Consistent Sales Prospecting with Enough Attempts is Key - Volkart May - ContactCenterWorld.com Blog
For most B2B organizations, leads are the lifeblood of the company. Without a sufficient number of leads within every stage of the pipeline, sales can be flat and decline over time. At the top of the funnel, sales prospecting is extremely important. Business development specialists get in touch with leads in order to gather more information and determine whether the lead is qualified and has an active need. But what if the lead doesn’t respond? How many attempts to get in touch should be made?
Here is some advice to follow during the sales prospecting process to make the most of all leads generated:
Don’t give up too quickly
In some cases, business development specialists and sales are working to meet quotas and it’s tempting to quickly disqualify leads after only a few attempts. That allows them to spend their time contacting new leads that haven’t yet “ignored” them. However, according to InsideSales.com’s research, a minimum of 6 contact attempts (mix of phone, email, voicemail, etc.) are required and in many cases, 8-12 contact attempts are needed to maximize the value of every lead. This is a vast difference from the average rep’s performance of between 1.7 and 2.1 attempts before giving up. The higher level the decision maker and the larger the organization, for example large hospitals or healthcare facilities, the more attempts you will need.
Use a variety of communication channels
Today’s sales prospecting and business development specialists must have a number of tools in their arsenal. The traditional phone call remains an important communication method during the sales prospecting process, however it’s not the only method of communication that should be used. Most business correspondence happens today via email, so it’s important to gather email address information as well as phone numbers. Social media can also be useful during sales prospecting. LinkedIn is specifically catered towards a business-minded audience and can be used to establish a connection.
Create an effective lead nurturing campaign
Even when agents do successfully get in touch with a lead and have a productive conversation, it doesn’t mean that a sale is imminent. In fact, it’s very rare for a lead to be ready to buy right then and there. That’s why it’s essential to have an effective lead nurturing campaign in place. Over time, it’s important to maintain contact with these leads via email newsletters, social media, and the occasional check-in phone call. It helps keep the organization top of mind so when the time comes to make a purchase, the lead feels comfortable with your organization and would like to make that purchase from you.
Publish Date: November 2, 2015 5:00 AM
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