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The main asset of outbound operations? Cold prospecting.
Primarily if you work in B to B, cold calling and cold emailing campaigns can be the best way to find new customers. And to grow the awareness of your product or solution to your target heart.
But if you ask yourself how to make the best use of it: The answer is in your segmentation and in the way you address your audience.
#1 Define who you want to present your solution to
If you haven’t done it yet, you really need to determine who your ICP and persona are.
🔗 https://blog.hubspot.com/customers/ideal-customer-profiles-and-buyer-personas-are-they-different
All businesses should be customer oriented, as it implies a product’s conception and development designed to fit the needs of its users.
Thinking “who would do the best use of my product to solve their problem?” will get you the answer for “how to close more deals and scale up?”.
#2 Look for what’s really important to them
You want your outbound to be efficient and your conversion rate to beat records? Walk a mile in your prospect’s shoes.
As explained above, the more your solution answers your leads’ issues, the more qualified they are to buy from you.
🔗https://www.lonescale.com/articles/leads-scoring
Find your leads’ pain and its context, then determine the most simple way to present your product as the solution they didn’t know they needed.
#3 List the criteria making them different from the rest of your audience
You know who you want to sell your product to, and how to approach them via their pains.
Now, you need to list every criteria that characterize them. It will help you write your scripts and e-mails, and also create lists to segment your audience.
You want to be able to personalize your outreach to the maximum to get better results.
#4 Get your data
Knowing who you are addressing, what concerns them, and which specifications you want to collect, it’s time to get all the data that will fill your records.
LoneScale can provide you with all the up-to-date data you need to be confident in your record’s information before launching your campaigns.
🔗https://help-center.lonescale.com/en/articles/5972386-create-a-workflow
#5 Draw your contact map
You’re almost there! It’s time to determine your touch points with your list of qualified leads.
Do you want to reach them by e-mail or by phone? Or is there any other way that can fit your brand’s image (for instance DM on social media)?
Do you feel confident starting a cross canal campaign, using multiple tools (for instance combining a LinkedIn and a phoning approach)?
There is no wrong choice here. Only methods to test and improve as you go along.
🔗https://lagrowthmachine.com/sales-prospecting-guide/
#6 Write your scripts using merge tags
For simplicity, we will use here the example of an email campaign.
You have the contact list you want to present your solution. You have the information that characterizes them. You want them to really pay attention to your message.
To achieve your goals, the last thing you want is for your recipients to consider your e-mail spam message.
The solution is simple: you need to personalize your e-mails to the maximum. For that, you simply have to take the criteria you have collected and transform them into merge tags.
🔗https://www.digital.ink/blog/mailchimp-merge-tags/
#7 Keep track of your results and test options
Congratulations on sending your cold campaign! But your job isn’t done yet.
A very important part of the outbound teams' work is to analyze their results. To draw conclusions to optimize the next ones. And to always look for improvement.
That’s what makes the real difference between a good conversion rate and efficient sales processes.
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