My reps need serious help. Our plan requires them to do 10 sales a month, but they're not hitting half. They say it's because they are too busy qualifying leads, and after thinking about ti a while, I think they might be right.
I've been doing a lot of reading on Sales Specializing, and most specifically, the role of dedicated prospector, or in modern-day words, a "Sales Development Representative".
Inside sales. Following a system to turn cold into warm. To turn "Who are You?" into "Hey, yes, that sounds linteresting! Tell me more!". To get meetings for my theoretically-high value sales guys. (I promise I'll say nicer things about them when they start closing at the rate we all agreed on!)
A couple of good blogs on the subject
While most of the telemarketing people in this section seem to be in the "Contact a thousand people a day" camp, these "Modern Prospectors" advocate a different focus.
Pull 50ish prospects into your funnel every day
Over the next 10 days, touch them by phone, email, and social if possible. 7-8 times.
Now it's important to note that the guys at salesloft want to make it as complicated as possible so that you'll need to buy their operations software. Fair play, but at a minimum of $300/mo, it's not yet in the budget. Our SugarCRM will have to do for now.
We're going to start out with the following 'cadence' of contacts:
- First contact (voice): determine the right person to talk to and get their direct email. Update CRM (1.5 hr)
- Send initial email. All emails slightly personalized. (1/2 hr)
- Follow Up Call - No Voicemail (45 min)
- Follow Up Call - No Voicemail (AM) (45 Min)
- Follow Up Call - Leave Voicemail (PM) (1.5 hr)
- Email 2 - Personalized (1/2 hr)
- No Touch
- Email 3 - Personalized (1/2 Hr)
Day 7, 8:
- No Touch
- Final Email (1/2 hr)
Remove from active prospecting, put on long term marketing list
How we're going to keep track of everything in CRM, I'm still not quite sure. My ops manager is in for a surprise on Monday, poor guy!
When collapsed, a single day looks like this:
First: Confirm any appointments for the day, answer emails, check reps' calendars for openings
Next: Work on a new crop of leads. Clean up what the agents sent you from the previous day. (our night-shift agents are going to be pulling the leads)
Next: Send Email 2 (Day 4)
Next: First Contact Calls (Day 1) 8:30 - 10am
Next: Follow Up Calls (Day 2) No Voicemail 10:30 - 11:15
Next: Follow Up Calls (Day 3) No Voicemail 11:15 - 12pm
First: Follow Up Calls w/ Voicemail (Day 3) 1pm - 2:30
Next: Email 3 (Day 6) and Email 4 (Day 9)
Seems like a pretty full day. I'm not sure whether 50 new leads a day is a manageable pace. Only one way to find out! (Maybe that salesloft software will be helpful after all!)
My ops manager is going to be the guinea pig for a month while we work out the details, and then assuming he's able to a) keep up the pace, and b) produce a reasonable quantity of leads/meetings, we'll make some hires for the roles, and assign an SDR to each sales person.
Then they'll have no excuse not to hit quota!
Is anyone else around here employing such a process? If so, did you have good results? Any hints?
For those who haven't, I'll try to remember top pop in here to let you know how it's going.