{"id":7405,"date":"2020-01-16T12:30:41","date_gmt":"2020-01-16T11:30:41","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=7405"},"modified":"2025-01-21T10:25:08","modified_gmt":"2025-01-21T09:25:08","slug":"how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/","title":{"rendered":"How to Build a Sales Pipeline to Turn Your Outbound Leads into Customers?"},"content":{"rendered":"<p>In <span id=\"urn:enhancement-3c683f1\" class=\"textannotation disambiguated wl-thing\">business<\/span>, nothing can be left to chance. Otherwise, you won\u2019t make much progress. When it comes to <span id=\"urn:enhancement-2fec2a71\" class=\"textannotation disambiguated wl-thing\">sales<\/span>, in order to turn more leads into customers, you need to set your internal guideposts that will make the whole process more effective. That\u2019s what a <span id=\"urn:enhancement-80862f38\" class=\"textannotation disambiguated wl-thing\">sales<\/span> pipeline is at its core.<\/p>\n<p>Let me show you how to build a <span id=\"urn:enhancement-e674c78d\" class=\"textannotation disambiguated wl-thing\">sales<\/span> pipeline from scratch following this six-step tutorial, or watch the video:<br \/>\n<center><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/_k14aPJ3y8c\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/center><\/p>\n<h2>STEP #1 Define your Ideal Customer Profile<\/h2>\n<p>This is the starting point of building an effective outbound <span id=\"urn:enhancement-f3cfe3bb\" class=\"textannotation disambiguated wl-thing\">sales<\/span> pipeline. Without having a clear picture of who your ideal customer is, you won\u2019t be able to distinguish which prospects are a good fit for your product or service. To do that you need to ask yourself for whom your product will have the greatest value and who has the biggest success potential using it. Why do these two conditions matter the most?<\/p>\n<p>Customers who see the real effects of your solution will make it an integral part of their workflow and may buy additional services from you as they grow. Also, such successful customers will eventually become loyal advocates of your brand who are willing to spread the word about it in their <span id=\"urn:enhancement-8e21be63\" class=\"textannotation disambiguated wl-thing\">business<\/span> niche, share a testimonial or leave a review.<\/p>\n<p>Dig deeper into <a href=\"https:\/\/woodpecker.co\/blog\/prospecting\/ideal-customer\/\" target=\"_blank\" rel=\"noopener noreferrer\">what \u201cIdeal\u201d Really Means in the Ideal Customer Profile &gt;&gt;<\/a><\/p>\n<p>I realize defining the ICP may be a tricky thing to do in the early days of your <span id=\"urn:enhancement-92784d69\" class=\"textannotation disambiguated wl-thing\">business<\/span>. In such a case, there are two approaches you can take: back-engineering method and competitor analysis.<\/p>\n<p>In the back-engineering approach you take a closer look at who your current customers are, even if you have just a handful of them. Write down the details about their <span id=\"urn:enhancement-1614fec5\" class=\"textannotation disambiguated wl-thing\">business<\/span>, analyze their needs and pain points. You can also interview them to get deeper insights.<\/p>\n<p>Find out how we did it: <a href=\"https:\/\/woodpecker.co\/blog\/prospecting\/persona-development\/\" target=\"_blank\" rel=\"noopener noreferrer\">Who Are Really My Prospects? \u2013 Our Way for Persona Development &gt;&gt;<\/a><\/p>\n<p>Competitor analysis is a good idea when you have no customers yet. Check whose testimonials your competitor share on their website or who left them a review and build your ICP based on your findings.<\/p>\n<p>Here\u2019s one more important thing to remember about the Ideal Customer Profile. Keep in mind that you need to review your ICP every now and then to keep it up-to-date, because as your company develops, your ICP may change a bit too.<\/p>\n<p>Step #1: check.<\/p>\n<h2>STEP #2 Build a prospect base<\/h2>\n<p>Prospecting is the pre-qualification stage of your <span id=\"urn:enhancement-8315f438\" class=\"textannotation disambiguated wl-thing\">sales<\/span> pipeline. In outbound <span id=\"urn:enhancement-ed457521\" class=\"textannotation disambiguated wl-thing\">sales<\/span>, the qualification criterium is your ICP. Can you see now why without a clearly defined ICP it would be difficult to build an effective <span id=\"urn:enhancement-c0bbfb8f\" class=\"textannotation disambiguated wl-thing\">sales<\/span> pipeline? The ICP is the foundation for all your further efforts.