Outreach Administrators: Create Content that Supports Your Team

We collaborated with our sales and marketing teams to create new content for approaching decision makers that are facing the new challenge of an unplanned, fully remote sales team. We cloned some of our best performing sequences, edited the messaging and structure, tagged them with COVID-19, and shared them with our team to start using as they initiate new conversations. Here are some new pieces of content we developed:

  • Sequences targeted towards our “updated” value proposition of rapid productivity and our messaging supporting remote teams and enabling managers to coach remotely.
  • Objection handling templates to arm the reps when they get anticipated pushback, for example “My team is all remote right now” or “We’re not purchasing anything new.” Huge disclaimer here: objection handling needs to be done with nuance and empathy. This is all the more reason to templetize and share approved messages so that reps are saying the right thing to build the relationship, not damage it.
  • Snippets highlighting successful customer stories and reference points for the team to use.

Sellers: Put Yourself In Your Customer’s Shoes

Above all, empathy, transparency, and vulnerability are more important than ever. Remember that some industries, like hospitality, travel, and emergency medicine, or areas like NYC or Seattle, have been deeply affected by COVID-19. Think about where your prospect is located, the market they serve, and the industry they are in before reaching out. That Chief Customer Officer? Probably pretty preoccupied supporting his own customers. Head of HR? Most likely focused on figuring out how to support hundreds of first-time WFH employees. Sometimes the best thing is *not* to contact someone immediately. So take the time now to slow down and research your prospects before you initiate conversations.

If you really need to write that email now, consider scheduling it to go out in the future so that you give your prospect breathing room during this time of uncertainty (Outlook infoGmail info). Remember, trust and the strongest relationships are built in the most difficult times.

Re-Evaluate Your Content

Now that you’ve thought about the value your solution provides in a COVID-19 world and updated your personas, it’s time to update your Sequences. The good news is that it’s simple to update and share your content in Outreach so that your team is consistently sending the right messaging beginning today. Here are some things to keep in mind when updating your Sequence content:

Sales Leadership: Change Your Communications Channel

It’s likely that your buyers in EMEA and the US are just starting to work from home and are undergoing a period of initial shock. Based on what we’re hearing from customers, the feedback is mixed with regard to what channel(s) are most effective when connecting with prospects right now.

A good example: should we be making calls right now? Given that many people are suddenly working from home, some may or may not have set up call forwarding from their business phone to their personal cell phones. Others may have a sophisticated phone setup and may still be getting emails when you leave a voicemail, so keep at it! If you’re worried that your team will just be calling into corporate 1-800 numbers, maybe limit call steps for now.

Consider expanding to other channels, like social touches through LinkedIn, or utilizing an integrated chat application to support inbound or e-gifts built into Sequences for late stage deals. Check out the Outreach Galaxy to review all our integration partners, and start to explore options to expand your strategy beyond email and phone (To name a few: DriftSendosoAlyceVidyard, and Bomb Bomb).

Regardless, re-evaluate the mix of steps in your Sequence and think about the channel that may work best in your situation. This will likely evolve over time so researching different channels or constantly testing will be important.

Make It A Champion Day!


From his success on the sales floor of an automotive dealership  to becoming a veteran trainer and then the adoption of technology for Internet-based marketing, his career has evolved to deliver the skills and tools needed to help consumers. Richie Bello combined his automotive expertise with his robust desire to “take care of the customer first” to become an automotive influencer, published author, and renowned trainer.  Bello absorbed the wants and needs of consumers as he worked up the ladder of the automotive industry.

Over the thirty-five years of his career, he developed strong Internet marketing skills, leading him to developing software solutions that create ease for consumers, and helps dealers improve relationships with customers. Innovation drives success. And, for Bello, it’s in his DNA. took years to come to consumers and arrived in a timely manner, during the 2020 Pandemic. With over 6 million vehicles on the site, features that help consumers deliver, finance and warranty, Bello has met the retail digital age head on.

Bello also is founder of Richie Bello Institute of Leadership and Management, a 501C3 not for profit, dedicated to the recruitment, education and employment of veterans into the automotive industry. Visit


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