b2b lead generation services

Building, Managing and Motivating a Sales Team for the Best Results

After a rocky year, many sales teams around the world are trying to refocus their energy and attention on getting back to the basics. No doubt, our focus, and goals will return to building outreach and sales pipelines in order to grow business in 2021.

Unfortunately, many will neglect to use one of the best lead generation tools available to help increase leads and grow their business quickly: cold calling.

There are several reasons sales professionals shy away from cold calling. Many aren’t sure how to do it successfully, they don’t have the time, they don’t have the appropriate skills, or they fear rejection. (In fact, 48% of sales professionals are afraid of making cold calls). Working with warm leads is usually a much more comfortable avenue, so they focus on nurturing those instead.

However, in doing this they’re missing out on a huge pool of potential clients and opportunities!

So, what’s the solution? How do you maintain cold calling and still keep your salespeople happy? How can you build, manage and motivate your sales team while pursuing every avenue of generating leads and bringing in more revenue?

It starts with outsourcing.

In this blog, we’re going to look at the value of outsourcing your lead generation cold calling, prospecting, qualifying, and lead nurturing process; how it can support your sales efforts; and how it can become a key component of your sales success.

How to build a successful sales team

building a successful sales team
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Building a successful team relies on fitting people into roles that magnify their strengths and minimize their weaknesses.

This requires sales managers to understand not only what each of their salespeople is best at, but also what they enjoy doing.

So, it’s important to note that 63% of salespeople say cold calling is what they dislike most about their jobs.

The best solution to solve this problem and build a strong sales team is to outsource your cold calling to a third party. Not only does this take this undesirable task off the shoulders of your sales team without sacrificing leads, but it also allows them to focus on the parts of their jobs they enjoy most and are most cost-effective for you – working with well-qualified leads and warm sales appointments so they can improve their close rates and you can grow your business!

Outsourcing allows your salespeople to play to their strengths. They can work with the warm leads that are delivered to you via your lead generation partner, close those leads, and continue to nurture those relationships. A win-win scenario all around!

How to Manage Your Sales Team

Managing a sales team is much easier when you partner with a well-established, process-driven lead generation partner who can handle your cold calling, prospecting, lead generation, qualifying/disqualifying, lead nurturing, and appointment setting.


First, it takes the guesswork out of your sales team’s successes. For example, if one of your salespeople was doing really well with cold calling, and one was really struggling, you could chalk it all up to luck. After all, the salesperson who was doing really well may have just been lucky in reaching the right people, while the other salesperson was not.

However, when every member of your sales team is handed warm, well-qualified leads, it levels the playing field. This helps sales managers measure and evaluate each salesperson’s contributions. It also helps them identify the strengths and weaknesses of each of their salespeople in order to put them in the right positions or on the right tasks or in line for additional coaching and training.

Outsourcing also helps you manage your sales team’s time more efficiently.

Let’s say that one of your sales team members really dislikes cold calling. They never feel motivated to pick up the phone, so they spend twice as much time in the pre-call research phase in order to delay having to make the call. But this same salesperson is a great closer. They have a way with customers that seals the deal.

Wouldn’t it make more sense to use as much of that salesperson’s time as possible on warm qualified leads and allow them to focus on closing more sales?

When aligning your salespeople in positions where they excel and leveraging their time as efficiently as possible, you’ll be managing a team positioned to excel. This not only increases the ROI of each of your leads but will also keep your pipeline full.

How to Motivate Your Sales Team (even when sales are down)

Consider these facts:

  • Making at least 6 calls to a prospect can increase contact rates by 70%
  • 93% of converted leads are closed after the 9th call attempt/touchpoint
  • Half of the buyers don’t receive a second cold call from salespeople

However, the struggle of pushing your sales team to make more prospecting cold calls when you know they feel uncomfortable is a surefire way to demotivate your team and burn them out.

A whopping 93% of the potential success of a cold call is attributed to the tone of voice used by the salesperson during a conversation. Things such as discomfort and anxiety in your salesperson’s voice come across on the phone loudly and clearly, leading to almost certain failure in the calls. This of course leads to more hesitation, more anxiety, and less confidence in making calls. It’s an unproductive downward cycle, and it’s fatal to your sales team and your business.

What motivates sales teams most? Success! If you are willing to outsource your cold calling and lead generation to a third-party partner, more frequent success is more easily achievable for your team.

In fact, statistics show that salespeople can close warm leads at an astounding rate of 14.6% vs just 1.7% for cold leads. When your sales team is given well-qualified leads and warm sales appointments from your lead generation partner, you’ll see close rates improve. This, in turn, leads to more motivated team members.

Finding the Right Lead Generation Partner

Of course, using a lead generation partner to help ensure success in your sales teams is a big decision. Finding the right partner is critical.

When considering bringing on a lead generation service, look for the following key attributes:

  • A good understanding of your industry, company, and target client
  • A solid understanding of the B2B sales process
  • An idea of what makes a well-qualified lead for your business
  • And the ability to set appointments between your sales reps and prospects

Your partner should have the ability and drive to partner with you to reach your sales goals and unparalleled professionalism.

Research a company’s track record before you bring them on board and ensure they already have a portfolio of happy, satisfied customers.

If you’re looking for a lead generation partner with all of the above, check out Leads at Scale. At Leads at Scale, we believe that your potential to grow should not be limited by your internal bandwidth to generate quality leads.

John Dubay

John Dubay is the Managing Partner at Leads at Scale, an outsourced sales support company that helps B2B companies generate well-qualified leads at scale, ready to be closed.

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