Adenzo enables 2 primary outbound sales strategies:
1 – Contact Led. A quick ‘low hanging fruit’ solution to find people in specific job roles (e.g. Finance Director) with a low bias towards the the type of company (or even the industry).
2 – Company Led. A more targeted approach to find exact contacts within a specific company and then launch a multi contact campaign to target them.
The company led approach tends to yield better results providing you really know your target markets and ideal customer profiles.
Remember that for outbound prospecting to work, you must be targeted and relevant. Otherwise, your efforts can be largely wasted and you’re going to annoy a lot of people. Don’t be that guy. When reaching out to people, always make sure that what you’re saying or selling is relevant to them.
The first step is to populate the company records with the people that you’re going to want to contact (How To Search For People In A Specific Company). You should then end up with a screen looking something like this:
We’re now going to switch to the Function Organiser. This is the main view to use when targeting companies. When you first switch to this view, you’ll see all the contact ‘cards’ in an ‘Unknown’ column. We need to organise them by function and superiority.
To do this, add the relevant columns from the drop down list and drag the contact cards into them. You can also drag and drop the cards vertically to denote a loose form of hierarchy.
Once done, your view should look something like this:
Now it’s time to plan an approach. Every business is different and a strategy that works well in one organisation might not in another. Here are some basic best practices to get you started:
1 – Hyper Target your Message. You’ve taken the time to research the company and the people within it, don’t squander it by using a generic email template. As always, keep your initial email short, clear and concise but be sure to add a couple of lines about the company you’re targeting. This ensures that your contact knows you’ve done your homework and they are not part of a mass email campaign.
2- Use Different Language For Different Functions. You could be selling your service to a finance team, but will need the final decision to be made by a CxO and sign off by IT. To the finance team, you’d express how you can make their day to day lives better/easier. To the CxO, you’ll take a more results and ROI viewpoint. And to the IT team, you’ll want to convey technical prowess and assurances that your solution isn’t going to break anything. The function organiser makes it easy to see who is in those departments and you can tailor your messages, language and tone accordingly.
3 – Name Drop, But Don’t Be Creepy. When selling to larger organisations, you may have 10+ relevant people in the Function Organiser – all of whom may need to be involved in the process at some point. Show that you’ve done your homework by mentioning a name or 2 (“Do you think the finance team will need to sign off on this? If so, would John Doe be the person to speak to?”) but don’t go full on stalker (“I’m sure Jane Philips would want this. Or maybe David Walcot? Either way, I’m sure we can build a case to John Doe in finance so that your CEO, David Forstay can sign off”).
The aim of your campaign is to gradually build credibility within an organisation. You may go straight to CxO level and fail to get any kind of response. Look further down and across the organisation for other contacts that could be worth talking to. Reach out for a chat. Get them on side and move onto the next contact.
I know of an excellent sales rep that recently closed a £5M software deal with a major bank. It took 18 months. He started from the ground up, gaining support at each level of the organisation so that by the time the proposal got to board level, the momentum carried it though.
The Function Organiser makes it easy to execute this type of strategy:
1 – Start With Contactability. A quick glance at the contact card will show if you have an email address, phone number, LinkedIn profile or Twitter handle for that person. Start working contacts that are easily contactable to get the details of those that aren’t.
2 – Send Emails. One to one, or one to many. Select a contact card and open the send email feature. You can easily CC others into the email by selecting them as well (Note that only the ‘To’ recipient will be tracked).
3 – Identify Engaged Contacts. Use the Lead Engagement score to see who has been opening your emails and visiting your website. You may have some potential evangelists there you need to nurture.
Above all, be creative. If you’re targeted and relevant, then gentle persistence will pay off in the long term. And to this end, the Function Organiser is the perfect tool for the job.