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Staffing business development and sales metrics that you should be watching right now (and always!)

Posted by Scott Niedermier, Manager, Client Services on Jul 10, 2020 7:43:19 AM
Scott Niedermier, Manager, Client Services

There has been a potent shift in the recruiting dynamic in these past few months. While the push for candidate engagement remains (and is more important than ever), we are now largely in an employer-driven market. 

This changed (and continuously changing) market brings with it a newfound focus on business development. And there’s some good news - many of the things we’ve learned and discussed about automation over the past year or so will work just as well in sales!

As your staffing firm is potentially pivoting into new markets and putting extra resources into business development, many of the candidate engagement automation best practices we’ve discussed also apply to your sales and account management teams

And the technology can work just as well (leading to tremendous results). 

Trying to keep up and succeed may feel daunting, but it doesn’t have to be. With the right data at hand, your sales team can have a leg up on the competition. Your staffing firm can use that data to quickly pivot or make changes as needed. And ultimately, you can use that data to not only survive right now, but to thrive.

Here are the sales client engagement metrics that should be on your radar

Calls

This one’s obvious, but that’s because it’s so important. There’s some truth to the old adage that sales is a “numbers game” (although relationships, value and a whole host of other factors come into play). To that end, ensuring your sales team is hitting its goal for calls each day is one important piece of the puzzle (now and when things are/were “normal”!).

Aside from thinking about simply “calls,” try to focus your attention on industries that are essential and in-demand right now. Your prospects are more likely to pick up the phone (or respond to your voicemails), leading to a much higher conversion rate than you may have seen in the past. As a rule of thumb, your sales reps should be aiming for 20 to 30 calls per day.

Texts per account

Calls will reach people when they’re at their desks, but -- especially in essential industries -- your prospects aren’t always at their desks. But you KNOW they always have their cell phones on them. That’s where texting comes in. 

Data shows that texts have a higher response rate than emails (and just about any other communication method). We are constantly checking our phones throughout the day. And it takes 2 seconds to send a text, versus the time needed to hop on the phone or listen to a voicemail. Yes, your prospects even appreciate texts!

With so much on their plates right now, it’s understandable that your staffing firm isn’t necessarily top of mind for your prospects right now. Texts help you stay top of mind in an unobtrusive way, keep prospects engaged and help you position yourself as a resource rather than a commodity. 

But it all depends on how you use those texts. Here are a few texts you should be sending clients or prospects:

> Meeting reminders/updates. Keep these shorts and to the point. It’s understandable that people miss appointments on their calendars, so these texts keep you top of mind and are often super appreciated.

> Top candidates. Whether you’re talking to a prospective client or a current client, if you think you’ve got a perfect candidate for their needs, shoot over some basic details with an “Interested?” tag and you’re likely to catch some eyes for sure. 

> See how they’re doing. With many areas seeing increased virus spread, it’s not only reasonable, but thoughtful to check in and make sure everyone is okay. A quick “hi” and check in not only shows your humanity, it can help awaken dormant prospects and help them move down your funnel. 

Aim for 1 to 3 texts per account, per week. Automation comes in handy here for sending out many texts, but you’ll want to jump in to manually handle responses (HINT: With Sense, the transition from automation to manual texting is seamless!)

Emails

Although texts are vastly preferred, some messages are simply better suited to text, while some individuals do still prefer email. There are a myriad of reasons why email still factors into your sales process! What’s important is that you stay on top of your goals and measure their performance. 

Remember, for the biggest ROI on emails and other cold outreach, you’ll want to target your efforts in industries that are essential or particularly in demand right now (like HealthCare or Logistics). Aim for 100 to 150 emails per week (and again, automation can be especially helpful here!).

Email response rate

Open and response rates for your emails are extremely important to track. It’s a careful balance between staying in touch and spamming prospects, so you’ll want to monitor these very closely. Watch these on a trailing 30-day interval so that you can quickly pivot and adapt if you’re not hitting a 10 to 15% response rate on your emails. 

Keep your emails, just like your texts, to important, relevant or otherwise helpful communications only. Avoid sending multiple emails that share the same message, or sending duplicate messages via text and email. A great and simple tip is to think about the types of emails you would want or respond to!

Opportunities created
(and activities per opportunity created)

You can add new orders to this as well, of course -- it’s all about the conversions! But especially for prospects with increased hiring demand, you want to ensure the market knows your team is still operating as usual and can support their needs. And even if a prospect isn’t hiring at the moment, you want to keep your pipeline active. 

No matter what, make sure your prospects know you empathize and understand their pain points. Aim for 40 to 50 activities per opportunity created per 30 days. You’ll want to touch those accounts about 4 to 5 times per month, and you should aim for 5 new meetings or opportunities created every week or month (depending on your goals/sales cycle).

The right technology empowers your sales team and helps you land more clients.

Sense gives your sales team the flexibility to focus on revenue-generating activities, using automation to handle many of the touchpoints noted above. It works with your CRM to track important information and especially, to keep an eye on those critical metrics. And it ultimately helps you build stronger client relationships and increased revenue.

Sounds good, right? Reach out to schedule some time to walk through our platform, and we’ll show you exactly how Sense fits into your sales team and processes.

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