outbound sales program strategic for business growth of prefab business in Indonesia. it's consists of how generate leads, define the target, the strategy, and the evaluation of the activity.

1. Amoda Outbound
Sales Playbook.
Pipeline Strategy, Prioritization, & Optimization for Revenue Growth
P r e p a r e d a n d P r e s e n t e d B y : R i y a n F e r m a n s y a h 3 1 M a y 2 0 2 5

2. Build and maintain a high-quality outbound pipeline
Target Client Personas, Structuring an Outbound Prospecting Funnel, Prospecting Framework & Prioritization,
Tools for Data Sourcing, Sequencing, and Tracking, Sample Outreach Sequence, and Diagnosing a 30% Drop-off
at Prospect Lead Stage
→
Identify and prioritize high-value target accounts
Attributes Would be Used to Prioritize Top 25 from 100, Research to Personalize Outreach (Startup vs.
Enterprise F&B Company), and Track & Iterate Lead Qualification (with dashboard)
Optimize sales outreach and improve performance metrics
Key Outbound Metrics, Handling Silent Leads, and When Connect Rate <15%

3. Property Developers
(Commercial &
Residential)
• Example Companies: Sinar Mas
Land, Ciputra Group,
Summarecon.
• Use Cases: Site offices,
marketing galleries, worker
accommodations, Temporary
or permanent retail kiosks and
showrooms, hotel/resort
project.
Mining & Energy
Operators
• Example Companies: Adaro,
Bayan Resources, Pertamina,
PLN, Medco Energi.
• Use Cases: Remote worker
housing, site offices, clinics,
storage units.
Healthcare
Providers / NGOs
• Example Companies: Siloam
Hospitals, Kimia Farma, Red
Cross Indonesia,
international aid
organizations.
• Use Cases: Temporary
isolation wards, mobile
clinics, vaccination sites.
Logistics, Warehouse &
Industrial Park Operators
• Example Companies: J&T
Express, GudangAda,
Modern Cikande, Krakatau
Industrial Estate.
• Use Cases: Modular
guardhouses, canteens,
operations rooms, driver rest
areas.
Retail & F&B Chains
• Example Companies:
Indomaret, Alfamart, Kopi
Kenangan, McDonald's
Indonesia.
• Use Cases: Pop-up stores,
drive-thrus, kitchen pods,
kiosks.
Education &
Training Institutions
• Example Companies:
Ruangguru (offline classes),
pesantren, private
universities
• Use Cases: Temporary
classrooms, dormitories,
multi-use halls.
Who is the
Potential Six?
TA R G E T C L I E N T P E R S O N A S
These are six key clients that represent high-
potential B2B segments for Amoda’s prefab
construction solutions.
V I E W A L L

4. Stage Definitions and Criteria
S t r u c t u r i n g a n O u t b o u n d P r o s p e c t i n g F u n n e l
Stage Definition Qualification Criteria
Suspect Any potential company that fits
Amoda’s general customer profile.
• Industry match (developers, logistics, mining, etc)
• Company size
• Location wise
• Growth activity
• New project announcements
Prospect Contactable company with
preliminary interest or alignment.
• Identified decision-maker (Head of Project, Procurement, etc)
• Active project needs
• Confirmed prefab potential (space, time, cost drivers)
Lead Engaged company with some form
of communication initiated.
• Response to outreach
• Agreed to call/demo
• interest in exploring modular/prefab solution
SQL (Sales
Qualified Lead)
Validated business opportunity
with potential deal sizing.
• BANT (Budget, Authority, Need, Timeline) met the criteria
• RFI/RFQ stage
• site specs discussed.

5. Prospecting Framework & Prioritization
The Framework:
• Identify the client persona + combine with the other matrix like BANT (Budget, Authority, Need, Timeframe) or CHAMP (Challenge, Authority, Money, Priority).
For example in Amoda’s case:
• Company in real estate, mining, manufacturing, retail expansion, logistics
• Active in projects requiring quick deployment or remote infrastructure
• Mid to large size company (100+ employees, IDR 100Bio+ revenue)
• Past use of conventional construction (opportunity to educate on prefab)
In order to prioritize we need to scoring & put weightage (0-100) to the input matrix such as:
• Urgency of Need (project timeline pressure)
• Use Case Fit (modular advantage over traditional)
• Decision Maker Access (identified vs. unknown)
• Budget Clarity
• Location wise (Java, Bali, Sumatra, Kalimantan priority)
This screenshot of sheet below is the example that I used for personal targeted client in the current company. (I always create the customized format depends on
the industries):

