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For businesses of any size, building an outbound sales strategy can be tough to accomplish. You can go top down, bottom up, or direct to your most likely buyer. But how do you go to your most likely buyer if you don’t even know who they are? Before you go hay wire with your outbound strategy, I’ll share how to define your ideal customer profile and then target them.

Top Down Sales Strategy

First you go find the information for the VP of Marketing or CMO, then you email asking them to refer down to the position you should be talking to.

You can also get the VPM/CMO excited about what you’re selling but odds are you won’t have their attention long enough to get your point across.

Therefore it works well to aim high and get referred downwards. Their boss is literally telling them to talk to you, so this tactic can work well at times.

Bottom Up Sales Strategy

I used this at Udemy when trying to get a BD deal done with Pearson Education. You aim lower in the organization, for us it was at their authors, to get people excited so they can report their excitement up the chain.


Posted by Colin Burns

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