How do you get executive buy-in? This is a question nearly every BtoB sales person has to wrestle with.
In many cases the BtoB sales person will hear these words on the other end of the phone: “I love it, I just need to convince my boss.”
We hear this a lot with call tracking, for example.
This article is designed to help you convince your boss that call tracking is a worthwhile investment for your company. You need to show him/her that call tracking will preserve resources, improve your ROI, and ultimately improve revenue. It is an indispensible tool for your team.
Here are some approaches to use to convince your boss.
The Math and Metrics Approach
If there’s one thing the C-Suite will appreciate and respond to it is cold, hard data. The metrics don’t lie.
The research shows that calls convert to customers 12x to 15x more than web leads. Do you know how many calls your PPC ads produce, what about your organic searches, or retargeting?
Did you factor phone calls into your most recent ROI calculations?
Your CEO needs to know that the math and metrics are simply not complete, they are not whole, until you’re using call tracking. Your CEO, your marketing team, your company, simply cannot have correct ROI data without call tracking.
It just isn’t possible.
The Poor Me Approach
Your competitors are using call tracking. Most of them anyway. They have visibility into their marketing data. They know how many calls their PPC ads produce. They optimize based on this data.
They know how many calls their last direct mail campaign produced. They even know how many calls their organic traffic is producing–and even which keywords are producing the traffic!
They are optimizing everyday.
Plus with call recording, your competitors are improving their phone close rates. They’re closng more calls than you are. This is statistical fact. Companies that track phone performance get better phone performance.
You don’t have the tools your competitors have.
You can’t work in these conditions! Poor you!
The ‘Marketing ROI’ Approach
Marketing is all about optimization. There is simply no way to optimize campaigns without call tracking.
Your boss will appreciate this.
You want to waste less money on marketing that doesn’t work.
Right now, without call tracking, you don’t know if specific campaigns or marketing efforts are working or not. You just don’t know.
You don’t know if they have a positive ROI. In the end, call tracking is all about proving ROI. It is about measuring what works and what doesn’t work.
The ‘Close Rate or Phone Skills’ Approach
If your boss isn’t moved by any of the marketing-centric arguments outlined above, perhaps he will be more receptive to a phone skills argument.
Did you know that almost as many companies use LogMyCalls to track phone performance as they do marketing ROI and metrics?
True story.
Management needs visibilty on what happens during the phone call. They need to know if employees are succeeding or failing on the phone.
Our data shows that phone close rates for most businesses are below 30%. That means that 70% of callers don’t end up buying, or even ‘escalating’ during the call. 70% of inbound calls are failures.
This doesn’t have to happen. It can get better. Your boss will care about phone skills if he doesn’t care about marketing data.
Heck, think of the increase in revenue if only one more deal were closed per day because of phone accountability.