6. Tools for Data Sourcing, Sequencing, and Tracking
• Sourcing:
 LinkedIn Sales Navigator: filter by industry, role, and geography
 Shortlyst, Lusha,and Signal Hire: for enriched contacts (especially phone number/whatsapp)
 Getcontact: for validate the contacts
 News Alerts (Google Alerts, Bisnis Indonesia, LinkedIn feeds, etc): identify new project announcements
• Sequencing & Tracking:
 HubSpot for email sequencing and CRM sync
 Lark for lightweight kanban for personal tracking
 Excel/Google Sheet for custom activities dashboards if CRM is limited
• Scale Setup:
 Build segmented sequences by industry
 Record all activities, message, and call for review purpose
 Weekly pipeline health review and sequence iteration based on engagement/conversion data
One of the tools that I used (Shortlyst):

7. Outreach Sequence Sample
Client Persona Subject Line Message Hook
Property Developer “Speed Up Your Show Unit Build” “Our prefab model helped a developer launch a marketing gallery in 2 weeks in Sentul.”
Mining Operator “Remote Site? Modular is Your Edge” “Deploy housing for 50+ workers with plug-and-play units. No roads? No problem.”
Retail/F&B Chain “Open Stores Faster. For Less.” “Prefab drive-thru units helped a QSR open 30% faster in Bandung & Bekasi.”
• Outreach Messaging Sample by Client Persona Wise:
Day/Timeline Channel Message Logic
Day 1 LinkedIn Connect Soft intro with mutual industry interests. Personalized intro + problem framing (“We noticed your recent
expansion in [City], and want to explore how prefab can cut build time by 40%.”)
Day 2 Email #1 Case study (ex. client in same industry using Amoda to reduce cost or speed deployment)
Day 3 WhatsApp Message #1 Friendly touchpoint with offer to send digital brochure or set meeting
Day 5 WhatsApp Message #2 Re-approach to avoid the message isn’t find the recipient well
Day 8 Call #1 Direct call if contact number is available;
Day 10 Email/WhatsApp (breakup decision) “Should I stay or should I go?” message with final CTA
• Outreach Sequence Sample:
• Outreach Sequence Sample:
 Multichannel: higher engagement
 Mix of logic based on the client persona identification (value, social proof, urgency)
 Timing allows space but shows persistence
 Decision makers in Indonesia usually prefer to reply to messages first rather than through direct calls, but sometimes
they need to be sent messages several times to avoid the message being drowned out by private chats, groups, and
other activities.

8. Diagnosing a 30% Drop-off at Prospect Lead Stage
→
• Hypothesis-driven Diagnosis:
Data review: Are messages being opened but not replied to? Are certain industries underperforming?
Message misalignment: Is the value proposition too generic or not hitting a specific pain point?
Qualification mismatch: Are we labeling prospects who don’t match the ideal client persona as qualified too early?
• Steps to Address it:
A/B test messaging: compare results of some message template
Call shadowing or recordings: listen to early prospect calls to identify friction
Enrich data: ensure every prospect has relevant context (current projects, pain points)
Use micro-conversions: instead of a meeting ask, offer something like download guide or 10-mins consult
Re-score the identification of client persona alignment: revisit scoring logic to better gate leads at the top of funnel
My approach combines structured systems with on the ground sales hustle, emphasizing industry understanding,
modern tools, and empathetic messaging. In a rapidly evolving sector like prefab construction, it's not just about selling a
product, it's about educating the market, building trust, and showing how Amoda can solve real operational problems.

9. What Attributes Would You Use to Prioritize Top 25 from 100?
A c c o u n t R e s e a r c h & L e a d P r i o r i t i z a t i o n
• Firmographics:
 Outlet Count: Prioritize chains with >10 outlets, signals scale and recurring deployment needs
 Expansion Activity: Recently announced new store rollouts (especially in tier 2/3 cities)
 Location: Focus on Java, Sumatra, and Kalimantan where prefab logistics are viable
 Company Type: Prefer fast-growing local QSRs, café chains, minimarts, and convenience stores
• Behavioral Data:
 Job postings for expansion, project managers, or store fit-outs
 News or LinkedIn posts about new city launches
 Tenders or RFQs for kiosk construction or temporary structures
• Key Roles to Prioritize:
 Head of Expansion
 VP/Manager of Retail Development
 Procurement & Operations
 Lead Founder/CEO (for startups)
Example case like Agreya Coffee →

