Continually measuring performance is the surefire way to continually improve performance.
Continually improving performance continually improves revenue.
When measuring performance, it’s easy to stop at the surface revenue and deals closed/funded numbers to determine how you are doing. But these numbers are just the outputs of the sales machine.
They are what comes out the other end when you feed the sales machine correctly.
So what do we feed the machine to get revenue and deals closed/funded out the other end?
The inputs are the right sales activities. We have a lot of control over the daily doing of sales activities that drive performance and outputs.
According to Salesforce’s 2018 study, 92% of all b2B customer interactions are still being done over the phone. Even with technology continuing to evolve at a blistering clip, the phone is the number one tool for reaching customers.
Outbound attempts is where we start, and dials are the very first place we track on a daily basis to start compiling a sample size of inputs we are putting in the machine for the outputs we want.
The next place we look to track on daily basis is how many times we are actually reaching the decision maker with these dials.
Calling will involve voicemails, gatekeepers, disconnected tones, requests for “do not calls,” etc. Through all of these contacts or lack thereof, there will be contacts with the actual decision maker of the business, the merchant. This is a Reach.
It is extremely important to track reaches so that we can start to observe the pattern of how efficient and effective these dials are on a daily basis. They key objective to outbound attempts via calling is to reach the decision makers. Without reaching and engaging them, there is no sales cycle down the line that can generate deals closed/funded or revenue.
Let’s say you make 100 dials today and generate 10 (decision maker) reaches. Hmm.
And…let’s say you’ve been doing this AND tracking it for a while and you find that your average per day is about 100 Dials generating about 10 Reaches.
Even if the quality of nothing improved moving forward, you could extrapolate this forward and forecast that for every 10 Dials you make, you can expect to generate 1 Reach with a decision maker.
How has tracking reaches improved your game?