Outbound sales is difficult. There’s no glory in trying and failing without taking a moment to see how folks having success are approaching their work. Whichever channels or tactics you use in outbound sales there will be plenty of rejections and objections no matter how good you are.

Below are 4 clips from recent Sales Assembly programs, that will take you through core strategies top performers swear by. Get comfortable…

Show Me You Know Me

You may have heard the phrase “Show Me You Know Me” (SMYKM), coined by Samantha McKenna and her team at #samsales Consulting. 

Here’s how Kim Collins recommends you use the methodology in tandem with persistent but timely follow up to help you book meetings with prospects.

(This clip was from “Creating Awareness: timeliness and Persistence” led by Kim Collins, and is a part of Sales Assembly’s Cold Communication Certification.)  

How to show your prospect you understand them:

  • Conduct ICP and account level research before reaching out
  • Establish relevance immediately
  • Embellish your email or call with a personalized nugget at the end 

As salespeople we need to constantly remember how many times per day and week a prospect is receiving outreach that looks a lot like our own.

Standing out is hard but possible if you aim to establish relevance in every sentence within your outreach. 

So much of the outreach people get is not like this, and that’s where you can stand out.

Pattern Interrupt

Ever tried something completely different to try and break into an account? 

Sometimes that is what it takes to get their attention and show how much you’re serious about sharing the message you want to convey with them. 

It’s not as simple as just coming up with a genius idea though. Here’s an example of how you can find your own pattern interrupt when reaching out. 

(This clip was from “Strategies for Multi-Channel Outreach” led by Jake Bernstein as part of Sales Assembly’s Cold Communication Certification Program.) 

Why did this work?

  • Nobody else sent anything like this to the same prospect that day, week, month or year. 
  • It uniquely shows the sender’s personality and is authentic
  • Being different can make your outreach more interesting

But don’t just copy this exact play and implement it yourself. 

Lots of sales people see their peers writing poems or short songs for their prospects and think they should copy that tactic. 

The trick is to find your unique approach. What do you like, what are you good at, and how can you relate it back into the message?

Cold Email 

Why are you reaching out to them? 

If you can answer this question well, you have a good chance of writing an email which actually resonates with the reader. Here’s why…

(This clip was from “Anatomy of Effective Cold Email and Social Outreach” led by Will Allred as part of Sales Assembly’s Cold Communication Certification Program.) 

What personalization really is:

  • Showing deep understanding of the market, your buyer and their problems/goals
  • Establishing this immediately when you reach out
  • Having a solid reason why you are reaching out with your message 

Email is a saturated channel to reach out via but those who have success with it apply Will’s approach. 

In tons of cold emails, the “why” the person is reaching out is the weakest part of the copy and is what causes the reader to disengage and delete it. 

Nailing this part is the biggest opportunity to grab your reader’s attention. 

Cold Calling

“Can I have 27 seconds to tell you why I’m calling” was the gold standard opening line for a cold call once upon a time. 

What is the best approach now? 

Will Aitkin shares 3 of the simplest and best ways to open a cold call to generate a conversation with a prospect in the clip below.

(This clip was from “Anatomy of Effective Cold Calling” led by Will Aitkin as part of Sales Assembly’s Cold Communication Certification Program.)

Your opening line needs to:

  • Disarm fears of a spam/irrelevant/time wasting call
  • Explain clearly who is calling, why and what they want to discuss
  • Drive an open conversation rather than a closed-loop question and answer session

Great cold callers master the best approach which plays to their own strengths and character. 

Learn More Outbound Sales Strategies

Sales Assembly helps the revenue teams of B2B software companies operate at peak performance, by providing them with year-round, engaging LIVE training and skill development for their AEs, XDRs, AMs, CSMs and front line managers. 

Take a look at our calendar for upcoming Cold Communication sessions if you’d like to learn from Sales Assembly’s extensive roster of subject matter experts.

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