Outbound Lead Generation Team Training: Expanding into New Markets

May 21, 2013

Outbound Lead Generation Team Training: Expanding into New Markets

Learn why an asset package is such a crucial tool for outbound lead generation team training, especially for getting your reps prepared for selling into a new market.

Earlier this year I wrote a couple of blog posts explaining the importance of training your outbound lead generation team, and what should be included in a new hire onboarding program. However, outbound lead generation team training shouldn’t stop after onboarding.
I was recently reminded of this when we helped one of our portfolio companies develop an asset package to help them market their new product into the CPG and major retail market segments. Whenever your company is moving into new market segments or selling new products training the team on the details of the market can make a big difference in how they sound on the phone, and how successful they are on that campaign.

Developing an Asset Package for Your Sales Team

An “asset package” is the name that we at OpenView Labs have given to the set of assets provided to the sales and outbound lead generation team when our expansion stage portfolio companies test and explore new market segments. The materials in the asset package are specific to the buyers that your outbound lead generation reps are going after.
The goal of an asset package is to turn your reps into mini-experts on a particular target market in a few days. The more narrowly focused your target is, the easier this will be to achieve.
An asset package should include the following information and resources:

  • Buyer profile guides for your target buyers
  • Conversation guide(s)
  • Email series
  • Customer examples and use cases
  • Objections and FAQs
  • Key competitors in the target market segment
  • Industry blogs/publications/LinkedIn groups

However, in many cases it may make sense to add additional materials to an asset package to help outbound lead generation reps better familiarize themselves with the market segment. A few other items we have tried include a glossary of segment lingo, an org chart illustration to show how departments are structured in complex organizations, and an outreach process that shows what is the best way to get in and penetrate an account.
What materials do you provide your sales team with to prepare them for selling new products or into new market segments?
 

VP, Sales

Ori Yankelev is Vice President, Sales at <a href="https://www.ownbackup.com/">Own Backup</a>. He was previously a Sales and Marketing Associate for OpenView.