Polite Persistence Pays Off For Inside Sales
A big focus for the AG team last week was simple enough: talk to more people to get more quality conversations in, and the leads will come as a result. I think this was the perfect reminder of what the team needed to hear to really increase their productivity, and the resulting conversations and opportunities prove it. Every sales person knows this theory is true, but sometimes all of us need a gentle reminder to stay persistent and not to become lazy. In a note to the team last week, Pete Gracey, the president of AG said, “You have not done your job if you hang up the phone before you get someone live when prospecting into a company.” I found it interesting how the reported conversations doubled last week after he made this comment.
The theme here boils down to this: Persistence, or what we like to call at AG, “Polite Persistence.” I think that sales people tend to get a bad reputation for being too forward, which is why we train our reps to be persistent in the nicest way possible. We accomplish this in many ways, from our tone and messaging to the amount of times we contact prospects throughout our call plan. There are two examples that really stand out in my mind and exemplify how we really go above and beyond to get the most meaningful conversations and quality opportunities possible without giving up.
- When it comes to calling into a company, we are hunters! A lot of companies out there will only talk to C-level contacts, and ignore the rest of the organization. We make it a point to not only reach out to the C level contacts and their assistants to get passed down, but then we contact managers and directors below them until we get the answer we are looking for. We may not always have the information available to us, so we utilize contact databases to find more people to call and never forget to use 0# to talk to as many people as possible. An interesting point here is how to incent inside sales people to have these quality conversations, and to stay persistent on those lazy days - what better way than to incorporate number of conversations into their compensation plans.
- We don’t stop at phone communication - we compliment it with immediate email follow ups. We realize that most of the executives we reach out to barely have enough time in their day to finish their work, let alone take a call from someone they don’t know. Because of this, we send brief, to the point emails to make the best use of their time. If they respond to us that they aren’t interested, we don’t stop prospecting them until we know why. The best example of this was seen through an email exchange between a insides sales rep and a prospect a few days ago. The inside sales rep emailed a prospect and the prospect said “I’m not interested. We already have a specific package for our industry that meets our needs.” Typically, I think someone might give up on this prospect or maybe even the company all together for the time being. Instead, this inside sales rep followed the email up by mentioning that many other companies like his were looking into this type of software and that if it was interesting to him now or in the future, he’d like to have a brief conversation now. The prospect replied by sharing more information about his environment, and referred him to their CFO, and the inside sales rep passed over an opportunity with the CFO the next day.
Sometimes we tend to become lazy about being persistent, especially when we get shut down by prospects when cold calling every day. Always remember that persistence pays off and not to qualify out a company until you know exactly why they aren’t interested.