The review comes before the calls
- Take 50 conversations that broke off.
- Mark the stage where it happened.
- Count how many of them had price come up at all.
- Count how many had more than two touches.
- Look at how many never got a reply in time.
It often turns out that part of the «dead» base is people who simply never got an answer. What works with them is an apology and a new offer.
Reasons that work
- changed terms: price, lead time, configuration
- something appearing that did not exist before: a model, a service, a payment option
- the deadline the person named themselves running out
- a specific proposal for their job
The order of a calling round
- Take a small batch: fifty contacts.
- Run it with one rep on one script.
- Count the result: how many answered, how many reached a conversation, how many bought.
- Fix the script.
- Only then take the rest of the base.
Breaking this rule costs people dearly: a mass calling round on a bad script produces no result and damages how the company is seen by the very people who might still have come back.
What not to do
- do not send everybody the same text with no segments
- do not open with «we have not forgotten about you»
- do not push a deadline you invented
- do not call anybody who asked directly not to be called
What to measure
- the share of people who answered
- the share who reached a conversation about price
- conversion to payment on the batch
- the share of opt-outs and complaints