– TECHTONIC SALES –

Poor Contact Rate

Julia Hill

Data Analyst

Julia HIll

Data Analyst

Poor contact rate? Here’s what you’re doing wrong.

It is easily one of the most frustrating feelings in business. You have a valuable product, you gather a really promising lead list, you start making calls, and then – – – NOTHING.

Sure, there’s always a bit of luck involved, but there are definitely some important things to consider if you want to boost your contact rate.  Here are seven mistakes that you need to avoid if you want to improve your contact rate.

 

1. You’re missing incoming calls.

A potential customer calls in with a question, the phone rings, and then – Voicemail.

Bummer — you may have just lost a lead.

This should be obvious, but if you don’t have enough bandwidth to catch calls as they come in, then your contact rate is going to suffer.

If you do miss a call, make sure to call back as soon as you can, within 5 minutes if possible. If not, you’re falling into the next mistake:

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2. Your response rate is too slow.

The chances of getting a hold of a lead are highest the moment that lead comes in. These odds decrease exponentially with every second that passes. Within five minutes, the chances of contacting a lead are pretty good. Wait just 30 minutes though, and you are 100 times less likely to contact and 21 times less likely to convert that lead. Responding immediately is 900% more effective than waiting the industry’s average time (over 30 hours) to respond.

3. You are calling on the wrong day, at the wrong time.

The day that you call and the time of day can have pretty big impacts on the success of that call.  Wednesdays and Thursdays are typically better for contacting, and early morning (8-9 AM) and late afternoon (4-6 PM) tend to work better than right after lunch. Sending an email? Try 8AM and 3PM for best results.

Stagger your workload appropriately. If you’re working on a national level, use time zones to your advantage to make the most of your outbound efforts. If you’re working with regional lists, attack the hottest leads during peak hours

Remember, too, that these are general figures. A successful lead management strategy can monitor individual customer preferences. If you’ve had no success reaching a contact in the morning, try to call him in the afternoon. Maybe Wednesdays are a bad day for a contact; try her on a Thursday. No one succeeded by doing the same thing over and over and expecting different results, as the adage goes. Learn from experience, be adaptable, and work with data on your side.

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4. You sound fake.

If you go to voicemail, don’t fret – you have a huge chance here to make a good impression. A short, friendly message with a little pertinent info and a call to action can go a long way. But if you sound like a robot–disinterested, disingenuous, overly-scripted–that lead will be highly unlikely to answer the next time you call, let alone call you back.

5. You’re using the wrong channels.

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How are you contacting your leads?

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Are you sending follow up emails?

E

Are you keeping leads engaged with relevant and helpful content?

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Are you available across different channels (phone, email, live chat, etc.)?

Now more than ever before, customers want to choose their channel so it is important that you have as many ways to contact your company as possible and be ready to engage the customers through the channel they feel most comfortable with.

6. You are giving up.

If at first you don’t succeed, try again. The concept here is simple: if you make more attempts, the chance of making a contact increases.

Strangely, a lot of companies are terrible about following up–the average sales rep makes two calls and will send an equally paltry one follow up email, even though studies have shown it takes about eight attempts to contact a lead, and as many as 5 follow-up calls to close a deal.

Sales is a marathon, not a sprint. (Over half of leads that express interest still won’t be ready to  buy for another 3 months, and over 10% won’t make a purchase for a year; you need to stick with leads if you want the sale.)

Of course, you don’t want to overdo it. There’s a fine line between being persistent and pestering, but it usually doesn’t hurt to make multiple attempts.

7. Your approach is too rigid.

Our experience at Techtonic Sales supports these figures.  We’ve actively increased contact and conversion rates for outside company sales teams (regardless of industry) just by making some careful, data-driven adjustments to timing and contact methodology.

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For example:

A recent pilot campaign on behalf of a heavy equipment dealership in California generated a 36.7% initial contact rate–well above the dealership’s average. We refined our approach as the campaign progressed–tightened response time, tried different times of day, and modified our scripts –and within eighteen days that number was up to 53%, which in turn yielded some significant conversion figures.

We used the exact same process–call, measure, refine, call–to help a national health benefits provider boost enrollment in a new web-based engagement platform (over a fifth of its members are now on the platform) and raised another company’s customer service survey completion rates from 20% to 65%–gaining a lot of seriously helpful feedback along the way.

Conclusion:

There could be a lot of underlying problems–you don’t have the staff, or the experience. Maybe your process needs tweaking and maybe you just plain need help.  Local Outsourcing companies, like Techtonic Sales are here to help you and your company succeed.

Contacting and converting leads is an art, companies like ours that specialize in lead management can help jump start and keep your sales pipeline flowing.

 

– Julia Hill, Data Analyst –

Analyzes Data (Like a Boss) when not busy waiting on her dogs.

If you’re interested in reading some case-studies, or if you’d like more information about how business process outsourcing can help streamline and strengthen your company, feel free to contact us 612-455-7124 or email info@techtonicsales.com, and we’ll get you the information you need.

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