Struggling to break into the utilities sector? This free pack delivers proven cold outreach scripts, objection handling techniques, and follow-up strategies – built specifically to help B2B sales teams accelerate results, secure meetings, and close more deals in a complex market.
For years, the utilities sector has been powered by tried-and-tested sales tactics: cold calls, bulk mailers, and lengthy procurement cycles that move at the speed of a slow-charging EV battery. But times have changed. Customers are savvier, markets are evolving, and the old-school playbook is no longer fit for purpose.
So, if traditional sales approaches no longer work, what should utilities companies do instead? Let’s take a closer look at why the shift is happening – and how forward-thinking firms can adapt.
Once upon a time, utilities companies could dictate terms. Now, digital platforms have put power (literally and figuratively) in the hands of customers. Whether it’s comparing energy providers or choosing a new smart home solution, today’s buyers expect transparency, speed, and self-service options. If they have to jump through hoops to get information, they’ll simply go elsewhere.
Historically, sales in the utilities sector involved long RFPs (Request for Proposal), multiple stakeholder approvals, and decisions that took months, if not years. But automation and AI-powered procurement tools have sped things up. Customers don’t have time for drawn-out pitches and old-school sales cycles.
Hard-selling tactics and aggressive pitches feel out of place in today’s utilities market. Customers don’t want to be “sold to” – they want to be educated, advised, and empowered to make their own choices. The companies that focus on value, rather than just selling, will win the race.
Modern sales isn’t about convincing someone to buy; it’s about guiding them to the right decision. Utilities firms should act as advisors, helping customers navigate options, regulatory changes, and emerging technologies. Whether it’s sustainability, efficiency, or cost-saving strategies, the best salespeople today act more like consultants than traditional reps.
If customers are searching for solutions online, why are so many sales teams still relying on cold calls alone? Digital marketing, content strategies, and self-service portals allow buyers to do their own research before ever speaking to a salesperson. However, a well-timed, strategic cold call can still be an effective tool to engage decision-makers, clarify needs, and drive meaningful conversations. Companies that integrate digital-first sales strategies alongside personalised outreach will be the ones capturing demand, rather than chasing it.
No one wants a one-size-fits-all pitch. With AI-driven insights and customer data analytics, utilities companies can personalise their outreach, ensuring customers receive relevant recommendations based on their specific needs. Whether it’s a tailored energy efficiency report or a predictive maintenance schedule, personalisation makes sales efforts more effective.
The utilities sector is built on trust. Customers aren’t just buying a service – they’re making a long-term commitment. Sales teams need to focus on credibility, transparency, and customer education rather than quick wins. By offering valuable insights, engaging in thought leadership, and being upfront about costs and benefits, utilities firms can foster stronger, longer-lasting relationships.
Traditional sales methods in utilities are fading fast. Customers now expect seamless, digital-first interactions, personalised recommendations, and value-driven conversations. Utilities companies that shift away from outdated sales tactics and embrace a more consultative, tech-enabled approach will be the ones that thrive.
The future of sales in utilities isn’t about pushing harder – it’s about making it easier for customers to buy.
Now, who’s ready to rethink their sales strategy? Our sales and marketing experts can help. Speak to us on 07884 185911, or enquire here.
In the highly competitive utilities market, many sales teams feel pressured to lower prices just to secure contracts. Procurement departments often prioritise cost-cutting, making it difficult to showcase the true value of a service. However, competing on price alone erodes profitability and turns services into commodities. Instead, utility providers must adopt smarter sales strategies – focusing on value-based selling, service excellence, and long-term partnerships. At Air Marketing, we help sales teams win more contracts without sacrificing margins.
Value-Based Selling: Shifting the Conversation
Price-driven sales often overlook the bigger picture: the long-term benefits a provider can offer. Value-based selling shifts the conversation from cost to impact.
Service Excellence: A Key Differentiator
Utility contracts are about more than just price – they’re about reliability, customer support, and operational efficiency. Many B2B buyers are willing to pay more for a provider they can trust.
Strategic Negotiation: Controlling the Sales Process
Effective negotiation isn’t about conceding on price – it’s about steering the conversation toward mutual benefit.
Relationship Building for Long-Term Success
Winning contracts isn’t just about closing a deal – it’s about securing long-term partnerships that drive recurring revenue.
In a market dominated by price wars, utility providers must stand out through value-driven sales strategies. By focusing on value-based selling, service excellence, strategic negotiation, and long-term relationship building, sales teams can win more contracts without sacrificing margins. At Air Marketing, we provide expert sales support, coaching, and lead generation to help utility providers secure high-value contracts. If you’re ready to elevate your sales approach, get in touch with our team today.
Opinion piece by Account Director, Alex Burgess.
In today’s competitive B2B landscape, the pressure to generate high-quality leads is immense. Companies are increasingly turning to outsourcing for lead generation, seeking to scale their efforts while keeping costs manageable. However, while outsourcing can be an incredibly effective strategy, it’s also one that can fail spectacularly if not done correctly.
