6. Multitouch, Multimedia, Multicycle Contact Strategies
The telephone professionals should apply a proven contact strategy—a multitouch, multimedia and multi sales cycle approach—to optimize results.
- Multitouch: Frequency matters. From initial engagement to lead qualification and long-term nurturing, frequent and systematic touches are essential. Our clients' prospects need an average of 12 contacts to engage, and lead nurturing can take even more touches.
- Multimedia: Use a smart mix of multiple media. Vary and integrate media—outbound calls, voice mail messages, personalized email, direct mail and landing pages—to deliver messages in consistently fresh formats and aligned with prospect preferences.
- Multicycle: Most prospects buy at more than six months out, so expand planned contact from over a few days to over several weeks and across multiple sales cycles. Mid- and long-term nurturing assures continuous coverage of high-value leads so the latest touch coincides with the prospect's need window.
7. The Sales Lead Paradox: Fewer Leads are Better
Reps don't need more leads, they need fewer leads. Or, more accurately, they need fewer unqualified, raw leads. As most marketing initiatives focus on quantity, the pipeline is flooded with too many low-value leads that don't deliver ROI.
Best-in-class prospect development-with its focus on fewer, higher-qualified leads-fills forecasts with sales-ready buyers and helps all resources operate more efficiently.
8. Long-Term Lead Nurturing
At any given time in a strategic sale process, an average of 5 percent of the market is in play. But another 15 percent to 20 percent will be active over the next six to twelve months. Sales mostly ignores these qualified companies because they are not likely to close short-term.
With a relatively small incremental investment focused on realizing the value of long-term leads, it's possible to as much as double program revenue. Let's say you found 40 short-term qualified leads in a program targeting 1,000 prospects. In addition to the eight deals that closed, another 40 long-term opportunities were identified. You could either start over to get another eight deals or nurture the 40 long-term opportunities to get eight deals at a fraction of the cost.