Published by Calendly - November 13, 2014

Close more deals, more quickly: add this element to your sales acceleration strategy

By employing Calendly as a sales acceleration tool, TrackVia has eliminated its long cupcake line; their sales cycle is shorter, their prospects more engaged.

You’re the owner of a newly-opened cupcake shop, and your secret batter recipe has led to lines out the door for days.

One day, a man approaches your counter, cell phone to his ear. He’s taking his kids’ flavor requests and doesn’t appear to be in a hurry. Meanwhile, the woman behind him repeatedly checks her watch, worried this spontaneous lunch break treat will make her late to work.

The minutes tick by as the man rattles off a complicated order. “One red velvet, one chocolate with chocolate frosting–no, wait, make that vanilla frosting…”

As you reach for the last red velvet cupcake on the shelf, you hear the woman sigh in frustration; that was the only cupcake she’d wanted. She stalks out of the shop in a huff, lunch break wasted and no sweets to show for it.

Every time you force one customer to wait behind another, you’re taking that red velvet cupcake from them–so they’ll take their money elsewhere.

How companies push clients away

Well-meaning sales teams make this mistake all. the. time. While trading emails with Prospect A to set up a demo call, they make Prospect B wait for their availability until Prospect A’s session is scheduled. Prospect B feels uncared for and unimportant, and as the email game drags on, Prospect B abandons.

Without quick responsiveness to your prospects’ unique needs, you blow a gaping hole through your sales acceleration strategy. You tempt a warm lead with a cupcake, then give it away to someone else.

But how can you serve each person in your shop simultaneously without hiring 20 new employees?

TrackVia, a platform that empowers business users without programming knowledge to rapidly build their own apps, uses automated scheduling to close more deals, more quickly–and to ensure those new customers keep coming back.

Giving every lead their cupcake is crucial to predictable revenue

By employing Calendly as a component of their sales cycle, TrackVia systematizes the process of getting leads on the phone; this enables them to achieve Predictable Revenue while making prospects feel that they, and their time, are important and valued.

“Calendly makes the engagement process responsive to what each of our prospects needs,” said James Lindsey, a Solutions Architect at TrackVia.

James, who works in tandem with an account executive to transform prospects into clients, has several types of interactions with prospects and new clients in both the pre-sale and post-sale processes.

“We’re able to control our calendars precisely and efficiently,” he said. “Rather than people just booking undescribed blocks of time, we can direct people to book exactly the type of session we need to hold next, so we’re facilitating each stage of the process in a way that’s responsive to the prospect.”

Calendly allows James to focus on what’s most important: ensuring that each prospect is guided through the sales cycle in a way that meets their needs and converts them to clients.

And unlike the woman who just wanted one red velvet cupcake, prospects aren’t stuck waiting for people ahead of them to coordinate their department managers’ or supervisors’ schedules.

“Sometimes, our prospects need to loop their manager into the conversation, which is another step that Calendly makes easier,” James said. “Rather than having to wait for three people from one company to coordinate schedules before I can set up a call with someone at another company, I just send each group my Calendly link, let them find a session that works, and they can book that session on their own time.”

By employing Calendly as a sales acceleration tool, TrackVia has eliminated its long cupcake line; their sales cycle is shorter, their prospects more engaged.

How TrackVia accelerates sales with personalized sales cycle stages

TrackVia’s engagement process hinges on the needs of each user. After a site visitor signs up for a free trial, an account exec reaches out to schedule a call. The two of them either continue their conversation on the phone or, if the user seems hesitant, the exec sends the user a solutions architect’s Calendly link. The user is then free to schedule a short Discovery Call–in which she can explain exactly the type of software she’s trying to create–when she’s ready.

“Calendly breaks down the barriers of entry as far as getting customers actually scheduled for a call goes,” said James, “Sometimes, potential customers are reluctant to engage in a traditional sales model, but they do want assistance. Calendly creates an easy way for them to engage without feeling pulled into a process they’re not interested in.”

On the 30-minute Discovery Call, James asks about the user’s daily workflow and pain points. Once he understands what she hopes to achieve, he creates a prototype of the customized app for her using TrackVia, and the two of them then meet for a Prototype Review. If the user is happy with what’s been created, she becomes a customer and onboarding begins. If she needs additional time to review, she can book an additional Prototype Follow-Up without pressure.

Guaranteeing greater lifetime value with individualized onboarding

Once the user has signed up for TrackVia, James directs her to his post-sale event types on Calendly.

Rather being dragged through the same rote process as every other customer, she’s able to schedule anywhere between 2-6 Working Sessions, depending on the package she’s signed up for.

These Working Sessions are as crucial for predictable revenue as the pre-sale process, James says, “because TrackVia is a business user’s tool. We want them to be able to get up and running, to be comfortable making their own changes, and to really own their app.” These Working Sessions ensure the new customer’s relationship with TrackVia is a long, satisfied one.

This inherently flexible software calls for an equally flexible customer experience, so “it’s really helpful to the customer that I can just give them a link to those Working Sessions, and they can book their entire series at once, at their convenience.”

James said that “Scheduling a meeting used to take, on average, at least three emails. This created a bad customer experience, because you might have to make one person wait longer while you wait to hear back about another customer’s availability. Calendly removes all of that, which creates a better customer experience.”

On its own, TrackVia serves up enough flavors to suit everyone’s tastes. And even with a shop full of hungry people, Calendly ensures that each customer in line gets exactly what they’re craving–no waiting involved. 

Your Turn

What strategy do you use to accelerate sales? How do you nurture multiple prospect relationships at once, rather than forcing people to wait in line?

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