The FASTEST Way To Scale Your Outbound Sales (Live Example)
Matt Ryder walks through scaling outbound sales with live examples, covering metrics tracking, dialing strategies, and call disposition analysis. He focuses on data-driven techniques for sales teams to improve their process and hit targets faster.
Leads are getting more expensive. It's getting harder and harder to actually get a hold of them. So what I'm going to do today is teach you the actual things that you should be looking for when you're outbounding your leads. Hi, my name is Matt and I've done a whole bunch of outbound for a lot of people. I used to own a business called 7th Level. We grew that to the largest sales training organization in North America from a B2C standpoint. I've also run a couple of hundred million dollars worth of sales myself through a bunch of different companies. And the predominant methodology that I've used has been outbound sales. And the reason for that is that it's a heck of a lot cheaper to get phone numbers than what it is to get booked calls. And so you can sort of muscle your way through it. So what I'm going to teach you in today' video is the actual metrics that I look for. And I'm going to go on and show you some dashboards of things that I'm looking for and what those things actually mean and what you can ascertain from them and how you can start to increase your own outbound if you're doing yourself, if you're a manager, a business owner watching this, how you can actually use some of the metrics that you have available to you in order to, you know, make your outbound better. Okay, so we're just going to get straight into it.
All right, all right.
So what I've got here, okay, is I've got my own dashboards in our dialer IO, okay. And I'm going to be going through a couple of different businesses of which the names will be blurred. Okay, Now Christmas is a weird time, so we're just kind of going to go through a bunch of different days. Okay, so now new leads coming in. This is really important because I want to make sure that our actual leads are being hit more than once per day.
Right?
So seven times in seven days is the maximum, but three times in one day is the maximum daily. So realistically, like, you know, this, the dialing number that I have really needs to be at least three to five times what that is. You know, it should be at least three times to make sure that we're getting to these new leads. And I can see here that, like, the overall, you know, attempts for the day is too low for the amount of leads that have come in. Like, this should probably be more like, you know, because they've got older leads and day Two leads and day three leads to deal with. So it's just too low. So you know straight away we're going to be lowering pickup rate.
Right.
Because we're not getting to the new leads enough times and new leads fast enough.
Right.
Speed to lead is a huge metric. There's a bunch of different studies stating that the speed to lead is going to have an enormous effect on the efficacy of the dialing, but also, you know, in the overall sales process because that person is just water. They're on their phone, they're there, they're good to go as they're opting in. So, you know, if you're going to optimize for one layer metric, it's going to be speed delete. And this is just not optimized for that. And it will lower their pickup rate because like they're, they're dialing people on day two, day three, and they're not dialing people just exclusively on day one or as fast as what they could. It's also going to lower their contact rate.
Right.
Which is their lead to actual pickup ratio, not just their dial to pickup ratio. Okay, so 201 pickups out of that. I mean, the pickup rate's pretty decent. You know, I mean, conversions, that's just an individual metric, depending on what they're selling and all that kind of stuff. I know this isn't a very expensive business, so like they're not going to have a ton of conversions in that. The unique dial right here, that's a real problem.
Right.
The unique dial rate is like we want to be dialing people multiple times. So we really want this around like the 40% mark. This is something that I track. I don't know how many other people track it. That's why I built the system, to track it.
Right.
And if you're wondering, this is the dialer IO interface. So this is if you're ever a client of dialer IO or an SDR call center client, this is where this is how we check everything. So, so, you know, we have businesses like Cole Gordon and a bunch of other businesses that use our system. And so one of the reasons why they use it is because they can access this interface. So yeah, so you want to go here. We want to have a look at the pickups. Now the pickups to conversion, you're going to have to have a set structure for that because like on some accounts you want it really high.
Right.
