The Power of Sales Engagement with Outreach: A Comprehensive Guide

January 2, 2024

Sales reps and outreach share a long history and close ties.

Whether it is connecting with a sales-qualified lead or reaching out to a cold lead, they have done it at some point in their job. And this practice still continues. But the question is, how to leverage outreach sales engagement strategy? While outreach and sales engagement differ, they can be combined to yield effective conversion rates. 

What is outreach?

Outreach is the process of identifying prospects and reaching out to them through a communication medium - email, phone, social media - with the right message and getting them interested in your product. By leveraging sales outreach, you can approach prospects (on a single or multiple platforms), generate leads, and close deals.

What is sales engagement?

Sales engagement focuses on interacting with your prospects, fostering relationships, and providing personalized solutions to prospects based on their needs. Having a good Sales engagement strategy will help you plan your pitch across different touchpoints, segment audience, build relationships, personalize outreach, make data-driven decisions and nudge prospects down the sales funnel. 

Outreach vs. sales engagement vs. sales enablement explained

What’s the difference between outreach, sales engagement and sales enablement? Let’s understand the difference between the three terms with this comparison table:

Sales outreach Sales engagement Sales enablement
Definition It is the process of reaching out to prospects with the right message. It is the process of planning the interaction between the sales rep and prospect. It is the process of empowering your sales team by providing them with resources and tools to engage the prospects and close deals.
Goal The goal of sales outreach is to find new customers The goal of sales engagement is to nurture the prospects and build rapport. The goal of sales enablement is to improve sales productivity and enable sales reps to sell effectively.
Activities Outreach activities include finding the prospect’s contact details and crafting a cold email or call script. Sales engagement activities include planning a personalized pitch, identifying prospect-communication medium fit and ensuring they receive the right message at the right time. Sales enablement activities include creating sales assets and sales training content, implementing sales coaching strategy and managing sales tools.

Building a sales engagement plan to complement your outreach efforts

Here’s a 7-step process to build your outreach sales engagement plan:

1. Know your target audience

You need to identify the following to understand about your target audience: 

  • Demographics such as gender, income, geographical location, and so on
  • User patterns on your website — CTAs the visitor is clicking on webinars or filling certain popup forms
  • Customer’s behavioral patterns — why led them to opt for a specific pricing tier, what persuaded them to purchase the product, did they opt for a freemium plan or free trial before converting, etc.

You must conduct extensive research using interviews, questionnaires, and surveys to collect this information. 

2. Create your buyer persona

Once you have researched and identified the target audience, create an ideal customer profile that comprehensively describes your prospect. 

To create the ideal customer profile, ask yourself the following questions: 

  • What is the problem the target audience is struggling with?
  • What is the ideal solution they're looking for?
  • What are the audience’s ideal jobs to be done?

3. Find the prospect’s contact information

To expedite the process of finding and building a repository of contact information, look to use automated tools where you can enter the prospect's full name and company name, and you'll get their contact information. You could also use a prospecting tool to generate a list of buyers who’d show considerable interest in your product or service.

4. Choose an outreach channel 

Choosing the channel on which your prospects are highly active and likely to start a conversation with you. 

You can maximise 4 widely used sales communication channels during your outreach process. 

  • Emails
  • Phone
  • SMS
  • Social media

Use a sales engagement platform like Sellular to outreach to prospects across multiple channels from one place. 

5. Send a personalized message or email

Craft a compelling message or email based on the ideal customer persona and the communication channel you’re using for outreach. Make sure to personalize your message using personalization elements.

Some of the key personalization elements you can include:

  • The prospect’s first name
  • The prospect’s company name and team size
  • The company’s products and services
  • The prospect’s business achievements

If you’re sending mass emails or messages that require personalization, you can use email marketing tools like Convertkit and Mailchimp and SMS marketing tools like SimpleTexting.

Sidenote: If you’re sending an email, you can use personalization in the subject line and the email's body. 

6. Send follow-up messages

Did you know that 40% of salespeople give up on converting the prospect after one attempt? And that’s where most salespeople fail in their outreach efforts. To make your outreach sales engagement process successful, you must send timely and multiple follow-up messages to the contacts. 

7. Execute multi-channel outreach

A multi-channel outreach lets you engage the prospects at multiple touchpoints and expand your outreach sales engagement process. 

For example, you can send a LinkedIn message to the prospect on LinkedIn and then email them with a helpful article or e-book to begin building a relationship. This increases the chances of them responding and engaging with you. 

To execute multi-channel outreach, you need to automate your entire process using outreach sales engagement platforms like Sellular,

Choose a sales engagement tool with these features to boost your outreach efforts

Here are a few features you should consider while selecting a sales engagement tool.

Multi-channel outreach

Look for a sales engagement platform that offers multiple communication channels — email, phone, SMS, social media, and WhatsApp. 

💡Pro tip: Identify the channels you’ll use to level up your outreach and pick the sales engagement platform relevant to your requirement.

CRM

Your outreach sales engagement platform should have the capability to integrate with external CRM so that you have up-to-date prospect data that you can use during your outreach process. Some of the most popular CRMs the sales engagement platform should integrate include Salesforce and Hubspot.

Automated meeting scheduling

Does the sales engagement platform integrate with an external meeting scheduling platform or provide a native meeting scheduling platform? Even if the sales engagement platform doesn’t provide native appointment scheduling functionality, ensure it provides integrations with other appointment scheduling tools like Calendly. 

Reporting and analytics

The following questions can ensure you’ve chosen a platform that fits the reporting and analytics needs of your sales teams:

  • Does the sales engagement platform monitor relevant outreach analytics?
  • Besides generating automated sales reports, can you compare various metrics? 
  • Know what kind of analytics the tool offers. 
  • Does it let you track sales activity on each communication channel? 
  • Does it let you track the performance of your sales teams? 

Determine each of these elements when looking at the sales engagement platform's reporting and sales analytics feature. 

Choose Sellular: One tool to reach all your prospects

Did you know 64% of sales leaders report their sales team’s current sales tools set is fragmented? While sales teams use sales tools for different outreach activities, the process becomes complicated when using multiple tools. Imagine having a single platform that lets you track all the sales activities in one place. 

Sellular lets you do the same:

  • You can create sales cadences for multiple communication channels such as emails, SMS, phone, and social media
  • You can schedule calls, use a phone dialer to call domestic and international prospects and transcribe the calls
  • You can use advanced reporting and analytics to track your sales team’s performance

Curious to know more about how we can help you? Book a demo with Sellular to find out!

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