The Science of Marketing

When I look at a bell curve it reminds me of the process necessary to successfully contact leads. Calling or e-mailing a prospect once yields a small chance of a return call (bottom left of the bell curve). As you continue to work the lead with more e-mails, calls and information your chances of connecting increase. I have found that three to five outreaches in a period of one month maximizes the chances of a successful connection (the top of the bell curve). More than five touches and your success rate drops off significantly (the right side of the bell curve). So how do you make the most out of your five chances?

Three key elements have to be in place.

1. A methodology and process that describes what to do with a lead in each touch with a lead.

If you’re able to qualify the interest level of a lead as you progress through the process then you need a simple flowchart that guides you to different e-mails and voicemails depending on that strength of interest. Various methods exist for qualifying the leads. I’ve developed a Self Qualifying Lead Rating System (SQLRS) that I’ll cover in another post.

2. A well thought out message and call to action.

As you reach out to a lead multiple times your message must be strong and interesting so that the prospect is compelled to return your calls or e-mails. Make sure you supply relevant information and it is presented clearly and concisely. Have a call to action that is achievable and will not overburden the prospect. For instance, a request for a brief introduction call has a better chance of succeeding than asking for a one hour face-to-face meeting.

3. A person who is pleasant, positive, and persistent to work the phone.

Reaching out to prospects hour after hour and day after day is not easy. Having someone that not only understands the methodology and the message, but delivers each time as it was her first, is a fundamental key to success. (More on what it takes to be a great telemarketer/inside sales rep later.)

So why put so much effort into prospecting leads? Leads are the key to filing your revenue pipeline and keeping a business growing. Many organizations build a customer base and then rest on their laurels and do not continue to aggressively work new leads. Adding new customers is the foundation of most growing and profitable companies. Focus on the three key elements above and your revenue pipeline will grow with many new customers and opportunities.

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