On average, it usually takes a minimum of 6 attempts (voicemail or email) to get a response from a prospect. This means the leads you’ve already worked are closer to responding versus new leads. However after about 10 attempts, the chance they’ll reply is extremely low. It is no longer worth your time to purse, move on.
If you haven’t read the blog article on the 6 simple rules for increasing emails and voicemails, it's helpful as it’s a prelude to the below technique.
I should also disclose I find it best to leave a voicemail first and immediately after an email matching (almost verbatim) to your voicemail. A voicemail would be 1st attempt and the email is the 2nd attempt. The combination of the two is one round.
If any of you have taken the Basho training, you’ll recognize the format of the emails discussed. I researched the meaning of basho and it’s a tournament for sumo wrestling. One of the techniques in sumo is an opponent will shift their weight to gain control of their challenger. So how does this apply to increasing your response rates? By increasingly adding more and more value in each round. This is not a sumo wrestling tournament but it’s time to get fat!
Round 1: You’ll recall I discuss the give/get in the first article to increase response rates. This is where one will tease with an offer of strategic advice (without disclosing) to give then there is a call to action for the prospect to respond in order to get the advice. If you don’t get a response from the prospect, your next voicemail and email round will increase in the value.
Round 2: Actually give the piece of advice. It can be somewhat generic or basic but should be helpful. The rep should then tease by stating they have several more ideas (more giving) for the prospect and finish with the call to action. The prospect will need to call the sales rep in order to get the additional ideas.
Bob,
You recently downloaded the whitepaper “Using Facebook for Business”. I've been to your website and your business Facebook page and noticed you’re creating some interesting content through a blog. While a blog is the most natural way to gain more business via social media, it’s currently set up incorrectly to give your website search engine optimization credit. It’s an easy fix I’d be glad to explain.
I have several other ideas for you to gain more business through social media.
Would you be able to connect Monday at 1:00 EST or Tuesday at 11:00 EST?
Best,
Me
Round 3: Still don’t have a response yet? This time include something tangible. This could be a whitepaper or something educational and make sure the content helps the prospect solve an issue and is not about your product, service or company. It’s not about you! For example, we include a marketing grader report which gives a score of how well their website performs as a marketing tool and includes free suggestion on how they can improve it. Always remember the teaser and the call to action at the end.
Round 4: Offer some highly customized piece of advice. Look on their news page, blog, LinkedIn etc. and try to find something they are doing that you could offer help with. Complete it with the teaser and call to action.
What next if there is still nothing from the prospect? After the 4th round you are now at 8 attempts (4 voicemails and 4 emails), it’s time for the break up. “The Break Up” has a 33% response rate, it’s uncanny. Stay tuned. It’s the next blog article…..