So like whatever you want your conversation to booking rate to be, I like it to be higher than this. But this is their business. They can do what they want. But generally speaking, I want it to be, you know, at least 30% of people who pick up to actually booking, right? One of the main things that you can actually track is the 15 second and two minute mark. So if you're getting people coming in, they're picking up the phone, right? And we actually have separate tracking sheets for this. But because we don't want to clog things up with like too much nitty gritty information. But essentially it's like If I dial 100 leads and then 20 of them pick up, when 20 of them pick up, if only 10 of them have a conversation with me, that means that like there's something wrong with my opener. And so because that really, for a really good person, it's like 80, 90%. So if you're, if you're calling people and they go, oh, hey, I'm just busy, can you call me back? Like, that's not the truth because like they entered an unknown number and you don't answer unknown numbers when you're busy. So they're not busy. They just didn't like the way that you sounded and they didn't feel like it was a valuable time for them to actually go out there and talk to you, right? So that's a problem. So if someone's like 30, 40% of pickup to conversation over 15 seconds, that's a big problem. And then you got conversation over two minutes. So you've got those, you got those like drop off points, right? 15 seconds is a big one. And you got like a minute or two minutes. That's going to be their ability to build a gap, hold a conversation quickly and certainly actually like get to the point to where that person wants to carry on. Then you've got your two minutes to actual conversion. So those are all different things because somebody might have a terrible opener, but then once he gets people on the phone, they're really good and they can book a whole bunch of. Or you might have people that have fantastic openers and they're terrible at the rest. And that person will objectively look the exact same, right? From a like, efficacy standpoint. But one of them's a lot easier to fix. Openers are much easier to fix than the rest of the conversation. Like, you can have probably two to three sessions with somebody and you can skyrocket their ability to have a solid opener. So if you're not tracking these things, you're really putting yourself at a massive disadvantage because there are businesses out there that are and if you're not one of them, then you're, you're going to be behind the eight ball when it comes to be able to develop your SDR and develop your outbound sales effectively without just going let's get better at sales, which is just a useless thing to do.
Right.
There's another one here which is the number health. So number health, like if I go into this reporting here and again we'll blur all these numbers out and stuff. So there's up here we've got Verizon at&t, t Mobile, Robo Killer and no. Moreover, these are apps right now in different countries. It might be a little bit different, but I'm going to use United States here because this is where it's, it's the hardest place to get. Right.
Right.
Everywhere else is easier than the US when it comes to outbounding your leads because the telecommunication system in the US is far more advanced. And so that means that it's, you know, far more advanced in terms of stopping people from scamming people. And although you're not scamming people, I hope if you are then stopping scumbag then like what you have to do is you, you still act like a scammer, right? Scammers and non scammers act the same until the act of scamming is done. And so like what they're doing is they're protecting themselves against potential bad actors.
Right?
So what we have here is, we have it marked as cle. Okay. So a lot of people, what they do for their spam checking is they're like call themselves. It's like I'm not spam. It's like, well, first of all, like if you've called that number a bunch of times and picked up like it's going to be recognized by your phone. So it's probably not going to come up as spam anyway.
Right.
But, but also like it's a per carrier basis. So unless you magically have a triple sim phone with a Verizon AT&T and a T Mobile, like it's a waste of time. It's just a, it's a non sequitur.
Right.
And then you've got the apps that people can get, which is actually like they're important to track, is people who pay for these apps are people who pay money. So these are people that have excess money to pay every single month to stop this kind of stuff happening. And so these are people that you want to get because like they're people who have money, you know, What I mean, and the funny thing is, like, yes, there are a lot more carriers than Verizon, AT&T and T Mobile, but, like, they don't really do a ton of spam flagging because it costs money to do it. And so it's not Verizon doing it. It's not T Mobile doing it. There are independent analytics companies that are paid by those carriers in order to protect their customer base. And so they have a series of analytics in which they track from talk time to dials per day to the pickup rate to, like, if you triple dial, Triple dialing is the fastest way to be spam flagged. Like, sorry for all those people out there that do it, but it is literally the stupidest thing you can do in outbound. It is an instant flag. It's like the system gone, scammer, done. Gotcha. And it's not like you can do 80% of these things. If you don't do all of them, then one of the thresholds is reached and then all of a sudden it's done.
Right.
So the numbers flagged. Okay. And it will not be flagged equally because all the analytics companies are doing slightly different things and all the. They all have different tolerances for behaviors.
Right.
