A study from Intelliverse, a specialist in sales acceleration solutions, finds that salespeople are leveraging multiple communication methods during the outbound prospecting process, including email, phone and social media. Fifty-four percent of salespeople use at least two channels in order to communicate with prospects or leads, and 25% use three or more.
According to the study, 45% of salespeople use phone the most when making initial contact with a qualified prospect, and 80% believe it’s the best channel for closing a deal. However, 49% of salespeople predominately use email to communicate with a prospect or lead throughout the entire outbound sales process.
“Salespeople now have various technologies to help them qualify, communicate with and sort leads faster, and we’re seeing a multi-threaded or multi-pronged approach, which includes incorporating different methods in order to achieve results, increasingly becoming the norm,” said Sean Gordon, CEO of Intelliverse. “But at the same time, salespeople still struggle to measure their effectiveness of all channels in order to increase leads and close more deals.”
The study found that although nearly half of salespeople predominantly use email during outbound outreach, they aren’t leveraging tools to assess their efforts.
Thirty percent of salespeople don’t measure the effectiveness of their email outreach. Of those who do, they only use the quality or number of responses as benchmarks. What’s more, 77% of salespeople currently don’t use an email tracker as part of their outbound strategy.
“Email is the most common outreach method for salespeople, yet many of them have no idea how their email is being received – it’s like sending a message out into a black hole,” said Gordon. “Yet this technology exists for them. Email Trackers, which provide otherwise unknown insights, like how many times an email was opened, where and on what device, helps take the guesswork out of email.”
Social media outreach
Salespeople are increasingly using social media to glean background information on prospects. According to the study, 45% of salespeople use social media to research a prospect or lead before making a call. LinkedIn is the most popular social media platform, with 63% of salespeople using it for research.
“Social media channels are extremely beneficial for salespeople to develop more personal relationships with prospects,” said Gordon. “Through LinkedIn specifically, salespeople can better understand commonalities with a prospect. These insights allow salespeople to make an individualised introduction to a prospect, which has a better likelihood of leading into a conversation. What’s more, it turns cold calls into warm calls.”
To learn more about the findings from Intelliverse’s Outbound Sales Study, visit the website.