If you’ve ever played a game of cards then you’ll know the player with the strongest hand is the one with the best combination of cards. Therefore, each one is of equal importance.
The concept behind this philosophy is no different to modern outbound sales strategies. Each channel has its own strengths and weaknesses, meaning they all need to be used together if you are going to fulfil your potential and effectively engage each prospect. For example:
Email marketing is a personalised outbound sales tool that can be utilised for a relatively low cost. However, it relies on a highly accurate and well-maintained data list.
All B2B selling is still human-to-human selling, even if it is to a group of people. Telemarketing provides the human-to-human contact that can make the difference between a completed sale and a lead that goes cold. On the downside, it requires a lot of personnel and time.
The effectiveness of direct mail has never been as high as it is now. Although it requires significant investment in time and resources, it can’t be matched for personalisation.
Pay per click (PPC) is highly targeted towards specific keywords and phrases on search engine results pages. However, its success depends on prospects having knowledge of their pain points and requires in-depth keyword analysis.
Sales people have always kept records of their contacts. In the past, rolodexes carried out this function and now LinkedIn makes it even easier. The professionals’ social network can be very useful to create and nurture lasting business relationships. It does, however, require unique and creative approaches and well-written headlines. Furthermore, it is most effective with prior personal contact.
Traditional sales tools such as trade events and exhibitions haven’t evolved much in terms of the concept. However, they remain a highly effective method of generating quality leads through personal interaction. Still, they remain costly and require companies to send a small contingent for the best results.
To achieve, and improve on, your periodical targets you need to make the most of the resources available to you. Pre-internet sales managers would carry product sheets that enabled them to inform potential customers and confidently address purchasing objections. Nowadays, because of the wealth of information that is available online, you need an array of outbound sales tools and inbound marketing techniques to make those sales.
Getting the right balance of the different channels is important. For more information about the strengths and weaknesses of outbound sales tools, take a look at our “B2B Sales Channels – Have You Got a Winning Hand?” infographic.