How Data Can Grow Sales Productivity

by Jeff Kirchick (@JeffreyKirchick)

We’ve chatted a bit about big data and the customer experience. Obviously having good customer data is crucial for businesses when trying to sell a product. For example, knowing in real time the income of a customer could potentially empower an agent to sell a product that suits that person’s budget. This is something we actively market here at Next Caller.

But how can sales reps proactively create efficiency?

Personally, I am a big fan of Yesware. Not just because they are from my hometown (Boston), but more so because they deliver meaningful data to me in my work life. Yesware shows you when customers have opened, forwarded, or just outright ignored your e-mails. It helps you to understand which messages are working and which ones are not. If someone has opened your e-mail, you might hold off on sending another. However, if they have not, maybe you need to change the subject line. In doing so, you can start to measure which campaigns work for you and which ones do not. You can literally track how well you are doing at getting your message through over time through the nifty analytics dashboard:


This is fairly important for sales reps, their managers, and even CEO’s: what is the strategy that works? What is the winning message? Yesware allows you to track which campaigns work for your team. Certainly different customers respond to different messages, but my team has found that people in different industries care about different value propositions through using Yesware’s templates (see below) and analytics tools:


For example, we have found that hospitality brands care very much about creating a white-glove experience for their customers. For them, the cost-savings realized by using Next Caller play second fiddle to the goodwill they are able to bring to their customers. We have realized this in conversations with our customers, but also just in seeing (through Yesware) which message got a better response with those in that industry. Whereas in retail (among other industries), cost-savings matter immensely.

Something else that is nice about the templates is that they are shareable throughout the organization. This makes training new sales reps even easier: everyone has access to the same messages. This is important for us at Next Caller because we approach different clients with a different message, dependent upon the industry they are in, or even the technology they are using. Why? Because different CRM/voice products require different integration lengths, and we like to focus on the platforms that are easiest for setup.

The measurement goes beyond just e-mails, though. Yesware allows our team to track which links are getting clicked, and which attachments are getting opened. Having this data allows us to hone in on what matters to our customers. Are they clicking links to our pricing page, or links to our core value proposition? We can measure all of this through Yesware and refine our message accordingly.

When reaching out to a couple major brands in particular, Yesware alerted me that the recipients were opening my e-mails and forwarding them at an alarming rate. This allowed me to send a follow up at just the right time. In both instances, I received responses from the clients and was able to move forward.

What I like about Yesware is that it complements other tools that provide good data. MixRank is a great tool for predicting an e-mail address by noting the “system” that is used within an organization. Rapportive is another tool that gives you data on the individual once you have entered their e-mail address into the e-mail. Both of these tools get me on the right track when reaching out to a customer; Yesware provides me with a course of action.

I have been able to use the tool by installing it right into my Gmail as an extension in Google chrome. The moment one of my e-mails gets opened, I am notified instantly through a small “screen pop” on the top right of my screen, which allows me to continue working on whatever I am doing at the time. See below for an example of what this looks like:


The tool has made me more effective. I would estimate that our sales team saves over an hour per day in prospecting new leads because of Yesware. How? In addition to refining a better message and knowing when/how to contact people, we can also schedule our follow ups conditionally upon whether or not someone is opening and/or replying to the message. We can get reminders to reach out if someone is not responding. Yesware does what Next Caller does for call centers: it automates processes. Whenever manual processes become automated, everybody wins.

If someone does not open any of my e-mails, it means they might be going to spam. Perhaps I need to try LinkedIn or just pick up the phone instead. If someone is opening an e-mail but not responding, the value proposition may not be clear to them – a new approach is needed. If someone is opening e-mails a lot but not responding, they are probably interested enough to keep investigating or forward to others in the organization, and this means I probably need to follow up to ask for a meeting. Plain and simple, Yesware informs the salesperson as to where they are, allowing one to send more targeted and focused e-mails rather than the same generalized messages.