There is often a comparison that is drawn between outbound marketing and inbound marketing. It is always said that inbound is better of. But Inbound doesn't help you to go upmarket. Outbound marketing strategy is customer acquisition channel if you want to go after large enterprise class customers. Just that we lack the finer details of outbound marketing. In the blog post 6 outbound marketing strategy (https://www.imaginesales.co/4-most-outbound-marketing-strategy-tips-you-need-to-know/) that people ignore and so struggles. In this step-by-step guide we broken the complex concepts to simple steps which you can start implementing immediately

1. O U T B O U N D S A L E S .
T H E D E F I N I T I V E
G U I D E .

2. • So if you want to get better results from your outbound
sales this step by step guide can help.

3. • When I started cold calling 20 years ago in 2000 I got
these same suggestion again and again.

4. • Always focus on closing the deal.
• Don't feel bad if you are insulted.
• Make more and more calls.

5. I N F A C T I D O J U S T O P P O S I T E . .
• In fact I have been awarded as the best salesman in
Hughes Software, Dlink India, Apw President.
• I have cited as neurology trained cold caller by world
famous Psychology Today Magazine ,USA.

6. • In fact I do just the opposite what this so called experts
recommend.

7. • Instead of always be closing I focus on always be
creating need.
• Instead of don't feel bad if you are insulted I take
permission so that I am never insulted. BTW I feel bad
when I am insulted.
• Instead of make more calls I focus on long call
duration but less number of calls.

8. W I T H T H A T L E T S G E T
I N T O S P E C I F I C S T E P S .

9. S T E P 1
• Understand what is need?

10. • A needy person has a goal (G), a plan( P)to achieve
that goal ( might be hazy or solid) within a set timeline
(T) along with the challenges (C) on the way.

11. G P C T .
W H A T D O E S N E E D C O N S I S T O F ?

12. S O W H A T D O E S N E E D C O N S I S T
O F .
• Goals .
• Plan to achieve that goal.
• Challenges to achieve that goal.
• Timeline to achieve that goal.

13. • A needy person passes through these 5 steps.
• No one will buy if he doesn't have a need.
• Your role is to take them step by step to acute need.

14. • Not needy: is unaware that why he is not reaching his goal or
has no goal or a different goal.
• Latent need: he is aware that he is struggling to achieve his
target.
• Slightly needy: He has two or more plans to achieve his goal.
• Needy: He has one plan to achieve his goal but thinking of
execution challenges.
• Deep need : Is evaluating a group of product to solve execution
challenges?

15. E X A M P L E . . .
• Deep need : An Eskimo has traveled to Africa and
feeling hot. He is evaluating 3 ice vendors.

16. • Acute need : an African returned from Canada and
now feeling hot so researching where to get ice
vendors and at what cost.

17. • Slightly needy: An African never traveled to cool place.
But he is somewhat feeling hot. Thinking if cold water
will solve or he needs ice.

18. • Latent need : An African at times feels suffocating of
the heat and at other times he is ok. He is thinking
whether he should do something about it. Or he can
stay with the same condition.

19. • No need : An African who is ok with the heat.

20. S T E P 2 . .
• Find out at what stage of need the prospect is.
• Let's see how..

21. • It takes 3 mins of conversation between the telesales
and the prospect.
• No body will answer detailed questions in first 20 secs.

22. • So engage the prospect for 180 secs.

23. S T E P 3 .
• How to engage first 20 secs and then next 50 secs
and then more?

24. H O W T O E N G A G E I N
F I R S T 2 0 S E C S ?

25. • hi mr. Puru. I hope my call is not disturbing you or
annoying you. Let me tell you that this is an uninvited
call. Am I allowed to speak? (Pause)
• Empathetic words moves a customer from resistant to
listening to open to listen.
• Just an example. Same way will be email or SMS or
what's app.

26. E M P A T H E T I C
C O N T E N T .
T H E S C I E N C E I S T O U S E

27. • Assume that the prospect is irritated of your call at this
time.
• Speak out your assumption to prospect.
• " this is uninvited call and is it that I am disturbing you
or troubling you."

28. S T E P 4
• Find out at which stage of need the buyer is?

29. • " Mr. Puru I make my living by helping companies to
increase lead to closure ratio. At places we can't do
that we move away. I researched about you and found
that you are a kidney surgeon and you invest in digital
marketing to generate leads. After further research I
developed an assumption that your lead management
is on spreadsheet.

30. • Organisations who manage leads through an excel
sheet often experience too poor lead to business ratio.
And these entrepreneurs also can't answer if the
problem in poor lead quality or inefficient sales team
performance.
• I assumed that you too might have a goal of improving
your lead to closure ratio by 20% in next 60 days.
• Am I right in my assumption?

31. W H A T S T A G E T H E
P R O S P E C T I S ?
S P E A K O U T Y O U R A S S U M P T I O N A B O U T

32. B A S E D O N C U S T O M E R
F E E D B A C K
• If that is not a goal of Mr.Puru in the next 90 days, move
it to lead nurturing. The content of lead nurturing motive
should be create that goal.
• If he has already solved that problem and he is happy
move away.
• If he is somewhat thinking about it, through lead
nurturing try to create this as a deep need.
• If he is deeply thinking about it, try to schedule a demo.

