As we begin dialing through our database, we want to pause periodically and analyze what is working and what is not. One of the most important aspects of appointment setting is creating a feedback loop that allows for process improvement.
We find it is helpful to have a weekly management meeting or what we like to call CIM (continuous improvement meeting) with our client to reflect on the positives and negatives of the past week and ensure the message and database are validated. This feedback loop can be quite beneficial to gather real-time insight as well as to keep the SDRs accountable to their sales development goals.
There are three points you should look for during your weekly retrospectives:
#1 Validating the Message
The best way for you to know if your messaging works is by dialing through your database. If your sales development team observes that your elevator pitch or unique value propositions aren’t well received by your target persona, you will want to refine your messaging.
Back to our Human Resources software example: After we cycle through our database of HR Managers and Directors in relevant companies, we find that the message of “providing more reliability, better visibility, and organization” doesn’t hit on the main pain points we originally assumed. Through prospect interactions, our team realizes the HR personas are universally struggling with scalability and current SaaS HR platforms are clunky and on a per-user license. Our software has a flat rate instead of per-user license and that is a key way to differentiate our product as well as speed and reliability. We decide to pivot to focus our message on that pain point. As a result, more HR directors can resonate with our UVP and we set more sales appointments. Learn more
This is a prime example of how refining your message while gathering market-feedback can drive efficient sales development. You want to put some cycles into the database to see if the message sticks and the personas are relevant and then pivot if necessary.
#2 Verifying the Database
There is no such thing as a perfect database. However, there are some techniques that you can implement to ensure the accuracy of the database.
The most practical way to scrub a database is by calling through it.
If a majority of your sales development outreach is turning into 86’s (bad contact information), then you may be spinning your wheels due to an inaccurate database. In this case, you can pivot with new information by getting a new lead source or augment the list.
But remember, just because the email is bad, doesn’t mean your prospect isn’t at that company. Companies change email nomenclature often, so you will need to work extra hard to make sure your SDR team has current information.
#3 Receiving Feedback from Sales
The last part of the feedback loop is staying aligned with the sales team. Once your sales team has had appointments, you will want to ask them questions about the meetings and look for correlations between successful meetings and vice-versa.
The goal is to gather data and information about prospects that convert, so that you can look for those type of personas in the future.