{"id":7543,"date":"2020-02-06T12:00:25","date_gmt":"2020-02-06T11:00:25","guid":{"rendered":"https:\/\/woodpecker.co\/blog\/?p=7543"},"modified":"2025-01-21T10:25:03","modified_gmt":"2025-01-21T09:25:03","slug":"how-to-effectively-manage-a-sales-pipeline","status":"publish","type":"post","link":"https:\/\/woodpecker.co\/blog\/how-to-effectively-manage-a-sales-pipeline\/","title":{"rendered":"How to Effectively Manage a Sales Pipeline to Grow Your Customer Base?"},"content":{"rendered":"

A few weeks ago I wrote about how to build an outbound sales pipeline <\/a>. However, creating a sales<\/span> pipeline is only one side of a coin. The other one is to manage it effectively, so your customer base keeps growing.<\/p>\n

The first step to manage your sales<\/span> pipeline more effectively is to analyze sales<\/span> reports. A look at your sales<\/span> stats should give you a hint on where to start. Here\u2019s how you can identify and fix the cracks in your pipeline or remove any possible clogs.<\/p>\n

My positive reply rate is struggling<\/h2>\n

To get more positive replies you should ensure that the leads you generate are the best fit for your product and your value proposition matches their needs. Here\u2019s what you can do to manage this stage of your sales<\/span> pipeline more effectively:<\/p>\n

Update your Ideal Customer Profile<\/h3>\n

As your company grows with time, in most cases your Ideal Customer Profile will evolve along the way too. Keep your eyes on the ball. Analyze your customer data regularly, review your ICP against it, and freshen it up if need be.<\/p>\n

Here\u2019s How We Reworked Our Ideal Customer Profile >><\/a><\/p>\n

Segment your prospects and fine-tune your value proposition<\/h3>\n

It\u2019s much easier to tailor a value proposition to a smaller, more homogenous group of prospects than find one that fits all. Try to divide your prospect base into smaller segments. It will be easier for you to create a message that will hit the right chord.<\/p>\n

Read more about how to make your value proposition actually valuable to the addressee: Value Proposition \u2013 How to Tell My Addressee What I Want from Them? >><\/a><\/p>\n

My open and reply rate could use a boost<\/h2>\n

If you want to work on improving these two metrics, you should first focus your attention on email<\/span> subject line and content, respectively.<\/p>\n

Try using a different subject line<\/h3>\n

Email<\/span> subject line, just like a book title has the power to spark curiosity and grab your prospect\u2019s attention. To do that, it should be intriguing, but not clickbaity. Never ever make a false promise in your subject line. If an addressee opens your email<\/span> it means they have some expectations for what\u2019s inside. If the content of the email<\/span> doesn\u2019t match those expectations, your prospects may feel confused or even slightly cheated on. Clickbaity subject lines may get your open rate skyrocket, but your credibility will nose-dive.<\/p>\n

So how to come up with a spot-on subject line? One way may be to address your prospect\u2019s needs. This way you catch a prospect\u2019s attention (the first principle of a good subject line). But you also promise value that a prospect can get from your email<\/span>.<\/p>\n

Here\u2019s more on how to create a subject line based on needs + some examples >><\/a><\/p>\n

You may also experiment with subject line personalization and include your prospect\u2019s name or their company\u2019s name in it. This way you will add even more uniqueness to your campaign.<\/p>\n

A\/B test your message copy<\/h3>\n

While the subject line catches a prospect\u2019s eye, the email<\/span> content hooks their attention and builds engagement. A low reply rate may indicate that prospects didn\u2019t find your message copy compelling, relevant or valuable enough to respond. Provided you target the right people, the problem lies not in what you wanted to communicate, but how you did it.<\/p>\n

Try to prepare a different version of your email<\/span>. Adjust a value proposition<\/a> to better fit the needs of your target group. Add some tweaks to the tone and style of your message. Shorten it, if necessary. Add some open-ended questions<\/a> to spark a conversation. Come up with a clearer CTA<\/a>.<\/p>\n

Then, divide your prospect base into two homogenous groups. Send the original version of the copy, let\u2019s name it version A, to one group and the altered copy, version B, to the other group. The results will tell you which version turned out to be more effective. But mind you to make only one major change to the copy at a time. Otherwise, you won\u2019t be able to tell what element made the difference.<\/p>\n

This method is called A\/B testing or split testing. You can learn more about it from this blog post:\u00a0 My open, reply or interest cold email metrics are low, what can I A\/B test? >><\/a><\/p>\n

And always follow up with those who didn\u2019t reply<\/h3>\n

At least one follow-up in your email<\/span> sequence is a must. Keep in mind that your prospects are busy people. They have a lot on their plates and might have simply forgotten to respond to your email<\/span>. Or they didn\u2019t even see it because their mailbox gets flooded by hundreds of messages each day.<\/p>\n

Another reason for why you didn\u2019t hear back from your prospects may be that they need some more nurturing to commit. They may still have some objections or don\u2019t quite see the value of your product or service in their business<\/span> context.<\/p>\n

That\u2019s why each of the follow-ups in your email<\/span> sequence should bring additional value to the recipient. Instead of reminding them that you\u2019re still waiting for their response or nudge them to let you know whether they got your message (these kinds of follow-ups are hated by everyone, aren\u2019t they?), give your prospects some food for thought.<\/p>\n

Share a relevant customer case study that features a similar company or their business<\/span> peer. Invite them to a webinar. Send them a link to a knowledge-packed ebook that proves you\u2019re a subject matter expert in your niche. Give them a reason to trust you and start a business<\/span> relationship with you.<\/p>\n

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