As someone who’s spent years helping companies achieve success through outsourced sales, marketing and SDRs, I’ve seen both the potential and the pitfalls of outsourcing lead generation.
Here’s why you shouldn’t outsource lead generation unless you’re prepared to do it right—and how to ensure your efforts lead to success.
The Allure and the Danger of Outsourcing Lead Generation
Outsourcing lead generation can seem like an easy fix to a complex problem. After all, the promise of gaining access to a team of experts who can take the burden off your internal team is compelling. However, in the wrong hands, outsourcing can become a nightmare. Poorly executed lead generation strategies waste valuable resources, damage your brand’s reputation, and ultimately leave your sales pipeline dry.
According to a report by Forrester, as much as 50% of B2B marketers believe that their lead generation programs are underperforming. The root cause? Misalignment between outsourced teams and the company’s internal goals. If the outsourced team doesn’t have a deep understanding of your industry, target market, and specific sales objectives, the leads they generate are likely to be irrelevant, unqualified, or worse—counterproductive to your brand image.
Why Outsourcing Fails: Common Mistakes
The most common reason outsourcing fails is a lack of alignment between the external SDR team and the internal business strategy. Often, companies outsource to generic lead generation firms without ensuring that the provider fully understands their goals, target audience, and unique value proposition.
As Gartner points out, alignment between sales and marketing is crucial for success, and this extends to any third-party vendors you work with. When there’s a disconnect, the leads generated won’t fit your Ideal Customer Profile (ICP), leading to wasted resources and misdirected efforts.
Some outsourcing providers focus on volume over quality, relying heavily on automation tools to churn out leads at scale. While automation has its place in modern sales, it can’t replace the nuance of personalised, thoughtful engagement. Harvard Business Review warns that excessive automation in lead generation can alienate prospects and reduce engagement, rather than fostering meaningful connections.
The key is striking the right balance—leveraging technology to streamline processes while ensuring that human intelligence and personalisation guide the strategy.
Successful lead generation isn’t just about numbers—it’s about relationships. In many cases, outsourcing providers fail because they don’t take the time to build trust with prospects before pushing for the sale. According to Salesforce, over 79% of B2B buyers say that building trust is more important now than ever. If your outsourced team is prioritising speed over relationship-building, they’re likely missing out on the very leads that would convert with proper nurturing.
How to Outsource Lead Generation the Right Way
While the risks of outsourcing are real, the potential rewards are significant—if you approach it correctly. Here’s how to ensure that your outsourcing efforts succeed:
The most successful outsourcing relationships are partnerships, not transactions. You need to work with a provider that takes the time to understand your business, your market, and your sales goals. They should operate as an extension of your team, with a shared commitment to achieving your objectives.
This means you shouldn’t just evaluate potential providers on their promises of lead volume or speed. Instead, assess their strategic understanding, their ability to align with your internal teams, and their approach to personalisation and relationship-building.
At Air Marketing, we focus on delivering leads that are not just plentiful, but primed for conversion. This means taking a targeted approach, leveraging in-depth research and personalisation to engage prospects who are genuinely aligned with your product or service.
Research from HubSpot shows that companies prioritising lead quality see a 45% higher conversion rate compared to those focusing purely on lead quantity. When outsourcing, make sure your provider understands this distinction and is committed to delivering quality, not just numbers.
Your internal sales and marketing teams shouldn’t feel disconnected from your outsourced SDR efforts—they should be fully integrated. Ensure that your outsourcing provider maintains open lines of communication, regularly reports on progress, and adapts based on feedback from your internal teams.
Effective integration allows for seamless handoffs between your outsourced SDRs and your internal account executives, ensuring that leads are nurtured properly through every stage of the funnel.
The Bottom Line
Outsourcing lead generation is not a silver bullet—it’s a strategy that can either drive tremendous value or lead to wasted time and resources if mishandled. The difference lies in how you approach it.
Done right, with the right partner, outsourcing can free up your internal teams to focus on high-impact activities while ensuring that your sales pipeline remains healthy and productive. But if you choose the wrong provider, or fail to align your strategies, it can easily lead to frustration, wasted investment, and missed opportunities.
At Air Marketing, we pride ourselves on getting it right. With the right clients we’ve demonstrated that when outsourcing is done strategically, it doesn’t just work—it accelerates growth. If you’re considering outsourcing your lead generation, let’s have a conversation about how to do it the right way for your business.
Opinion piece by Commercial Director, Neil Clarke.
Is Your Sales Performance Under Threat? Discover How to Reclaim the Crown for Your SDRs!
Are your marketing and RevOps teams unintentionally stifling your sales performance? It’s time to flip the script. Air Marketing invites you to an exclusive live roundtable event where we delve into these critical issues and reveal how SDRs can regain their rightful place as KPI champions.
