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Converting Leads by Stacking the Deck
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@ian_paterson Director of Insights
Attention: Sales!!
INDUSTRY SECRETS !to Eliminate Cold Calling !
and Maximize Commissions!
@ian_paterson Director of Insights WHY CARE ABOUT THIS? !
• Increasing your contact rate means you need fewer leads to achieve the same sales!• Cost of acquisition (CAC) goes down!• Time spent cold calling goes down!
• Connecting early makes for an easier call!ü Don’t waste time playing telephone tag, or re-explain
why you are calling them!ü Changes the dynamic of the call: THEY are coming to
YOU!
@ian_paterson Director of Insights AGENDA!
1) Follow up really fast!2) Make phone calls easier !3) Timing is everything!4) Vary the approach!5) Be persistent!6) Leave a message!7) Put it all together!8) Top 5 Recommended Action Items!
@ian_paterson Director of Insights FOLLOW UP FAST!
YOUR ODDS OF REACHING A NEW SALES LEAD DROP OVER 10X IF YOU WAIT LONGER THAN THE FIRST HOUR. “ ”
InsideSales.com
@ian_paterson Director of Insights FOLLOW UP REALLY FAST!
T H E O D D S O F CONTACTING LEADS IF C A L L E D W I T H I N
5 MINUTES A R E 1 0 0 X T I M E S
G R E A T E R .
“
” InsideSales.com
@ian_paterson Director of Insights FOLLOW UP REALLY FAST • PROOF!
InsideSales.com
“IN SOME INDUSTRIES, 78% OF LEADS BUY FROM THE FIRST COMPANY THAT CALLS THEM BACK.” – Leads360!
@ian_paterson Director of Insights FOLLOW UP REALLY FAST!
LEADS RECEIVED AND RESPONDED TO OUTSIDE WORK HOURS (9AM - 5PM) WERE 11% MORE LIKELY TO CONVERT. “ ”
LEADS RECEIVED AND RESPONDED TO BETWEEN 7PM AND 11PM CONVERT BETWEEN 42% TO 94% BETTER. “ ”
Don’t wait until morning!!
Leads360
@ian_paterson Director of Insights MAKE PHONE CALLS EASIER!
• Calling immediately increases the chance to connect, because the lead is already at their desk!
• Leads also has the product top of the mind, making for an easier conversation!
• If you reach a lead within 60 seconds of filling out the form, you get an additional “wow factor”, impressing them at the speed of response!
• “88% of all leads that eventually convert were called within the first 24 hours.” – Leads360!
“What company? Where are you calling from?”!“I don’t remember filling out any contact form…”!?!
@ian_paterson Director of Insights TIMING IS EVERYTHING!
WEDNESDAYS AND THURSDAYS ARE THE BEST DAYS TO C A L L T O M A K E C O N TA C T W I T H A L E A D . “ ”
@ian_paterson Director of Insights VARY THE APPROACH!
LEADS WHO RECEIVE EMAIL ARE 1 6 % M O R E L I K E LY TO B E C O N T A C T E D B Y P H O N E . “ ”
A PHONE RESPONSE IS SHOWING TO BE 35X MORE EFFECTIVE THAN AN EMAIL RESPONSE – ESPECIALLY ONLY AN AUTO -RESPONDER .
“ ”
SENDING MORE THAN 5 EMAILS TO A PROSPECT BEFORE CONNECTING BY PHONE STARTS TO LOWER THE C O N V E R S A T I O N R A T E
“ ” InsideSales.com & Leads360
@ian_paterson Director of Insights VARY THE APPROACH!
Event Reminders! • Outlook calendar invites increase appointment held rates by 20% – InsideSales.com • 4-‐12 hour reminder call increases held rates by 30% – InsideSales.com
“Were we supposed to have a call now?”!?!
@ian_paterson Director of Insights BE PERSISTENT!
“AN AGENT HAS A 93% CHANCE OF MAKING CONTACT AFTER 6 ATTEMPTS VERSUS ONLY 39% ON THE FIRST ATTEMPT.” !– Leads360!
@ian_paterson Director of Insights LEAVE A MESSAGE!
Ø “A well craGed voicemail can improve response rates by 4.8%.” – InsideSales.com Ø Even if they don’t call back, a voicemail builds familiarity with your phone number
and company Considera*ons: • Don’t leave more than 3 voicemails in 2 weeks • Always combine a voicemail with email • Repeat your name + phone number twice, towards the end of the message • OpRmum length is 18 seconds (every second longer than 30s reduces response)
“Why should I leave a voicemail?”
@ian_paterson Director of Insights PUT IT ALL TOGETHER
Sequence Ac*vi*es Notes
Day 1
1-‐Call + Vmail 2-‐Email 3-‐Call (no msg) 4-‐Call (no msg)
Call immediately, with voicemail and follow up email. Second call within the hour, third call before end of business day
Day 2 5-‐Call + Vmail 6-‐Email Call with voicemail, followed by email
Day 3 Day 4 7-‐Email *Day 5* 8-‐Call + Vmail Variable Date (midweek)-‐Call and vmail Day 6 Day 7 Day 8 9-‐Email Email only Day 9 Day 10 Day 11 Day 12 Day 13 10-‐Call
Day 14 11-‐Call + Vmail 12-‐Email
Final call and voicemail, follow up with disengagement email
ü 6 contact attempts within 48 hours
ü Varied contact mediums (Call, Voicemail, Email)
ü Optimize for best day-of-week
ü 12 total contact attempts over 2 weeks
@ian_paterson Director of Insights TOP 5 ACTION ITEMS!
1. Respond Immediately – Within the first 5 minutes, even if after hours!
2. Time It – Use best day of week (Wed/Thur) to time mid-sequence calls !
3. Vary the Approach – Use multiple media (phone, email, voicemail)!
4. Be Persistent – At least 6 calls, and 12 contact attempts!
5. Leave Voicemails – Ideal 18 seconds long, repeat contact info x2!
@ian_paterson Director of Insights SOURCES!
1. Inside Sales 2012 h\p://www.insidesales.com/Rps/number-‐of-‐contact-‐a\empts
2. Ken Krogue / Inside Sales 2012 h\p://www.kenkrogue.com/immediate-‐response/top-‐problems-‐of-‐the-‐inside-‐sales-‐industry-‐managers-‐and-‐reps/
3. KenKrogue h\p://www.insidesales.com/insider/how-‐to/inside-‐sales-‐voicemail-‐message-‐Rp-‐increase-‐contact-‐raRos-‐by-‐4-‐8/
4. Internal InsideSales study: h\p://www.slideshare.net/B2BLeadRoundtable/research-‐from-‐harvard-‐mit-‐pinpoints-‐hard-‐lead-‐conversion-‐lessons-‐with-‐easy-‐soluRons
5. Dr. James Oldroyd, MIT / Inside Sales 2012 h\p://www.insidesales.com/lead-‐response-‐management-‐study-‐2012.php
6. Leads 360 h\p://www.leads360.com/download/whitepapers/leads360_wp_days_and_Rmes.pdf
