Because of this, your outbound sales playbook should focus on educating prospects and building that awareness. That means that outbound sales prospects are usually not solution aware–as opposed to inbound leads, who are often already searching for a solution. Instead of trying to attract customers, outbound sales reps begin by creating a list of potential leads to reach out to.Ī key difference here is that the company is the first to initiate contact. ProspectingĬompared to inbound sales, your outbound sales playbook will have a much heavier emphasis on prospecting.
The need for custom content and relationship building can make for a drawn-out sales cycle, which means inbound playbooks should also include detailed procedures for follow-ups.īuilding your outbound sales playbook 1. The inbound sales process can occur over weeks or months, or it may take place during a single phone call, depending on how far along the customer journey the prospect is. The sales playbook at this stage should focus on closing. This usually involves a call to action, either to buy directly, book a meeting, or schedule a demo. The next step in an inbound sales playbook is the sales pitch, in which the rep continues to guide the prospect along their customer journey by offering a product or service. Plays at this stage of the sales playbook will focus on prospecting and qualifying leads. The rep’s goal at this stage is to initiate conversation, qualify the prospect, and build trust. Once the prospect has engaged with the company, an inbound sales rep can begin to build and nurture that relationship. Inbound sales playbooks may include a personalized content strategy to help streamline this process. The goal of this stage is to generate engagement and build awareness across multiple channels, ideally the channels your ideal customer uses most often.
The first step in an inbound sales playbook is to find a way to attract ideal customers to the company, usually through targeted content marketing. This article will walk you through the three main stages each playbook should focus on. Inbound sales aims to attract warm leads to the company and then guide them to a solution, while outbound sales focuses on cold outreach. Both inbound and outbound sales are effective ways to reach new customers, but there are several key differences to consider when building your sales playbooks.Įach process follows different steps through the customer journey.
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