One of the major benefits of working at a sales lead management technology company is that we house millions of data points that we can analyze and learn from. We’ve come across four common mistakes that our prospects use with leads that come into their database. Here they are and some tips to avoid them:
1) Leaving a Poor First Impression
A poor first impression can make all the difference in whether or not you get a callback. If you wait too long to call leads back after they reach out, you might not get the response you’re looking for. It’s likely the lead has moved onto a competitor and/or they may have forgotten about why they reached out to you in the first place.
It’s important to remember that when leads reach out online, they are currently shopping for a solution. It is best to catch them in that moment before they find another solution. The first business that is able to get the lead on the phone is at an advantage.
Another tip for making a good first impression is to try to avoid leaving a voicemail message prior to make contact. If voicemail is the first time your lead hears from you, you have a very limited amount of time before they chose to delete the voicemail message. It is much easier to delete a voicemail message than to hang up on a live call.
2) Making it Complicated
Leaving too many calls-to-action (CTAs) complicates the process and can be overwhelming. The goal is to get the lead on the phone. Minimize any potential confusion that may come with additional CTAs like asking the lead to check their inbox so they can visit your website.
Keep it simple! Increase the chance of a callback by being very specific about how you want your lead to communicate back to you in a timely fashion.
3) Being Overeager
We found that many prospects leave five or more voicemails. This can be not only overwhelming, but annoying. The goal is to get leads on the phone and leaving a lot of voicemails isn’t necessarily the right way to go about doing that.
Switch up your strategy with an approach that leverages multiple communication channels. This gives leads plenty of opportunity to communicate via their preferred channel.
4) Giving up Too EasilyThe Ultimate Contact Strategy reports 95 percent of converted leads are contacted by the sixth call attempt, but only half are contacted on the first attempt. Given this, it’s surprising to find that most didn’t make it to the optimal number of call attempts (between five and seven). In fact, fewer than 10 percent of leads received the optimal number of calls.
Update your strategy to not only include more calls so you can get to that sweet spot of five, six, or seven call attempts, but also remember to mix it up with a multi-channel approach. For more research and best practice insight check out Sales Lead Response: The Ugly Truth Behind Call, Voicemail, and Email Practices.
About the author: Matt Reid is the vice president of marketing at Velocify. With more than 15 years of marketing, strategy, and management experience at Fortune 500 and early-stage technology companies alike, he oversees marketing, sales development, and growth strategies for Velocify’s complete solution portfolio. Prior to Velocify, Reid served as chief marketing officer for Procore Technologies, led global marketing for the advertising technology company OpenX, and built sales and marketing from the ground up for Eucalyptus Systems, an open-source cloud platform acquired by HP. Earlier in his career, Reid led product marketing for all SaaS technologies at Citrix, directing the initial market launches of GoToMeeting and GoToWebinar. Reid earned his Master of Business Administration degree in marketing at California State University, Sacramento, and dual bachelor’s degrees at the University of California, Santa Barbara.