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Trying to Advance Lead Generation? Use Science

August 22, 2014
By Tracey E. Schelmetic - Telemarketing Software Contributor

If you ask a group of sales people how they maximize their chances of making sales, you’ll probably hear a rather odd mix of folklore, fads and superstitions, sprinkled in with some genuine wisdom.  Today, however, sales organizations have a lot of technology at their disposal, so hopefully, you’ll hear a bit of science, too.

From analytics to data mining to new communications channels to psychological studies, science plays a rather large part in selling today. In the all-important sales lead generation process, successful organizations need all the help they can get.

In a recent article for Business2Community, Emma Vas writes that science can help sales teams in a number of ways, most notably in identifying the right person to make contact with, and the channels to use and times to reach out to maximize the chances of making contact.

“In an ideal world, you’d already know the perfect time to call to reach these key decision-makers,” writes Vas. “In the real world, instead of guessing or hoping you stumble upon the best time, you need to take a scientific approach to your data. Start by analyzing your attempt history for what times of day are best for contacting your target decision-makers.”

By watching metrics and testing times to determine what’s most likely to result in a contact, sales organizations can build a database of knowledge. Vas writes that between 8:00 and 9:00 a.m. or 4:00 and 5:00 p.m. are usually the best times to contact SMB owners and decision-makers, but depending on your company’s business, you may find different intelligence.

It’s also critical to understand what about your product most appeals to your target prospects … and this may be more critical even than product knowledge.

“Prospect discovery is the most important part of the lead generation process – learning and uncovering a particular contact’s needs and wants in a given solution,” writes Vas. “Most lead generation experts have enough experience in the sales process that they’re able to seek out and qualify new leads for almost any software product or service imaginable.”

Many companies feel that seeking out specific knowledge of the product in sales professionals is the most critical element. Instead, the most important skill sales people can have is how to manage leads.

“Since lead generation is such a specific, scientific skillset, your time would be better spent investing in the training and professional development of your lead generation experts,” according to Vas. “That way, they’ll be constantly improving on lead generation – and worrying less about walkthroughs and widgets.”

While your widgets are certainly important, by focusing your sales teams’ efforts on lead generation above all, it’s likely you’ll be able to sell more of them. 


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