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Sales Enablement for Outbound Sales: Turning Prospects Into Deals

Sales enablement is not a new concept. It has been around for decades and has evolved with the digital transformation of the sales process. Sales enablement helps sales reps stay organized, knowledgeable, and effective throughout their selling process. It gives them access to training materials, sales collateral, and other resources they need to be successful. With the rise of outbound selling and account-based marketing (ABM), sales enablement continues to evolve with new tools specific to these processes that help reps tackle lead generation and conversion more effectively. Read on to learn more about outbound sales enablement and how it can improve your team’s performance.


What is Outbound Sales Enablement?

Outbound sales enablement is the process of providing sales reps with the resources they need to convert more leads to sales. Outbound sales enablement is a more modern term that replaces the older term “cold calling” to describe the process of generating leads through, well, outbound calls. While cold calling still has a place in modern sales, it is often in a supporting role to other outbound lead generation strategies like email marketing and SDR/SALES outreach. The goal of outbound sales enablement is to empower reps to be more efficient and effective at lead generation so they can spend less time generating leads and more time closing sales. Outbound sales enablement comes in three primary forms: sales enablement materials, training, and technology.


Why is Outbound Sales Enablement Important?

As sales teams transition to outbound lead generation, they often struggle to find the right balance between quantity and quality. With inbound sales, reps focus on attracting leads through content marketing, advertising, and other online strategies. With outbound sales, they need to identify prospects who are likely to purchase from them and then proactively reach out to them. Outbound sales enablement can help sales reps navigate these challenges so they can focus on generating more leads and closing more sales.

Benefits of Outbound Sales Enablement

  • Better lead targeting While inbound lead generation focuses on attracting as many prospects as possible, outbound lead generation is more focused on attracting the right prospects. With outbound sales enablement, sales reps can target leads based on fit, likelihood to buy, and other criteria that help them prioritize which leads are the most valuable.

  • More lead generation activity Without proper lead generation tools, outbound sales reps may feel overwhelmed by the sheer volume of prospects they need to reach out to each day. Sales enablement can help them reach their daily lead generation goals more efficiently so they can focus on the most valuable prospects.

  • Time savings Outbound sales enablement can help sales reps increase their productivity so they can close more leads in less time. This frees up time for reps to focus on strategic sales activities like nurturing prospects and closing sales.

  • Better lead conversion At the end of the day, lead generation is all about converting leads to sales. With outbound sales enablement, sales reps can spend less time prospecting and more time closing deals.

  • Better sales productivity When sales reps are effective at generating leads, they can spend less time prospecting and close more sales. This can help increase overall sales productivity so the entire sales team can close more deals.


Types of Outbound Sales Enablement

  • Developing a sales cadence (read the entire article I wrote on that topic) A sales cadence is essentially a plan of action that outlines how sales reps will reach out to potential customers, how often they will follow up, and what types of communication they will use. It is a way to ensure that sales reps are consistently and effectively reaching out to prospects and that they are using the most effective communication channels and messages.


Basic framework for a sales cadence
Basic framework for a sales cadence


  • Sales enablement materials Sales enablement materials can take many forms, ranging from written guides to sales presentations and visual assets. Whether they are published online or printed in a book, sales enablement materials help reps stay organized and up-to-date on product knowledge.

  • Sales enablement training Sales enablement training can take many forms, including webinars, in-person events, email campaigns, and other digital resources. These resources provide reps with the guidance and skills they need to generate more leads and close more sales.

  • Technology Technology is one of the most important elements of outbound sales enablement. It can take many forms, including CRM software, SDR/SALES productivity tools, prospecting tools, and lead nurturing tools.

  • Customization One of the best ways to maximize the value of outbound sales enablement is to tailor it to each sales team’s specific needs. Each sales team will have different lead generation needs and other factors that can impact the effectiveness of sales enablement resources.

How to Build an Effective Outbound Sales Enablement Program

  • Create a sales enablement plan The first step in building an effective outbound sales enablement program is to create a sales enablement plan. This plan should include the strategy and approach your sales team will follow to generate more leads and close more sales. By defining this plan up front, you can ensure that each member of your team has the resources they need to be successful and that nothing falls through the cracks.

  • Prioritize efficiency The most effective outbound sales enablement programs are built around efficiency. This means that sales enablement resources should be designed to help reps generate more leads with less effort. This can include everything from sales enablement content to the hardware and software sales reps use to reach prospects.

  • Get buy-in Beyond creating an effective sales enablement program, you must also get buy-in from your sales team. This means making sales enablement accessible to every member of your sales team and tailoring it to their needs. It also means providing timely feedback on each team’s performance to help them improve at a faster rate.

The best sales enablement programs encourage collaboration, provide timely feedback, and offer easy-to-use tools that help sales reps convert more leads to sales.

These tools can take many forms, but they should be tailored to each sales team’s specific needs.

At the end of the day, sales enablement is all about making the sales process easier for sales reps so they can spend less time on administrative tasks and more time closing sales. With the right sales enablement program in place, sales teams can make the most of their outbound lead generation efforts and close more deals.

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