<\/p>\n<h3>So how to create a high-quality prospect list?<\/h3>\n<p>Basically, there are 2 ways to do it:<\/p>\n<ul>\n<li>in-house prospect list building, and<\/li>\n<li>outsourcing.<\/li>\n<\/ul>\n<p>There\u2019s also another, dark-side-of-the-force kind of way \u2013 buying a ready-made prospect list. However tempting it may seem, don\u2019t take this path. Such lists usually contain hundreds or thousands of unverified and sometimes non-existent <span id=\"urn:enhancement-f0ffff4a\" class=\"textannotation disambiguated wl-thing\">email<\/span> addresses. Sending <span id=\"urn:enhancement-d824edf8\" class=\"textannotation disambiguated wl-thing\">emails<\/span> to such inaccurate <span id=\"urn:enhancement-bd30a3f\" class=\"textannotation disambiguated wl-thing\">email<\/span> addresses is a straight way to having your <span id=\"urn:enhancement-40b81371\" class=\"textannotation disambiguated wl-thing\">email<\/span> address, domain or sender ID <a href=\"https:\/\/woodpecker.co\/blog\/deliverability\/avoid-email-blacklist\/\" target=\"_blank\" rel=\"noopener noreferrer\">blacklisted<\/a> by your <span id=\"urn:enhancement-afdccd11\" class=\"textannotation disambiguated wl-thing\">email<\/span> provider.<\/p>\n<p>Let\u2019s get back to the safe methods of prospect list building. Which one is a better choice?<\/p>\n<p>The answer is: it depends. Outsourcing the process is a time-saving option. An experienced SDR will take the most laborious and mundane part of the job for you, which is especially important for teams with limited capacity. You will get a list of high-quality prospects ready to be moved further down your <span id=\"urn:enhancement-c4751ee6\" class=\"textannotation disambiguated wl-thing\">sales<\/span> pipeline. The main con is the high cost of this solution, which may be a serious barrier for fresh companies.<\/p>\n<p>What about doing prospecting on your own? The advantage is that since the research is done by your team, you get deeper insights into who your prospects are. As a result, you will be able to prepare a more targeted campaign with a prospect-centered copy that hits the right chord. However, manual link building may not be easy to scale up. You may not be able to get hundreds or thousands of leads per week. In this case, it\u2019s a matter of quality over quantity.<\/p>\n<p>Nonetheless, in-house prospecting may be the way to go for you if you want to build your <span id=\"urn:enhancement-84f774ee\" class=\"textannotation disambiguated wl-thing\">sales<\/span> pipeline from scratch. Researching your potential customers will help you understand more about their <span id=\"urn:enhancement-c7c9e00c\" class=\"textannotation disambiguated wl-thing\">business<\/span>, workflow and processes. That\u2019s crucial for managing and optimizing your pipeline further on.<\/p>\n<h3>Where to look for B2B prospects?<\/h3>\n<p>LinkedIn is probably the first place that comes to mind when thinking of <span id=\"urn:enhancement-6c08935a\" class=\"textannotation disambiguated wl-thing\">B2B<\/span> contacts. While it\u2019s definitely a rich and most popular source of <span id=\"urn:enhancement-8fd20961\" class=\"textannotation disambiguated wl-thing\">business<\/span> data, it\u2019s not the only one. There are at least 15 other places on the web worth checking, such as G2Crowd, Clutch or Quora.<\/p>\n<p>Check our list: <a href=\"https:\/\/woodpecker.co\/blog\/prospecting\/where-to-find-prospects\/\" target=\"_blank\" rel=\"noopener noreferrer\">15+ Places Where You Can Find B2B Leads, Other than LinkedIn &gt;&gt;<\/a><\/p>\n<p>While searching the above platforms, you&#8217;ll come across company profiles and rarely the individual contacts. To acquire the contact information of the decision-makers from those companies, you need to dig a bit deeper. For example, you can do a manual search through their websites or using some prospect list building tools, such as <a href=\"https:\/\/woodpecker.co\/blog\/prospecting\/prospect-list-building-tools\/\" target=\"_blank\" rel=\"noopener noreferrer\">these<\/a> or use LinkedIn Sales Navigator.<\/p>\n<h3>What data to gather while prospecting?