One of the biggest challenges for sales reps today is getting a prospect to respond. There is so much noise that buyers are tuning sales messages out, making it more difficult to elicit a response from a prospect via phone or email.
In fact, email click-through rates are hovering around 3 percent, and eight cold call attempts are needed, on average, to reach a prospect, up from 3.68 in 2007, according to Telenet and Ovation Sales Group. This means the attention people are willing to pay to a sales message is quickly dropping.
This doesn’t mean it’s impossible to break through. In fact, according to Gartner, 71 percent of buyers are open to initiating or accepting contact from salespeople in the early stages of the evaluation process. But it does mean that sales reps will have to get more creative, and personalized in their approach.
While the word automation seems like the exact opposite of personalization, sales acceleration solutions with the right amount of automation can help. Look for solutions that automate routine tasks, but still allow for personalization in the sales process. Here are three things to look for when evaluating sales acceleration technology that will help you drive a personalized sales approach at scale:
Email Open Tracking
Did you know humans have an attention span shorter than a gold fish? According to research from Microsoft, the attention span of the notoriously ill-focused goldfish is nine second, while humans generally lose focused after eight seconds.
As sales reps, we need to look for those eight second windows of opportunity to capture a prospect while they are thinking about our company. That’s why features that track email open or when a potential buyer is on your website and alert sales reps are so critical.
Also look for solutions that track email performance, so you can better understand what messages are getting the attention of prospects. Did an email with an embedded GIF perform better than one with a recent study from your organization? As you get creative in your strategy, understanding what sales emails perform the best is critical so sales can perfect the process.
Next Best Sales Activity
Understanding the buyer’s journey and what the best type of outreach is for that specific stage is an important part of the personalized sales communication puzzle.
Look for sales acceleration solutions that highlight the next best sales activity that will yield the best results—email, call, voicemail, and social touch. Even better if the recommended activity is listed in a single prioritized view, eliminating the guesswork for your sales rep so they can focus on building relationships.
Personalized email no longer means swapping out names in an email subject line, but instead is focused on delivering the right message at the right stage of the buyer’s journey.
Look for sales email functionality that serves up the best performing templates based on the stage the prospect is in, yet still allows for personalization before the email is sent. Not only does this save your sales reps time, personalized emails also boosts conversions by 10 percent and click-through rates by 14 percent, according to the Aberdeen Group.
In addition to leveraging a great template, it is important to take the time to learn about the company and person you are reaching out to so that you can engage with them on their terms. Today there are more avenues than ever to research your accounts and contacts before you reach out. Social and firmographic information provide essential information to send a more personalized and engaging email.
“Velocify has packaged email and telephony into their sales workflow in a great way,” said Ray Miller, senior marketing operations manager at Social Tables. “My sales development team can send emails and make calls to contacts without ever leaving Salesforce. More importantly, with Velocify Pulse I know my sales development team will work with the necessary rigor and discipline to achieve their goals.”
Scaling personalized sales communication is all about maintaining that personal touch while being able to keep up with a growing inventory of leads. Velocify Pulse brings the best of breed context to aid sellers in constructing the most engaging, personalized emails at scale for today’s high velocity inside sales teams. This personalized sales communication, built-in prioritization, process-driven workflows, and insights to better support both outbound and inbound selling can all be achieved within the Salesforce platform.
About the author: Manoj Goyal joined Velocify in 2015 as the Chief Operating Officer. Manoj leads the product, technology, and client success teams, utilizing more than 25 years of experience in advertising technology, big data analytics, and content management. Prior to joining Velocify, Manoj served as the first chief technology officer for the video monetization platform ZEFR. Manoj recently served as senior vice president of engineering at the advertising technology pioneer OpenX, where he led product strategy, technology and data science. He also led the introduction of a massive-scale database solution at Hewlett Packard as executive of Cloud Services and has held senior positions at Oracle and EMC.