Staffing Business Development Strategies Must Evolve in Order to Thrive in the New Buyer-Driven World
By Gerry Gadoury, Founder & CEO of Influence Understood
Ah, the cold call… Every salesperson’s favorite lead generation activity. (Sarcasm Font!)
Many (Many!) years ago when I started selling Technology Staffing Services, the cornerstone for every salesperson’s new business development strategy was the cold call. Back in those days, prior to LinkedIN, DiscoverOrg and other research tools we did very little, if any, pre-call planning, and, because of that, we were able to do a very significant volume of calls per day.
How many? Early in my career my manager expected me to make between 100-125 dials per day. And for that effort I would typically be rewarded with between 20-25 connects per day. Yes, you read that right, 20-25 connects PER DAY.
Today’s market is wildly different. How different? The seller-to-buyer relationship has changed. The buyer now wishes to be in control of their purchasing journey. I have read countless blogs and research reports stating that today’s buyers wish to do up to 80% of their research before ever wanting to talk to a vendor sales representative. As a result, in most markets, salespeople are experiencing 1 in 35 to 1 in 40 connect to call ratios. That represents an increase in dials to connects of more than six times what I experienced at the beginning of my career!
Ask yourself how many outbound calls your salesperson would have to make to get enough connects to feed a sales pipeline and then ask yourself how that math could EVER work!
Managers are far more difficult to reach. Regardless of how well thought out your introductory call strategy is (or ANY cold outreach!) if the intended target doesn’t pick up, listen to your voicemail, or reply to your email then what good is it?
Am I saying that cold calling and cold outreach is dead?
No, I’m not. But I am saying that it needs to be part of a much larger whole—a part of the new sales and marketing mix needed to reach today’s buyer. Your new business development strategy needs to evolve beyond using simple cold outreach if you are going to keep pace with a market that finds connects harder and harder to achieve as managers become more difficult to engage.
Join Maurice Fuller, StaffingTec Founder and President, and me on Tuesday, August 28th for a free webinar on The Evolution of Staffing Industry Sales – Moving Beyond the Cold Call. During this online event, we will discuss these new strategies and how you can start using them in your business today. Space is limited. Reserve your seat today! https://attendee.gotowebinar.com/register/2303167190533195521