<\/h3>\n<p>To answer this question you need to think one step ahead and do the prospecting with your message copy in mind. A good idea is to write the copy simultaneously with building a prospect base, so you will be able to better tailor your message to the target recipient.<\/p>\n<p>Pay attention to any info that would help you personalize your <span id=\"urn:enhancement-68b7d3ef\" class=\"textannotation disambiguated wl-thing\">email<\/span>. Apart from collecting the basic info, such as first name or company name, be on the lookout for some ice-breakers. For example, you can mention an article on their blog that you found interesting, or congratulate them on their recent job promotion.<\/p>\n<p>Here you will find some more ideas for advanced personalization:<br \/>\n<a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/mail-merge-custom-fields\/\" target=\"_blank\" rel=\"noopener noreferrer\">What Mail Merge Custom Fields Can I Use for Clever Outreach? &gt;&gt;<\/a><\/p>\n<p>Step #2: check. Let\u2019s move on.<\/p>\n<h2>STEP #3 Reach out to your prospects<\/h2>\n<p>By now you should have your prospect base and perhaps also the first draft of your message ready. Take your time to polish it up. Make sure it\u2019s logical, coherent, grammatically correct, doesn\u2019t sound salesy, and what is most important, brings value to the recipient. Writing an engaging and persuasive <span id=\"urn:enhancement-3a9dfe0d\" class=\"textannotation disambiguated wl-thing\">sales<\/span> <span id=\"urn:enhancement-db5fd9b1\" class=\"textannotation disambiguated wl-thing\">email<\/span> is quite an art to master. For a good start, follow this <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-to-write-a-cold-email-that-actually-works-six-step-tutorial\/\" target=\"_blank\" rel=\"noopener noreferrer\">6-step tutorial<\/a>.<\/p>\n<p>A cherry on top of your <span id=\"urn:enhancement-2d0d7712\" class=\"textannotation disambiguated wl-thing\">sales<\/span> message is a spot-on CTA that is in line with the goal of your campaign. In <span id=\"urn:enhancement-882d11bb\" class=\"textannotation disambiguated wl-thing\">sales<\/span>, it\u2019s usually a call invite or demo signup. You can propose a meeting time upfront or link to your calendly so they can book a time that suits both parties. This option is especially useful when you target international prospects and time difference comes in your way. If you target a narrow group of local prospects, you may want to ask for their phone number for further contact.<\/p>\n<p>Check the following blog post for some examples of a well-structured CTAs:<br \/>\n<a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/perfect-cta-or-how-to-end-up-my-cold-email\/\" target=\"_blank\" rel=\"noopener noreferrer\">Perfect CTA, or How to Write a Persuasive Email? &gt;&gt;<\/a><\/p>\n<p>If you\u2019re stuck at hello, you may be tempted to use one of the ready-made templates available on the web. That\u2019s a shortcut that may not pay off, though. Think about it: it\u2019s almost 100% sure that you are not the only person who came up with the idea to use the very same template. Your prospects might have already seen it before. That ruins your first impression. Instead, treat the templates as inspiration \u2013 something to put your mind on the right track. Take a critical approach to them, just like we did in our <a href=\"https:\/\/templates.woodpecker.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">15 Email Templates ebook<\/a>.<\/p>\n<p>Step #3: check.<\/p>\n<p>The prospects who showed their interest or signed up for a meeting with you move to the next stage of your pipeline. And what about those who didn\u2019t respond? <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/why-should-we-always-send-follow-up-emails\/\" target=\"_blank\" rel=\"noopener noreferrer\">Follow up<\/a> with them. I\u2019ll share more about following-up in step #5.<\/p>\n<img decoding=\"async\" loading=\"lazy\" class=\"aligncenter wp-image-7971 size-full\" src=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2020\/01\/sales-pipeline-5.png\" alt=\"Sales pipeline\" width=\"650\" height=\"542\" srcset=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2020\/01\/sales-pipeline-5.png 650w, https:\/\/woodpecker.co\/blog\/app\/uploads\/2020\/01\/sales-pipeline-5-300x250.png 300w\" sizes=\"(max-width: 650px) 100vw, 650px\" \/>\n<h2>STEP #4 Conduct a demo<\/h2>\n<p>A demo is the second-level qualification stage in your outbound sales pipeline. At this point, be ready to face your prospects\u2019 objections and answer all their questions. During the demo, you will find out whether your prospect is actually interested in and willing to buy your product or service.