As awesome as our website is, no product sells itself. Like sales teams at almost every startup, Mojo Motors has to find creative ways of getting our message heard. We need to break through the noise to sign up dealers since it takes roughly five calls before we get a decision maker on the line.
People that work at dealerships are busy and they’re constantly being sold new tools and products, so they have a habit of blowing off any new product that gets pitched to them. And really, don’t we all do that?
The challenge for us is to find ways of differentiating ourselves from all of the other products currently being pitched. Of course we can try different messages and using our gut we can guess what’s working and what isn’t. Thankfully, it’s 2012 and sales can be a lot more science than art so our gut can rest up for lunch.
There are many tools out there to improve sales efficiency like Salesforce and EchoSign, but I want to hype one of our favorites, Yesware. It’s an email tracking and analytics tool that allows us to track open rates, or in simpler terms, lets us know which of our email subjects are breaking through the noise. It also lets us know when our links are being clicked and that our emails are being read, not just opened. Of course the moment after someone opens one of our emails is the best time to call since we know they’re not too busy and they just read about us.
Other features of Yesware include the ability to save templates so that we can share our best emails with our teammates and so that we have the right email for each situation available at all times. Yesware syncs seamlessly with our Gmail accounts so we didn’t have to change a thing to start using it.
I only wish that Yesware was more compatible with Salesforce, our CRM. While Yesware can log each outbound email into Salesforce, it doesn’t log the opens or store any of the analytics. When I signed Mojo up for Yesware, Matthew Bellows, the Founder and CEO of Yesware, told me that they’re working on more advanced integration with Salesforce so it sounds like it’s coming shortly.
If you’re a startup, or in sales at all, I think having an email tracking and analytics tool is a must. At less than $5 per seat a month, Yesware is tough to beat. They also offer a free trial so give it a whirl and you can even track opens in your personal life (not that I do that or anything).
On that note, I just got two alerts that my emails were opened. Time to make some sales calls.