It’s very common for me to see on the internet and elsewhere people complaining about the country’s crisis and that because of that the company is not doing well in sales.
We all know that we are going through a period of crisis and without a doubt this interferes with the new business scenario.
But, like you, this person who complains is looking for alternatives in the market to generate new and good leads? Or does she keep complaining and going around in circles?
It’s quite common for me to talk to companies that are extremely dependent on referrals, whether it’s clients or networking. This always worries me.
In most cases this is not enough for teams to achieve their goals or managers to achieve their goals.
In addition to being very difficult to maintain predictability in sales just by indications, I think a lot that this model of opening deals goes really well since it is considered a bonus.
After all, if you are being nominated, it proves that your solution is of quality and that your company is an authority in the market. That’s great!
However, in November, February of next year or even next week, will my company maintain the level of nominations, reduce or increase?
This thinking constantly disturbs most of these companies. Many markets face seasonality, but this should not be used as an excuse to stop growing!
A lead once told me that this feeling of uncertainty in pipeline nutrition ends up generating some anguish and despair. When the end of the month comes, he can’t stop questioning the company’s future.
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I’m sure this isn’t the path you’re looking for, am I right?
Prospecting phenomena: Outbound and Inbound
Considering the above situations, in 2011 the Predictable Revenue emerged, which assumed the position of sales bible with Outbound 2.0 and strategies aimed at predicting revenue within a commercial process.
Active prospecting becomes even more present and cold approach strategies gain a special touch. Since then, much has been said about the subject at a global level.
We, from OTB, brought these strategies to Brazil in 2015 and, with the translation of the book into Portuguese last year, this theme is increasingly present.
The outbound phenomenon was very close to another boom in the Brazilian market, Inbound Marketing.
Wouldn’t it be great to receive several leads that are not part of your networking, and that arrive at the ideal timing and often with a high purchase profile?
Yes. This makes Inbound Marketing, or attraction marketing, a super relevant strategy that revolutionized the digital world.
Although it is super important and recommended, it is also worth remembering that not all scenarios respond as well to inbound marketing, as well as to outbound.
In many cases, adding inbound and outbound strategies is the solution to your problem. This is called a Y sales funnel. Take a look at how this alliance works:
Basically you add active prospecting strategies (outbound) with passive prospecting (inbound) and move your “pawn” (lead) so that it is easier to win the game.
A must-have content for you who want to structure this strategy in your company is our free course on Outbound Marketing & Sales just like Blue World City does.
There you learn everything about outbound and even have tips on how to combine the two strategies in your sales process. So, have you already got your certificate?
Are you in doubt if it’s worth running Outbound in your company?
It’s nice to think that financial and operational resources do not always allow for simultaneous investment on both sides of the Y funnel.
Here you may need to make a decision about where to invest first.
Therefore, to better guide you in relation to Outbound, I need you to answer the following questions and reflect carefully, taking into account the context in which you are inserted in each of them:
Question 1: Do your CAC, LTV and average ticket justify you to adopt a complex commercial structure?
Remember that you will need to invest in Capital Smart City for your outbound process and in some resources such as people, technology and time, which are essential, even if on the smallest possible scale.
If you sell solutions that require a consultative selling model, you will need to invest more in your CAC (Customer Acquisition Cost). On the other hand, your billing or LTV (LifeTime Value) pays off.
In this particular case, you need people to run the process and tools to track the progress of results. All of this, of course, requires a dedication of your time to carry out and manage the sale.
In consultative selling can be a great differential in relation to competition: give your lead the best possible shopping experience. This will make you come out ahead!
Now, if your solution’s sales model is something more transactional, with a low average ticket, it might be interesting to think about self-service or even freemium sales models.
With this it is good to think of some inbound marketing alternatives to increase the organic flow of your website.
Question 2: Is your solution very specific or does it serve the market more generally?
It’s important to remember that the greater your market constraint, the more difficult it becomes to create a good volume of leads.
