As you have probably gathered by now, lead management is no easy task; but here at Contact Science, we want to help guide you towards the best solutions for your business. In the last blog, I posited that managers have very few levers to pull to improve performance metrics – Lists, Best Practices and Caller Skills…
Best Practice: The second of the three remedies if prospecting metrics are lower than expected.
There are three Best Practice areas – Short, Long and Scenario. In today’s article I’ll cover Short Term Best Practice.
In the prospecting process, the Short Term Best Practice spells out the pursuit plan for the caller to follow. In theory, by following the steps in the Best Practice the caller is utilizing their time and effort at maximum efficiency towards the goal of generating conversations with decision makers.
Here are the four components in a Short Term Best Practice:
- Resources: How many Steps do I want to take before I move on to the next target? And, what are those Steps? Typically a Step is a dial, but we use the term Step because I can start a pursuit with an email or a letter as well. Also, for some Best Practices, I may want to send an email, but not make a phone call.
- Frequency of each Step: How much time should transpire between each Step? Should I wait 1,3,5 business days between Steps? If I call twice a day, or multiple times a day, I seem needy; if I call every two weeks, I may lose the cumulative effect of making regular calls.
- Pursue again? If I don’t reach the target, how long do I wait before I put them through another pursuit? Wait to start another in 3, 6, 12 months? Never? The quality of a business or territory development program can depend on the frequency of pursuits. Once a year versus 4 times a year can create different levels of mindshare in the targets mind.
- Messaging: For each of those Steps, do I leave a voicemail each time? Should each message be a little different from the last one? Do I send an email messaging after each voicemail? Would an attachment or a link help?
Typically, the construct of a short term Best Practice is defined by where the list came from and who is on it. For example a cold list of C-level targets would have a different Best Practice than a warm list of user buyers. The Best Practice to pursue a direct mail piece would be different than the Best Practice to pursue leads coming through a web portal. Regardless, the dial that caller makes is a company resource and Best Practices make sure that each is used to its ‘best and highest’ value.
The value to the caller (other than prospecting correctly) is that they don’t have to think about what to do at each call – the rules are spelled out and they can ‘go fast’ since the process is already defined.