<\/p>\n<p>The two most common sales objections you should get yourself prepared for are: price and readiness to buy. You should have a strategy on how to overcome them in accordance with your business goals. One way to do that may be by offering a time-bound discount to trigger the purchase.<\/p>\n<p>Sometimes, however, delaying the purchase decision results from other factors: for example an insufficient budget or no decision-maker currently in charge. In such cases, put the leads on hold for now and reach out to them after some time, for example, next month or quarter.<\/p>\n<p>This brings us to&#8230;<\/p>\n<h2>STEP #5 Follow up after no response<\/h2>\n<p>There may be various reasons why some prospects didn\u2019t reply to your message or you didn\u2019t hear back from them after the demo. They might have simply forgotten. Or they still aren\u2019t ready to make a purchase. Either way, it\u2019s a good idea to send them a follow-up message, because according to our <a href=\"https:\/\/woodpecker.co\/blog\/follow-up\/follow-up-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">research<\/a>, as many as one follow-up can boost your campaign\u2019s reply rate by 22%. That\u2019s definitely worth the effort.<\/p>\n<p>A follow-up email shouldn\u2019t be just a mere reminder that a prospect hasn\u2019t replied to you yet. This approach won\u2019t get you anywhere because people hate being nudged and put under pressure. Instead, focus on adding value and overcoming their sales objections. You can do that for example by sharing a relevant customer case study or a knowledge source that will boost your credibility and position your company as a subject matter expert.<\/p>\n<p>You\u2019ll find more actionable tips and advice in our Sales Follow-ups Guide. <a href=\"https:\/\/follow-up-guide.woodpecker.co\/\" target=\"_blank\" rel=\"noopener noreferrer\">Click here to download it<\/a>.<\/p>\n<p>Managing the sending and following up manually is tricky to scale. Sooner rather than later you will start losing track of who you already replied to and who to follow up with. As you grow your outreach, you may feel the need to automate the process but still keep it as personalized and human-like as possible. That\u2019s exactly what we went through until we came up with Woodpecker.<\/p>\n<p>Here\u2019s <a href=\"https:\/\/woodpecker.co\/blog\/cold-email\/how-weve-managed-sending-cold-emails-follow-ups-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">how follow-up automation helped us manage cold outreach &gt;&gt;<\/a><\/p>\n<p>Steps #4 and #5: check.<\/p>\n<h2>STEP #6 Close the deal<\/h2>\n<p>Time for a great finale. Fortunately, in your follow-ups, you overcame all the possible objections your prospects might have had. They finally signed the contract or entered their credit card data. Congratulations! You\u2019ve acquired a new customer.<\/p>\n<p>With each deal, either closed or lost, you\u2019ll gain new experience that will help you improve your process and make it more effective in the future. Treat each success and failure as a precious lesson to draw conclusions from.<\/p>\n<h2>Back to you<\/h2>\n<p>These six steps are a basic outline for building a sales pipeline. It\u2019s the starting point for you to <a href=\"https:\/\/woodpecker.co\/blog\/how-to-effectively-manage-a-sales-pipeline\/\" target=\"_blank\" rel=\"noopener noreferrer\">customize and optimize it<\/a> to match your workflow best.\u00a0Keep in mind that mastering outbound sales takes time and there are no shortcuts to the top.<\/p>\n<p>If you\u2019re a first-timer at outbound outreach, put your mind to verifying and polishing up your ICP, because the pre-qualification stage of your pipeline has a direct impact on the final number of closed deals. Once you nail this step, keep working on improving the other stages until you reach satisfactory results.