Published by: Malte Lohaus (Co-Founder & CPO @SYNTINELS); Julius Göllner (Co-Founder @ARRtist; Sales-Expert)
Nowadays, the term "Personalised Outreach" echoes across the entire sales world, on LinkedIn, in blogs, webinars, … - everywhere. We think it's time it becomes more than just a buzzword. In the following guide, we clarify the term and try to make it usable for you and your sales organisation, so hyper-personalised sales outreach will boost your conversion rates but without loosing time efficiency!
The No.1 challenge in Outbound Sales is: Finding, prioritising and engaging with the right prospects. This challenge has not yet been fully solved by current players in the market. The result is that sales organisations keep trying to find the 1 out of 100 by annoying the other 99%.
The applied strategy behind it is to understand potential customers by first defining the Target Accounts, based on specifications for Employee count, Industries, Financial KPIs, and few more. Afterwards the Target Personas will be identified within these Accounts, so in the end, all of them are targeted with one generic messaging and a focus on Quantity rather than Quality.
But the new era of Outbound Sales is adding a new ingredient to the established sales method: Timing & Relevance!
It's nothing really new, but it is difficult to practice it with today's capabilities, especially due to the enormous time invest in doing research. But approaching this sales strategy pays off in knowing which prospects are more ready to buy! - Your conversion rate and brand reputation will thank you!
Let’s talk about “the Importance of personalised Outreach” and how it contributes to ensure Timing & Relevance.
Reaching out to potential customers using mass emails and standardised wording is outdated and not working anymore. You as a seller need to find a way to cut through the noise to earn a meeting with your champion.
The key to success is personalised outreach. In every sales message, the recipient needs to feel valued and should understand that the offered solution is solving a real problem for him / her. You can also guess the challenges of the recipient and the company based on industry standards or the job title but to create Timing & Relevance you have to learn more about the current situation and strategic directions of the person and company.