13 Sales Outreach Strategies With Examples

By: Jack Reamer |
 February 24, 2023 |
If you have ever listened to our Cold Outreach Podcast, you will probably know that we love doing teardowns of Linkedin messages, or email campaigns that we have received.  Some are great, and some are not so great… In these tear-down episodes, we share some of our thoughts on what the salesperson could have done differently, or if they aced their outreach efforts. In this article, we will look at X sales outreach strategy examples that we received, and tear them down, in the hopes of helping you learn what works and what doesn’t. Let’s dive in… (And if you would prefer to skip the reading, hop on a free 15-minute sales strategy call with Salesbread. We offer a done-for-you lead generation service that guarantees 1 qualified sales lead per day.)

Tear down 1: Use personalization

In this teardown, we share a different angle on how to get backlinks and promoted on other websites.  Below is the email we received from the sales rep.

Outreach strategies in this email: The good and the bad

The subject line reads “guest contribution.” We were willing to open the email because the subject line piqued our curiosity. One thing we would change though is, no capitalization in the first letters.  We really enjoyed reading this email; it was well-written, addressed pain points and they even offered to pay us for our time. 

Takeaways from this email 

(The good, the bad, and the ugly that you can use in your own sales outreach strategy:

1. They started with the problem, which is good

Notice how the writer jumped straight into the pain point.  She mentions We know that content isn’t always easy to create…”  If content is easy for you to create, then this outreach campaign isn’t going to work for you, but if creating content is a pain point for you or your business, then this email is going to capture your attention.  

2. The email lacks a personalized message, which is bad

If the writer had mentioned something personal in the first sentence along with the pain point, then that would have been incredible.  For example: 
If she had mentioned the specific topic that your content is about, this would have been a slam dunk of an email intro.  Remember to always add personalization in any email outreach effort because personalization has proven to capture your potential customer‘s attention.  This helps them see that this email isn’t spam, but rather that the sales professional took their time to really write something that could be of value to them.

3. The clarity is excellent

This is a straightforward email that gets straight to the point. You as the reader know exactly what they are pitching and why they are reaching out to you. The reason for the email isn’t hidden in an essay of words.  Remember this for your own effective sales outreach; keep your emails or outreach messages to the point. Potential clients don’t have the time to read through long messages. 

4. The email lacks metrics and data which could have added to a killer sales pitch

We weren’t so impressed with this part of the email:
It’s good that they were transparent about how the article will reference a client, but instead of saying “the content will be relevant to your readers,” they could have shared some metrics on how their articles have helped get x-amount of backlinks, or shares on social media.

Remember – Rather have a small list of prospects and use personalization

If you are looking for outreach tactics that get qualified leads, rather build a small list of prospects and use personalization.  For example, if you have written for b2b saas companies, mention that in your outreach email. Share some social proof of how your articles have performed in the past and how they helped prospects. I can tell you now because this email lacked personalization the recipient might be wondering if the salesperson sent this same email to hundreds of other blog owners. And they could be wondering if they might have any experience writing on their specific topics.  Whereas if the writer had mentioned “we specialize in writing b2b sales articles”, there might have been a greater chance of a “slam-dunk” sale. 
Rather build a smaller list based on what’s already performed well and write for a very specific target audience

5. What about their $100 value proposition?

Their value proposition isn’t bad… But they could have increased the amount. (If you think about it, very few people work for $100 an hour.) It’s also important to note that the reader probably doesn’t want money but would prefer to have quality content written that gets backlinks or social media engagement that will bring them more business. 

6. They had a good call to action but it could have been more specific.

It’s very easy to say “sure, send a draft over.” and if it blows your mind, you’re going to post it. They are willing to do the upfront work, and all you have to do as the reader is say “yes.”  Also that they mention they are there for any questions or concerns, shows that they are serious.  But because they are asking to send over a draft, it might make you wonder if they have just written something that’s being sent to everyone. They haven’t even mentioned what the topic of the article would be about.  A better approach would have been to say: “Here are 3 topics that we would like to see on your website. And if you’re not happy with these topics, we can write something else that we know has had success in your niche in the past.”
Once again… Remember to do your own research based on the prospect for successful sales outreach

Key takeaways for outbound sales teams from the above email

  • Keep your emails and outreach messages short and to the point
  • Use personalization because you will have a higher response rate
  • Research your prospects in order to write personalized messages
  • Mention prospect pain points at the start of your messages
  • Have a clear cta
  • Add data to your emails for added social proof
  • Be transparent
  • Rather have a smaller list of prospects and write specifically for them; be specific. 

Tear down 2: You catch more flies with honey than vinegar

What we noticed about the above email is that they did use personalization.  So kudos to them. (Remember to always use personalization in your sales outreach plan. ) They mentioned the guide that Jermey wrote, and shared the link. This means that they probably took some time to research Jeremey and read his guide. One thing that we thought was a bit bold, was this section in the email:
Why? Because they are pointing out something that the recipient is doing wrong.  It’s not to say that this strategy doesn’t work, but it could come across as offensive. Saying there “are 2 areas of friction” could come across as “you screwed up on 2 parts” and it’s holding you back from getting more traffic. If you are going to go the “bold” route, remember to give some more detail on what you saw to be the problem.  But one of the major problems with the above email is, how does this all link to the email-finding tool that was mentioned in the first paragraph?  There is a major disconnect between the “tool” and the “ask” in the email. This is really confusing for the reader. SO….

