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The Four R’s for Effective Sales Conversations

All of us had all-knowing mothers who spouted tidbits of wisdom that we all swore we’d never say to our own kids.  My mom would say, “Who did it?”  I would say, “I don’t know.”  She’d say, “No one named ‘I Don’t Know’ lives here.”  I would roll my eyes, when I said, “I wish…” and she’d reply, “If wishes were horses we’d all go for a ride.”  I was sure she was nuts every time she told me, “I walked to and from school, and it was uphill both directions.”  Okay most of the funny things we remember mom saying we now look back on with a conservative fondness – and laugh when we hear ourselves repeating them to our own kids.  There was one piece of wisdom that I’m happy to repeat – because mom was right.  No matter the task, she’d say, “Before you get started, get all of your ducks in a row.” 

Getting all of your ducks in a row by putting all elements into their proper position before dia1144344_74587539ling will multiply your odds of success.  Consider the Four R’s for Effective Sales Conversations.

Right Content

Tailor your content to the leads and roles of your prospects. When your content is relevant to the prospect, it lets them know that you’ve done your homework, and that you’ve listened to what they had to say.  When you can send content that gives your prospects resources they may have not uncovered themselves, it will show that you’re both on the same team, strengthen your business relationship, and shorten the sales cycle.

Right Person

Finding the right person to call can be done with a systematic approach.  Ideally the companies in your data base have quality leads with desirable job titles.  If that is the case, you can build a call list based on status in Salesforce – by adding a “Status” field to your Contacts page with the same options that you have for Leads.  If you are lacking in appropriate leads with desirable job titles, a quick search at LinkedIn using the advance search option can net you multiple fresh leads.  InsideView is also a great source for new leads.  Often times the right person comes your way via a referral.

Right Time

Initial conversations can, and do, happen every day at random hours, but a study done a few years ago by the Massachusetts Institute of Technology (MIT) that research across the Internet still supports today, concluded that there are both days and hours that are richer for cold calling success.  The study looked at six different companies over a three year period and determined that gold was struck more often on Wednesdays and Thursdays with Thursdays being the best – at 49% better than the worst day, Tuesday. The study also found that the hours with the highest rate of calling success were between 8 & 9 a.m. before business hours, and between 6 & 7 p.m. at the end of the day.  The study is not meant to imply that the cited days and times are the only times to call.  It is just meant as a leg up when you add the information to your own observations.  Ultimately you will find your personal pattern. The Lead Response Management Study Overview

Right Medium

There is a multitude of ways to send your messages out.  It’s important to realize that the medium that resonates with one person may not be effective with another.  While your best bet is an actual conversation, you can reach prospects in many other ways.  Short videos, slideshows, emails, and postcards will be effective with visual receivers.  Well crafted conversations, voicemails, and videos will click with auditory receivers.  Delivering your information in multiple mediums is a way to cover all bases and address the various ways that your prospects most comfortably process information. 

A little organization goes a long way.  If your ducks are in a row, the rate of success is driven up.  Give your list building more power by using Incite2 the ultra efficient Salesforce add-on offered by ShadeTree Technology.  It collects information from multiple Salesforce screens and presents it all on one efficient page.

Incite: to stir up or provoke to action