A Comprehensive Handbook on Outside Sales for SMBs

Is your sales team having trouble building strong, lasting customer relationships? If so, you’re not alone; many small businesses face the same challenge daily. After selling my company for millions, I created Small Business Bonfire to help growing entrepreneurs succeed. One key to my company’s success was mastering outside sales strategies.

Outside sales, also known as field sales, involve sales reps meeting potential customers face-to-face. This usually means a lot of travel to meet prospects at various locations. Outside sales reps visit new and existing customers, focusing on building genuine relationships. Many professionals believe that meeting in person makes this easier.

These meetings can happen at different locations, including offices or industry events. Outside sales reps are crucial because they build solid relationships and close important deals. However, another approach is inside sales, where reps sell products from the office via phone, email, or virtual meetings.

Inside sales reps can reach more people quickly because they don’t need to travel. This method allows them to explain their company’s offerings efficiently from a central location. While both methods have their benefits, the choice depends on your business needs.

The main differences between inside and outside sales are location, communication methods, deal volume, and costs. Outside sales reps travel to meet clients, while inside sales reps work from one place. Outside reps give face-to-face presentations, while inside reps use digital methods. Typically, inside reps handle more deals but outside reps manage more complex ones. Costs are also higher for outside sales due to travel and accommodation expenses.

In outside sales, the process starts with identifying potential customers. Reps then arrange in-person meetings where they present their sales pitch and negotiate deals. This personal interaction helps build deeper connections, which can lead to successful deals and long-term relationships.

The advantages of outside sales include higher closing ratios, better client relationships, and increased motivation for sales reps. Personal interactions often result in better rapport and trust, making clients more likely to finalize deals. Meeting clients face-to-face also motivates reps and allows them to adjust their strategies on the spot, leading to more significant opportunities.

To succeed in outside sales, your team must follow several steps: lead prospecting, lead qualification, connecting with leads, product demonstrations, follow-ups, and closing deals. Each step is crucial in building a successful sales pipeline and converting prospects into paying customers.

Investing in a good CRM system, aligning marketing and sales teams, embracing flexible strategies, and using creative techniques like the Crumpled Letter Approach can enhance your outside sales efforts. Being engaging, telling compelling stories, and having excellent listening and time management skills are also essential.

Travel is a big part of outside sales, allowing reps to build stronger, more personal client relationships. While demanding, this travel can lead to more meaningful interactions and greater sales success.

In summary, outside sales are essential for modern businesses, leading to stronger relationships and higher deal closure ratios. Deciding between inside and outside sales—or using a combination—depends on what best fits your business strategy. Good luck training your agents to deliver top-notch sales pitches!