5 Steps to Crushing it in Sales
When asked, most of you admit that nurturing a pipeline of interested leads is not only one of your top priorities, but also one of the biggest challenges. This seems to be a dilemma wether you set your own appointments, have an internal team, or have it outsourced. Either way it typically comes down to 4 factors:
1. The Value Proposition
We have worked with many companies that deliver quality products and services, but where they operate in a space crowded with competitors. How do you stand apart from the crowd? It oftentimes seems obvious why people should do business with you, but it’s not always obvious to your prospect. Why should the go with you? What’s different about what you offer?
Finding what sets you apart – your value proposition – makes all the difference. As an example, we worked with a client to create a value proposition that was so strong for their market that over 10% of all calls made (including no answer) turned into an appointment. To put that in perspective, it’s about 500% above industry standard for cold calling.
There’s lots of literature available on how to create a value proposition. In short it comes down to a) knowing who your target customer is, and b) presenting them with an opportunity. This opportunity can be something that presents a change to what they are currently doing with such significant potential benefit that it makes sense for them to listen, or an opportunity to add something to their current products or processes that will enhance what they are already doing.
2. Data Accuracy
Knowing who you want to contact in an organization, and having their direct contact info is the ultimate starting point for effectively reaching out to decision makers. Getting there can be a little tougher, but there are a few steps you can take.
First of all, if you are buying lists, make sure your list provider of choice can give you lists that have been phone verified within the last 6 months or so. This does not guarantee that you won’t run across wrong numbers or businesses that no longer exist, or that the contact on the list is the accurate one, but it does diminish the rate of invalid list data.
You can also look at lists where you get more detailed data, such as reported earnings from the previous year, budget spend, etc. Extra data points like this may cost you more, but should again increase the quality of the data.
There are other ways to get higher accuracy of data as well, such as using lead opt-in forms, social media, etc. but that will have to be saved for another time.
3. The Approach
Despite having a great value proposition you still need to know how to approach people when you call them, both to get past the gatekeeper and when talking to the decision maker. Even companies that don’t have a strong value proposition can significantly increase their results by approaching their prospects in the right way.
Another client of ours is in a very competitive space, yet tweaking the approach in our calls increased our appointment setting rate by 2,000% (yes, that’s two thousand percent). Having the right people and team dynamic in place also plays a big part in the effectiveness in the approach as we have time and again seen how a team that jives help motivate and push each other to performance.
Once the value proposition and approach have been established, you have a recipe for success and all you have to do is increase the volume for more sales, or manage the volume to allow for responsible growth on the fulfillment side of your business. In most cases what we see it’s not about the ability to fulfill, but the need for more sales.
To effectively handle a higher volume you also need the right systems and processes in place. This is especially important when it comes to managing high volume of calls and follow-ups, but is also reflected in how you interact with your prospects: Do you engage via SMS, e-mail, social media in addition to calls? Are you set up to automate most of these interactions
5. Ability to Close
This one’s a given, but you can have all the best value propositions, approaches, and systems in place and not reach your full sales potential. We have seen more than once that we have set a high number of qualified appointments with interested decision makers, yet the people taking these appointments have not been able to close them. There can be various reasons for this, but most often it comes down to the presentation during the appointment, and the presenter’s ability to close the deal. If you know you’re not closing as many deals as you should today, hire or contract a closer.
All of the steps above take time to figure out and to implement. Accelerant has already done the heavy lifting for you. We have the systems to handle high call volumes and omni-channel customer interactions. Our team of appointment setting experts are trained to get past the gatekeeper and attract the attention and interest of the decision maker to get time scheduled on their calendar for your closers. They have experience from some of the most competitive markets, are quick to learn, and have a strong team dynamic it is rare to come by. The team is available to you for immediate implementation.
Need lists or closers as well? We can certainly help with both. Contact us today for your appointment setting and sales needs. Call Joel at 801-999-8342 or Chris at 801-362-5980, or send an e-mail to email@example.com In a rush? Talk to us and you can be ready to go in a couple of days.