Outbound marketing skills are described as the ability of an individual to initiate contact with potential customers, follow up once the lead is generated, and develop as well as maintain business relationships with those customers.
In simpler terms, outbound marketing skills can be described as the ability of a marketer to push out his message far and wide, hoping that it will cut through the clutter and grab the attention of his target audience.
Usually such efforts are made through in-person contact as well as general media advertising; depending upon how large is the audience that needs to be approached and what mediums they can be accessed with.
Why is outbound marketing important
With the increasing popularity of internet and mobile devices, the long standing appeal of outbound marketing has been somewhat lost. Compared to inbound marketing that technology advancement has enabled, outbound marketing s considered to be less profitable and harder to track. Yet, organizations continue to pledge almost 90% of their total marketing budget to outbound marketing efforts.
All of this is not because organizations or marketers working for them are juvenile, but because outbound marketing has its own set of benefits. The primary benefit is the familiarity of the audience such that the medium or the struggle of learning to operate such a device does not get in the way. People are accustomed to having ads on TV and radio, and reading Sunday newspapers specifically for the ads in it.
How to improve your outbound marketing skills
Since large amounts of investments are still being made in traditional marketing efforts, it is important for you, as a marketer, to work upon improvement of your outbound marketing skills. Following are a few suggestions on how to do so:
- Avoid adding irrelevant details or using tired language. Do not use the same big words that other marketers do because it makes your language obfuscated and the customer will find it difficult to understand what it is you are trying to sell. Also, never add irrelevant details to the promotional message because people are unlikely to read it all plus, it gets boring. Make your message as crisp and precise as possible, using simple language so that as soon as you pique someone’s interest, they know what you are selling.
- Be flexible enough to adapt to your prospects. Teaching your sales team to do things in one particular way might be good for the young and inexperienced ones for it serves as a roadmap for them but you must adapt to how your customers prefer to do business. For instance, you may have to determine what the right time for which offering and which conversation. In some ways, this is similar to permission marketing where your customer will feel respected and hence, you have better chances of developing a lasting relationship.
- Do your homework and earn trust. Researching your prospects before reaching them out with your offering helps you stay relevant because you understand their needs and requirements better. While interacting in-person, if there is something you don’t know about your prospect be upfront and honest about it. Try not to lose trust by pretending you know everything even when you don’t.