“Calling that same person again shows them that this call is urgent. It is important” – Lee Rozins in today’s Tip 481
How about you? Are you calling twice?
Join the conversation below and go check Lee’s LinkedIn post.
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Lee Rozins who is the Head of Sales at Cheetah. Lee posted the results of a test he ran with his team on LinkedIn that really got my attention. It was a little bit controversial, so I’d encourage you to dig into the comments, but here’s Lee explaining what he and his team did:
Lee Rozins: Hey Scott, this is Lee Rozins. I am the VP of Sales over at Cheetah. Cheetah is basically a food distribution company all over the Bay area and the West coast. We ultimately provide wholesale groceries and food ingredients to restaurants and people like me and you actually through our tech-focused app. I’m a big fan of what you’re about and how you pretty much consolidate all of these Sales Success Stories. So I’m super happy to share with you my most recent posts on LinkedIn that went pretty viral with a ton of discussion around it, I think for good reason.
So walking you through this, Scott. Ultimately, I’ve been getting a ton of phone calls from numbers I don’t recognize and I’m sure you do along with everybody else who follows and listens to the two of us. And basically, whenever I get one of these calls from a random number, there’s a very low likelihood that I pick it up, maybe around 10%. However, and this is just for me, but if I do see that same random number, call me back right away a second time, you know, there’s about a 50% chance that I pick it up.
So this definitely got me thinking and since my job and responsibility is to sell as much as we can. Driving revenue. Ultimately, you need to get the decision-maker on the phone as much as you possibly can. In order to accomplish that. I set out to simply put some data behind this idea that I had in my head.
So we ran a pilot, okay. And we called 100 mobile numbers in one day.
These mobile numbers were cell phones that we earned to get, and they were cell phones of small business owners. Most of them were restaurant owners.
So 50 of them we called once and then 50 of them we called twice within a short timeframe. This timeframe was probably about two to five minutes. Okay, so really bang, bang. The results were definitely eyeopening. The 50 that we called, only once, 16% of them answered the 50 that we called twice, 60% of them answered and the most important piece to note here was that not one of these people that we called twice was irritated with the second call. If they were, I want to have shared this with everybody on my LinkedIn and I would have thought this would have been ineffective to be honest.
But obviously, we spoke a ton about us being on top of our game and providing value from the very start, right? Being sharp as attack, a figure of authority, enthusiastic, all that fun stuff. So that we could avoid any irritation and it worked like a charm for us. And before we knew it, we were in the middle of sales pitches talking to decision-makers, which was the main goal that I wanted to prove here.
So the takeaway was pretty simple. Most people, right, myself included, maybe you, we do not want to pick up a number that we’re not familiar with, right? Let it go to voicemail. You know, must not be important. If I don’t have it in my phone, they can leave a message, a voicemail, I’ll get back to them if I want to get back to them. But calling that same person again shows them that this call is urgent. It is important. It’s much different than all the others, which you’re getting a lot of and therefore results in a much higher answer rate and really simply put, you just got an opportunity to pitch your product or service to four to five times the decision-makers in a day. And if you’re on your game, hopefully, your closing percentage is still the same, which would mean you are making about four to five times the number of sales like my testing team did when we did this.
Hopefully, this was helpful. You know, I speak my mind a ton on LinkedIn. A bunch of my coworkers and investors told me that I need to start speaking my mind on LinkedIn and in other channels a little bit more than just in my company because I’m a big fan of selling and truly doing everything I can to separate myself from everybody else out there. Hopefully this was helpful, Scott and cheers.
Scott Ingram: We’ll have a link to Lee’s original post, where again I’d encourage you to dig into the comments. That and a link to Lee’s LinkedIn profile are at DailySales.Tips/481 Check that out. Get connect with Lee, and come on back tomorrow for another great sales tip from Lisa McLeod. Thanks for listening!