By Judy Caroll
When really is the “best” time to call leads? By now, we know the answer to be between 8 and 9 in the morning as well as 4 to 5 in the afternoon. The best day of the week for a sales call? Everyone now knows it’s Wednesdays and Thursdays. That’s based on a widely-cited study from DR. James Oldroyd and InsideSales.com whose findings have now become woven into conventional marketing wisdom.
While Dr. Oldroyd’s research has certainly given us B2B folks some fresh insights on timing our calls, the way that most marketing blogs and news outlets have reported the study’s results leaves a lot to be desired. It’s not hard to find posts that try to promote the study’s findings as the de facto standard for every inside sales rep on Earth to follow, regardless of industry or context.
Will Thursdays work equally work for both an HR manager in the United Kingdom and a CEO at a startup in Singapore? Maybe. But then again, maybe not. The fact is that there’s no single, universally-valid “best” times for reaching out to different prospects via phone calls. The right time to talk to leads will depend on a whole set of factors unique to each individual prospect.
This is where a SMART telemarketing platform comes in handy. SMART is a technology for managing outbound calls that tell inside sales reps which prospects on a call list will most likely pick up the phone and are interested in listening.
This is based on a prospect’s reachability score—computed from that prospect’s lead score, time elapsed since last contact, positive phone contacts, email responses/actions, and website activity. This means SMART calling determines the “best” call schedule for every single prospect instead of assuming that it’s the same for all leads.
SMART calling clearly brings some measurable benefits to an inside sales team’s performance. Here’s a rundown of six ways it boosts sales team productivity (arranged in no particular order):
#1. More talk time, less downtime
With a SMART telemarketing platform, inside sales agents no longer need to carry out many non-value-added (NVA) activities in their workflow. That’s because the system updates reachability scores and lines up calls in real-time.
This means that reps avoid wasting time manually scrolling for the next call or dialing up unavailable prospects. In other words, SMART calling keeps a steady flow of willing and interested prospects on cue.
#2. Better quality of conversations
Lattice Engine estimates that 42% of sales reps feel they don’t have enough information before making a call. That’s a shocking statistic, especially with today’s buyer-led purchase process where prospects expect to speak with knowledgeable sales people.
With the time freed up by SMART calling, inside sales reps can review notes or brush up on a prospect in preparation for a call.
#3. Reinforces earlier touch points
Depending on whom you ask, it takes 6 to 13 touch points to generate a viable lead. What’s even more interesting is that these touch points take place across different marketing channels.
A SMART telemarketing Go to the full article.
Source:: Business 2 Community