T Mobile is by far and away the most strict. So it's always the first to be flagged. And then they have a pretty decent market share. But, you know, and if you're not, if you're getting flagged on these, but on others, then it's just like the podunk ones in the middle of nowhere that are super cheap, that, like, only the che cheap people have, and those probably aren't the ones that you want to be selling. Not to say that it's a bad thing to have those, but, like, generally speaking, like, most of your prospects are going to be on the major carriers, unless they're looking to save money on their phone bill. And if you're trying to sell them a $10,000 course and one of their largest things is saving $14 a year on their phone bill, chances are that's not the lead for you, champ. Okay, so as you can see here, we track all of them all the time. And then what our system does, which is kind of cool, it has to look at the market share. So it tells you that. And then if something is flagged, it places it on cooldown, which means it takes it out of rotation. You can't do that. I can, because I'm cool.
Right.
Okay. So what we're going to do is we're going to have a look at all the dials.
Okay?
So what I want to see in this is I want to know, like, how many dials are being done. So if we look at $32,000, right, for this particular business for the month of December, it's a pretty decent dial volume, I think we'll all agree. Right, but what we want to do is you want to start to go, how can we inspect this to figure out, like, what's going right and what's going wrong?
Right?
Dispositioning your calls is incredibly important if you're just like, randomly having, like, two to three different outcomes that you can have. Now, there's a lot here, but it's because I've got, like, the master back in, so I can see every disposition available. These people don't have all these dispositions, but they're probably going to have, like, 10. Jimmy. So, like, I want to start to figure out, like, first of all, how many bookings do we have? Okay, we have that many bookings. 209. Is there any, you know, is there. Is there any, like, what's the duration? So what. What are the longer ones? Like? Okay, those are pretty long. All right. Like, that's, you know, way too long for a set call. I might want to download that call and have a listen to it. I might want to go through that agent by agent, have a look at their longest ones, you know, I mean, and then go like, okay, cool. Like, how long are these?
Right?
I might want to have a look at, like, did anyone hang up before finalizing the booking?
Right.
Okay, cool. All right, I can see. Well, there's one name that's there an awful lot, right? So, okay, that's an issue. Like, why. Why am I seeing that? Right? So, like, that seems like an awful lot, right? Especially so if I just filter for her. And again, we'll filter out all these names. That's 14 people who hung up before finalizing. I'm probably going to want to download some of those calls and have a listen to them, because that's just odd. It also may not be true. And so. And then I want to have a look at, well, how many people did she book? Okay, well, so should 18 bookings. And then, like, these are so long. So I need to listen to these because, like, they just don't need to be, like, that long. Like, that's just crazy, right? And then if we have a look, like, let's have a look at how many people for her hung up in less than two minutes. Okay? So that's a lot. Again, also, that's more than two minutes. So what the heck? But anyway, yeah, so I want to have a look at that. So now what I'm going to do is I'm going to start investigating and going like, okay, like, what can I see from this person? How many people hung up in less than 15 seconds? Okay, that's a lot. How many people put on the do not call list? Okay, that, that's good. How many scheduled a callback? Okay, 61. All right, so there's definite problems with this setter.
Right.
But it might be the opener, it might be middle, it might be their offer. Like this seems like this is a problem. Yeah, I mean, so what I'm going to do now is download the calls, have a listen, and then I'm going to start to dissect what's going on. Right now I need to be able to look at this data so that I can do that. Because what I don't want to do is like just treat all of the, all the SDR is the same. I don't want to treat myself the same. I want to make sure that I go through and try and find the problem. And here there's something going on. These calls are like, this is not right.
Right.
Like this is, this is correct. It's what's happening. But I really want to kind of dive deep now and go like, okay, that's a lot of scheduled callbacks. A lot of people hung up in less than two minutes. A lot of people less than 15 seconds. Like, I reckon there's an issue here in the first two minutes of this call that's holding this person back. Because if you take all the people that Even just a 75 people that hung up before finalizing booking and scheduled a callback, like in some of those scheduled callbacks or 10 minute calls, like, why weren't they set? Like, that's crazy to me, you know, so it's like there's a problem here. Maybe it's scripting, maybe it's tonality, but it was. Soon we download the call, then we can pick one thing to fix. Okay, then what I can do is I can start to have a look at like lead trends, right? Like how many overall in this month leads were hung up before finalizing booking? Okay, Scheduled callbacks. All right, well how many were dialed only once? All right, well that's too many. So these people have been dialed. Let me take off this week.
