The once-prevailing wisdom was that sales is a numbers game.
As a leading sales and outreach platform for 15 years, we can tell you with confidence that:
Sales is more of a quality game.
Changes in the telecommunications and business environment amplify this. Engaging contacts in live conversations is harder than ever. Contacts are exposed to more marketing, and have more resources available for independent research than ever before.
Understandably, good leads are expensive and hard-earned.
Which is why leads aren’t meant to be burned through. And why you can’t hang your hat on buying big, cold lead lists and adopting a “spray and pray” approach (making 100 calls and having 2 conversations isn’t sustainable).
Selling is about intent, consent, and quality live engagements.
Consider this: In today’s telecommunications environment, low-quality leads contribute to:
The ability to screen calls with Live Voicemail will only magnify this.
Accordingly, it’s time to review your lead sources and campaign processes with an eye toward quality. Think: more meetings, from fewer calls. Our most successful clients are achieving this with better-targeted lists and smarter processes that maximize revenue-per-lead.
Here is some guidance to help you do the same.
Who are you calling?
Do you have the required consent?
What level of awareness or expressed interest has there been?
While cold outreach can be an effective way to build pipeline and drive deals, it requires careful thought and consideration. Make sure you’re being realistic about the value of various lead sources, the time it takes to work them, and the potential benefit vs. risk.
The colder/older the list:
Remember, contacts can block you. They can report you. They screen and reject your calls.
Carriers and analytics agencies are tracking all kinds of patterns including your call volume and consistency, call engagement (e.g. answer rates, percentage of “short duration” calls), and how often you call “honeypots” (unowned numbers that apps and agencies track for abuse).
These are just some of the factors that contribute to Scam/Spam flags.
For long term success, it’s critical to engage in Responsible Communications™ and continually evaluate your lead strategy and processes to promote quality, including:
… just to name a few.
The more you can do to maximize lead quality, the more successful your phone outreach will be.
Some practices apply no matter who you’re speaking to. Focusing on benefits and pain points, leveraging social proof, and being an active listener are just a few examples. But best practices do differ in a few key ways depending on how hot/engaged your leads are.
When it comes to working cold leads here are the top 3 areas to focus on:
Here are the top 3 areas to focus on when working hot leads:
There is no one-size-fits-all approach to nurturing leads. In fact, among the most effective things you can do to maximize lead value is to engage in more targeted campaigns.
Balancing engagement and speed depends on the lead's stage and category. Prioritize engagement for cold leads to build relationships, and focus on speed for hot leads to capitalize on their interest. Adapt your engagement level based on the lead's stage, use automation for speed, and track your efforts to refine your approach.
When it comes to phone-based outreach, lead quality has always been important.
But as more call deflection technology becomes available - including Spam/Scam flags, call blocking apps, and most recently, Live Voicemail - your ability to have meaningful live conversations depends increasingly upon it.
The path to high answer rates and quality conversations is targeted, segmented outreach and thoughtful processes that respect the value of every lead.
That’s what PhoneBurner’s 1-to-1 communications platform was built for.
We’re here to help you maximize quality live engagements, scale best practices, and maximize the value of your leads.