“Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.” ~Steve Jobs
While it is true that sales is a numbers game there is a fine line between what is best, quantity or quality, when it comes to filling your call list with prospects. You can argue that it’s a hit and miss situation so the more leads you have the better your chance of connecting with a voice, over a machine. You can tell yourself that if the person who answers isn’t the right person that they will gladly give you the number to call of the one that is. You can tell yourself that your supervisor will be happy just to see that you made an impressive number of dials. You can hang onto the idea that it is totally about persistence – but is it?
Statistically, according to Leap Job – “only 2% of cold calls result in an appointment.” Is that a statistic you simply have to live with, or could you change it if you thought about how to fill your call list with quality, instead of quantity? What if you took the time to actually differentiate between a good lead and a nonproductive one, and communicated that to those who are harvesting your leads? Gartner Group notes, “Typically if a firm has somewhere between 100 and 500 employees there are only about seven people who are actually involved in the buying decision.” Wouldn’t you like to find them?
Bad Lead – Quantity Harvesting
- A person who by virtue of their job title doesn’t have the ability or authority to invite a second call.
- A lead to someone in an industry that doesn’t fit your product.
- A lead with incorrect contact information.
- A lead that no longer works for said company.
Imagine how much time and money is wasted when your call list is filled with bad leads. You might make an impressive number of dials, but you won’t make an earth-moving number of sales, because it isn’t possible when you’re talking to the wrong people. On top of that – how frustrating is it for you to make dial after dial that is met with a negative outcome? How do you keep up your spirit – not to mention enjoy any measure of job security? It’s no wonder that there is such a high turnover in sales jobs. Anyone who can beat your success statistics can have your job. “The definition of insanity is doing the same thing over and over again and expecting different outcomes.” – Einstein
Good Lead – Quality Harvesting
- A lead with the job title that authorizes them to invite a second call.
- A lead who works for a company that you know that your product actually can help
- Leads that have undergone routine data cleansing and are verified to still work for the company.
Imagine how it would feel to be calling the right people. Trading quantity for quality means a higher level of success, higher job revenues and increased job security. While it may seem that finding the right person to call is like looking for a needle in a haystack, it really isn’t. It’s a matter of defining criteria, and then looking specifically for that. If you do an advanced search out on LinkedIn you can eliminate much of the hay and get down to the needle. Often times you can find the right person on a company’s website. An experienced sales person knows which job titles have authority and passing the word down to those who harvest the leads can make a difference. Setting up a schedule that keeps your lead’s job verification current within 6 months or a year will keep things cleaner and more productive.
There is one other important step. Once you have a quality call list you need to put it in an application that allows you to truly attack it. Incite2, a Salesforce add-on offered by ShadeTree Technology will impart magic to your call list because it allows for momentum you can’t get anywhere else. It consolidates all Salesforce data so that on one page you can click through calls, schedule next steps, send appropriate communications and keep track of your sales history. A few clicks during and after your call, and you quickly move onto the next call. With Incite2 you can triple your call volumne.