Right?
Okay, that's way too many. So like, why weren't they called back like these, these guys need to be called back. Immediate mall. This is in, this is too. This is like the setter's not dialing enough straight away. I can see that. Because like these people should have been called more than once by now. Because if they opted in like over a week ago. What about, what about in the first say that it makes me angry. Know what I mean? These people aren't being cold. It's because like they have, you know, the no contact means like that, like they just didn't pick up. Now these people have dispositions, you know, I mean, and so like that means like that they were spoken to. But a lot of these are just like no contact. So it's like, well, that's an issue. You know what I mean? And then how many people requested more information and were only dialed once? Okay, that's good. What if we bumper that out to here? We'll just pick it back up. We'll take out the wrong numbers. Okay, so now we can take this out. I'd also want to listen to a few of these just to make sure that they're actually accurate. And then what I'm going to do is just kind of take out like the financial DQs, right? And then maybe the wrong avatar, right. Went with competitor sales and contact.
Right.
So these are the leads. Like we can take these out. Okay. So then I can go, okay, cool. Like I'm not going to count these leads because it's like they're just not the right fit. And then what I want to start doing is go like, okay, cool. Now that I can remove those leads, I'll have a look at the leads.
That are left over.
Yeah, I mean, and then from there I can go back through and I can start to, you know, really just kind of figure stuff out. And this is what I need. I need, I need numbers, I need data. I need to figure out like how to actually war game this thing because like it just doesn't work without it. And so if you need to figure out first and foremost, like what does the overall picture look like? Like, what's my pickup rate? My pickup rate's garbage. I have to fix it. Like don't fix anything. And if your pickup rate's garbage, right, and you can't triple line dial parall dial people to death, it just is stupid. You can't. It's too non compliant. Like it's too hard to control, right? So you got to figure out where to get better pickup rates. You can have a look at your number health, you can have A look at your new dial rate and your speed to lead. If you fix those things, then from a process standpoint you're pretty good to go. Then if you can have like your like pickup rate to 15 second to 2 minute to conversion, then you're, you're, you're pretty set, right? So you can figure out like what you need to be at that's not outrageous. In order to kind of make the thing make sense. Depending on what it is you're selling and how many leads you have, they need to have a look like are you actually staffed correctly? Like this business that I've been showing you, they don't have enough people calling the leads or they're not spending enough time coin leads, right? They get about 400 new leads per day.
Right?
400 leads per day is an awful lot. And so like you, if you want to have those, you need to have at least 10 to 20 people dialing those leads full time because like they're, they're dialing people for say seven to 14 days. And so like you know, if you're dialing them three times day one, three times day two, and then once day three and then taking a break and then going one, one, one, right, There's a lot of dials and it backs.
Up very, very quickly.
And if those people are having high pickup rates that these guys right now, 18%, whatever, between 14 and 25% pickup rates they're getting, like if so let's just say it's average 20 for numbers sake, if you make $200 that day, you're going to speak to 40 pickups, right? If 50, if 50% of them end up being a longer conversation, right? Then you're having 20 long conversations a day. Plus the time in between dials, the admin, the bull, yadda yadda yadda, that's a lot of time. So like the more effective your dialer is, the less leads your team can handle because they're actually speaking to people. And so, and that's the same for you if you're a single rep. And so all we need to do is to figure out all these things, then come up with the actual KPIs and then like figure out the lowest hanging fruit pickup rate is a huge low hanging fruit. There are a number of different ways. If you want some, there's a guide that we can put down below, just a pickup rate guide, totally free. You can have a look at that. Okay. You can download it or if you're a team or something like that, you can go on A$IO and you can go and you can book a call with us and we see if you can raise your pickup rates. Okay? So those are the action points that you can go ahead and take away. Those are the really core things that I think we need to be tracking in our outbound in order to actually make sure, you know, a bit of a problem solving to make sure that what we're doing is going to move the ball forward. All right, guys, hope that was helpful. Make sure you like and subscribe. And thanks for staying all the way through to the end, and I'll see you later. Bye.
