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    Cold Calling by the Numbers: How to Book More Meetings

    cold calling sales By MPI Posted Aug 14, 2017 12:53:27 PM

    Cold Calling by the Numbers: How to Book More Meetings

    Cold calling isn’t any salesperson’s favorite activity, but it is a crucial part of the sales process, bringing leads into the funnel. When salespeople aren’t seeing the cold calling success they want or expect, they often believe that it just isn’t an effective use of their time.

    However, in most cases, it comes down to the numbers. Salespeople struggling with their cold call results need to look at their actual activity: number of dials, connections, appointments, etc. In this blog, we’ll dig deeper into the essential metrics that are the backbone of cold calling success.

     

    The numbers you need to know

    Cold calling is a numbers game. To achieve a specific “new appointments” goal, a sales rep should execute a certain number of dials and dedicate a specific amount of time to cold calling each week. Here are the important numbers to manage:

    • Number of dials: How many calls you make
    • Connections: People you get on the phone (not including voicemail or admins)
    • Outcomes: The result of each connection (booked appointments, unqualified, shows no interest, requests information or future follow-up)

    When pitching senior management, you should expect:

    • 20% of dials to result in connections
    • 25% of connections show no interest
    • 30% of connections request more information
    • 10% of connections book appointments

    When pitching the C-suite, you should expect:

    • 10% of dials to result in connections
    • 25% of connections show no interest
    • 30% of connections request more information
    • 10% of connections book appointments

    Get more cold call benchmark examples in this infographic.

     

    Manage the numbers and boost success

    With everything else being equal (skills, preparation, etc.), if a sales rep wants better cold call results, they must commit to the numbers. Whatever the goal is for the week or month, the sales rep must work backwards to determine the number of dials required to hit the new appointments goal.

     

    Here’s how it works: If your goal is 2 appointments, pitching the C-suite, the rep has to hit at least 200 dials.

    • 10% dials should result in a connection (20)
    • 10% of connections should result in booked appointments (2)

    Now that the sales rep has established the number of dials needed to hit the goal, it’s important to dedicate completely uninterrupted chunks of time solely for cold calling. Making a few dials here and there doesn’t work.

     

    Accountability is key to success. Each sales rep should hold themselves accountable for their numbers and adjust if needed. Managers should review these numbers with sales reps each week to keep them on track. It is also ideal to have systems in place to track these numbers, such as a phone system that tracks dials and a CRM to track appointments, follow-up, etc.


    Want more examples of an effective cold call equation to help any sales rep hit their goal? Check out this infographic; you may even want to print it out to share with your team.

     

    Topics: cold calling, sales

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