7 Steps to Optimizing Your Salesforce with Call Tracking
3 minute read
Convirza does something that has never been possible until now.
It allows you, with precise statistical accuracy, to match a sales rep to the exact prospect that is most likely to buy from them. This is not based on a subjective guess. It is based objective analysis and data. Optimizing your salesforce starts with insights and understanding.
Think of the power in that!
You can match the people in your salesforce with ideal prospects in 7 steps.
The first thing you have to do is get a tracking phone number from Convirza. Here’s how call tracking works. Specific phone numbers are assigned to specific pieces of advertising or marketing. For example, each email marketing campaign is given a specific tracking phone number, direct mailers are given another, specific PPC campaigns are given another, etc. etc.
This allows Convirza to show you which ad campaigns are generating phone calls and which are not.
These calls are, of course, answered by your salesforce.
Convirza allows you to track the result of each call. For example, did the call result in a sale? You can track that with Convirza. Easy.
Convirza generates a buddle of valuable reports. There is a report that will show you the close rates for each salesperson. That’s easy. Now, let’s take it one step further. Let’s combine that data with information from each tracking number. You can produce a report showing the close rate for each salesperson, for each tracking number.
Why is this a big deal?
Well, let’s say your sales rep ‘Jim’ is closing 13% of his calls generated by a tracking phone number associated with an email marketing campaign. But, he is closing 48% of the calls from a specific tracking number associated with a PPC campaign.
Let’s say Frank is closing 31% of his calls from email marketing campaign tracking numbers and only 10% of his calls from specific keyword PPC campaigns.
Are you seeing it yet?
Now, the magic happens. Because we now know that Jim closes significantly more calls that come from certain PPC campaigns, and Frank closes significantly more calls from email marketing campaigns; you assign Jim every call from PPC and Frank every call from email marketing. You can adjust all these things, easily in Convirza, by the way.
You are optimizing your salesforce.
This is huge!
Suddenly, 100% of the phone calls your sales staff receive are directly in their area of statistical strength. And remember, this is a basic example. You can use the same tactic with call centers, large sales forces, and small sales forces. Matching reps with their strengths will revolutionize sales. Period.
How else could you follow the same principle? If certain email, PPC, direct mail or traditional advertising campaigns target a specific demographic or customer type, you follow the same pattern and match successful salespeople with the customer type or demographic where they are having the most success. (Again, this is based on numbers, not on guesses).
Suppose you assigned tracking numbers to specific verticals your company targets. Every piece of marketing targeted to the automotive industry, for example, gets one tracking number.
Every piece of marketing targeted to the swimming pool industry gets another tracking number. Every piece of marketing targeted to medical executives gets another tracking number. Follow the same formula, and match salespeople with the vertical in which they are having the most success.
You see the pattern by now, right? You could assign one tracking number to every piece of marketing or advertising in a certain geographic area. Follow the same formula and match salespeople with the tracking number (geographic area) with which they are having the most success.
Even if this improves each reps close rates by 5%, that’s huge!
We are talking about fundamentally changing the way you think about sales. We are talking about using marketing-style analytics and metrics to optimize sales.
Marketers have it easy. They see charts and data and numbers and are able to tweak campaigns and strategy based on what the analytics are telling them. They move resources around to optimize marketing. Now, you can do the same thing with sales.
Be honest, you’ve thought about which of your salesforce might be better at dealing with certain customers. Now you can know for sure, and you can do something about it. You can optimize.
Can you say awesome?
Published Mar 29, 2018