4 ways to build robust sales pipelines

For anyone working in sales, the words “thanks, but no thanks” are about as welcome as a wet sock. In a competitive and high-stakes market, one instance of rejection can feel like a daunting setback. 

Of course, a persistent attitude is crucial when working in sales and it’s important not to feel too discouraged in the face of rejection. Research shows that a whopping 92% of salespeople give up on pursuing a prospect after four “no’s”, but 80% of prospects say “no” four times before they say “yes”.

When one sales process grinds to a halt, knowing you have multiple conversations to pursue can be highly reassuring. For this blog, we spoke to some of our resident sales experts to hear how they actively build robust outbound sales pipelines and forge connections they can fall back on. 

1. Never miss a chance to reach out

If you’re a salesperson and you’re not using social media to connect with prospects, you should probably consider it. Those who do, close 40-50% more new business than those who don’t. 

If you’re already engaged in social selling, there’s a nuance to it that Siôn Withers, Senior Enterprise AE, swears by: never missing a chance to get in touch with decision makers at target accounts.  

For example, Siôn will keep an eye on a buyer’s social media for any professional updates, such as a new job or promotion. He takes this opportunity to message them directly to say congratulations and add them to his pipeline. This small gesture can generate a sense of goodwill that could secure you a meeting down the line.

Siôn also recommends looking out for any company news or press releases, and tailoring your outreach accordingly. This can include funding announcements, award wins, product launches – any reason to reach out with a warm message or even a gift. 

Reachdesk BDR Cassie Moreno often forgoes the hard sell on social media and instead messages prospects with content that she feels tackles a relevant pain point. “Sharing playbooks or whitepapers can be hugely rewarding,” says Cassie. “It allows us to help people for free. And if they like what they see and they want to learn more, that's fantastic.”

2. Make long-term connections

Senior Enterprise AE Kia Jaghmousana says he has thrived by maintaining relationships with everyone he’s sold to previously, even as they’ve moved across different companies.  

This might sound like a relatively easy thing to do, but in the unpredictable world of business, building and maintaining trust requires huge amounts of focus and commitment.

If a buyer invests in something like new software and it doesn’t add value to the business, then they will be the ones to be held accountable. When a buyer already trusts you and has first-hand knowledge of what your product can do, this can be a huge advantage. 

It’s always worth nurturing these long-term connections, as you never know when your paths will cross again, and you’ll have the chance to pick up where you left off.  

3. Pursue quality over quantity

“In the outbound sales function, there are two main things within our control,” says Reachdesk’s Head of CX James Suwanpatra. “Understanding who we want to target and the strategies we’ll follow to win the account. The focus should be on building quality pipeline, rather than simply building more pipeline.”

Invest your time wisely and pursue high-quality accounts. One of the best ways to do this is by becoming customer-obsessed – even from the prospecting level – so you can use your resources with maximum efficiency. 

4. Stay organized – and make it fun!

Building an outbound sales pipeline while nurturing the accounts you’re already engaging requires strong organizational skills. Reachdesk BDR Cassie Moreno initially found it difficult to juggle these two sides of her role, but has since established habits that keep her workload manageable – including the power of coding by color or emoji!

For example, Cassie will start her day by reviewing the 10 to 15 accounts she plans to contact. She outlines the triggers in each one, the reasons why she’s decided to reach out, key decision makers, and any other notes she might have. “I can make organization work for my brain,” says Cassie, “and it’s been a game changer.”

Before speaking with any account, Cassie will also consult ChatGPT to put together a profile of the organization. Asking questions such as “Who does [company name] sell into?” and “What is [company name]’s ICP?” equips Cassie with invaluable insights that she can refer to throughout her call. 

“In my experience, when I demonstrate that I’ve done my research and understand my prospect’s industry, it leads to prospects staying on the call longer,” says Cassie. “It gives you an extra layer of credibility.”

Read our guide, “Sales under pressure: How to hit targets in a challenging market”, for expert tips and techniques from top sales professionals. Learn how to approach sales conversations with confidence, optimize strategies, and give the right gift at the right time.