Multi-channel Sales Guide: Sell Where It Matters The Most

December 18, 2023

Picture this: you're a sales rep who only uses LinkedIn outreach for prospecting. You are slow in hitting your sales quota. You are only reaching out to a limited number of people, slowing down your ramp time. 

The solution? Multi-channel sales. 

When you leverage multiple sales channels to accelerate your sales efforts, you can increase the number of selling touchpoints, which will likely get more conversions. 

So, what does a multi-channel sales strategy look like? Let’s get into this article to find out.

What is multi-channel sales?

Multi-channel sales or multi-channel selling is the process of communicating, promoting, and selling your products on more than one sales channel. 

These sales channels include your website, social media platforms, email, phone, software marketplaces, etc. 

For example, Gong uses a gated product demo as the first selling touchpoint, followed by a series of outreach emails to engage the prospect. 

Omnichannel selling vs. multi-channel selling

While omnichannel and multi-channel approaches seem to be similar, here are a few ways you can differentiate between the two:

Benefits of multi-channel selling

Not sure whether you should be taking the multi-channel sales approach? Here are a few benefits that will help you make the right decision and opt for multi-channel selling:

  • Expand market reach: When you use multiple sales channels, you reach people on the exact channels they’re most active on — ultimately getting you a quicker response from prospects. 
  • Increases the number of touchpoints: When you use multiple touchpoints, you can engage the prospects at different stages — leading to conversions.
  • Increases the ramp time: Instead of relying on a single platform for conversions, when sales reps leverage multiple sales channels, it speeds up their sales efficiency and chances of conversions.

Types of sales channels

Here are the 4 sales channels you must use to implement a full-fledged multi-channel sales:

Email

Cold email still works — and industry experts advocated the same in Cold Email Dive, a virtual event organized by Reply.io. 

To be able to maximize the effectiveness of cold outreach and email marketing as the sales channel, you need to:

  • Segment the email list based on your target audience persona and personalize them
  • Automate the email sequence with at least three consecutive emails

💡With Sellular’s Omnichannel Sales Sequence, you can create and save email templates to compose your emails and schedule emails to be sent automatically.

SMS

Did you know that 30% of consumers check their text notifications within 60 seconds of receiving a text?

Once you have sent out your cold outreach campaign, your next touchpoint could be a text message with a short and concise message. 

To incorporate SMS as one of your sales channels, ensure the sales engagement platform lets you automate text messages. 

💡Sellular lets you send, receive and manage SMS between you and the leads directly from the Sellular app or desktop (without integration with a third-party platform).

Phone call

Cold calling is powerful. In fact, a report by RingDNA states that calls with an average 67-second streak lead to demos. 

While it’s one of the impactful sales channels you can leverage,  there's a problem: Most sales reps execute cold calling manually, which can take a lot of time and reduce productivity. 

Here's what you can do: use an automated sales dialer.

💡You can use Sellular’s automated sales dialer to call domestic and international prospects with an unlimited talking plan. With this, you can also record the calls and get transcriptions of the sales call. Plus, it also allows the sales reps to talk privately to each other before a call transfer — making the collaboration seamless. 

LinkedIn 

According to Semrush’s Social Media Trends Report 2024, LinkedIn will rule social media and be an invaluable resource for establishing and nurturing B2B relationships.

Leverage LinkedIn outreach. Send connection requests to prospects on LinkedIn, connect with them, send messages on LinkedIn (rather than In-mails) and automate the entire LinkedIn outreach sequence.

💡You can use sales engagement platforms like Sellular that automate your LinkedIn outreach efforts.

Steps to leverage multi-channel selling

Here’s a 7-step process you can follow to create your multi-channel selling strategy:

Step 1: Define your goals

What is the goal you want to achieve with multi-channel sales? Is it creating awareness about your products? Or is it improving the conversion rate? Whatever the goal is — jot it down on paper.

Step 2: Understand your target audience

Before you plan your multi-channel selling, define your ideal target persona. Combine the existing data you have about your customers and collect additional information on email communication, software review channels, surveys, and websites. 

Identify:

  • Who are you targeting
  • What demographics do they fall under
  • Where are they located 
  • How did they find your brand and products
  • What are their pain points
  • Which pages on your website do they visit often

Once you have this information, conduct the jobs-to-done framework to identify what are the specific jobs your ICP does, how the pain point

It's not about being on every sales platform that is affecting their problems and how your solution can give them a better outcome. 

Step 3: Pick the right channels

It's not about being present on every sales channel but on the channels right for you. And to decide on the right channel, you need to understand your target audience

For instance, leverage social media and email marketing if your ideal customer persona uses LinkedIn and email. Identify the channels where your target audience spends most of its time. How to do it?

