed these “early adopters”, the easy inbound leads are drying up, and the “low-hanging fruit” has started to disappear. Marketing and social media efforts are not yielding the results they previously attained. Lay on top of that the growth of the sales department; they hired a lot of people to keep up on the inbound leads, may have too many salespeo- ple chasing the same or less inbound leads than they had before. Companies are now forced to


increase their outbounding or pros- pecting efforts to meet increasing quotas, by both inside and outside teams.


Outbounding is not going to tell you what technology tools you need to use and buy. By the time this book gets to you, the technology roadmap will have changed, and companies we thought were winners will have lost. Go figure.


What this book will show you is what works and what doesn’t through my lens. Do research on this topic like I have done, and wow, there are a lot of people’s opinions. I guess that’s why they call them opinions.


However, with my market research background and the analytical way I think, trends do start to emerge. I like trends, they take time to change, you can actually see them morph, so really what you see are emerging best practices.


THE PROBLEM


In good economic times, customers are open to buying. They need to buy to fuel growth. Social media and marketing lead generation efforts have been doing a great job driving leads to companies’ sales teams.


However: • Inbound sales teams have never been trained how to generate an outbound lead. They have been successful following up on leads, which is what they were taught to do. There is a big difference.


• Companies are not training their reps on outbound activities. They do not have the skills.


• Outbound sales people have become so dependent on sales/ business development reps (SDRs or BDRs), their outbound skills have atrophied, and they have not been educated on many of the available tools and processes.


THE CHALLENGE


Inbound and outbound sales process- es are different. Most sales processes have not, unfortunately, taken advantage of this difference. Unbelievable as it may seem, most managers still think a sale is a sale. How do we know? It’s rare that I see two different “sales processes” in a company. Everyone agrees that outbound and inbound are two different sales, but do they map it, sell to it and coach to it? Nope.


SELLING POWER MARCH/APRIL 2021 | 31 © 2021 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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