26%
Increase in Sales Conversions
22%
Increase in Appointments Set Per Lead
Overview
A North American beauty and personal care company recently partnered with Insite to optimize its outbound dialing department. The company’s goal was to improve the process of converting leads into appointments, thereby achieving its sales conversion objectives.
Challenges
Prior to Insite’s engagement, the beauty and personal care company had purchased a dialer platform, however, the technology was only partially utilized. Although the firm captured qualified leads from several sources, the leads were not organized according to sales potential. Furthermore, agents dialed outbound sales calls manually. The department’s appointment-to-lead ratio fell below target through disorganization and low call volume.
“I’m not a big fan of hiring consultants. Most consultants can’t actually solve your problem and they won’t really do any work. The thing I love about Insite—they don’t just present the solution, but they also help implement the solution. And that’s the key.”
- Bill S. | CEO & Founder
Solutions
Insite embedded within client operations to understand the current state. We reworked the dialer platform to enable it to be used by all outbound dialing agents. We built real-time reporting dashboards to monitor performance and drive actionable insights. Agents began using automated preview dialing systems to place their calls.
Next, Insite began cleaning and formatting incoming marketing lead data for smooth integration into the dialer. We also organized the mass lead repository into three triage buckets: green, orange, and red.
- The green bucket holds new leads no older than three days. These leads provide the highest sales potential and receive a set number of dial attempts over the next three days.
- After four days, leads transition to the orange bucket where they are nurtured with a different approach.
- The red bucket contains leads older than eight days. Contact is attempted for a set duration until they either schedule an appointment or fail to respond. Insite also deployed a program to reflect the area code of the location called. For instance, if the lead resides in New York City, the 212 area code appears when their phone rings.
Results
With agents using the automated dialing system instead of dialing manually, outbound dials jumped from 24,153 in June 2021 to 156,794 calls in June 2022. This resulted in higher lead list penetration and an increased contact rate.
Appointments set per lead increased by over 22%, and the greatly increased “Speed to Lead” factor contributed to this success.
Although the number of leads in the same month decreased from 13,249 in 2021 to 7,016 in 2022, the appointment conversion rate improved from 41% to 67%.
Conclusions
Insite’s strategic optimization of the outbound dialing process enabled the beauty and personal care company to dramatically improve lead-to-appointment conversions. By automating dialing, cleaning and organizing lead data, and prioritizing high-potential contacts, the company achieved record-high appointment rates, increased sales conversions by 26%, and improved overall efficiency. These results demonstrate how data-driven processes and technology enhancements can deliver measurable, sustainable growth.
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