Outside Sales Talk Podcast Summary

Episode Title: The Most Effective Way to Do Outbound
Host: Steve Benson
Guest: Donald C. Kelly
Date: December 4, 2024

Episode Overview

This episode dives deep into modern outbound sales strategies, with expert insights from Donald C. Kelly, acclaimed sales trainer, speaker, and host of the Sales Evangelist podcast. The conversation focuses on the essential tactics and evolving best practices in outbound sales, especially around effective personalization, multichannel outreach, and leveraging modern platforms like LinkedIn. Listeners will leave with actionable frameworks, fresh perspectives, and specific, timely advice for leveling up their outbound game.

Key Discussion Points & Insights

1. The Evolution of Outbound Sales

• Outbound is far from dead: Despite debates, both hosts agree outbound is alive but evolving rapidly. Buyers are significantly more selective and guarded than just a few years ago.

• Personalization is now a necessity: Basic personalization, like referencing a prospect’s college (e.g., “Hey, I saw you went to Cambridge”), is outdated and ineffective. Salespeople must tap into real, current activities or interests of the prospect or their company.

  • Quote:

    “You need to have some level of personalization nowadays, and it's not just like the dumb stuff like, hey, I saw that you went to Cambridge. That's stupid. People are [not] gonna fall for that anymore.”
    — Donald, [00:00]/[28:10]

• Multi-channel approach: Modern outbound requires a mix of email, LinkedIn engagement, phone calls, and sometimes physical visits or mailings, depending on the industry.

2. Building Credibility and Connection Before the Pitch

• Leverage Social Platforms: LinkedIn—particularly via Sales Navigator—is a key tool for identifying and pre-engaging warm prospects.
• The Power of Engagement: Before sending an email or making a call, Donald suggests interacting meaningfully on a prospect’s social posts. Avoid empty comments (“Great post!”); make relevant observations or ask thoughtful questions tied to their recent activity.
• First Touch Matters: The opening outreach should be highly personalized, referencing shared conversations or specific actions, leading to much higher connection and response rates.
  • Quote:

    “If I am commenting on something that you find of importance...and then I'm using that to be able to start my connection request with you, it increases the chances of you engaging—and that's all I'm trying to do.”
    — Donald, [07:40]

3. Metrics That Matter

• Focus on Meaningful Metrics:
  • Connection request acceptance rate (aim for 50%+)
  • Number of meaningful conversations started per day (goal: 5-8)
  • Appointments booked (goal: at least one per day)
• Quality > Quantity: Outbound success isn’t about blasting hundreds of messages—hyper-focused, account-based targeting yields better results.
  • Quote:

    “More doesn't necessarily mean better...I'd much rather you hyper-focus on 20 to 30 accounts at a time and really get to know those accounts.”
    — Donald, [40:35]

4. Coordinating Multichannel Outreach

• Unified Cadence: Use a CRM or tools like Apollo to track outreach—a checklist (calls, emails, LinkedIn, on-site) should be maintained for each key account.
• Build relationships before in-person visits: Pre-engagement online leads to warmer, more successful face-to-face meetings.

5. Maximizing Social Media for Sales

• LinkedIn Best Practices:
  • Use Sales Navigator to target active users (filter by recent posts, job changes, etc.).
  • Send voice or video messages to further personalize outreach and stand out.
  • Make initial touchpoints hyper-personalized, followed by more role-based messaging.
• Instagram/X (Twitter)/TikTok:
  • Effective for industries where prospects are active on visual/social platforms (e.g., bakeries, foodservice, retail).
  • Engage on stories and posts with authentic comments; tag other relevant users or team members.
  • Seek channels where the “line is shorter” to ensure your message stands out.

6. Personalization at Scale

• Initial Message Hyper-Personalization: Opening should reference a unique insight, post, or company initiative.
• Subsequent Messaging: Focus on role or challenge-based nurture sequences—personalized to the segment, not just the individual.
  • Quote:

    “The first message to be hyper-personalized. Everything after that could be focused on the role...that's a huge level of personalization, but it can scale.”
    — Donald, [29:08]

7. The Ideal Frequency and Timing of Outreach

• Balance persistence and relevance: Avoid “spamming” with too many messages, but don’t assume one or two attempts are enough—“The money is still in the follow-up.”
• Typical sequence: 4 emails over 30 days, interspersed with social engagement and phone calls.
• Be aware of buyer timing: Often, deals close not because of the first message but because of timing and repeated, relevant follow-up.
  • Quote:

    “Sometimes it's the 12th touch that people actually reach back out to.”
    — Steve, [30:44]

8. Tracking What's Working

• Track Activities to Closures:
  • Map which outreach methods lead to the highest close rates.
  • Use engagement indicators (video watched, prompt replies, etc.) to identify hot prospects.

9. Common Mistakes & How To Avoid Them

• Overemphasis on Quantity: Mass-blasting generic emails rarely works.
• Neglecting Consistency: Sellers often stop outbound when busy, causing future pipeline slumps.
• Bad Follow-Up Habits: Don’t waste time pursuing deals that are clearly non-starters—disqualify early and avoid “Hope Island.”
  • Quote:

    “Being cautious of who you're following up with and...eliminate stuff from your pipeline that will never progress by asking those deep qualifying questions.”
    — Donald, [44:40]

10. Outbound in the Bigger Picture

• Outbound is how you scale: It’s necessary for sustainable growth and for securing the best-fit, most profitable customers.
  • Quote:

    “The majority of the biggest companies in the world...they still have outbound because outbound is how you scale companies.”
    — Donald, [26:44]

• Evolving trust dynamic: Buyers increasingly respond to connections, referrals, and preexisting networks—“stranger danger” is at an all-time high.

Notable Quotes & Memorable Moments

• “Cook with hot chicken grease.”
  — Donald, on hitting meaningful outreach goals ([12:04])
• “Trick or treat from the houses with the lights on—the ones with candy.”
  — Donald’s analogy for prioritizing outreach to active prospects ([16:58])
• “Don't put crap in your pipeline.”
  — Donald, urging qualification over wishful thinking ([47:00])
• On winning with video:

  “Send a video email, share something from their website...demonstrating it in the video helps cut through.”
  — Donald, [42:24]

Timestamps for Important Segments

| Topic | Timestamp | |---------------------------------------------------|------------| | Personalization in modern outbound | 00:00, 28:10 | | Importance of pre-engagement on LinkedIn | 07:40 | | Key outbound metrics & measurement | 08:49, 12:04 | | Multi-channel coordination | 13:43 | | LinkedIn & other social platform tactics | 16:27, 20:32 | | Outbound time allocation | 24:40 | | Personalization at scale strategy | 29:08 | | Ideal number of outreach attempts | 30:49 | | Qualifying and disqualifying prospects | 44:40 | | Top mistakes in outbound | 40:35 | | Outbound as a growth lever | 26:44 |

The Bottom Line

• Outbound sales isn't dead—it's more nuanced, targeted, and relationship-based than ever before.
• The best results come from highly personalized, focused, and well-tracked multichannel outreach.
• Build pre-existing connections and credibility before the sales call.
• Use technology smartly (Sales Navigator, Apollo, CRM) to pinpoint, engage, and track high-quality prospects.
• Consistency and qualification are key—don’t get lazy and don’t waste time on non-opportunities.

Learn More from Donald C. Kelly

• Podcast & Resources: thesalesevangelist.com
• Free LinkedIn Guide & Mastermind: Available via his website footer and “Mastermind” tab.

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