If you got a little confused, I’ll help you with some examples. There are several aspects that can restrict or expand your market.
If you serve at the Brazilian level, naturally you can multiply your reach and justify your Inbound ROI much more easily, feeding your blog and placing leads in your content marketing base.
If you are consulting a particular ERP for HR services, for example, this may not generate enough inbound leads for you to get a return on your investment.
In addition to being a specific system, it is also a specific sector within a company. Not all companies use the same ERP or even use this type of software in the industry.
Now, if your consultancy fits into very broad situations, like here at OTB, Inbound is much more easily justified. After all, almost every business has a business process that we can help.
With this, the volume of companies on the internet looking for sales solutions is much higher.
On the other hand, if I have some market restrictions, I can find out who are these companies with possible fit and prospect one by one.
Didn’t work on the first try? It’s not worth letting go of the bone.
For this you build a sales cadence, a series of contact attempts. If you’re still not successful, just try to resume prospecting in a few months.
Once again, if your contact volume is not very high, increasing conversion becomes not only a challenge but the main source of success. Be very careful and give your lead the best possible shopping experience.
Returning to the idea of high volume, nothing stops you from making your automated or semi-automated cadences and speeding up your commercial even more. After all, the goal is always waiting for us at the end of the month.
Question 3: Isn’t the sea for fish?
Does your solution face a competitive market at the top? When you type something related on Google do dozens of competing sites and ads appearing in competition with you?
According to a survey by Search Engine Journal and imForza, released by Rock Content :
75% of Google searches are limited to just the first page of results, and of those 60% of clicks go to the top three best ranked sites.
Investing in Inbound is still important for you to fight the competition, but entering with Outbound strategies will make you hit your lead easier and faster.
Just imagine: in the same river you are fishing there are a lot of other boats and all of them have their nets ready.
Besides, of course, you have to share that volume of fish available with everyone else, you don’t have much control over the quality and quantity of what you grab in your net.
So why not dive in and start catching your fish with your harpoon? This is outbound, friends!
In addition to not letting your competitor take that lead, you can still focus on the best and biggest fish, which most likely could pass far away from your boat, clinging to your neighbor’s nets.
If not everyone dives, whoever does this goes ahead and returns home with a lot more fish, not to mention that their fish quality is well above the others who were totally passive.
Question 4: Is the decision maker the one who takes pain and is responsible for researching alternatives on the internet?
Not always whoever takes the pain hits the hammer of the negotiation.
You can define your ideal customer profile, or ICP, and better target your prospecting. We have an ICP Generator that can help you here. 😉
Now let’s think as if you were one of your future customers, this makes it a lot easier.
Do you know exactly what your problem is and where it is?
Do you need someone to show you what your pain is, what the implications are and that there are solutions with an excellent cost-benefit today?
If someone comes up offering a solution, out of nowhere, you’ll ignore it.
Now, if the salesperson arrives engaging you within a context, raising the pain and the negative consequences, as long as it is objective, clear and friendly, the probability that everything starts to work out increases.
Believe me. No one is concerned about your solution and, yes, how relevant you will be in solving their pain. That’s where your mission comes in, always give your best.
Would it be that without that kick-off your lead would actually break out of inertia and enter your pipeline on its own?
Is it easier to decide now?
Well, it is worth remembering once again that outbound and inbound, contrary to what many people say, are complementary strategies for all the points discussed in this text.
Finally, you should know that outbound tends to pull much faster than inbound, which can take almost a year to start generating more consistent results.
It’s one thing to define your ideal customer profile, then build the best lists of smart leads, already falling straight into active prospecting.
Another is to develop your digital marketing to achieve the organic flow you need to generate a satisfying volume of leads.
It is now worth defining which is the best strategy for your company, or if they are both together, and making it happen to reach your goals.
If you have any questions about either process, you can contact me at email@example.com or click on the banner below for a free diagnosis. 😀