5 killer ways in which Sales can use SMS texting for conversion

June 07, 2017
Priyanka Vermani

Nurture-Leads

Globally, 33[1] percent more people have access to mobile phones than to toilets! In 2013 that was 6 billion with access to mobile phones (and thus to SMS). Because of the huge potential behind text messaging, sales teams across industries are trying to make the most of it. But you need to have a proper strategy in place to leverage text messaging for selling. Your customers may have opted into your mobile messaging program because of your interesting offers, discounts, and coupons. You may also have integrated text messaging within your CRM to keep records of your conversations and understand your sales pipeline. But how do you finally make that sale? How do you ensure that the dollar next to the ‘opportunity’ in your CRM actually comes into your bank?

Use SMS to accelerate your time to revenue

Text messaging is the missing piece in the communications stack. Use it to drive relevant conversations with your prospects and accelerate your time to win.

1. One to One conversations:

76%[2] of consumers expect a salesperson to focus on their individual needs. Impersonal mass emails or cold phone calls tend to make prospects feel like just another number or a target for meeting a sales quota. However, SMS has the potential to be much more personal, enabling you to establish your position of a trusted advisor. Your one to one conversations need to be spot on especially when your prospects are moving towards making a final choice between you and your competition.

Student Follow-up by a University:

Hi Jenny, we hope that you enjoyed the Student Counselling webinar last week. Based on your GPA, you are eligible for 3 of our courses. Would you like to discuss over a call?- Jane

2. Personalized and Relevant interactions:

82%[3] of buyers view at least 5 pieces of content from the winning vendor. The salesperson can share relevant content over specific intervals of time to engage the lead and drive him towards closure.

Text for Demo Follow-Up:

“Hi Bob, thanks for being on the demo yesterday. You wanted to know use cases specific to your domain. Here’s the link xyz.com/nmk. Thanks, Susan.”

3. Marketing and Sales alignment:

Companies become 67%[4] better at closing deals when marketing and sales are in sync. After the monthly newsletter has been sent by marketing, salespersons get notifications regarding the content downloaded by their leads. A salesperson can use this opportunity to touch base with his leads.

Text to engage:

“Hey Jimmy! Do you have any questions about the latest software implementation trends in SaaS companies? Let me know — Sara”

4. Smooth integration of SMS in your overall Sales strategy

Sending 3 or more purposeful text messages after contact has been made with a prospect can increase conversion rates by 3 times[5]. You can intelligently weave SMS in your sales process to drive quicker decisions by prospects.

Text after a follow-up call:

“Hi Bob, Here’s the case study on lead optimization that you requested in the call. We can do a similar implementation for you. xyz.com/mm – Dave”

5. Clear messaging conveying a sense of urgency

Let’s accept it. You are using multiple communication channels so as to shorten your sales cycle. Texting shows that you have an important piece of information that you want the person to receive right away. For the receiver to give your message it’s due, ensure that your message is clear and conveys a sense of urgency.

Text to convert:

Hi Jenny, The 20% discount on our software ends this week. I would like you to decide quickly to avail premium support options & free installation. Let’s discuss over a call.-Jane

By texting prospects during your sales process, you’re 40%[6] more likely to convert them into clients. But the content, timing, and the number of texts should be dictated by actions taken by the prospect. In fact, a timely and relevant text message can make an undecided customer loosen his purse strings.

 


References:
[1] https://blogs.adobe.com/digitalmarketing/campaign-management/marketing-with-98-percent-read-rate-and-10-more-compelling-stats/

[2] https://www.salesforce.com/blog/2016/10/state-of-connected-customer-2016.html

[3] https://blog.hubspot.com/sales/sales-statistics#sm.0017ws3ab18e7damxih2k4njiah0p

[4] http://blog.marketo.com/2016/04/dynamic-duo-close-more-deals-with-sales-and-marketing-alignment.html

[5]: http://www.marketingprofs.com/charts/2013/10210/texting-prospects-at-the-right-time-boosts-conversion
Findings are based on some 3.5 million lead records from more than 400 companies from a wide variety of industries, generated in the first half of 2012. The organizations represented were randomly selected Leads360 customers. Milestone, call, and text data for those leads was collected through the end of the third quarter in order to allow enough time for contact and conversion.

[6]: http://customerthink.com/45-texting-statistics-that-prove-businesses-need-to-take-sms-seriously/