Almost every salesperson has a different technique for selling. Call first, then email, or call every other day, then email the third day of the month, or contact on Tuesday at 3 p.m. No matter what the methodology, there is one fact that is too commonly overlooked — nothing drives sales more than persistence. If your sales team does not make repeated contact, you are only capturing a fraction of the opportunity. This is nothing new, in fact, studies have shown this over and over again throughout the years. So why is it that most salespeople (roughly 90 percent) only make three to four contact attempts, when most sales (80 percent) occur on contact 5-12? The answer is almost always time. It takes a lot of time and energy to manage a large number of leads, especially when you factor in multiple contacts over 12-18 months for each. This is where technology comes to the rescue.
Sales and marketing automation, drip marketing, and sales drip campaigns, all refer to pretty much the same thing — managing lists of contacts and automating the communications to them over time. The most basic form of these campaigns would be monthly newsletters, or the daily news updates you get in your email each morning. But there are many more advanced drip campaigns that can be built and managed for prospecting, selling, and even managing existing customers. With new tools allowing you to build complex scenarios and rules, you can create some very advanced initiatives. But remember, the power is in creating valuable ongoing messaging that nurtures your leads over time.
Below is an example of a marketing lead multi-drip campaign. This type of campaign will initiate contact, introduce the business, move leads around based on email opens, link clicks, website visits, or email responses, and finally place contacts into a lead nurturing or warm calling stage, where they are primed and ready for contact. The entire scenario can be deployed to thousands and thousands of leads, leaving your sales force available to close business, not manage emails full-time.
The example above is pretty simple to set up and manage. But you can also introduce a number of additional complexities like personalization and segmentation to really help increase activity. Whatever you do, just remember you need to send valuable content. You are asking for their time to read and interact with your message. The least you can do is make it worthwhile for them.