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www.connectleader.com
Table of ContentsImproving Sales ProductivityTop 5 Sales Challenges 3Sales Playbooks 5Common Types of Sales Playbooks 7Sales Roles & Calling Volume .8Creating an Outbound Calling Playbook .10Outbound Calling Process .11Examples of Calling Strategies .12Outbound Calling Metrics .15Lists .18Scripts 19Sample Outbound Calling Playbook . 21Outbound Calling Automation .22About ConnectLeader .23www.connectleader.com
Top 5 Sales Challenges Failure to communicate visionSales team can’t operationalize thevision – they make it up on the flyTop producers figure out how to besuccessful – others failTop performers don’t share theirknowledgeNew hires and others strugglewww.connectleader.com
Productivity #1 Sales ChallengeThe top two challenges as identified by 222 Sales DevelopmentExecutives in SDR Report by the Bridge Group Improving Productivity and PerformanceDevelopment and Coaching Recruiting and hiringList and data sourcingOn-going trainingMotivationMetrics/reportingRamp and ader.com
Sales PlaybooksSales playbooks and documented sales processes have beenaround for many years. Early technology leaders like IBMand Xerox were known for having extensive sales processeswell before the term sales playbook came into vogue.These factors are driving the interest and/or need for salesplaybooks: Increased buyer sophistication and accelerated buyingprocesses Salespeople need to move more quickly Proliferation of multi-channel sales model Role specialization like inside sales, technical salesrequire greater coordination and collaboration Reduction in new hire training and onboarding Over reliance on self-guided training methods Reduction of quality coaching and mentoring by managerswhose time is being diluted Improvement in software and technologywww.connectleader.com
Power of the Sales PlaybookAccording to the Alexander Group, companies thatdocument their sales process: 10% shorter average sales cycle 4% overall higher quota achievement. 6.5% increase in top line revenue growth“Clients who implement playbooks typically see engaged selling timeincrease by as much as 15 percent within the first six months ofadoption.”Kyle Uebelhor, Director, The Alexander GroupSource: THE POWER OF PLAYBOOKS: EXECUTE YOUR SALESVISION, The Alexander Group, Courtesy of Qvidienwww.connectleader.com
Common Types of Sales PlaybooksThe AlexanderGroup identifiesthe four mostcommon type ofsales playbooks.Outbound callingis a subset of asales processbased playbook.1234Sales Process Outbound Calling PlaybookCoachingJumpstartOn-BoardingSource: THE POWER OF PLAYBOOKS: EXECUTE YOUR SALES VISION, The Alexander Group.www.connectleader.com
Sales Roles and Calling VolumeTraditionally, organizations have separated sales roles between developmentreps from field sales or account managers.Sales Roles Business development representatives will qualify incoming sales leads andgenerate their own opportunities by making outbound calls, networking,social media research, etc. Their calling volume is high, but conversationsare infrequent and call durations are short. Field sales and inside sales reps. will make lower volumes of calls but thecalls will connect more frequently and the call durations will be longer. Account Managers who manage existing accounts will have even lower callvolumes with longer durations.Biz Dev. Rep.Inside/Field SalesAccount ManagerCall VolumeHighMediumLowConnection RateLowMediumHighCall DurationShortMediumLongwww.connectleader.com
Full-Cycle Reps Have to Make All Types of CallsFull-cycle representatives are responsible for the full sales cycle fromprospecting to account management.Full-Cycle Sales RepsBusiness DevelopmentQualifyingProspectingSet AppointmentsPassing Qualified LeadsInside Sales or Field SalesDemosNegotiatingAccount Managementwww.connectleader.comClosing
Creating an Outbound Calling PlaybookAn outbound calling playbook is a sub-set of a sales playbook.It documents the different outbound calling strategies,metrics, goals, and processes required for a businessdevelopment or sales rep. needs to perform their job.Reason for creating an outbound calling playbook: Document the outbound calling process Describe calling strategies by role Identify key dialing metrics and goals Provide a central source for scripts and calling guides Improve alignment between marketing and sales teamswww.connectleader.com
What is included in an Outbound Calling Playbook? Strategies, Goals & Metrics Calling Order List Selection and Data ManagementProcesses Scripts, Calling Guides Marketing promotions, events, etc.www.connectleader.com
Examples of Calling StrategiesBDRs: – by Marketing Campaigns Inbound, events, products, advertisingInside Sales or Field Sales – by AccountType Prospects Competitor customers Partners/ChannelFull-Cycle Reps – by Sales Pipeline Stage Prospecting Qualifying Leads Demos Negotiating and Closingwww.connectleader.com
Pipeline Strategy ExampleSoftware SalesA ConnectLeader client who sellssoftware to engineering andconstruction companies. They werelooking for a way to make up for losingtwo of their top sales reps. This teamconsists of full-cycle reps who work thefull sales cycle. They decided toimplement calling technology to helpmake up for their lost productivity.They have implemented a sales-cyclebased strategy. Their daily callingroutine starts with accounts closest toclose, then they work through theirpipeline and then they conductqualifying and prospecting calls last.www.connectleader.comSales Challenge:Make up for lost sales productivityCalling Type: Full-CycleOrder of Calling1.2.3.Accounts closest to closeNewest to pipelineProspecting calls
