What is one of the most important things you can do before starting an outbound marketing campaign? If you said “get organized,” you are right! Details like system setup, scrubbing data, etc., are often overlooked before starting sales campaigns. To get the best results, handle these five administrative steps before you start dialing, and maximize your sales conversion rates.
Step 1 – Goal-Setting To Take Your Sales Conversion Rates Higher
The first administrative item on your to-do list should be goal-setting. Setting goals first will allow you to decide how to manage the rest of your administrative setup. It will also help you establish a good process for conducting the outreach when it’s time.
From a systems perspective, this is an example of how goal-setting will help. When you look at your goals, you might realize that your lead count is low, and manual dialing will suffice. Or, you might have a high volume campaign that requires a dialer to speed up your progress.
Goal-setting will also help you judge how many hours, people, and other resources you’ll need to hit your desired sales conversion rates. Look at it this way. When you embark on a journey, do you have a final destination in mind? Or do you wander around aimlessly and let happenstance guide you?
Having a mapped-out plan end goal in mind is always more effective than just setting out without direction and hoping for the best. Your outbound marketing campaign is no different!
Step 2 – The Technical Setup
After completing the goal-setting step, you’ll have the foundation you need to determine what your technical process should be. So, technical setup is the next administrative task you’ll tackle.
Here is where you’ll ensure you have the tools ready to attain your sales conversion rates. You’ll implement your scheduling technology (Calendly, Gmail or Outlook calendars, and the like), phones, spreadsheets, automation programs, etc.
As you set up your systems, be sure to document how to implement them in your workflow. Then, activate and test all the working parts before you press “play” on your outreach. This final check will prevent awkward glitches and inefficient slowdowns during outreach.
Step 3 – Creating Data Collection Fields
At a granular level, the technical set up includes setting up your database for data entry and extraction. While it’s technical, the field setup is important enough to be considered a separate step. The extraction piece relates to reporting, and we’ll dig deeper into that shortly.
From a data entry standpoint, think about what information you want to collect from prospects. Make sure you have fields to gather that information in your CRM or database. If not, create them, and ensure that you can filter on them for continued outreach and analysis purposes.
Finally, if you plan to bulk upload data into your CRM, ensure that your data source format aligns with your system’s fields.
Step 4 – Formalize Reporting Process to Monitor Your Sales Conversion Rates
We’ve all heard the sayings. How do they go? If you want to control results, you must be able to measure them!
Your goals are in place, and so is the format to track your data and results. It’s time to build your report. Your report should be easy to read, allow you to manipulate the data, and pre-scheduled to run on regular intervals. Doing all of the above will allow you to make timely adjustments with your business development team.
Step 5 – Scrubbing Leads
Unscrubbed data is one of the worst culprits of low sales conversion rates. How can this be, you ask?
To paint the picture for you, business owners can be super excited at the beginning of a campaign because they have a massive list of leads. But, when the results don’t meet expectations upon investigation, it’s often because of low-quality data.
Data issues include wrong phone numbers or email addresses, duplicates, outdated decision-maker information, and more.
Consequently, the business owner provides their hugely promising list to the sales team, thinking a ton of biz dev is about to happen. With unscrubbed leads, what actually happens is a lot of starting and stopping. The sales time has to spend time gathering new information, disqualifying leads, and other inefficiencies that severely cut into outbound activity ROI.
Now we’ve talked about why you shouldn’t skip the data-scrubbing step, let’s address how to scrub your data. You can use tools to validate phone numbers and email addresses; these are steps a computer can handle to speed up data cleaning. A human can also run quality checks by spot-checking various fields of the data, or other methods.
Now, It’s Go Time!
You’ve now taken the administrative steps you need to get your sales underway. We know, for sales people these task aren’t always the “fun” part but they are easy with the right amount of forethought. Plus, you’ll love how much easier it is to achieve the sales conversation rates and goals you’ve been dreaming of!