How we got 50+ meetings in one hour

Find out how we got 50+ meetings in an hour and what prompted us to take this action 👇🏼

If follow up-game is the secret sauce to driving sales, then it makes sense that increasing your sales activities leads to positive revenue outcomes.

I recently faced a situation where we only had 10–15% of accounts active, and even though we were hitting our revenue targets, we needed to be more in touch with how much we could be making.

What the data was telling us

Upon doing a revenue analysis where you view activity on a monthly basis, it was straightforward to see what the problem was. We were not reactivating old accounts or trying to maintain their activity. In fact, we were still driving revenue and achieving targets with new accounts and new requests. Therefore, there was no need to maintain older ones at a higher level.

The solution to this was to email older clients through mailing lists in hopes that they would reply to our generic messaging. However, the result was obvious; it did not work. Something needed to change, and quickly.

How we got 50 meetings in an hour:

With an hour set aside, $150 as a prize, I challenged the team to call all their old and existing clients and set some time aside for one of the reasons:

1. How can we help you this week by doing work for you.
2. It’s been a while since your last campaign, which performed very well.
3. Have you recently heard about our new innovations?

You could only call clients, no messaging or emailing. The result:

I was extremely impressed with this, and I imagine that as you read this, you are too. All it takes is data-backed results with the push as a team to get to a place together, and maybe a small incentive 😂

What we’re doing today, and you should too:

Build your sales teams to manage accounts and grow them individually instead of solely chasing a revenue figure. In other words, get back to basics and implement top account manager/account-based marketing:

• Churn prevention/increasing ARR: Ensure that accounts have an ‘always-on’ plan that keeps them online/active and growing quarterly (minimum of 5%YoY)
• Proactive > Reactive: Get in front of your clients with plans for activities or revenue drivers that are data-based. For example, if your account has been loyal for a while look at the previous years activity and get the same campaign/activity replicated for this year (but do it in advance, ask about). Another example is to look at annual reports or industry news and propose solutions that speak to these.
• Watch your accounts weekly: Work as a team to ensure that all activity and campaigns are running at 100%, never let a bad week happen, and if it does, only keep improving it.
• Keep top of mind: Keep your clients informed with memes, news, trends and everything else.

Closing off

Don’t harass people with generic messaging or get fooled into using AI with existing customers. Instead, show that you genuinely care about their business and engage them by addressing their needs, not yours (hitting target).

You’ll be a lot more successful if you take control of your data, clients, and keep on top of ways in which to drive revenue.

If you enjoyed this article, please comment or share — it means a lot to me :)