What’s a Good Connection Rate?

I’m often asked, “Do people really answer their phones anymore?” The answer is a resounding yes! When I started It’s Your Call  B2B telemarketing service (over 30 years ago) the connection rate was about 30% nowadays that connection rate varies between 12%-15%.  The connection rate is important as it will affect the positive results rate.  The industry standard of 1%-3%.  We have campaigns that have achieved a 20% and higher positive response rate.  They have quality lists. There are many reasons that can affect the connection rate. Here are some:

Outdated Lead Database: Imagine you’re using a lead database that hasn’t been updated in over a year. Many of the contacts may have changed jobs, phone numbers, or even companies. As a result, your connection rate could drop significantly because you’re calling numbers that are no longer valid.

Call Timing: Let’s say you decide to make your calls at 3 pm, but studies suggest that the best time to call is between 8 am and 10 am. By calling during the optimal time window, you might see a connection rate of 11-15%, whereas calling later in the day could result in fewer answered calls.

Lead Quality: If you’re targeting leads that don’t align well with your product or service, your connection rate might suffer. For example, calling a list of leads who are interested in software solutions when you’re selling hardware might not yield the best results. Focusing on high-quality leads that match your target audience can significantly improve your chances of connecting.

Call Script and Approach: Consider two scenarios: In the first, you use a generic call script that doesn’t engage the recipient. In the second, you use a personalized script that addresses the recipient’s specific needs and interests. The latter approach is likely to result in a higher connection rate because it resonates more with the recipient.

The Importance of Connection Rate: A high connection rate allows you to work through your database efficiently and effectively. For instance, if you have a database of 1,000 leads and a connection rate of 15%, you’ll connect with 150 leads. This can lead to more qualified leads and sales opportunities, ultimately boosting your overall sales performance.

As I always say when doing a B2B telemarketing campaign, the success of the calling is only as good as the quality of your list!