Despite the rise of inbound marketing strategies, outbound calling campaigns are still a popular sales tactic used by many businesses. And for good reason: well-designed cold calling campaigns work. Many high-growth startups have outbound sales reps dialing prospective customers every day, and are reaping the benefits.
But like any other sales or marketing campaign, outbound calling only works if you have a plan. In this post, we’ll share some of our best tips for running successful outbound calling campaigns that drive revenue and grow your business.
How to Run a Successful Outbound Calling Campaign
Increase engagement and revenue with these tactical cold calling tips:
Start with the right data.
Before your agents even think about picking up the phone, you need to have a qualified list of prospects for them to contact. And it’s not enough to think of your prospects in terms of industry and location alone. You need to make sure that you understand who your prospects are and why they would consider using your product or service.
Ensure that your agents have the information they need to make the sale by doing your research first. You can learn more about your prospects by browsing company websites or through social media outlets, like LinkedIn.
Implement A/B testing for your sales scripts.
It goes without saying that you should use a sales script (or at least a solid pitch outline) for your outbound calling campaigns. Although some businesses may think that sales scripts seem phony and don’t resonate with prospects, you simply can’t run a successful cold calling campaign without one.
But it isn’t enough to just run one script. Before you even launch your campaign, you need to develop at least two sales scripts for your agents to use. Use both of these scripts equally in your campaign, and track the end result of each call as you go. If you are using outbound call center software to manage your campaign, you should be able to track the success of these scripts with pre-determined call disposition codes.
Anticipate common sales objections and train your reps on how to respond.
No one ever said that outbound calling campaigns were easy. If you know what some of your prospects most common concerns or objections are, prepare answers for your sales reps to use. Your agents will feel more confident knowing that they have an answer for sales objections, and they’ll be able to keep the conversation on track.
Identify KPIs and benchmark agent performance.
Use key performance indicators to set standards for agent performance, and monitor how your sales reps measure up. Common KPIs for outbound calling campaigns include agent schedule adherence, average handle time, and conversion rate.
Schedule adherence is the total amount of time an agent is available divided by the amount of time that they are actually scheduled to work. This KPI can help you manage staffing costs for your outbound calling campaign.
Average handle time is the average amount of time that an agent spends on a call, including any hold time or transfer time. In order to make the most of your cold calling campaign, you want to ensure that agents are handling calls efficiently.
Conversion rate is how many sales or conversions your agents make divided by the total number of calls made. This KPI allows you to see which agents are able to quickly and effectively bring on new customers.
Invest in automated dialer software.
Keep your outbound sales agents working at peak efficiency with automated dialer software. An automated dialer, or a predictive dialer, sees when agents become available and automatically dials prospects on your list. Your agents won’t have to dial each number individually, so there’s little to no down time between calls.
Managing Successful Sales Campaigns
Looking for more information on how to handle outbound calling campaigns? Explore these related articles:
- Seven Benefits of Sales Scripts
- How to Coach Your Sales Team Using Call Center Software
- 5 Keys to Writing Successful Sales Scripts