Marketing Campaign Strategy ExampleData Integration ConsultantsAnother ConnectLeader client had a veryrobust lead generation system, but theywere losing opportunities because theirBDRs couldn’t keep up with the volume.They implemented a strategic calling planthat focused on the types of leads theywere receiving. They held daily strategymeetings and built their calling lists basedon the source of the leads or theirmarketing priorities. This strategic processallowed their reps to prepare for their callsin advance, develop targeted scripts and beready to deliver the correct valuepropositions during the callswww.connectleader.comSales Challenge:Accelerate lead qualifyingprocessCalling Type: BDROrder of Calling Depends on type ofincoming leads
Outbound Calling Goals & MetricsCreating an effective playbook depends on setting realistic goals and having reliablemetrics to measure their progress. The three most important metrics to track aredials per day, conversations per day, and appointments/engagements per day. Yourmetrics will vary based on the types of calls your making. The number of dials perday can be increased through calling automation. Conversations per day areinfluenced by list quality, and appointments. Appointments per day are based onthe quality of your sales leads and how well your sales reps can convert the leadinto an opportunity.Success FactorsMetrics# of Dials Dialing ProcessAutomationType of Call# of Conversations List QualityType of Calling# of Conversions Lead QualityOffer Typewww.connectleader.com
Averge Dials per DaySource: The Bridge Group, 2014 SDR Metrics & Compensation ReportNote: The average dials shown above are based on dials made by Sales Development Repswhich are typically higher in volume and shorter in duration than call made by SalesRepresentatives or Account Managers.www.connectleader.com
Connects per DayAccording to the BridgeGroup survey,conversations per daynormally averagearound 1 conversationto every 12 to 20 dials.Source: The Bridge Group, 2014 SDR Metrics & Compensation Reportwww.connectleader.com
ListsList quality has a huge effect on dials to conversations conversions. Our ownresearch shows that a clean calling list can more than double the conversation rate.Who you are calling is also another important factor. Conversation rates toprospects in your pipeline will be higher than rates to cold prospects or leadqualifying calls.ConnectLeader has seen connection rates go from 1:25 conversation to dial rate toa 1:12 conversation rate when our clients use a clean list versus an unclean list.List Factors that Effect Sales Dialing Connection Rates Freshness of list Names on the list # direct dial numbers Source of list Quality of prospects Completenesswww.connectleader.com
ScriptsYour outbound calling playbook should provide a space toinclude scripts for a variety of reasons so sales representativescanScripts to Include in Calling Playbook Your Value Propositions Sales and Elevator Pitches Voicemail Messages Greetings Objection Handling Closing and Conversionwww.connectleader.com
Dialing Technology Improves ProductivityDialing technology can greatly increaseyour outbound calling production. TheBridge Group report found that about27% of all companies in their survey areusing some type of calling technology. Ofthose companies, they foundproductivity improvements for bothinbound and outbound calling groups.They also found outbound groups usedialing technology more and are seeingan average improvement in number ofdials from 49 to 77 per day. They alsofound an increase from 6.9 to 9.2average connects per nt-metricswww.connectleader.com
Sample Outbound Calling Playbook PageCalling StrategySales Pipeline ProcessCalling Order1.2.3.4.5.Activity TypeGoals & MetricsDialingConversationsDemosFull-Cycle RepDaily Goals100103ListsNew qualified leads from website: 100 namesProspecting list from DiscoverOrg: 200 namesOpportunities from BDR: 20 namesExpiring subscriptions of existing customers: 20 namesProduct FocusClosest to closeProposal follow-upsOpportunitiesExisting customers with expiring subscriptionsCompetitors with expiring subscriptionsActualPlus/MinusBusiness softwareVoicemail ScriptXYZ software helps companies solve their business problems. We are less money, better, and easier-to-use thananyone else.Hello, this is John from XYZ software. I can see that your subscription is up for renewal and I wanted to know ifyou would be interested in learning about some new services we’re offering Calling TechnologyLive Conversation AutomationElevator Pitchwww.connectleader.com
Outbound Calling AutomationThere are several types of dialing technologyavailable. But there are two types of technologythat are best suited for professional sales reps andselling teams. Sales Dialing technology is softwarethat automates the dialing process using callinglists. Live Conversation Automation technologycombines human agents with the technology toconduct the dialing process for the sales rep.Sales Dialing TechnologyProduction Increase50 to 100%Manual Dialingwww.connectleader.comLive ConversationAutomationProduction Increase5 to 8 Times
About ConnectLeaderPersonal Dialer Outbound Calling Cloud-based outbound calling softwareImproves dialing productivity by 40% or moreIntegrates with Salesforce.com and other CRM systemsFull reports and analyticsLocal caller idRemote coach monitoring and “whispering”Team Dialer Live Conversation Automation Reduces non-productive calling tasksImproves sales-effectiveness and productivity150 to 250 dials 8 to 12 conversations per hourwww.connectleader.com
calls will connect more frequently and the call durations will be longer. Account Managers who manage existing accounts will have even lower call volumes with longer durations. Biz Dev. Rep. Inside/Field Sales Account Manager Call Volume High Medium Low Connection Rate Low Medium High Call Duration Short Medium Long
