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What are the common challenges and pitfalls of multi-channel sales outreach and how to avoid them?

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Multi-channel sales outreach is a strategy that involves contacting prospects through different channels, such as email, phone, social media, and text. It can help you reach more potential customers, increase your response rates, and build trust and rapport. However, it also comes with some common challenges and pitfalls that you need to avoid. In this article, you will learn what they are and how to overcome them.

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Stephen Bickos, M.B.A.

Cannabis Cultivator | GTM Leader | 3x Founding AE | Workforce Management/HR technology expert

1 Lack of consistency

One of the biggest mistakes you can make with multi-channel sales outreach is to be inconsistent with your messaging, frequency, and follow-up. If you send different messages to the same prospect through different channels, you will confuse them and lose their interest. If you contact them too often or too rarely, you will annoy them or miss opportunities. If you don't follow up on their replies or actions, you will lose momentum and credibility. To avoid this, you need to have a clear and coherent outreach plan that aligns your goals, channels, and messages. You also need to use a CRM tool or a sales automation platform that helps you track and manage your interactions across channels.

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Keely Flood

I work with 6 figure operators to help them hit 7 figures | Check out my website to see if I can do the same for you and your team
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An inconsistent message and relying on one channel to much are two common problems with a multi-channel approach. Building out a sequence that incorporates all the touches you intend to make, the channel you intend to reach out via, and the messaging for each touch is a way to avoid two common pitfalls. In short, you should have a plan created before you even begin reaching out.

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2 Lack of personalization

Another common pitfall of multi-channel sales outreach is to send generic and irrelevant messages that don't resonate with your prospects. If you use the same template or script for every channel and every prospect, you will sound robotic and spammy. If you don't research your prospects and their needs, challenges, and preferences, you will miss the chance to connect with them and show value. To avoid this, you need to segment your prospects based on criteria such as industry, role, stage, and behavior. You also need to customize your messages for each channel and each prospect, using their name, company, pain points, and triggers. You also need to provide value and relevance in every touchpoint, such as sharing insights, resources, or case studies.

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Stephen Bickos, M.B.A.

Cannabis Cultivator | GTM Leader | 3x Founding AE | Workforce Management/HR technology expert
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In terms of providing value, not every outbound activity has to contain content about the product you’re selling. Value can include industry news or insights that are useful to the target audience. By providing value outside a of your solution it helps create the belief that you’re an industry expert, familiar with the pain and challenges of your prospect. In turn it aids your credibility and trust during a selling/buying process.

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3 Lack of measurement

A third common challenge of multi-channel sales outreach is to fail to measure and optimize your results. If you don't track and analyze your performance across channels, you will not know what works and what doesn't. You will not be able to identify the best channels, messages, and timings for your prospects. You will not be able to improve your conversion rates and ROI. To avoid this, you need to set clear and realistic goals and KPIs for your outreach campaigns. You also need to use data and feedback to monitor and evaluate your outcomes. You also need to test and experiment with different variables, such as subject lines, calls to action, and frequency, to find the optimal combination.

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4 Lack of integration

A fourth common pitfall of multi-channel sales outreach is to operate in silos and not integrate your channels and teams. If you don't coordinate and communicate with your colleagues and other departments, you will create confusion and duplication. You will risk contacting the same prospect multiple times or missing important signals. You will also miss the opportunity to leverage the strengths and synergies of each channel and team. To avoid this, you need to have a unified and collaborative approach to your outreach strategy. You also need to use tools and platforms that integrate your channels and data. You also need to share best practices and learnings with your peers and managers.

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5 Lack of alignment

A fifth common challenge of multi-channel sales outreach is to not align your outreach with your buyer's journey and expectations. If you don't understand your prospect's needs, goals, and motivations at each stage of their decision-making process, you will not be able to provide the right information and value. If you don't match your channel and message with your prospect's preferred communication style and channel, you will not be able to engage and persuade them. To avoid this, you need to map out your buyer's journey and persona. You also need to tailor your outreach to each stage and persona, using the appropriate channel, tone, and content. You also need to listen and respond to your prospect's signals and feedback.

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Ayla Ellen

Affluent & Abundant Show Host & Speaker | UGC Creator & Sales Campaigns Strategist
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You can utilize a multi-channel approach from what I call the Cycle of Client Acquisition. The 3 Phases are: 1. Lead generation: Name, Email, Phone Number 2. Lead Nurture: Expert On Social Media LinkedIn, Posts, and DMs To connect 3. Conversion: Discovery Call, Assessment Tools, Solution When you think about your buyer's journey in this way you can assign different channels to the various steps. Use an email newsletter to make your prospect brand aware and/or social media to engage with you as an expert, for example. Multi-channel should be used as a means to take people on the buyer's journey NOT to spam them in multiple ways.

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6 Lack of differentiation

A sixth common pitfall of multi-channel sales outreach is to not differentiate yourself from your competitors and the noise. If you don't have a unique and compelling value proposition and story, you will not be able to stand out and capture your prospect's attention. If you don't have a clear and consistent brand identity and voice, you will not be able to build trust and recognition. To avoid this, you need to have a strong and clear understanding of your target market, your product or service, and your competitive advantage. You also need to communicate your value proposition and story in a clear, concise, and compelling way across channels. You also need to showcase your brand personality and values in every touchpoint.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are the common challenges and pitfalls of multi-channel sales outreach and how to avoid them?

1

2

3

4

5

6

7

1 Lack of consistency

2 Lack of personalization

3 Lack of measurement

4 Lack of integration

5 Lack of alignment

6 Lack of differentiation

7 Here’s what else to consider

Sales Prospecting

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What are the common challenges and pitfalls of multi-channel sales outreach and how to avoid them?

1

2

3

4

5

6

7

1 Lack of consistency

2 Lack of personalization

3 Lack of measurement

4 Lack of integration

5 Lack of alignment

6 Lack of differentiation

7 Here’s what else to consider

Sales Prospecting

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