For the last 13 years I would argue that every single campaign we’ve run is different than the rest, very few are exactly alike. While there may be many similarities, we’re always faced with some kind of unique challenge. Believe me, the differences are something we’re passionate about taking on with everyone of our clients…otherwise, we would have run for the hills long ago.
We could be calling on the same product that we have in the past, with similar messaging and end up seeing an entirely different result. I understand it makes sense to go back to the well on the things that have worked for you in the past but prospecting isn’t as simple of a process as most sales reps assume it is.
There are obviously many factors that play into our lack of success that we have to pay attention to.
Here are 7 of the most common areas that we’ve found that can play a major role in your inside sales team’s success with any campaign:
Your List. If I’ve said it once, I’ve said it 1000 times. I would scream it from the mountaintops if I could. Your reps need to work with a good quality list containing accurate contact information. There is no worse time suck for your reps if they are calling into a prospect that doesn’t exist.
Your Target Title Focus. Exclusively focusing your time into one specific title at each company has proven to be an ineffective use of my reps time. Everyone only wants to spend their time talking to that home run title. Let’s be real, how often do they pick up their phone? That C-level title might have a few other things going on in their day…outside of waiting by their phone for you to call of course. Consider getting a minimum of 3 other titles into the prospecting rotation that would be involved in the decision. This always helps to accelerate the speed at which we get to a yes or a no.
Your Vertical/Industry Focus. The broader you are in your vertical focus the better. Similar to titles you call on; think about a minimum of 3 verticals to hit during any campaign.
Your Collateral. 18 page case studies are wonderful, but isn’t necessarily a great prospecting tool. Simplicity is necessary as your ramp up your calling efforts. Voicemails and emails should be brief and to the point and any collateral sent should be minimal. You could send at most, a 2 page fact sheets that sum up what you do quickly unless you have uncovered a specific challenge that you can address with content.
Your Outside Reps’ Motivation. This is a tough one. There is nothing worse than an outside rep that has no appreciation of the work that goes into generating a lead from cold calling. If that’s the case, they probably have never had to do a cold dial in their life. It’s important to have a mutual definition of what a lead is and a process to follow up on all leads developed so that the self entitled reps can be held accountable.
Your Inside Rep’s Time Management. If your reps are not building time into their day for pre-call planning they will make ineffective and inefficient dials. Come up with call plan for them to follow. Make a point to have them focus on getting 15 dials in before 10 a.m. This helps them get their day started quickly and sets the tone for the rest of the day.
Your Lack Of A Clean Process. Do you have any idea what happens to the leads when you pass them over to outside sales? Most of us do a post campaign analysis but that is generally too late. Come up with a closed loop feedback process to make sure the leads have been transitioned properly to the outside rep and they are doing the necessary follow up. It always helps to loop their boss in when you’re requesting feedback on the leads as well.
Now that we’re in the dog days of summer it can be an easy excuse for us to use that as a reason why our inside sales team is struggling. It’s a lousy excuse if you ask me since we all knew July and August were coming, right? Try focusing on improving the 7 areas above and maybe you can see that team performance turn around.
What other advice would you offer to increase your summer sales campaign success?