Doing More With Less
So we restructured the test campaign we had planned. Rather than keeping one test cell as the control selling structure and moving everything else into lead generation—as we’d intended—we tested lead generation in about 15 percent of the program and drove the rest of the responders to make phone calls.
As you probably guessed, this revised approach saved us. Adding a lead-generation step to the process only added extra cost. In addition, while we were able to get far more leads, it didn’t significantly increase total sales.
When it comes to selling systems, no matter how frustrated you are, you rarely want to throw out everything you’ve been doing. It’s far easier—and more likely to have a positive impact—to retool your marketing program than to revamp your sales process.
But there are times when change is called for. If you’ve been tweaking your marketing here and there but nothing makes a big impact, maybe you need to walk away from lead generation entirely.
The market for your product or service may have changed. As the product matures, prospective customers understand the value proposition. They know they’re going to get your product (or something like it) one of these days. Prospects don’t need someone to hold their hands through a drawn-out sales presentation. They just need some specs, an offer, an order form and a credit card.
This is actually great news. You can start selling direct. Stop teasing; stop making offers for appointments or raising a hand. Just sell.
When to Keep Going
What if you’re not there yet? If you have done the due diligence and recognize that you still need to work through your sales team to make the final close, how do you get your program to work harder?
You have to do the obvious: build on what’s worked before. This is no time to be a hero. Dig into the data. Find out what’s been working. Repeat it; test it; tweak it. Test a few more things. It’s a continual job of incremental improvement. We’re talking about evolution.