{"id":5496,"date":"2020-08-12T15:07:21","date_gmt":"2020-08-12T20:07:21","guid":{"rendered":"http:\/\/kmbrian.com\/blog\/?p=5496"},"modified":"2020-12-04T13:33:00","modified_gmt":"2020-12-04T19:33:00","slug":"outreach-impact","status":"publish","type":"post","link":"http:\/\/kmbrian.com\/blog\/outreach-impact\/","title":{"rendered":"6 Ways to Improve Outreach Impact During COVID-19"},"content":{"rendered":"

Many recent observations suggest that, in our current turbulent climate, successful sales outreach has to strike an appropriate balance between tone, timing, and overall value<\/a>. While it\u2019s still important to examine traditional qualifiers such as buyer profile and stage, it\u2019s clear that these unusual times require a heightened sensitivity when reaching out to potential buyers.<\/p>\n

As you approach each outreach campaign, then, it\u2019s advisable to:<\/p>\n

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  1. Pay close attention to qualifiers such as buyer personas and buyer journey stages; and<\/em><\/li>\n
  2. Keep more COVID-sensitive considerations in mind, such as usefulness, propriety, and overall positive impact.<\/li>\n<\/ol>\n

    Not sure where to start? Not to worry. We\u2019ve come up with six suggestions for improving your outreach strategy<\/a> and strengthening the bond with your buyers in the age of COVID-19.<\/p>\n

    1. Remember your tried and true processes<\/h2>\n

    In the rush to check in with your buyers to see how they\u2019re handling the pandemic, it might be easy to forget that sales outreach has to be carefully calibrated in order to resonate fully. This oversight is understandable, but it certainly isn\u2019t sustainable.<\/p>\n

    Instead, now is the time to get back to basics<\/a> and re-familiarize yourself with every stage of the buyer\u2019s journey, from awareness to close. Once you\u2019ve done so, you should then review these stages with an eye toward how they might have been transformed by the pandemic. For example: The point at which buyers assess whether they have a valid reason to engage with your product might look a lot different in the wake of the virus. When preparing to get in touch with prospects at this stage, be ready to field questions about user safety and COVID-friendly budgeting as well as<\/em> the usual queries about features and pricing.<\/p>\n

    More food for thought: When re-establishing contact with those who may have gone dark during the initial lockdown, take note of where they were on their buyer journeys before the pandemic. Use this information to demonstrate to MIA buyers that you haven\u2019t forgotten them (or their needs) and that you\u2019re ready to pick up where you left off at any time. If you can show this added attention to detail, the transition from pre- to post-COVID will be that much smoother for them \u2014 and for you.<\/p>\n

    More importantly, remember: When planning your post-coronavirus outreach, be sure you have all the support you need to map your new and existing content to the appropriate point in the sales funnel. This way, none of your buyers will be overwhelmed with information they can\u2019t use or can\u2019t yet process. After all, no one wants an in-depth case study if they\u2019re just in the browsing phase. If you\u2019re having trouble, a robust plan for sales enablement<\/a> can keep content organized so it\u2019s easier for sellers to send the right message at exactly the right time.<\/p>\n

    2. Re-research your prospects<\/h2>\n

    \"\"Your business was transformed the minute the pandemic hit. The same is true for your buyers\u2019 businesses and personal lives. As a result, the prospecting<\/a> data you\u2019ve already collected may no longer be valid. Should you attempt to tailor your communications with this outdated intel, you risk seeming completely out of touch.<\/p>\n

    You can avoid this issue by getting to know your target industries and consumer demographics again<\/em>. Make an effort to gather information on industry trends and prospects\u2019 recent funding reports<\/a> as well as employee statuses (you don\u2019t want your emails crowding the inbox of someone who\u2019s been furloughed). It\u2019s also worth doing some homework on how your ideal buyer might be faring during COVID-19 and then reassessing their needs in this new environment. Ask yourself:<\/p>\n