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VisibleGains Use Case: Start the sales conversation in email

Posted by Carrie on 26, Jan, 2012

One of the hardest things for sales people to do when prospecting is to communicate the benefits of their solution to the right stakeholder—especially knowing they’ll likely be communicating first through a gatekeeper.

According to research conducted by The Bridge Group, Inc., on average it takes 9.3 touches to get the first meeting.   And, you need that first meeting to start the sales conversation, right?

TimeTrade

Not necessarily.  TimeTrade didn’t.

They were able to send a single email with content so compelling it was digested and shared with 10 others before the first meeting—which, by the way, TimeTrade successfully secured within 10 days of sending the email.

Situation
TimeTrade President and CEO Gary Ambrosino craved a new way to open doors.  He was excited about the idea of including video in email to personally connect with prospects’ pain points and highlight bottom-line impacts of using TimeTrade’s online scheduling system.  In the short time it takes to view a video, Gary was confident he could present TimeTrade’s value proposition and actually use its scheduling product in the associated call to action to motivate prospects to book a first meeting at the very moment they were jazzed about the offering.

Solution
TimeTrade used VisibleGains applications and best practices to create a single communication including:

  • A personal video introduction with an animated overview; and
  • A set of actions the prospect could choose to do such as:
    • watching a product demonstration,
    • learning more from information presented on the TimeTrade website and
    • booking a meeting.

Results

  • One email sent to one person who shared it with 10 different people generated 14 views
  • 10 Days later, TimeTrade had a booked meeting
  • 90 Days later, TimeTrade had a signed deal

“With a single link, our sales rep in the prospecting process was able to reach and touch 10 people, leading to closed business.”
- Gary Ambrosino, President and CEO, TimeTrade 

Conclusion
Getting a first meeting is a key milestone in the selling process, often requiring Herculean effort and tons of guesswork by salespeople about the right time to follow-up.  The initial back and forth exchange between a sales person and prospect kicks off a salesperson’s direct involvement in the prospect’s buying process.

Salespeople open doors and earn the right to subsequent interactions when they demonstrate a persistent understanding of their prospect’s pain points.  Sending compelling content and following up when a prospect is engaged with it (thanks to the alerts sent by VisibleGains in this example when email is opened and content is read) helps salespeople get the first meeting, advance the sale and close the deal.

Are you taking full advantage of the opportunity to start sales conversations in email?

TimeTrade is the world leader in online appointment scheduling systems used by businesses to create new customers, accelerate the sales and service process and make it easy and fast to respond to customers—24/7. TimeTrade’s scheduling software solutions are built on the flexible TimeTrade Appointment Cloud SaaS platform that has the power to scale up to meet the real-time scheduling demands of the largest deployments.


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