  • Conduct a survey and ask your target audience about the channel they are most active on
  • Include a feedback form on the website where the lead can fill in how they find out about your product or brand
  • Interview your target audience
  • Listen to sales conversations and identify if the prospects have mentioned using a specific platform more compared to others

Once you know the platforms on which the prospect is likely to be active, pick the primary and secondary channels from these and start your sales process. 

Step 4: Optimize your message for each channel

Whether you’re writing content for LinkedIn, Twitter, or email — optimizing the content based on the platform it is being published on is important if you want to increase the reach of your content. 

For example, if you sent a 200-word long cold email to your target customers, sending the same content over a LinkedIn DM wouldn’t be wise. Reason? People on LinkedIn are likely to respond to shorter messages. So, a good strategy is to reduce the length of the content and then share it with the prospects on LinkedIn. 

Here are a few tips to optimize content for each sales channel:

  • Maintain a consistent tone of writing. According to Semrush, 78% of high-performing articles maintain a consistent tone of voice. Define your brand’s tone and keep it consistent across each channel — whether sharing content on social media, in email campaigns, or in texts.
  • Optimize the content for length and format. Know the length of content for different platforms and write content accordingly. For instance, the character limit on Twitter is 280 characters, and on LinkedIn, 3,000 characters.

Step 5: Automate

To streamline the multi-channel selling experience, automate your workflow. Whether you're using emails, social media, or calling as the dedicated sales channel — automate these channels. 

⚡Pro tip: Use Sellular to schedule multi-channel sales cadences across different channels — email, SMS, calling, and LinkedIn.

Step 6: Track the sales performance

Some of the metrics that you should track for your multi-channel sales campaign include:

  • Percentage of leads followed up with: By tracking this metric, you'll know how effective your sales team is in following up with prospects and converting them into paying customers. 
  • Meeting scheduled: By tracking this metric, you have a clear number on the number of meetings you've been able to schedule with the prospects through your multi-channel efforts
  • Number of calls answered: By tracking this metric, you'll be able to get a clear view of the number of meetings scheduled vs the number of calls you did with prospects. 
  • Deal slip rate: By tracking this metric, you'll better understand if you need to change your sales pitch or outreach strategies.
  • Lead to opportunity conversion rate: By tracking this metric, you can determine whether or not leads are being converted into opportunities in a timely and efficient manner.

⚡Pro tip: Use Sellular’s advanced reporting feature to monitor and compare team metrics.

Step 7: Improve with the feedback loop

Set up a meeting with your sales reps and show them the detailed report you've gathered about the team’s sales performance and the overall multi-selling campaign. 

Highlight what worked, what would have been better, and which key areas you lagged. 

  • If your analysis tells you that the lead quality is low — you can work on improving the quality of leads by doubling down on research. 
  • If your analysis tells you that lead to conversion rate is low — you need to evaluate how the sales reps are writing messages, conducting calls, and negotiating with the prospects and improvise on it 

Challenges of multi-channel selling

Multi-channel sales comes with its own challenges. Here are a few challenges you might experience if you’re not using a sales engagement platform:

  • Setting up cross-channel sales cadence is difficult: Because you’ve to manage sales conversations on multiple platforms, it becomes difficult to set up the sales cadence for different platforms — for different ICPs.
  • Using multiple tools to manage conversations in different sales channels: When you use different tools to manage a single platform, it creates fragmentation in the multi-channel selling process
  • Sales reps need training on how to use social media: Not every sales rep is well-versed in using social media platforms for sales outreach, but when leveraging multi-channel selling, you need hands-on experience using each sales channel. 
  • Same leads being bombarded by similar messages: When you manually execute a multi-channel sales strategy, it's likely your sales messages reach the same prospect twice — which, in a way, is considered spammy by prospects.
  • Not being able to track sales conversations: It gets difficult to track conversations with prospects when you use different sales channels to communicate with each client. This creates friction in successfully executing prospecting.
  • Inconsistency in centralizing the data: When you’re prospecting on different sales channels, you’ll be collecting the lead information from each of these channels Doing so, you are likely to juggle between collecting and storing the information manually at one place. 

Accelerate your sales with multi-channel selling

One major mistake you could be making while implementing a multi–channel sales strategy is not having a unified platform to streamline all the channels you use in your sales process. 

In fact, 64% of sales leaders report their sales teams say their current sales tool is fragmented. 

When picking the channels to execute your multi-channel sales strategy, ensure the sales engagement tool you use unifies all the sales channels you want to use. 

From email marketing to SMS and phone calls to LinkedIn, Sellular streamlines your sales process and increases sales productivity.

Want to know in detail how we can help you? Schedule a demo with us!

POSTS YOU MIGHT LIKE
Mastering Sales Sequences: A Step-By-Step Guide To Multichannel Success

January 3, 2024

Top Alternatives to Aircall for Streamlined Sales Communication

January 3, 2024

Top 7 Sales Outreach Tools to Crush Your Sales Goals (2024)

January 2, 2024