The quality of the product or service, unfortunately, is no guarantee of success in sales. Sometimes, even your best salesperson, offering an amazing solution, can handle a low lead response rate.
This does not mean, however, that all is lost. In fact, quite the opposite: it’s possible that your company already has what it needs to prospect more and obtain a more positive return rate, improving conversion rates in the funnel. But for that, you need to know how to use the tools and data that are available correctly! How much is this already guaranteed in your commercial operation?
If you still need improvement, in this article we’ll introduce you to 7 actions you can take immediately to improve your response rate. Check out!
Bonus: make your team achieve high sales performance with our CRM platform
Agendor is a CRM and business management platform that works as a control panel and personal assistant for B2B sales teams.
7 tips to improve the response rate
The low response rate can be motivated by different factors, such as lack of alignment between audience and product, inadequate approach, slow results analysis to adapt the route when necessary… The important thing to emphasize is that it does not necessarily mean, that your team is selling in the wrong way, just that there is an opportunity for improvement (there always is) in management focused on high performance.
If that’s your goal, check out our tips to improve your response rate below!
1. List segmentation based on ICP
We all know how important it is to segment lists to get good results, but for a potential customer to actually read an email or return a call, your segmentation must be very precise according to what you already know as a profile. Capable of bringing better results (whether by adherence to the solution or by other factors).
Below, we’ve listed some criteria that can help you filter the most suitable leads according to your Ideal Customer Profile (ICP):
Contact and company details
Who are the people behind your leads? Contact information (age, city, position, etc.) and company information (size, location, sector, etc.) are essential for you to profile potential customers, especially in cold calls or cold emails. You can get them through marketing tools and through your CRM system.
Does the software used in your company collect information about the content read and pages accessed by leads on your website? Is the prospect interested in news about the business or just content that brings tips?
In Inbound strategies, this type of data can say a lot about your lead and further refine your targeting when selecting the audience for a campaign.
Stage in the sales pipeline
The sales pipeline is a tool that presents the opportunities in your business and at which stage of the process they are. CRM shows which stage of the pipeline the lead is at and this location can be another criterion to consider when approaching by email or by phone, so use this tool to your advantage!
If your goal is also to reactivate old customers, you should look at their entire purchase and communication history with them to direct different approaches according to this already built relationship.
2. Creating custom sales scripts
The sales script is a crucial tool to guide the commercial routine and allows your communications with leads to be faster and more assertive. It’s very important that commercial teams have a standard script, but we know it can’t be plastered. It should only serve as a guide, leaving room for necessary adjustments.
These are precisely the customizations that need to be made, based on the data you already have about your leads.
Therefore, a decisive factor to increase the response rate is the creation of custom scripts, targeted according to established segments — by profile, industry, stage in the sales process, etc.
3. Evaluation of results to adjust interactions
Your lead interaction history can also be a key resource in your quest for more returns than you have today. You can analyze this data to understand the reasons for lost prospecting and how to improve contacts.
Analyzing the previous results, it will be possible to identify the potential customer’s preferences in terms of type of speech, channels, days of the week and times, sending frequency and others. That way, you will have the foundation to adjust interactions effectively.
Here, it is very important to reinforce the need to continually run tests to compare results, even when response rates appear to be adequate. This is how this indicator will always remain within the ideal level for accelerating leads in the funnel.
4. Message automation and follow-up
At what times do your prospects seem to be most receptive? Do they usually read emails sent early, throughout the day or at night? By analyzing your activities, you will know when the best time to reach them is and, through tools that allow automation, you can schedule shipments in advance. In other words, if this time is when the seller is busy in other activities, the opportunity for a better return is not lost.
Also, it will be very difficult to get a high response rate by making a single contact. You need to develop a sales cadence by automating follow-up messages and ensuring that you are really present in prospects’ inboxes.
5. Lead Response Time (LRT) Monitoring
Lead Response Time, or lead response time, is the term used in Inbound Marketing to designate the time it takes the salesperson to respond to a stimulus. In other words, follow-up on a contact who entered the lead base or talk to a prospect who gave some kind of feedback.
It turns out that this person’s time of interest is limited, so if the sales rep doesn’t respond at the right time—that is, quickly—he’s very likely to lose the sale.
So, speaking of increasing the response rate, this is one of the most important sales indicators to monitor!
6. Creation of a discard flow for future contact resumption
Discarding leads can be difficult, but it is undoubtedly very necessary so that they can be nurtured and become real opportunities when the time is right. When interacting with unqualified leads, you stay in place and your response rates will remain below what you want.
With the help of the CRM platform, you can create disposal flows based on the reason for the loss of the prospect and ensure that they will be prepared so that contact can be resumed in the future.
7. Integration with marketing automation tools
Speaking of nutrition, marketing automation technologies are very important to nurture and advance leads right up to the point of purchase. Therefore, having a CRM system integrated with these tools represents a great differential.
The integration allows you to automate the receipt of leads in the funnel, also enabling salespeople to focus on qualified leads, that is, real sales opportunities.
See more about the importance of aligning Marketing and Sales:
To increase the response rate, you need to have a data-driven sales operation!
We’ve talked a lot in these tips about the importance of using tools and data to guide this mission of getting returns from leads, but what are these features and where does the data come from?
You can even extract some information from spreadsheets or manual surveys, but to obtain the necessary agility for decision making, the CRM system will undoubtedly be your greatest ally – considering, of course, that it is properly implemented and has the team engagement in your update.