It's imperative to keep changing tactics until you find that sweet spot. Its different for every business and this is where most fail. They try one approach and without adapting, determine that it doesn't work. Challenging things up until you find the "formula" the biggest contribution to success.
But for all the inspiration books, blogs, and even conferences can bring to a business development team, you’ve got to have a clear sales process for your BDC to follow. A method to the madness.
Now remember my previous article on how you should divide your sales team into specialised units?
- PC - Person with marketing background that manages process regarding lead generation, campaigns etc
- BDC - This person has a good understanding of the business and focuses 100% of their time on new prospect engagement via email, telephone etc. They manage the diaries of the Salesperson and pushes meetings towards them.
- BDM - This is the closer that now focuses on what they are good at; namely SELLING.
Get your copy of: The Predictable Sales Revenue Machine
This is becoming imperative as you want your sales people or closers spend 100 percent of their time facing clients, and not doing admin, prospecting or project management of some sort. These closers are an expensive commodity and if they are spending most of their time at the office, its counter productive and looses you money.
So, what does an example of an BDC roadmap look like?
Here’s his 12-day sequence of calls, varied emails, and social media touches:
- Day 1 – First call, with a voicemail
- Day 1 – Email with something interesting about League and something relevant & personal to the lead
- Day 2 – Call with no voicemail
- Day 3 – Resend the first email (This step has the highest reply rate in entire cadence)
- Day 4 – Nothing
- Day 5 – Call
- Day 5 – Content email (“Hey, I saw this and thought it’d be helpful…”)
- Day 6 – “Challenger email” (Focused on a problem we can solve)
- Day 7 – Phone call with voicemail
- Day 8 – Linkedin add (“Sent you a couple emails, just wanted to know if you saw them”)
- Day 9 – Call, no voicemail
- Day 10 – Twitter interaction
- Day 11 – Call, voicemail
- Day 12 – Business breakup (“If it’s not of interest, let me know so we can part ways”)
Underpinning thorough cadence is research and personality. You got to know how to talk to people…and why you’re talking to them. Know your product and your niche well. But always reach out with humility and respect.
You should have a strong point that you can help them before you pick up the phone.
Make sure you have a conversation. Don’t feel like you’re only asking questions just to get to the pitch. Stop, listen, and let their answers sync in. Figure out what’s really going on in their organisation before you move on. Just have genuine conversations and don’t lead with things that are directly related to your product.
These are critical factors because you might be working a lot of contacts, having a lot of conversations and passing on a lot of qualified opportunities.
A typical monthly funnel for the BDC might look like this:
- Work 100 contacts at a time
- Have 40 Discovery calls
- Book 25 Demos if you're in an industry where this is important
- Book 20 Sales Meetings
But although 20 Sales Meetings is the expectation each month, you should not be afraid to disqualify any of the leads. In fact, you should encourage it.
Keep hustling, but know when you’re not spending your time wisely.”
Download your copy of: The Predictable Sales Revenue Machine now!