10. How Would You Conduct Research to Personalize Outreach?
• Company Level Research:
Review store maps, outlet locator, or Google Maps presence
Check for fundraising or investor updates (startup = growth)- from LinkedIn, crunchbase, or itjuzi for company with
Chinese influences.
Use Google Alerts to track new project announcements
Look for press releases about regional launches (example: “Launching in Bandung”)
• Persona Level Research:
Analyze job history on LinkedIn like expansion, operations, or procurement background
Check their posts, comments, or engagements to understand tone and focus
Look for past roles in traditional construction or architecture (educational bridge)
Look at their post or comment section of their decision maker, they called bapak, ibu, Mas, or Mba
• Personalization Logic (Examples):
“Saw you’re opening outlets in Bandung, curious if you’ve considered prefab kiosks to save on site build time?”
“Congrats on the recent funding! Modular units can help hit rollout milestones without CAPEX overload.”

11. Startup vs. Enterprise F&B
Factor Growing Startup Established Enterprise
Focus/Pain Point Speed, cost-saving, agility Risk mitigation, compliance, scalability
Decision Maker Founder/COO directly Multiple layers (Ops, Procurement, Finance)
Message “Launch 3 stores in 3 weeks with 1 team” “Deploy 20 modular outlets across provinces
under 1 standardized system”
Offer Flexible leasing, pilot projects National deployment SOP, robust compliance
documents
Tone Direct, opportunity-focused Consultative, track record-focused
• Personalized Approach:

12. How Do You Track & Iterate Lead Qualification?
• Set Up Dashboards in Lark, Google sheet, or Excel:
Columns: Company Name, Sector, Expansion Signal, Location, Tier Score (1–100), Decision Maker, Last Outreach,
Response
Use filters: “Tier 1 = F&B, >10 outlets, Java based, expansion signal = YES”
• Weekly Review:
Analyze win/loss by persona, message, and sequence
Tag accounts by conversion stage (No Response/Engaged/Qualified/Won)
• Improve The Ideal client Profile Every Month:
 Meet weekly with outbound and inbound teams to compare highest ROI accounts
 Add new attributes over time: construction vendors used, kiosk build cost, urgency levels

13. Outbound Metrics & Performance Optimization
• Daily Metrics (Activity Focused):
Metric Description Reason Why it Matters
Prospects Added New contacts added to the database Pipeline health
Messages Sent Total emails/LinkedIn/WhatsApp messages Case study (ex. client in same industry using Amoda to reduce cost or speed
deployment)
Calls Made Outbound dials placed Contact attempt rate
Connect Rate (%) % of calls where contact speaks >60 seconds Effectiveness of call execution
• Weekly Metrics (Conversion Focused):
Metric Description Reason Why it Matters
Response Rate (%) % of contacts who respond positively Message resonance
Meeting Rate (%) Meetings booked per 100 outreach attempts Lead generation effectiveness
SQL Conversion Rate
(%)
Sales Qualified Leads (SQLs) per 100 prospects Lead quality & fit
Quotation Sent Number of proposals/quotes delivered Sales velocity
Post-Quote Follow-Up
Rate
% of quotes followed up within 7 days Persistence
Drop-off Stage
Tracking
Leads stuck in Prospect Lead or Lead SQL stages
→ → Obstacle/Bottleneck identification

14. Handle The Silent Leads & Boost the Connect Rate
• Handling Silent Leads:
Follow-up cadence: 3 touches in 10 days
Share case studies or ask for feedback
Tag as Stalled if no reply in 2 weeks (with the result of the research what is the obstacle and the reason why)
Recycle into reactivation 30–60 days later
Look for the possibility to come directly to their existing kiosk to find the decision maker (for a growth startup usually
the founder is still in charge on-site)
Come to their event like new branch launching
Stalk the personal life of the decision maker and try to approach with the same interest.
• When Connect Rate <15%:
 Audit data quality (contact role, phone accuracy)
 Adjust time windows for calls
 Add WhatsApp & LinkedIn touches
 A/B test subject lines and opening value
 Looking for the possibility to come to the event like exhibition or other related event of the industry where the
decision maker come to gather in one place while networking with them

15. Thanks.
FOR YOUR ATTENTION
Thanks.
FOR FURTHER INFO, REACH ME ON:
+628561806403
riyan.fermansyah@gmail.com
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