Every company is looking for ways to improve sales performance. Traditional sales teams will typically use phone calls and emails to contact their leads. Amid fierce competition in a brutal fight for a prospect’s business, salespeople need every strategic advantage available in order to help them close more deals for their own commission checks and the company’s top line. With 26 billion (Statistic Brain) text messages sent per day in the United States and a 97% open rate, SMS has become the most obviously underused tool in the sales toolbelt. Text message marketing is no longer just for restaurants, services and retail businesses. Enterprise customers with large sales floors can also benefit greatly from using SMS.
Don’t Spray and Pray
CRM company, Velocify, studied nearly 3.5 million leads from a wide range of industries and accumulated a couple very compelling statistics. First, Text Marketing increased conversions. Their research found that prospects who are sent text messages convert at a rate 40% higher than those who are not sent any messages. Ok, you probably assumed that and you knew it was coming.
This second point is where it gets good: When you text matters. A lot. Remember, texting is a very personal communication medium to most consumers. We have grown accustomed to receiving cold calls from salespeople but we don’t want cold texts coming into our sacred SMS app. In fact, texting a sales lead before contacting them via phone decreased the likelihood of ever contacting that person by 39% and led to an overall decrease of 4.8% in conversions. The big takeaway? Don’t cold text message people in a “spray and pray” manner.
Text Marketing is not the Silver Bullet
SMS delivery and open rates far exceed email and phone calls. However, that does not mean every sales manager should replace their entire sales team with a text marketing service. Phone or in-person touch points are critical to making text marketing work in an inside sales environment. Here’s why:
- Those who used SMS for communicating before and after contacting a lead via phone experienced a 19.6% increase in conversions.
- Those who only texted after making phone contact experienced a 112.6% increase in conversion rate.
Text marketing is a proven tool to help sales teams increase productivity. Each business and sales process is unique. When combined with your existing email and phone sales strategy, text message marketing can take your revenue to new heights. It will require a bit of optimizing to find the cadence or rhythm that works best for your team but once it’s dialed in, be prepared to write some big commission checks!