<\/p>\n<p>\n<aside class=\"cta-block cta-block--a-version js-cta-block ab-no-10-cta-block ab-no-11-cta-block\">\n  <p class=\"cta-block__heading u-heading-preset-md-600\">Send powerful emails &amp; boost replies<\/p>\n  <div class=\"cta-block__form-container\">\n    <form class=\"js-cta-block-form\" action=\"https:\/\/woodpecker.co\/signup\/\" class=\"cta-block__button-only-form js-cta-block-no-input-form\">\n      \n\n\n\n\n\n\n\n\n<button class=\"c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\nStart free trial\n<\/button>    <\/form>\n    \n    <form class=\"c-input-button-form js-cta-block-form cta-block__form\" action=\"https:\/\/woodpecker.co\/signup\/\" method=\"POST\" novalidate>\n        \n  <div class=\"c-form-field js-form-field  c-input-button-form__form-field\">\n    \n    <label class=\"c-label c-form-field__label\" for=\"cta-block-form-email-2011352582\">Work email<\/label>\n\n                    \n  <input class=\"c-input  js-input c-input-button-form__input\" placeholder=\"will@woodpecker.co\" name=\"email\" id=\"cta-block-form-email-2011352582\" type=\"email\" \/>\n            \n    <span class=\"c-form-field__error js-error\">\n                                      Invalid email format\n        \n\n                <\/span>\n  <\/div>\n\n        <div class=\"c-input-button-form__button\">\n          \n\n\n\n\n\n\n\n\n<button class=\"cta-block__button c-button js-button c-button--color-main c-button--size-small u-focus-visible-outline\">\n                Start free trial\n        \n\n<\/button>        <\/div>\n\n            <\/form>\n  <\/div>\n<\/aside><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In business, nothing can be left to chance. Otherwise, you won\u2019t make much progress. When it comes to sales, in order to turn more leads into customers, you need to set your internal guideposts that will make the whole process more effective. That\u2019s what a sales pipeline is at its core.<br \/>\nLet me show you how to build a sales pipeline from scratch following this six-step tutorial.<\/p>\n","protected":false},"author":17,"featured_media":7549,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.11 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Build an Effective Outbound Sales Pipeline<\/title>\n<meta name=\"description\" content=\"In order to turn more outbound leads into customers, you need to build an effective sales pipeline that will help you make the process organized. See how &gt;&gt;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Build an Effective Outbound Sales Pipeline\" \/>\n<meta property=\"og:description\" content=\"In order to turn more outbound leads into customers, you need to build an effective sales pipeline that will help you make the process organized. See how &gt;&gt;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Woodpecker Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/business.facebook.com\/woodpeckerapp\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-16T11:30:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-01-21T09:25:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/woodpecker.co\/blog\/app\/uploads\/2020\/01\/06.02.2020-How_to_Effectively_Manage_a_Sales_Pipeline_to_Grow_Your_Customer_Base_-blog.png\" \/>\n\t<meta property=\"og:image:width\" content=\"650\" \/>\n\t<meta property=\"og:image:height\" content=\"391\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Margaret Sikora\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@woodpeckerapp\" \/>\n<meta name=\"twitter:site\" content=\"@woodpeckerapp\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/\"},\"author\":{\"name\":\"Margaret Sikora\",\"@id\":\"https:\/\/woodpecker.co\/blog\/#\/schema\/person\/dbd5fae1eeb41a0caf2e2c7bda48059f\"},\"headline\":\"How to Build a Sales Pipeline to Turn Your Outbound Leads into Customers?\",\"datePublished\":\"2020-01-16T11:30:41+00:00\",\"dateModified\":\"2025-01-21T09:25:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/\"},\"wordCount\":1994,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#organization\"},\"articleSection\":[\"Sales &amp; growth\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/\",\"url\":\"https:\/\/woodpecker.co\/blog\/how-to-build-a-sales-pipeline-to-turn-your-outbound-leads-into-customers\/\",\"name\":\"How to Build an Effective Outbound Sales Pipeline\",\"isPartOf\":{\"@id\":\"https:\/\/woodpecker.co\/blog\/#website\"},\"datePublished\":\"2020-01-16T11:30:41+00:00\",\"dateModified\":\"2025-01-21T09:25:08+00:00\",\"description\":\"In order to turn more outbound leads into customers, you need to build an effective sales pipeline that will help you make the process organized. 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