While psyching yourself up to make that first dial of the day may be the most daunting part of cold calling, MAKING the calls is NOT the ultimate sales goal for most organizations. Setting QUALIFIED APPOINTMENTS and CLOSING SALES are what impact your organization’s bottom line. Understanding the full sales process and knowing (and monitoring) your KPI’s will help you meet your ultimate sales goals.
KPI’s are ‘Key Performance Indicators’ – clear, specific actions YOU need to take, during a specified time, to achieve a specific outcome. In the example above, picking up the phone and making calls IS key, but the specified desired outcome is to set appointments with qualified individuals and then to close sales with those prospects.
If you are responsible for making that first call, your KPI might be to make X number of calls per hour, day or week. If the other subsequent metrics are falling or failing to be met, this number may need to be increased.
Are you responsible for setting appointments? That KPI might track the number of calls that result in an appointment. If this number slips, go back to the initial call script and make sure it is solid. Re-work that as needed to ensure the calls you are making lead to appointments.
The next metric to track would be the number of appointments that are converting to actual sales. If you find this number slipping, you don’t necessarily need to make MORE CALLS (though that may help increase your odds) but you need to work on the delivery and content of those calls so that when you are setting appointments, they are with people who are truly QUALIFIED to close a sale. Clearly identifying your goals and monitoring your progress towards those goals is KEY to ACHIEVING them! Knowing and monitoring YOUR KPI’s (Key Performance Indicators) will help you stay ON TRACK to meet and exceed your sales goals.
Are your calls not converting? Need help with your scripts or to tune up your teams’ delivery? Give us a call – our training programs can boost YOUR team’s results.
And if you still need help, WE LOVE COLD CALLING! Give us a call at 908.879.2911 to see how WE can make calls for YOU!