Understand what Outbound Sales is and how to apply this methodology in your business – WAU
Outbound Sales is a sales methodology based on active prospecting for new customers, thus, the salesperson himself who establishes the first contact with his target audience, and not the other way around. It is advantageous mainly for companies that offer a solution of great complexity or with a high average ticket value.
The sales process of a company is the key point of success and there are two methodologies that are the most used in the market: Outbound Sales and Inbound Sales.
It is necessary to master these two methodologies to understand and define which one is suitable for each moment that your company is experiencing.
In this post we will differentiate the two models and present their advantages and applications, so that you no longer have any doubts about the theme and boost your company’s sales strategy!
What is Outbound Sales?
Outbound Sales is an active prospecting methodology, so that the seller is responsible for the first contact with people, defining the most qualified leads based on types of profile.
In the Outbound process, the cold call, which is known as cold calls, as the seller calls potential customers based on past research only. This is usually the first contact the prospect has with the company.
This methodology presents a series of advantages, mainly for companies that offer a solution of great complexity or with a high average ticket value. See below for its main advantages.
Active prospecting makes the salesperson studies much more about the prospects, better understanding their pains and desires. With all this knowledge, the approach becomes much more precise, so that the salesperson adapts the speech to the situation that the prospective customer is currently experiencing.
This adaptation in the speech creates a much greater empathy between prospect and salesperson, because, in fact, he feels that company is willing to help him. This makes the sales process more effective and even speeds up the sales funnel.
One of the main advantages of the Outbound Sales process is the speed with which results are obtained. Since this time varies mainly according to the average time to purchase the solution, the methodology has as a characteristic make sales in a few weeks.
This happens because, in active prospecting, the salesperson makes fewer contacts per day, dedicating more time to each prospect and, consequently, the process moves faster. Identifying whether the prospective customer is at the right time of purchase is an essential part of the success of this methodology.
In some sales processes, the salesperson only contacts the prospect directly in the final stage of the funnel. In the Outbound Sales process, on the other hand, the salesperson begins to contact the prospect at top of the funnel, at a time that the customer often does not even know their real needs.
This long contact, walking through the three stages of the sales funnel, allows the seller to be close to the prospect, gaining knowledge about the reality of the company, in addition to the potential market and the relevant factors for the negotiation to be successfully concluded.
Despite all the advantages of the process, the methodology of Outbound has some disadvantages:
- the seller does not know if the prospect is in a good moment of purchase;
- high cost of operation, since the leads contacted are often not qualified enough for your company’s solution, causing the seller to lose hours of work with customers with no business opportunity;
- difficulty in measuring results;
- less effective operation;
- cold contact with the customer, since contact is often quick, as it is motivated only by the sale.
And Inbound Sales, what is it?
The Inbound Sales methodology is derived from the Inbound Marketing process and has as main objective attract people to the company domain, be it website or blog, in order to generate a large number of leads qualified. They are forwarded to the company’s sales team, so they can get in touch.
The main characteristic of Inbound is that the people who will be contacted by the salespeople already know the company in some way and are interested in its solution or, at least, in their area of operation.
Inbound has the ability to reach people anywhere in the world and goes hand in hand with Inside Sales, which refers to internal sales. This methodology allows selling to people in different locations, without having to have direct contact with each customer.
These processes make your solution scalable, exponentially increasing the number of sales and, consequently, the success of your company.
Unlike Outbound Sales, Inbound does not interrupt the prospect, as, in most cases, it is the customer who gets in touch. Thus, this methodology allows the public to be free and research on topics that interest them.
By mapping this prospect’s activity, the salesperson gets to know the correct time to make the contact, taking into account the type of information or material that the person consumed on the company’s website or blog. This improves the effectiveness of the contact, accelerating the sales process.
Some of the advantages of the Inbound Sales process are:
With that, it is evident that Inbound is a consultative sales process, which has a very important qualification stage, assisting the seller in defining the best time to approach the prospect.
There are also some negative aspects of the Inbound Sales methodology:
- long cycle – results usually arrive only after a long period of time;
- robust strategy – to obtain great results with this methodology, it is necessary to implement an advanced strategy;
- high initial investment.
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What are the differences between Outbound Sales and Inbound Sales?
The methodologies have different characteristics, but in practice, the main difference between them is in the approach.
When evaluating the company’s relationship with the prospect, in the Outbound model this contact is focused only on sales, not creating a very close relationship with the customer. However, in the Inbound model the opposite happens: the company has a closer relationship with the leads.
The Inbound model has a well defined buying journey, making the seller to work only with well-nourished and qualified leads.
Another difference between the processes is that, in Inbound, only leads in the final purchase stage are worked on. On the other hand, in Outbound, the prospect is often in the first stage of the sales funnel and the salesperson needs to assist him in walking through the stages to close the deal.
Regarding the prospect’s information, in Inbound, salespeople receive the data that the user himself filled out on the company’s website or blog. In the Outbound process, the seller needs to be informed about the person who will be approached, which means more work, but results in a greater amount of information.
A striking feature of these methodologies is the lifecycle of each approach. In Inbound the cycle is long, as the lead must go through the purchase journey, whereas in Outbound, this cycle is reduced. This factor influences the company’s results, since Inbound brings a return in the long term compared to the short term in the case of Outbound.
How to integrate Outbound and Inbound?
To guarantee the best sales results, the best practice is to integrate the Outbound Sales methodology with the Inbound Sales methodology, so that you work out the advantages of each process.
One of the ways to do this integration is to align the sales team with the market. Bringing the marketing and sales team together is vital to define what characteristics are sought in each lead and what will be the actions of the marketing team to capture and qualify them.
Creating content for different stages of the sales funnel is important to keep your audience engaged and be able to help the prospect in any stage of the purchase journey.
It is necessary to configure the CRM to differentiate the leads from Outbound and Inbound, so that they are directed to the responsible team and the salespeople know the origin of each one.
In addition, salespeople must make a personalized contact, since an Inbound lead has to be approached in a different way than Outbound. And even if they are leads from the same segment, the speech must be personalized to the reality of each prospect. After all, humanizing the experience is essential to the success of the process.
Sales teams need to be constantly updated on the market and consumer behavior. Methodologies such as Outbound Sales can bring excellent results to the company, but it is necessary that the sales team is trained and updated.
To learn even more about the Outbound Sales process, take a totally free course at WAU University!