6. Keep it simple

Don’t try too many things in your sales outreach strategy. Keep it simple, and to the point. If you look at the above email, there are too many things happening.  There is the image (gif tool), there is the section on website issues, and there is a “PS” at the end mentioning a third item. All of this can be extremely distracting to the reader. They might not know exactly what you want from them.

7. Remember you catch more flies with honey than you do with vinegar. 

Instead of mentioning what they are doing wrong, rather reword it and say: “Hey, I noticed 2 easy improvements that if you do on your website, it will make a big difference.”   You don’t want to offend your readers.  Rather phrase your sentences in a way that’s positive. 

8. We did like the video idea

 We like the idea of adding in a quick video explaining what you do, or even a quick demo video. The reason for this is that the prospect can be impressed with what you have to offer, and sometimes using video is a great way to do this. 

9. Be sure to write valuable follow-up messages

The above marketer sent about 3 follow-up emails. So there were 4 touch points in total. 
The above was their first follow-up. As you can see, this follow-up is basically just a “bump” email that offers zero value.  Don’t do this.  For your follow-up add a “teaser”.  They could have rather said something like:  “Hey Jeremy, I probably should have mentioned this, but the optimization has something to do with backlinks on your home page and keywords from a keyword tool. Happy to send it over to you in text format if you prefer.”  They also didn’t use personalization in their follow-up. If you actually think about it, they could have split their first email into two emails. They could have mentioned their “PS” in this follow-up. Their second follow-up was way better than the first. They added a valuable link to the email to a Twitter post that shared how long it takes to rank on page 1. 
This is especially valuable if you are an authoritative figure in your niche. If you aren’t, you might want to skip the links to your social media posts, but link to something on your website that shows you’re an expert. 

10. Add credibility to your messages

In the last follow-up that this salesperson sent, they missed adding one very important thing; and that’s credibility. 
The highlighted passage in this last email is great. But they simply left it at that. A strategy that could have worked, is adding some credibility.  They could have added data showing how they helped previous clients. Graphs from Google Analytics, or testimonials from current customers, could have helped with sales engagement So remember this in outbound sales outreach Use data. Use testimonials. Add whatever you can to show that you are an authority in your niche who gets results. 

Teardown 3: Linkedin connection request strategies 

Salesbread is a big promoter of using more than one outreach channel. We make use of cold email, Linkedin, and SMS to get in touch with your ideal customers.  If you haven’t tried Linkedin yet for outreach, then you’re missing out on a huge pool of decision-makers. (Read this article on Linkedin outreach and why it works.) Once you have created a list of your ideal buyer persona, you will then have to send them personalized connection requests on Linkedin In this tear-down, we go through some of the strategies that marketing teams used in their customer outreach Let’s discuss what makes a good connection request that will spark engagement. 

Connection Request 1

11. Don’t use a high “commitment ask” 

The above connection request seemed good initially but the “ask” was too high. When they mentioned a free webinar it killed the engagement.  Why? Because they are asking you to sit down and use 40 minutes of your time to watch something about a tool you might not even need.  Keep your “ask” simple.  Don’t ask the prospect for something that might take up too much of their time, or be too complicated. The less of the ask, the easier it will be for the prospect to reply. They could have just ended their CTA with: “If you’re interested in learning more could I send something your way? Just reply with yes,” 

Connection request 2

12. Be honest about where you found a “referral”…

This is a great connection request. Why? Because we would be interested in replying if we knew that there might be a business opportunity. And mentioning a friend might make the prospect curious about who that friend is.  BUT If you are going to use this approach for outreach, make sure that you can back up who the friend is. Don’t be devious in your outreach, because if the prospect asks about which friend gave the referral and you can’t answer them, it’s going to come across as dishonesty.  If you genuinely know the person who referred you, mention their name.  You could say: “ Hey, we have a mutual connection, my friend Jack, told me to reach out to you for b2b lead generation. Would love to connect.”

Connection request 3

13. Don’t make the message all about you, offer the prospect something of value.

Remember when sending a connection request, a prospect doesn’t just have to connect with you just because you’re a fan of their work.  When people use Linkedin, they might only want to connect with others who can further their careers, or build connections with people who might become paying customers eventually. So if you are using the above approach, remember to add something of value to your message, so that they actually want to connect with you. With the above example, the person could have said something along the lines of: “Listening to you now and subscribed….Just stumbled upon your podcast and wanted to say thank you for sharing your insights. I’d love to give you a review, could I ask you a few quick questions, care to connect?” Mentioning that you would like to give them a review, is a value add for the reader. Because you are offering them something, they will probably be more willing to connect with you.  

Key takeaways to use in your sales outreach strategies

  • Mention the prospect’s pain points and how you can solve it
  • Use personalization
  • Be clear about why you are reaching out to the prospect
  • Make use of data and testimonials for social proof
  • Offer the prospect something in return – Whether it’s a Starbucks voucher or money for their time.
  • Have a clear call to action that tells the prospect what you want from them
  • Keep your message simple and only mention 1 value proposition at a time
  • Don’t be offensive by saying what’s wrong with their website etc. You catch more flies with honey than vinegar, so be mindful of how you phrase bold statements.
  • Make use of short videos to impress prospects
  • Write valuable follow-ups
  • Add credibility to your messages – It could be by sharing your twitter post that has tons of engagement.
  • Be honest about why you’re reaching out to the prospect.
  • Don’t make the messages all about you and offer the prospect something of value.
If you’re looking for a sales outreach strategy that will give you 1 qualified lead per day, let’s hop on a free 15-minute consultation call to see how we can help your business.

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