33. P O T E N T I A L B U Y E R I S ?
H O W T O F I N D O U T A T W H A T S T A G E T H E

34. B Y A S K I N G T H E
P O T E N T I A L B U Y E R .

35. D E F I N I T I O N O F O U T B O U N D
M K T .
• When marketer reaches out to people to see if they
are interested in a product is called outbound.
• Eg. Cold calling, cold emailing.
• Inbound mkt. is fundamentally about adapting to the
way people shop & buy. It means creating relevant
content to meet people at the Google search box.

36. W H Y T O D O O U T B O U N D M K T ?
• The keyword has too much competition and it will take 12 months
to rank on it.
• The keyword you are targeting has too few search volume or it's
too expensive to advertise on.
• Your product price is too expensive and complex. Such product
purchase decision is taken by a group of people. Hence inbound
mkt doesn't suit here.
• You already have inbound marketing. But you need more growth
meaning more leads. So you need another source of lead
generation.

37. I N B O U N D V S
O U T B O U N D .
D I F F E R E N C E B E T W E E N T H E T W O M A R K E T I N G S T R A T E G Y :

40. P U R P O S E O F O U T B O U N D M K T .
• Knocking strangers and creating need.
• How can outbound marketing create need is the
fundamental question?
• Before that lets see what does need constitute of?

41. E G : G E N E R A T E M O R E L E A D S .
• Goal: To generate 40 more leads per month or else
my income as entrepreneur wouldn't increase by 50k.
• Plan: To do Outbound marketing.
• Challenge : cold calling has been unsuccessful in the
past. Do we have enough data to cold call? Is our
team well trained in cold calling ? How to measure?
• Timeline: what if we don't achieve this goal by 3
months?

43. W H E R E I S O U T B O U N D
M K T . I S E F F E C T I V E
I N B O U N D ?

45. H O W T O C R E A T E
N E E D ?

46. • If the potential buyer is in " unaware" stage , try to create the "Goal"
in customers mind.
• If the customer already has a " Goal" and thinking through " plan"
then he is at "Problem aware " stage. Show him how your plan is
better.
• If the buyer already has a plan and it matches with your plan then
the customer is at " solution aware". Show him your success stories.
• The buyer already knows about your product and is evaluating your
and competition product then it is product aware stage. Discount
and better offer.

47. N O W M O V E T H E C U S T O M E R T O M O S T A W A R E .

48. G E N E R A L L Y I T T A K E S 2 M I N S O F
C O N V E R S A T I O N T O K N O W T H E
S T A G E ?

49. U N T I L T H E C U S T O M E R D O E S N ' T
E N T E R T A I N Y O U R C A L L O R
M E S S A G E Y O U W I L L N O T K N O W ?

51. O P E N L Y S H A R E
T H I N G S T O S A L E S
T E A M ?
W H A T T O D O N O W T O M A K E T H E P O T E N T I A L B U Y E R

52. B Y B E I N G S I N C E R E L Y
C A R I N G & H O N E S T .

54. N E W T R E N D O N
O U T B O U N D M K T .
O U T B O U N D D O N E R I G H T .

55. R I G H T ?
W H A T I S O U T B O U N D D O N E

57. 2 N D O P T I O N I S O U T B O U N D D O N E
R I G H T . .
• Reaching 500 data with same content.
• Reaching 250 prospects with personalised content.

59. O U T B O U N D R I G H T ?
H O W T O D O

62. No. Of cold
knocking.
Day you
knock.
How Description.
1 1 Call. To find the buyer stage.
2 2 Email. Based on the stage.
4 5 Messages 2nd mail sequence with SMS
7 8 Messages Third email & SMS & what's app.
10 12 Messages. Fourth email/SMS/ what's app.
13 15 Messages Fifth email/ SMS/ what's app.
14 16 Call Human call.
17 17 Messages Last message
Ongoing. Ongoing Nurture
Share relevant insight every 3
weeks.

64. O U T B O U N D E F F O R T S ?
H O W T O M E A S U R E P E R S O N A L I S E D

65. 5 S T A T S . .
• Coverage : how many data you have for each
segment?
• Awareness: are the target segments aware of your
company?
• Engagement: Is the engagement increasing over time?
• Reach : Are we knocking the right segments ?
• Impact : Are we getting more leads?

66. P E R S O N A L I S E D
O U T B O U N D .
W I T H O U T P R O P E R T O O L Y O U C A N ' T D O

67. • Sales engagement platform is to personalised
outbound as email blasting or dialer software is to
mass blasting outbound or marketing automation to
demand generation.

68. W H Y U S E S A L E S E N G A G E M E N T
?
• Manually you will be able to reach only 30 prospects in
personalised manner where as in the same time sales
engagement will knock 300 prospects.
• Sales engagement has various A/B testing and stats
that helps you to optimise your cold knocking.

69. C O M P O N E N T S O F S A L E S
E N G A G E M E N T .
• It has email , SMS, what's app & call integrated in
same platform.
• It can automatically send the most relevant mails to
prospect based on their buyer stage, designation,
industry and company size.
• Analytics and measurement with customer segment
applied.

70. I M A G I N E S A L E S
S O L U T I O N S .
W E A R E O N E O F T H E A S I A ' S 1 S T S A L E S E N G A G E M E N T
P L A T F O R M .

71. W W W . I M A G I N E S A L E S . C
O
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