Tips on Sending SMS in B2B Sales | The sales insider

FacebooklinkedinSMS is almost non-existent in B2B sales. Recent research has shown that texting is the least used technology among all the technologies used, and sales representatives reported sending only 0.7 SMS per frame, the lowest for each type of medium used.

Despite the low adoption rates, some of the statistics below reveal that texting is a trend that we can no longer ignore in B2B sales.

  • The use of an SMS at work has increased by 62%, from 26% in 2014 to 42%
  • 61% of people recommend to contact them via SMS at work – 56.4% increase compared to 39% in 2014.
  • 95% of company texts are read within 3 minutes after they are sent. (Forbes)
  • The average response time of a text message is only 90 seconds. (CTIA, HubSpot)

Texting's current low adoption rate in B2B sales does not mean it's a tool that should not be used. In fact, it's exactly the opposite. With the creation of a pipeline and the conclusion of agreements, it can be interesting to explore different tools to generate different types of success and results.

Let's explore some of the most frequently asked questions about using text messages in sales.

Should you send text messages to your prospects?

The short answer is no. Sending SMS to prospects without their permission is not a good idea and there is data to back them up. Research revealed that sending SMS to a potential customer before contacting the phone decreased the likelihood of contacting the prospect by 39% (1). On the slide, when you use text after contact, the conversion rates have increased by 100% (2). Make sure you specify at the outset with the prospects which method of communication they prefer – rather than making an assumption that could have a negative impact on the relationship.

How often should I send an SMS to a potential customer or prospect?

In the end, you have to start turning the conversation into text. This is where people communicate more, so you want to be where they are. Sending three or more texts after making contact with a potential customer can increase conversion rates by 328% (3). More than 300% is a huge number, which shows how powerful a text messaging tool can be.

What are some of the best examples of SMS in sales?

As a general rule, sending SMS to someone with whom you are not near can be embarrassing and sometimes the texts can be misinterpreted by the other party. Below are some examples of how to start a text conversation to sell more.

The scope:

If you plan to send a text message to someone with whom you are not in conversation, you may want to make sure that you have a good reason to reach out. Here is an example of how this could work

"It's John Smith from X. I sent you a Yeti mug that should land on your desk last Monday. Did you receive it? I wanted to link and discuss our reasoning to send it. Do you have time next week?"

Great news:

Since SMS is perceived as informal and personal, one way to maintain or maintain a textual relationship is to use information about more personal information such as articles in which the person or company was mentioned, job changes or promotions and interesting information about the company.

"I loved your article on best prospecting practices. The use of several communication methods was a good timing for my team. "

The appointment reminder + followed:

This one is pretty obvious and is one of the most common use cases. When you talk to someone, you can simply say:Agree, I just send the invitation, would you like a text reminder as well?

After an appointment, if you are a good sales representative, you will give a clear call to action in the next steps. To help you keep the conversation on text, you can send the promised material or invitation to the meeting via email and then notify the prospect by text.

"John, as promised, I sent the invitation for next Thursday and attached the research report you requested. Talk soon. "


Sending an SMS can be a powerful way to reconnect with a person who has a little cold during your conversations.

"We have not been able to connect in the last few weeks, can we schedule a brief interview to discuss next steps?"

When should I send an SMS to my prospects?

Because texting is a very personal communication method, you must be very careful when sending messages to a prospect. At the beginning of your relationship, you want to keep your texting time between office hours (8 am to 5 pm). As your relationship continues to grow, feel free to try to push yourself a bit further by contacting your prospect at night.

Besides my phone, is there any other technology that can help send SMS?

It is best to use text messages with other communication tools. Therefore, combining the power of text within a sales engagement platform such as Playbooks can be very powerful. You can not only send and receive SMS on this platform, but everything you do will be saved in your CRM so that you can better track and manage your communication strategy.

What are the biggest texting errors in sales?

Because we are so used to sending SMS messages to friends, we often treat them lightly. When using text messages in sales, be sure to avoid the following issues:

  • SMS at inappropriate times (after / before office hours)
  • Use abbreviations or jargon
  • Use gifs or emoticons at the beginning of the relationship
  • Be too verbose (more than 160 characters)

Do I have to worry about sending texts in marketing or commercial communication?

Sending SMS is more worrisome than sending e-mails or making phone calls because of certain laws and restrictions. Therefore, it is always best to consult your legal team when setting up a texting strategy.


  1. since january 2016
  2. since january 2016
  3. since january 2016

According to FCC and the Telephone Consumer Protection Act (TCPA)it's the law to get permission before to sending texts for businesses. It is also courteous and attentive, especially given the personal nature of this means of communication. Do not let your messages be considered spam by your prospects.

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