A/B Testing sounds like a trendy marketing buzz word, right? Wrong. Your sales team should be A/B testing nearly everything they do.
What is A/B testing?
A/B testing is a simple concept. This marketing tactic tests and compares one benchmark against an alternative. For a sales team this can be a cold call intro, demo script, or really anything you can think to test.
Testing requires collecting data. This can be challenging to track, but the more you test the more you will know about what works, and what doesn’t.
Try something different with A/B testing.
One of the hardest things for a sales team is peaking the interest of a prospect on a call. No matter how good your product may be, you won’t close a deal if the person on the other side of the line isn’t listening.
It’s critical to execute the right script so your team maximizes lead conversion.
The worst thing your sales team can do is go into a call without a script. A little better is calling with a consistent delivery. Sales trainer Wendy Weiss believes a sales script “should not be word for word” but rather a “way to prepare yourself for a conversation.” Truly exceptional sales teams not only outline their script, but also rigorously test and record the outcomes of different alternatives.
Here’s how to A/B test your script.
- Specify what you want to test, like a script.
- Test the delivery consistently over a call total.
- Record and measure how prospects move through the pipeline during the testing period.
Important – You need to have a benchmark control metric in mind to compare with your new number. This is the only way you will know if your experiment worked.
Analyzing the data.
Creating a data driven culture requires practices like A/B testing. You will want to measure two activities: number of calls and activity ratios. Tracking the number of calls for each script makes sure your team tests a single script on a large enough sample group. This gives you a measure of how hard your team is working. Once you have a sufficient sample size, your ratios will give you exact numbers detailing how efficiently each script moves prospects down the funnel.
You can now take the ratios for each of the different scripts and compare the results to your controlled benchmark metric. Continue testing your sales script efficiency against your best benchmark or A/B test another aspect of the funnel.
Just remember, always test and always measure the data. It’s what makes your business intelligent.
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