Active Sales
Active sales is a sales approach in which a company or salesperson independently initiates contact with a potential customer rather than waiting for inbound inquiries.
Simply put:
the seller actively looks for customers and reaches out to them first
How active sales work
The salesperson:
- searches for potential customers,
- calls or writes first,
- presents the product,
- identifies needs,
- guides the customer toward a deal.
Main channels
- cold calls,
- email outreach,
- messages on social media and messengers,
- meetings and presentations,
- participation in trade shows and events.
Where they are most commonly used
- B2B,
- complex and expensive products,
- services,
- SaaS,
- corporate sales.
Stages of active sales
- Prospecting,
- First contact,
- Identifying needs,
- Presenting the solution,
- Handling objections,
- Closing the deal.
Advantages
- fast customer acquisition,
- control over the sales funnel,
- scalability,
- effective for new markets.
Disadvantages
- require strong communication skills,
- low response rates possible,
- may be perceived as pushy,
- high pressure on the sales department.
Difference from passive sales
Active sales – the company initiates contact
Passive sales – the customer comes through advertising, SEO, referrals, etc.
Example
A company sells CRM software for businesses →
the salesperson proactively contacts potential customers and offers a product demo.
What’s important to remember
Active sales is a proactive way of acquiring customers in which the salesperson initiates contact and guides the customer toward a purchase.
