Outbound prospecting: the complete guide

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Outbound prospecting happens actively, that is, you identify who has the potential to become a customer and approach them.

In a business, customer acquisition is one of the most important processes. After all, the customer is the company's fuel, what justifies its very existence and continuity.

Therefore, knowing how to implement Outbound prospecting that generates results is very important.

Therefore, we have put together this guide with all the steps you should follow from implementing this model, its advantages and results. Keep reading!


Outbound prospecting has long been known to salespeople. It is nothing more than proactive selling, in which the salesperson approaches a potential customer through cold contact, by phone, email or other means of communication.

This model of approaching and prospecting customers uses segmentation lists as a starting point, which contain companies and people who fit your ideal customer profile and who are not yet part of a relationship with your company. In other words, outbound prospecting works with profiles that have not yet been impacted by your brand.

Although outbound sales have lost some of the focus in recent years, they remain very relevant as a business strategy. This is especially true when we look at the following characteristics: B2B sales, complex sales UK telegram data market and niche sales, for example. Therefore, this methodology offers a number of advantages, especially for companies that offer highly complex solutions.

In Outbound Marketing you can work with personas, but through strategies that are different from attraction marketing, such as cold calls, cold emails, TV and radio advertisements, flyers, billboards, magazine ads, etc.



Difference between Outbound and Inbound


In Outbound, we are talking about more traditional techniques, in which the company is the one that goes after the customer. Among the main practices of this style of prospecting, we can mention: printed materials, such as flyers and billboards; sales representatives; advertisements in print, radio and TV; sponsorships.

As you might imagine, outbound prospecting requires a larger investment, but its reach is broad. It is also a very valid option for placing your brand in the consumer's mind (branding). It is also worth mentioning that this strategy for capturing customers is very comprehensive.



Inbound Prospecting

A more recent technique, inspired by current digital marketing strategies, Inbound prospecting seeks to attract your target audience from the medium through which they currently consume the most information: the internet. The focus of this type of prospecting is on generating quality content, making the company a reference in its field of activity and, thus, creating a relationship with its consumer and ensuring that the company creates business opportunities for the moment in which this individual finds himself.

Among the main actions of Inbound prospecting, we can mention: content generated for the company's blog; production of content in other formats, such as e-books, infographics and videos, among others; generation and dissemination of Landing Pages, aiming to transform visitors into consumers; e-mail flows and marketing automation.

The main point is that the combination of the two models is capable of boosting sales in a unique way. Both strategies can be complementary, while Inbound generates leads through digital marketing, Outbound allows you to approach prospects that are closest to the ICP – ideal customer profile, acting assertively and ensuring a greater chance of closing.



Main advantages of Outbound Prospecting


Personalized communication in Outbound prospecting
Active prospecting allows the salesperson to study the prospects much more, better understanding their pain points and desires. With all this knowledge, the approach becomes much more specific, so that the salesperson can adapt the speech to the situation that the prospective client is experiencing at the time. This adaptation in the speech creates a much closer relationship between the prospect and the salesperson, because, in fact, the prospect feels that the company is willing to help him solve his pain.



Quick results in Outbound prospecting
One of the main advantages of the Outbound Prospecting process is the speed with which results are obtained. The methodology is characterized by making sales in just a few weeks. This happens because, in active prospecting, the salesperson makes fewer contacts per day, dedicating more time to each prospect and, consequently, the process moves faster.



Customer contact in Outbound prospecting
In some sales processes, the salesperson only contacts the prospect directly at the final stage of the funnel. In the Outbound process, however, the salesperson begins to contact the prospect at the top of the funnel, at a time when the customer is often not yet aware of their real pain points. This long-term contact, which progresses through all stages of the sales funnel, allows the salesperson to become closer to the prospect, gaining knowledge about the company's reality, as well as its difficulties and the relevant factors for a successful negotiation.