Sales Outsourcing for Small Business


Outsourcing Sales to Improve Small Business Sales

Companies of any size can benefit from outsourcing sales. Outsourcing sales for small businesses can often have the most significant impact because these companies often need it the most – especially if success requires modern sales and marketing operations. Below are just a handful of ways a small business can benefit from outsourcing sales.

Immediate sales and marketing infrastructure

Many small businesses don’t have the most critical infrastructure for modern sales and marketing operations in place. In today’s market success, especially if you are competing against larger companies, they require multiple pieces of infrastructure and technology to compete against larger competitors including:

  • Access to databases
  • Marketing automation platforms
  • A CRM solutio

An outsourcing sales company will have both the tools and the expertise in place to give you access to these tools immediately.

 

Professional sales recruiting and management

Most small businesses don’t typically have professional sales recruiting and management in house or a process to recruit sales talent. This may lead to hiring the “wrong” sales personnel. Even if a business does hire the “right” sales person, without effective and daily sales management, that individual has a higher propensity to fail.

Using a partner for outsourcing sales will allow you to access sales recruiting, management and culture/environment that most of your larger competitors have. .

Quickly focus on specific gaps to accelerate your sales funnel

Most small business owners are wearing multiple hats, and in many cases the owners are also qualifying leads, creating the marketing material, and closing business. They are doing this on top of delivering the solutions and running day to day business operations. They have the knowledge and skill to run sales and marketing but they simply lack the bandwidth.  An outsourcing sales and marketing solution can help the small business owner cover specific gaps at specific stages of the sales process. This includes:

Lead Generation – An outsourcing sales and marketing company can quickly turn on a multiple tactics for lead generation including:

  • Email marketing
  • Outbound calls
  • SEO and SEM
  • Social Media Marketing

Lead Development – An outsourcing sales and marketing company will be able to implement a content marketing strategy and marketing automation platform to help you develop leads in your funnel digitally.

Lead Qualification – An outsourcing sales organization will be able to staff an outsourcing sales rep or outsourcing sales team to help you qualify and educate early stage buyers and set appointments for your senior team.

Depending on your sales cycle, an outsourcing sales and marketing company can help improve small business sales in as little as 90 to 180 days.  A small business can retain an outsourcing sales company and get access to a pool of talent and tools with less risk and more certainty.

To learn more about the problems we help small businesses solve with sales outsourcing and marketing services and how we approach building modern sales and marketing operations we invite you to visit our Resources page.

How to Build a Winning Ideal Customer Profile

This blog is the second on our series and outlines the steps we take to build a successful outsourcing lead generation strategy and the sales consulting options we provide, as well as the steps you may be able to take on your own if you have the sales bandwidth.

In What is an Ideal Customer Profile, we talked about why the sales consulting step is critical to our success as an outsourcing sales company. To recap – It allows us to find and target your potential customers based on a number of hard criteria related to both the company and the specific decision maker type.

During launch, the first step we generally advocate as part of our initial sales consulting (especially when selling Professional Services or launching lead generation for a highly complex sale) is to apply Pareto’s Principal to your existing customer list. Also know as ‘the law of the vital few”, or the 80:20 rule, it states that 80% of your revenue is going to come from 20% of your customers. These are the customers we want to go after. You can then score the customers based on the hard criteria discussed in What is an Ideal Customer Profile with a specific focus on

  • Title and Level of Contact
  • Functional Area
  • Annual Revenue and Number of Employees
  • Vertical Market

We also recommend that you look at the customers that you don’t want, which means looking at your failures. Who makes up the 80% of your customers who are driving 20% of your revenue? Here we recommend that you look at:

  • Functional Area
  • Level of Contact

If there is a trend here, as an outsourcing sales and outsourcing lead generation company, we will avoid them like the plague and label them WCP (Worst Customer Profile). You then make a decision about what you want to replicate and don’t want to replicate when you do your new lead targeting.

If you are starting from scratch with no history you need to start making intelligent guesses. We recommend that you start with determining what percentage of someone’s budget your solution would qualify for. You then need to target companies that will produce large enough size revenue deals to cover the costs of sales and marketing and determine who in that company will own the P&L for your product or service.

The second step is to understand the size and scope of the market to see where the biggest opportunity is. Gabriel Sales we recommend the following three-part approach:

  • We take your internal Ideal Customer Profile and map it against our historical data to examine connect ratios. This helps us to determine how many calls it typically takes to get the decision maker. From this we can do a semi accurate forecast of how often the will to actually pick up the phone or open an email. This lets us determine the ease of reaching.
  • We do a deep dive leveraging Hoovers and other Database Research Tools to match SIC codes of your existing ICP to determine the target market size based on the hard criteria and get a hard decision maker count by vertical and determined ease of reach.
  • You look at Social Media including Linked In, You Tube and Influential Blogs to do a preliminary landscape of ancillary tactics to determine Social Media Adoption.

The third step (and the one often skipped) that we recommend is an honest assessment of where you are best equipped to Sell Money and provide Success Stories for these new targets. Essentially it’s about selling to the customers you are better equipped to service than anyone else. Where there is alignment is where you will win. So, ask yourself where does this customer alignment meet existing sales and marketing alignment too, so I can win and the customer can win faster. (Both of these tactics are detailed in other blogs). This step will make your outsourcing lead generation or internal lead generation more effective. It will also accelerate your ability to sales qualify and increase your pipe velocity.

Bottom line is that an Ideal Customer Profile is (in the words of Steven Covey) starting with the end in mind. It will drive sustained and exponential returns by helping you to:

  • Find deals faster
  • Close higher volume and higher deal size
  • Build a strong pipe to nurture for future deals
  • Eliminate customers that do not scale or take too much time to service
  • Increase your profitability
  • Create a focus that drives sales and marketing alignment

Visit our resources page for more helpful tips, tactics and strategies.