The 5-step process to create a sales pace
So, how do you begin to create a proper sales pace that works to enable you to gain opportunities and enter into contracts?
Build the structure of a sales pace
When you decide on the structure of a cadence, you must review the six basics and compare them to the industry benchmarks. Do you make more or less calls than what the industry does? Are your keys well spaced so your leads have time to breathe without losing their heads?
InsideSales.com Labs' research has analyzed more than 14,000 rates, with more than 144,000 activities in total, in nearly 9,000 businesses and established these five essential components for a successful pace.
Step 1: Analyze the attempts
It is the total number of keys in a sequence. In a TOPO study, sales development representatives were asked about the total number of contacts made on a track or a contact. They indicated that 15.4 contacts had been applied to all methods of communication.
However, the InsideSales.com study analyzed more than 8,000 companies to see what SDRs were really doing with their time. The typical prospect only had 4.05 contacts.
Obviously, sales representatives overestimate their own business.
According to an HBR study, you should make a minimum of 6 calls to try to get in touch with leads. The ideal cadence has between 10 and 15 keys.
Step 2: Determine which types of media to use
Should I call, should I write an email or leave a voice mail? What about everyone? A good sales pace should use all the means of communication at your disposal. If you know if your customers prefer to send an email or a phone call, better yet, use it to your advantage.
With transactional sales, short sales cycles, and small transactions, you can use more aggressive media such as the phone. If you are a relational sales representative with longer sales cycles and larger contracts, you can start with email or social and follow with more aggressive communication such as the phone.
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Step 3: Determine the ideal duration
The duration is the length of a sales sequence from first contact to last. Once again, there is a gap between reality and what people think they are doing. Sales development representatives believe that their average duration is around 29.3 days, compared to 4.8 days in reality.
Research shows that the best practice for the duration is two to four weeks.
Yes, you read correctly. You can not give up before the two weeks, or you will miss opportunities.
Best practice for relational or account-based representatives indicates that these must be run over a longer period depending on the initiative's strategy. For a transactional or high-speed representative, the pace should be shorter, closer to the two-week period.
Step 4: Determine the appropriate spacing between your activities
How should you space your activities so that your prospects have time to breathe, read your content or think about your proposal? Most representatives will have a spacing of between 1 and 4 days, with commercial representatives of the transactional model focusing on a shorter period of time between activities.
Point: It's a good idea to keep constant spacing for simplicity.
Step 5: Create content that will speak to your customer
What do you say when you finally have someone on the phone? Do you start by asking questions about their activities or do you immediately go to your sales pitch? Often, the type of business you are in and the characteristics of your target audience will decide the content of your message.
Research has shown that the typical length of an e-mail is 362 words and that nearly half of the remaining voicemails exceeded 30 seconds. As always, take the benchmarks of the industry with a pinch of salt. It's not because they do it that it works.
A 2016 Boomerang study defined the ideal length of an email of 50 to 125 words.
Remember that your content will only work if it addresses your client's pain points. Always, always start with your client and know your personas.
Run a flawless sales pace
Finally, planning is important, but its execution will eventually determine the success of your sales pace. Derek Boggs, Head of InsideSales.com's Marketing Automation, has completed more than 900 account-based sales campaigns. He shares his advice for a deadly sales pace:
"A successful sales pace requires two things. First of all, you have to timely follow up of a recent commitment or trigger. You must respond to a need or shared experience that you have recently experienced. That's a direct mail direct on their desktop, they clicked on a link in an email, or they just got promoted in their business – it's important that the following message references are triggering and are timely for this event, "said Derek.
"Second, your email must be consistent with the event that triggered the sales sequence and that the offer is the same throughout the run. For example, if you send a coffee mug by mail with the offer to give a demonstration and you see how to keep your pipeline "hot and full", your e-mails and your phone calls should refer to your cup of coffee. coffee, "adds Derek.
Compare your sales rate to that of Fortune 500 companies
What does your sales team do to connect with potential customers and create more opportunities? You can compare the pace of sales of your business to that of Fortune 500 companies at the InsideSales.com sales audit.
It's a simple 3-minute survey that allows our research analysts to look at your pace and compare it to industry benchmarks – and give you detailed information about where you're moving and where you can do better.
What is your pace? Dare to take the test?
A successful sales pace does not happen overnight, but with the right elements and proper execution, it can certainly improve the performance of your sales team. From the creation of opportunities to the multiplication of agreements, a well-designed sales pace can certainly bring many benefits to your team.
What are your thoughts on creating a good sales pace that works? Share it with us in the comments section below.
Up Next: Why sales people spend so little time selling
Editor's Note: This position was published on February 8, 2018 and has been updated to improve its quality and relevance.