In a coaching call early this week, my client asked me a marketing question that I hear quite often but never wrote about until now. To answer their question, I am going to divulge research results from a study we did here at Kurlan & Associates that up to this point, has not been widely shared by Dave Kurlan, who conducted the study.
We get a lot of marketing questions but it should be noted that our primary area of expertise is sales and not marketing. We are concerned with the “top of funnel” hand-off from marketing to sales, however. And we are also concerned with the role that marketing can play to position products and services in alignment with sales messaging so salespeople will have better conversations. That's why we tend to get questions related to this crucial hand-off period.
So what was the question? It was this: “Would it help our cold-calling efforts to send out a brochure to prospects prior to calling them?” Have you ever asked that question? Have you tried it? Did it work? I bet it did. But I bet you’ll be surprised by the results of our study.
Here’s how the study worked. We divided prospects randomly into three groups. Let’s call them Group A, Group B, and Group C. To each group, we either sent a brochure ahead of the cold call or we didn’t, according to this schedule:
To Group A, we instructed our client to make a normal cold call. We did not send a brochure prior to this call. This was our “Control” group.
To Group B, we sent out a brochure to prospects. We then followed up with a call that started with, “Hi, this is so-and-so from such-and-such. Did you receive the brochure I sent you last week?”
To Group C, similar to Group A, we did not send a brochure, but we made a cold call and instructed our client to start the conversation with, “Hi, this is so-and-so from such-and-such. Did you receive the brochure I sent you last week?” If you noticed that Group B and Group C said the same thing, then you are one very astute reader.
So Here’s the Summary
Group A: No brochure sent. Cold-called the prospect.
Group B: Brochure sent. Followed up with a call asking if they got the brochure.
Group C: No brochure sent. Followed up with a call asking if they got the brochure.
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And Here’s the Results
Group A, the cold-callers, were able to convert the call into a meeting one out of 10 times. 1 in 10.
Group B, the folks who sent the brochure out first and then followed up with a call, did much better, converting twice as many calls into meetings. 2 in 10. So now you know the answer to at least one question. It’s better to send out a brochure first and then call. You will have a much better conversation rate than simply cold calling by itself.
Putting ethics aside for a moment, there are two reasons why you might want to try what Group C did – either you are pressed for time and don’t want to wait for a mailing, or you are short on stamps and don’t want all that return mail clogging your actual brick and mortar (or aluminum) mailbox. There’s a third reason I should mention that you might want to try what Group C did, which is that their conversion rate was three out of 10 calls. 3 in 10. This is 50% more than group B and 200% more than Group A. This result surprised us. We were expecting it to be the same as Group A and certainly no better than Group B.
How can this be? There are a few explanations that appear to be at work in Group C and not in the other two.
- Group C knew in advance that the prospect hadn’t seen the brochure so there was no worry about their opinion of it
- They had a useful conversation starter
- The prospect, feeling a little guilty for not seeing it, might have given them a little extra consideration
- Knowing the prospect’s answer ahead of time gave the salesperson more confidence
So now let’s get back to ethics. Do you really want to start off your relationship with your prospect with a lie, acting as if you did something you didn’t do? Keep in mind that with Group C, there was no brochure sent at all. What made the difference was the mindset of the salesperson.
So how can we learn to bring the more successful, Group C mindset to the call every time without dishing all the bullcrap? Which skills and what hidden weaknesses might be holding us back?
- Do your salespeople develop early rapport?
- Are they confident and credible?
- Do they ask questions easily, and listen carefully?
- Are their positioning statements aligned with prospects real issues?
- Can they create urgency?
- Do they recover from rejection quickly?
- Do they have excellent sales posturing?
How many of your salespeople can be developed to hunt and close new business effectively? How well does management coach them and hold them accountable? How motivated are they and what actually motivates them? Are you training the right people? How many cannot be trained? If these are top of mind questions for you, a sales force evaluation will answer them. Click here if you would like to learn more about that.
By getting salesperson selection right, training and coaching existing salespeople, and ensuring alignment with leadership and corporate goals, you will improve the quality of your sales organization. You will improve sales efficiency, preserve margins, and create more success for you and your people.
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