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 not reactivation but 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, rather than a general promotion
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