Want More Sales? Check Your Email

By Peter DeHaan, PhD

If it’s your job to obtain clients for your call center, I have a secret technique to increase your closing ratio and success rate: check your email. Seriously.

I suspect that there’s a better than even chance that you are missing leads, spurning prospects, and losing sales – all because of email. If you don’t believe me, I have proof.

On the Connections Magazine website, I list outsource call centers. There is an expanded version of the same information on the website Find a Call Center. All the data listed has been directly submitted by the call center themselves, be it the owners, marketing managers, or sales professionals.  [List your call center.] The one thing they have in common is that they are all eager to receive leads and make sales. Once the information is submitted, I review it, verify that the information is relevant, and then post it on both sites.

I verify listings annually and recently sent out the verification messages. The lack of response — and the slowness of response — was appalling. Emailing sales contacts at 188 call centers, only 48 (25%) responded to my first email message, while 21 (11%) of the addresses generated a failure notice. The majority of those responding did so the first day, but many trickled in over the next week.

I sent a second email message to the remaining 119 non-responders. This time 16 (13%) responded, with 4 (3%) generating a “delayed” message, eventually “giving up.” One third of the responders did so within one day, with the rest taking up to five days. A third and final email was sent out to the remaining 103 call centers. This time only 5 (5%) responded.

Someone might assert that sales inquiries take precedence over my verification email, but does this somehow justify never responding? That is unacceptable. Remember, if my verification request is ignored, they lose their listing and all subsequent leads.

In summary, only 37% responded at all — only about half did so on the same business day; 13% had non-working email addresses (“failures” or “delayed”); an entire 50% were seemingly received but ignored.

If your call center marketing strategy and sales staff relies on email inquiries for lead generation, prospecting, and sales, then these are indeed sobering numbers.

[Posted by Peter DeHaan for Connections Magazine, a contact center publication from Peter DeHaan Publishing Inc.]

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