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How to maximise results from outbound sales calls

Outbound sales calls are usually a numbers game – ring enough people and a small percentage of them will bite.

Sometimes those outbound sales calls are made internally.

Sometimes they’re made by external providers.

Rarely is there much focus beyond this strategy:

  1. Build a list of sales prospects
  2. Ring each one to gauge initial interest
  3. Keep ringing them until they’ve responded
  4. Reject those not interested
  5. Engage further with the few that are initially a bit interested.

This page is all about doing more with point 5 above.


What most outbound sales calls don’t do

Think bigger than the sales conversation.

Here’s the problem:

  1. An outbound sales call recipient shows a little bit of interest.
  2. They go into a pipeline that further nurtures them over time.
  3. While some may become buyers, many will become unresponsive.

The key problem here is that you don’t get any more opportunity with those unresponsive sales leads.

A missing part of the jigsaw is that the sales person hasn’t got the prospect to go to their website …


The value of a slightly interested lead

You can’t do much about the high percentage of sales calls that go nowhere (except to refine your message).

What you can do though is achieve more with those who are either interested, or you think you can get them interested with a different angle.

If you can get the prospect to go to your website then you can do the following:

  1. Remarket to them.
  2. Tag them.
  3. Identify them for future reference.

Here’s more detail on those three points above …



Remarketing is what happens when someone goes to your website and gets tagged to follow them around online.

That then enables your adverts to be shown to that person when they are on various other websites.

That following them around is mostly done by remarketing within the Google and Facebook infrastructures.

The great things about remarketing to those potential customers are:

  1. It costs you nothing to have your adverts showing to those people for months into the future – that increases brand awareness via your adverts.
  2. Your adverts will be waiting for them when they are more ready to reconsider what you offer.
  3. If they click on your advert (which takes them to any page you want to on your website), the cost is very low (20-40p per click would be normal).

If you’re doing outbound sales calls and you don’t get people to go to your website, then you wouldn’t have the opportunity to remarket to them.

That would be a waste of making the most from the budget/time spent on the outbound sales calls.


Tag them

If you use A1WebStats then you’re able to see (in real time) people who are on your website.

Once you’ve got them to your website (see further down on how to achieve that) then you can see them in your A1WebStats visitors data by going to Filters – All Visitors, and it’ll be obvious which visitor they are because you will see the date and time of their visit match the time that you’re talking to them.

Then you can ‘tag’ them.  For example, tag them as ‘Prospect’ or use another tag that you create (e.g. ‘Outbound call’).

Why is it useful to tag them?

If that person comes back to the website in the future, you will be able to identify that they originated from the source of an outbound call.

This video takes you through the process of doing that with someone who is on your website at the time you are calling them:

In addition, you can also get instant alerts when any of your tagged prospects return to the website in the future.

Although tagging is useful, it doesn’t save the name of the person/company that visited your website (unless that company is already identifiable by IP address).  To address this, you can modify the record in A1WebStats so that it’s easier to identify them if they return to your website in the future.  Here’s how to do that …


Identify them for future reference

With this tactic, you have to be a bit careful.

A1WebStats will allow you to edit the details of a visitor to your website.

This will make it easier to identify them when they return to your website in the future.

However, you need to ensure that the visitor is on a static internet connection (rather than dynamic) when they are on your website.

If their internet connection is dynamic then their IP address may change each time they go to your website.  That means that you could be editing a visitor that will not be seen again.

The good news is that if an internet connection is static (as it will be in most companies) then it’s safer to edit that record within your account.

This process is better explained within this video:

The good thing about editing a visitor record is that you can also set up a reminder to alert you when that visitor returns to your website.

If you combine the editing of a visitor with the use of tagging then you will always have a clear picture of those people who originally came from an outbound sales call activity.



So how do you get those outbound sales prospects going to your website?

You’re on an outbound sales call with a prospect and you need a great reason for them to look at your website (so that you can identify and tag them, while also having the option to remarket to them).

What’s key here is for your website to have a page that is very focused on the recipient of your call.

It’s likely that you will be talking to someone from a specific business sector that your business has worked within.   Alternatively, they could have a specific job role that you feature within your website.

Using the business sector as an example, what you will need is a website page dedicated to that business sector, including testimonials/case studies of clients within that business sector.  For example:

Here’s an example of how that conversation could go …

You: “Hello David – I was wondering if you’d be interested in our work with other stationery suppliers, who we’ve helped to gain more sales via their sales reps on the road?”

Them: “That depends on the return on investment to be honest”

You: “Absolutely!  I can easily guide you to evidence of that.   I presume you’re near a computer so all you need to do is type ‘aspin stationery’ into Google and you’ll see our website stationery page at the top of the organic search results.  I’ll just let you do that first of all”.

[If you don’t have the sector-specific website page highly visible in Google then you would instead guide them to your website and show them how to get to that specific page].

Them: “OK, hang on”.

You (after a pause while they do that): “If you scroll down that page a little bit you’ll see some examples of stationery supply customers who we’ve worked with, including some testimonials”.

[pause while they do that]

You: “That page gives a small flavour of some of the challenges solved for our stationery customers … I’d be interested in any specific challenges that you’ve had, so that I can share with you how we’ve made those challenges go away?”.

[the sales conversation continues from there]

Where this becomes particularly useful is that, if the person on the call has been to a specific business sector part of your website, then you can use remarketing to follow them with sector-specific adverts, rather than generic adverts.

You can of course also tag them and edit their visitor record if you are using A1WebStats.

This video takes you through the process from initial outbound sales call to getting the person to a website so that they can be included for remarketing and also tagged so that they are identifiable in the future:



If you target certain types of people, then you will need one or the other of these on your website:

  • Sector-specific pages with testimonials/case studies to prove how much you’ve impressed customers within that sector.
  • Role-specific pages that focus on the person’s role (e.g. business development) and has evidence of testimonials/case studies that show the results you’ve gained for people similar to them.

With one of those on your website you then have a place to encourage your sales call recipients towards.

That then allows you to follow them for months via remarketing adverts, while also making it possible to tag and identify them (if using the A1WebStats system) so that you can see when they return to the website in the future.



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