Lead generation and converting users into leads is almost like a treasure hunt — you need to calculate a unique trajectory and bypass all the traps on the way to your goal. And if you’re using a call center as your primary lead acquisition tool, there will be plenty of obstacles along the way. It’s a good thing you know how to avoid them. Or don’t you? That’s okay! In this article, we’ll break down the key aspects of a successful follow-up call based on global statistics, explore the secrets of successful call centers, and uncover the strategies and practices that set them apart.
Basic tips for lead-generating calls
In this block, we’ve put together a guideline for creating the perfect environment for commercial and follow-up calls in a call center. Most of the tips are based on data from the Kellogg Lead Response Management Survey, InsideSales Lead Response Research, and the CallHippo Knowledge Base.
Good timing is the key to success
Of course, the content of your call is extremely important and the main challenge for any operator is to deliver the main message in the most engaging way possible using a quality script. However, research shows that timing and context play equally significant roles in a successful call.
Day
The best days to call leads are in the middle of the week: Wednesdays and Thursdays. According to research, managers who called on Thursday managed to engage 49% more people in the sales process than those who called on Tuesday. Calls made on Wednesday were 43% more effective than those made on Monday.
Friday still holds the top spot as the worst day to speak to potential customers on the phone.
Call time
The best time to call is between 4 pm and 5 pm and between 8 am and 11 am (according to the client’s time zone, of course).
Stay off the phone at 12 am and 4:30 pm, respectively, unless you’re daunted by the prospect of getting 164% fewer affirmative responses if you were to call between 4:00 pm and 5:00 pm.
Response time
This is where statistics about the relationship between response time and the success of communication with a potential customer come into play. A sales manager is more likely to have a fruitful relationship with a lead if he or she gets in touch with the client within the first 10 minutes of receiving the client’s application. The best time to call new leads is 5 minutes after the first trigger event.
According to studies, if a salesperson delayed a call for more than 10 minutes, the probability of continuing the dialogue dropped by 400%. And the longer the pause lasted, the lower the probability was.
The number of calls matters
When a potential customer cannot be reached the first time, a manager should make at least 5 more attempts. Research shows that sales reps should attempt to reach a caller at least 6 times. By not abandoning the call attempt, sales reps increased contact rates by up to 70%.
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A 2018 report by Bridge Group Inc. found that most sales managers make an average of 45 calls per day. Continuity of operator communication with the audience is one of the key indicators of call center effectiveness.
Impressive first impression
To engage a potential customer in the first 5 minutes, the manager must have a lively and colorful speech. He should exude friendliness and genuine interest in what he is talking about.
Data scientists from Gong.io analyzed more than 100,000 outbound calls and found some noteworthy patterns:
- Once a person has answered the call, the manager has only 5 seconds to get their attention for the next 5 minutes.
- The essence of a successful call is informing a potential client and selling him an appointment. Thus, successful salespeople spend 54% of their time on calls, while unsuccessful ones spend only 42%.
- Don’t be afraid of the monologue. Successful calls included 70% more monologues by salespeople than non-successful calls.
- Don’t be intimidated by the fact that a potential client is listening more than talking. According to the study, in successful calls, the potential client’s monologues lasted no longer than 3.5 seconds.
- Using the phrase “I caught you at a bad time” reduces the likelihood that you will get a meeting by 40%.
- If a manager starts his call with the words “The reason why I’m calling is…”, his chance of success increases by 2.1 times.
- The question “How are you?” increased the probability of an affirmative answer by 6.6 times.
- Using the pronoun “We” instead of “I” increased the chances of success by 35%.
Spread the idea
Sales managers should be on the constant lookout for new referrals in order to increase the pool of potential customers they will be calling in the following days. While research data shows that managers should call at least six times before moving on to the next number, it’s important to pay attention to how many people they’re calling overall.
A recent survey by Mark Wayshack shows that most salespeople don’t get enough contacts. In fact, 66.7% of respondents reported reaching 250 or fewer leads in the last year. Only 15% reached out to more than 1,000 people.
But how to increase the number of contacts for sales calls? Ask for them from the people you already call. Ask for referrals of potentially interested buddies from your loyal customers or those who are just actively pursuing contact and are interested in spreading your product or service.
Final thoughts
Call centers play a vital role in customer service and support, serving as the frontline for businesses to engage with their customers. Successful call centers understand that delivering outstanding customer service goes beyond simply answering calls. The work of each individual operator in the team is a daily strategy building and tactics selection. All decisions should be based on relevant research, accumulated knowledge, and experience of the company, as well as the ability to apply natural charisma. And of course, the context of the call, the ability to make a first impression and not only get a confirmed lead, but also to probe the ground for potential referrals is extremely important.
