Stop Being A Creep! Why Email Tracking Is Useless Without A Sales Strategy

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Information about Stop Being A Creep! Why Email Tracking Is Useless Without A Sales Strategy
Technology

Published on February 27, 2014

Author: HubSpot

Source: slideshare.net

Description

Stop creeping out prospects with your sales emails, and start engaging instead. Here's a SlideShare that will show you how.

STOP BEING A CREEP! WHY EMAIL OPEN & CLICK TRACKING IS USELESS WITHOUT A SALES STRATEGY.

Here’s how sales outreach once felt.

Here’s how sales outreach once felt. You send an email.

Here’s how sales outreach once felt. You send an email. And that’s it.

You have no idea what happens after that email is sent.

Now Sales Reps Can use Technology To know when SOMEONE ...

Now Sales Reps Can use Technology To know when SOMEONE ... Opens your email.

Now Sales Reps Can use Technology To know when SOMEONE ... Opens your email. Clicks links in your email.

& SO REPS CELEBRATE HOW MANY PEOPLE INTERACT WITH THEIR EMAILS!

& SO REPS is is t th Bu CELEBRATE HOW ay ng w MANY PEOPLE wro the ure INTERACT WITH eas to m s. THEIR EMAILS! ces suc es sal

You need an effective strategy for what to do next.

What do you first say to someone who opens your email?

What do you first say to someone who opens your email? What do you say second?

What do you first say to someone who opens your email? What do you say second? How do you build rapport and trust to help increase velocity?

How do you use all of these signals to take an action that empowers your prospect and allows you to get what you want?

Here’s the 3-step sales strategy we’ve found works: 1 Measure Engagement. 2 Call fast. 3 OPEN WITH CONTEXT.

1 MEASURE ENGAGEMENT.

Think of it this way.

Every tracked email is a seed waiting to grow.

This engagement is a measure of velocity. “Tim suggested we connect.”

This engagement is a measure of velocity. The more times a prospect opens and clicks my content, the better the chance for further engagement. “Tim suggested we connect.” “Tim suggested we connect.” “Tim suggested we connect.” “Tim suggested we connect.”

This engagement is a measure of velocity. The more times a prospect opens and clicks my content, the better the chance for further engagement. “Tim suggested we connect.” “Tim suggested we connect.” “Tim suggested we connect.” “Tim suggested we connect.” If there’s no engagement, then why should sales bother him? “Tim suggested we connect.”

Yet, many salespeople still set arbitrary followup dates. act again C ont mont hs. in 6

Many salespeople set arbitrary “engagement dates.” But why force a date w hen ytou can ac again C ont mont hs. in 6 engage naturally?

Email signals measure a prospect’s engagement with your business over time – so you can contact them when they’re actually interested.

Email signals measure a prospect’s engagement with your business over time – so you can contact them when they’re actually interested. GET SIGNALS FOR FREE NOW Don’t have email tracking techno logy?

Now use that series of engagement in your outreach!

2 CALL FAST.

The odds of calling to contact a lead decrease by over 10 times in the first hour.

WE BELIEVE THE SAME STANDS TRUE WHEN PROSPECTS INTERACT WITH YOUR EMAILS.

Hi Sam, Pleasure chatting today. I thought I’d quickly followup with some additional resources for you: - LINK TO HELPFUL RESOURCE - LINK TO HELPFUL RESOURCE Best regards, Mike Just be sure your emails aren’t product pitches – provide links to helpful content instead.

Now it’s time to use this context in a sales call.

3 OPEN with context.

Here’s an example roleplay of how this sounds in action.

PART 1 [Sales] "Hey John, this is Mike over at Culture Company ... am I catching you at an alright time?" [Prospect] "Wow, Mike, I was actually just reviewing the email you sent over earlier. Great timing." [Sales] Excellent, I will be brief. I noticed you were checking out some of the information around the link I sent on improving company culture. Wanted to circle back and see if there was anything you had questions on, or if there was further information I could point you towards that would be helpful ...

PART 2 [Prospect] "Well, we started by eliminating time tracking, and we’re also putting plans in motion to do team lunches on a weekly basis. Its a journey we are taking day-by-day." [Sales] "Interesting ... Many people I’ve spoken with recently are implementing a similar team lunch idea. What they’ve found is by supplementing that with other voluntary benefits, they’ve been able to achieve their goals in much less time. Is there a good time for us to connect this week and I can show you a little more about how we help companies achieve better work/life balance for employees?” [Prospect] "Sure, how about 10 AM tomorrow?"

And there you have it. 1 2 3 Measure Engagement. Call fast. OPEN WITH CONTEXT.

Now you can celebrate.

... but wait a second.

’t this Isn super creepy & rusive? int

Well, marketers have been tracking emails since early 1990s.

Isn’t i t time we ga ve sa les that s ame techn ology ?

We think so.

Give sales the technology they deserve – download Signals today. GET SIGNALS FOR FREE NOW

“Signals lets me see when leads are interested in me in real-time. This is a game changer.”

Michael Pici PRODUCT MANAGER, INBOUND SALES @MichaelPici Anum Hussain MARKETING MANAGER, INBOUND SALES @anum

Thank You. CLICK TO SHARE THIS PRESENTATION!

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