We consume information from a variety of platforms, so we have to connect with prospects from different angles using **omnichannel outreach**. We have to find our audience where they happen to be listening. Mark Kasoglow is the VP of Sales at Outreach, a sales engagement channel, and he’s explaining today how sales reps can include omnichannel outreach in their efforts. His passion is developing people and creating a winning, fun, positive atmosphere where people are inspired to do their best. He said if you are going to have a hard worker, they have to enjoy work. That doesn’t mean you have to enjoy what you do. It means you enjoy working and you’re likely always tinkering around the house. His dad taught him that if you make people’s work easy, they’ll work hard for you. To that end, he tries to make people’s work easier so they’ll work harder. ##What is omnichannel? Consider the following questions as you’re considering what omnichannel is. Do you answer the phone when someone calls? Do you reply to every email you receive? Will you sometimes engage with people who contact you on social media? Will you sometimes talk with people who stop by your home or office to sell something? That’s omnichannel. As humans, we engage with people in many different ways depending on our mood or their approach or the channel. The point of omnichannel outreach is to meet people where they are. People have preferred methods of communication, and by limiting yourself to a single channel you’re excluding a large number of people. You’re missing out on a growing audience. Because your audience is all over the place and they communicate in different ways, you have to do the same. #omnichannel ##Overthinking omnichannel Many people don’t understand how to use omnichannel. With social, for example, if I’m targeting you on [social media](https://thesalesevangelist.com/episode846/), I’d begin by following you. Then I’d read your posts and engage in activity to let you know that I’m interested in you as a human and in the things you’re doing. After I’ve built an online social relationship, the person I’m targeting should understand a little bit of why I’m interacting with them. At that point, you can reach out with a value pitch or something that helps people understand what you’re offering. As humans and nonsellers, we do this kind of stuff all the time very naturally, but then when we bring it to our careers and the way we make money, we get weird about it. We do stupid stuff that we would never do as a normal human. But the truth is that if you engage professionally on social media the same way you engage on your personal pages, you’ll be a great social seller. ##Beginning with omnichannel Sales managers who hear this may wonder how to introduce these concepts without disrupting the success their team members are already having. Admittedly it’s difficult to introduce change while trying to avoid disrupting the status quo. At Outreach, the teams begin with a hypothesis like, “I believe that by engaging with our top 10 accounts that we can create more meetings.” It’s specific and measurable. Then they create a plan to go do that. Maybe set up a strike team of your best reps or a cross-section of different kinds of reps and have them run the same process. Then, using KPIs, measure their results against the control results. If there’s a lift, then people will be happy to move to the new techniques. Realize that you cannot have people who conduct activities in different ways. There must be a workflow and process in place to ensure that you’re measuring the process rather than the ability of the individual. In the end, you must have the guts to make a decision. The only sellers

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