Why Watch?
This isn’t just another webinar—it’s your ticket to actionable insights that can transform your sales team’s trajectory. Our distinguished panel of sales leaders and industry experts share the proven strategies they’ve used to build powerhouse SDR teams that consistently outperform the competition.
Meet the Experts:
Georgina Beard – Head of Sales Enablement, SEON Fraud Fighters
Helen Boothby – Director, Sales Express
Chris Hatfield – Founder, Sales Psyche
James Newell – Sales Consultant, Clear Sales Message
Hosted by:
Owen Richards – Founder & CEO, Air Marketing
What You’ll Learn:
– Mastery Over KPIs: Discover how SDRs can blend data-driven processes with their innate sales instincts to dominate every KPI.
– Interdepartmental Impact: Uncover the real effects of cross-departmental KPIs on sales performance and how to navigate them.
– Performance Prioritisation: Learn which KPIs truly matter and how to measure genuine success.
– Process vs. Instinct: Debate the best path to sales excellence—rigid processes or sharp instincts?
– Unified Revenue KPIs: Explore whether a single, revenue-focused KPI across all departments is the game-changer your team needs.
Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)
Don’t Let Your Sales Team Fall Behind—Take the Lead in 2024!
This is your chance to gain a competitive edge with insights that could redefine your approach to sales. Whether you’re a CEO, sales leader, or SDR, this event will arm you with the knowledge to elevate your team’s performance and set new benchmarks for success.
Key Performance Indicators (KPIs) abound in every department within an organisation, but could they actually be killing your sales performance? When marketing, sales, and Revenue Operations (RevOps) are not united under a shared north star KPI, these well-intentioned metrics can inadvertently undermine overall sales performance.
But how does this misalignment happen and how can you reclaim your sales KPI crown to drive better business outcomes across departments? Let’s discuss:
In today’s complex business environment, each department will typically focus on the metrics that reflect their specific roles. For example:
While each of these KPIs are integral, they often create silos where each department focuses on ticking its own boxes without considering the broader impact on sales performance. Marketing might celebrate high lead generation numbers, and RevOps may optimise processes for efficiency, but if sales are not converting leads into revenue, the business suffers.
To reclaim the KPI crown and ensure every department is contributing effectively to sales performance, we recommend the following:
By uniting all of your teams under a common revenue-focused KPI, you’ll ensure that everyone’s efforts are harmonised towards driving business growth. If you’re ready to reclaim your KPI crown, we’re here to help.
At Air Marketing, we understand the importance of a unified approach to KPIs. We work with businesses to align their marketing, sales, and RevOps efforts, driving cohesive strategies that lead to sustained revenue growth. Get in touch today to discover how we can help you achieve the sales performance your business deserves!
Struggling to hit quota? Feeling frustrated with missed sales? Calling Masters will equip you with the skills and strategies to dramatically raise your cold calling game.
In this sixth, and final, episode of our Calling Masters series in partnership with Lead Forensics, we’re putting your cold calling skills to the test! Four brave sales reps dialled into the webinar and pitched live to our expert panel, where they received instant, personalised feedback. Tune in and pick up game-changing cold calling tips by witnessing the participants’ techniques and the panel’s feedback.
Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Erik Pollitt – Training Consultant at Air Sales Academy
Gracie-May Bryan – Campaign Operations Manager at Air Marketing
Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics
Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)
Consistently getting to the decision-maker, crafting a perfect pitch – but struggling to secure the deal?
In this fifth episode of our Calling Masters series in partnership with Lead Forensics, we’re exploring how to turn your successful cold calls into closed deals. We’ll equip you with the essential skills and strategies to confidently navigate objections and guide prospects towards a positive decision.
You’ll learn:
Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Erik Pollitt – Training Consultant at Air Sales Academy
Amy Cooke – Head of Sales US at Lead Forensics
Alex Burgess – Account Director at Air Marketing
Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics
Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)
Feeling like your cold calls are missing the mark? Struggling to engage prospects and leave a lasting impression?
In this fourth episode of our Calling Masters series in partnership with Lead Forensics, we’re exploring the art of the perfect pitch. We’ll equip you with the skills to craft a compelling narrative and guide your prospect towards a positive outcome.
You’ll learn:
Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Erik Pollitt – Training Consultant at Air Sales Academy
Tom Happé – CEO and Founder at Trueleads
Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics
Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)
Struggling to make a strong impact on calls with your prospects?
In this third episode of our Calling Masters series in partnership with Lead Forensics, we’ll equip you with the skills to craft powerful first impressions that turn cold calls into warm conversations.
You’ll learn:
Our panel features:
Marco Alfano-Rogers – Sales Director at Air Marketing
Maria Vanezi – Director at Ezicomms Marketing
Gracie-May Bryan – Campaign Operations Manager at Air Marketing
Host:
Joe Duccarreaux – Brand Awareness Manager at Lead Forensics
Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)
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