Outbound Selling: The Eternal Plan B

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If you’re entrenched in outbound sales, it’s time to confront a hard truth: this approach is, and always will be, Plan B.

Outbound selling is the reactive strategy—it’s what you do when leads aren’t coming to you. It’s the act of chasing instead of being chased, reaching out instead of being sought after. This isn’t to say it’s ineffective. On the contrary, outbound sales can be a critical driver of revenue, particularly in early-stage companies or industries with long sales cycles. But by its very nature, outbound selling is labor-intensive, increasingly inefficient, and, in many ways, a race to the bottom.

Let’s look at the numbers: outbound sales strategies often generate lower conversion rates than inbound methods. Research from HubSpot indicates that outbound leads convert at an average rate of 1.7%, whereas inbound leads convert at 14.6%. That’s not just a minor efficiency gain; it’s an order-of-magnitude difference.

So why do so many sales teams still rely on Plan B? Because it feels more immediate. It’s measurable. You can say, “We sent 5,000 emails today,” even if 4,990 of them landed straight in the abyss of ignored inboxes. It’s a numbers game, but one that’s getting harder to win as buyers become more resistant to cold outreach.

So, What’s Plan A?

Plan A revolves around inbound sales—the art of attracting customers organically through valuable content and strategic marketing efforts. The ideal scenario is that your business—or you, as an individual contributor—is so inundated with leads from a robust inbound strategy that Plan B becomes unnecessary.

But does this sales nirvana actually exist, or is it just another myth?

It exists. I’ve witnessed it firsthand. However, achieving this state is challenging and demands patience.

The Inconvenient Truth

Patience is a virtue in short supply. Many prefer quick fixes over long-term strategies. This impatience leads to the allure of silver bullets—mass-blast email campaigns that, in theory, should yield immediate results. Consequently, Plan A is often abandoned in favor of Plan B: sending out thousands of generic emails daily, hoping a fraction will convert into demos.

Before you accuse me of disparaging outbound tactics, let’s clarify—I’m not saying they’re ineffective. However, it’s worth noting that inbound practices produce 54% more leads than traditional outbound methods.

The Overcrowded Plan B Landscape

The real issue is that nearly everyone is employing Plan B. This saturation leads to diminished returns, as the market becomes overwhelmed with similar outreach efforts. While sales teams may lament that “marketing isn’t doing enough” to position them as thought leaders or generate inbound leads, it’s essential to recognise that you have the power to become your own inbound marketing engine.

Taking Control of Plan A

The tools, platforms, and audiences are available. The only missing element is your commitment to making Plan A your daily focus.

• Share Your Expertise: Create and distribute content that showcases your industry knowledge. This positions you as a thought leader and builds trust with potential clients.
• Engage on Social Media: Utilize platforms like LinkedIn to share insights, participate in discussions, and connect with peers and prospects.
• Develop Valuable Content: Write blogs, host webinars, or start a podcast to provide value to your audience. Companies that blog generate 67% more leads than those that don’t.
• Build a Community: Foster a network where like-minded professionals can share ideas and support each other’s growth.

Yes, it’s challenging. But so is sending out 100,000 emails and getting minimal responses.

Choosing Your Path

So, what’s it going to be? Plan A or Plan B? Remember, while Plan B has its place, investing in Plan A can lead to more sustainable and cost-effective results.