a lean, mean sales machine › sellingpower-webinars › 2018 › 0523 › ...benefits of live chat...
TRANSCRIPT
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a lean, mean sales machine
How to turn live chat into
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Jeffrey Serlin
VP of Sales Operations
15+ years in Sales Operations
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• Have a live chat conversation
• 7 reasons why you should use live chat
• The live chat revenue funnel and conversion rates
• SDR Capacity in live chat funnel
• Having a conversation in live chat
• The new way for businesses to chat
What we’ll cover
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Have a live chat conversation
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*Econsultancy, 2016
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For all the time and money we spend attracting customers to our website, isn’t it odd how little we spend trying
to convert them?
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Why do we force people to fill out a form just to talk to us?
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Why do we force people to fill out a form just to talk to us?
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Why not have a conversation?
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7 reasons why use should use live chat in sales
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We analyzed 20 million anonymized
conversations that took place in
Intercom to calculate the ROI of using
live chat.
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Live chat shortens the B2B sales funnel (more on that later)
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Live chat reduces the chance of missed connections
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The live chat revenue funnel and conversion rates
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Traditional sales funnel
Visitor Prospects
MQLs
Lead
SQLs
Opportunity
Customer
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Live Chat
VisitorsProspectsLeadsMQL
SQLs
Opportunity
Customer
Live chat funnel
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19% increase in Won # through also using a live chat funnel
+Live chat” from “5,000 Leads” to “5,00 Leads & 5,000 Live chat Leads”
Chat
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19% increase in Won # through also using a live chat funnel
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Benefits of live chat for sales teams
Higher ROI
TOPO: It takes 18 dials to connect with a
single buyer, <24% of sales emails are opened
Capture leads on your site in real-time
Improved Conversions
American Marketing Association: Customers who use live chat
are 3x more likely to buy
Earlier and more effective qualification
Personalization
InsideSales.com: 50% of buyers choose the
vendor that responds first
The ultimate 1:1 targeting
Velocity
Hubspot: For a lead generated online, waiting just
five minutes will reduce the likelihood of contact
by 10x factor
First response time
Customer Centric
Gartner: 71% of buyers would typically initiate contact or accept a
contact request with a new provider during the exploration or early
evaluation streams of the buying cycle.
Give them a choice to have a chat
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SDR Capacity in Live Chat Funnel
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SDR Capacity
Live chat < 5 minutes
SDRs can handle 20%+ more live chat leads per month than MQLs
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SDR Capacity
At least 50% of live chat leads would have
been MQLs
350 MQLs per month175 MQLs + 175 live chats per month
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SDR Capacity
Higher Conversion Rates for Live-Chat
350 MQLs @ 8% Conversion = 28 Opportunities
175 MQLs + 175 live chats @ 10% Conversion = 35 Opportunities
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SDR Capacity
Control Flow
Operator / Bot Qualification Away Mode
Routing Rules & Scheduling
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SDR Capacity
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Having a conversation in live chat
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• Qualification• Sales vs. Support• Operator• CRM/Data Enrichment
• Routing• SDR or Team Inbox• Account Executive• To Action: Schedule
Meeting or Content
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SDR Skills
SDR
Prospect
SDR
SDR
Prospect
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SDR Skills
SDR
Prospect
Prospect
SDR
Prospect
SDR
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Conversation tips
• “Be smart about the questions you ask, talk to the human on
the other end like a human.”
• “Provide context around why you may be askingwhat your asking.”
• “Make it conversational versus asking yes/no questions.”
• “Know when to stop!”
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Conversation resolution
SDR Follow-up
Take some questions offline and respond at a later date
Loop in AE
Real-time discovery meeting
Schedule Meeting
Book confirmed next step
Not Sales Ready
Send content, move to Nurture track
Dropped Chat
Follow up email, move to SDR Cadence/Sequence
Close the Deal
Self-Service or Real-Time
Not Qualified
Send warm thank you, we might not be a good fit
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SDR Skills
Deeper ProductKnowledge
Chats often start with a product question
Understanding of the Competition
Questions are asked that may be typically not be asked until later in a traditional funnel
Managing Live Chats
Control the conversation to maximize outcome and productively move to the next steps
How to have Live Chats
Different than email and phone. Scripts, best-practices, professionalism
Onboarding and Enablement
Live Chat requires its own onboarding, enablement and management coaching
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Lead Prioritization
Different than email and phone. Scripts, best-practices, professionalism
Onboarding and Enablement
Live Chat requires its own onboarding, enablement and management coaching
KPIs and DashboardsLive-Chat should feel live. Use KPIs and Dashboards to manage flow and performance for each channel
Scripts & Content
Live-Chat needs its own set of scripts, talking points, battlecards and content
How to manage a live channel
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The new way for businesses to chat
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Share a meeting link during a conversation.
Connect in one click for a more effective and personal experience.
Start video or voice calls
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Automatically book meetings with qualified leads using Operator bot.
Conversely, customers can also book a demo from Messenger Home.
Book meetings with qualified leads
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Insert a link to feature any content on Messenger Home.
Showcase relevant content
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Intercom’s new messenger: go through the entire sales cycle in a single visit
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Benefits of live chat for sales teams
Higher ROI
TOPO: It takes 18 dials to connect with a
single buyer, <24% of sales emails are opened
Capture leads on your site in real-time
Improved Conversions
American Marketing Association: Customers who use live chat
are 3x more likely to buy
Earlier and more effective qualification
Personalization
InsideSales.com: 50% of buyers choose the
vendor that responds first
The ultimate 1:1 targeting
Velocity
Hubspot: For a lead generated online, waiting just
five minutes will reduce the likelihood of contact
by 10x factor
First response time
Customer Centric
Gartner: 71% of buyers would typically initiate contact or accept a
contact request with a new provider during the exploration or early
evaluation streams of the buying cycle.
Give them a choice to have a chat
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Thank you!
https://www.linkedin.com/in/jeffreyserlin/
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• Sales category of our blog: https://blog.intercom.com/category/sales-and-marketing/
• Live Chat for Sales Starter Kit: https://www.intercom.com/starter-kits/live-chat-for-sales
• Why It Pays to Chat: https://blog.intercom.com/why-live-chat/
More best practices