Sales calls are an integral part of any sales team’s lead generation efforts. It not only brings the human touch, but creates the opportunity to learn as much as you can about your leads, answer their questions in real-time and customize your message for their specific needs. Yet, most companies don’t capture key insights from those sales conversations, and thus are unaware as to why leads get burned or deals get closed.
Implementing a call campaign helps you take the guesswork out of sales calls and provide the necessary structure to work towards specific objectives. With a call campaign, you’ll be able to measure the number of calls made, the number of qualified leads or appointments set, and the generated ROI.
So how should you get started building a great call campaign?
Establish Your Campaign Structure
You can create a sales call campaign for a specific product launch or a new market development. You can also design one for a particular event or a customer success strategy. A solid campaign structure has:
- Description of your company, product/service and strategy
- Number of leads you’ll be calling and a description of those leads, i.e. VP of sales at a SaaS company
- Timeframe, i.e. the calls will be made on Tuesdays and Thursdays, 9:00am to 12:00pm
- Campaign objectives: you can set a primary goal such as setting meetings with your AEs or field reps, and a secondary goal of market segmentation
- Script & FAQs: These items will to guide the conversation and help qualify your leads.
Determine Your Campaign Revenue Goal
Before deciding on a monetary goal for the campaign, you need to know the Size of the Deals you’ll be closing and your Customer Acquisition Cost (CAC). This will allow you to determine the resources you are willing to dedicate to your call campaign (sales incentives for your sales force, time spent making calls, etc.), and how much you will get in return ($$$) each time a qualified lead enters your pipeline.
Track Your Campaign Success With a Visual Dashboard
By having 360º visibility into your campaign’s performance, progress, and results, you can ensure your call campaign is running smoothly and effectively. A real-time dashboard that tracks number of calls, call outcomes, number of sales reps calling, number of qualified leads or meetings scheduled helps you stay on top of your leads progress through the sales funnel and keeps your sales team accountable.
Analyze Customer Data to Optimize Your Next Campaign
By analyzing aggregate call data, you can identify decision makers, optimize call times, cadence, wording, and many other sales signals to ensure your message is sent out at the best time and to the best targets to maximize connections and conversions. All data and call activity logs should be centralized in your CRM so your sales team has the necessary information and customer insights to close the sale.
Outbound sales calls are an effective method for securing customers and expanding your sales base. Whatever your sales strategy is, you should build a call campaign as part of a larger marketing and sales effort that includes multiple touch points across multiple communication channels. If you implement these 4 practices when building your sales call campaign, you will be on your way to achieving realistic, repeatable results.
Request a free demo of VOIQ and leverage our team of campaign specialists to build structured sales call campaigns for you that deliver qualified leads!