September 16

Is Your Lead Response Time Affecting your Conversion Rates?

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Is Your Lead Response Time Affecting your Conversion Rates?


1. Why does it matter?


Lead response time is a metric that determines the conversion ratio and the financial performance of a company. It is a metric that determines successful closes and bookings for many businesses operating in the B2B world.

The longer you take to contact a lead after the request for information, the less likely you are about to close the deal.

Every minute that passes has a dramatic effect on the convertibility of that lead into a customer. Remember that if you don’t contact your leads as soon as possible, someone else will.


2. Interesting statistics and facts


A Lead Must Be Contacted in 5 Minutes or Less


According to Harvard Business Review’s Lead Response Management Study, taking longer than 5 minutes to respond to a new lead, results in an 80% decrease in lead qualification, and worse yet, sales conversions decrease by a whopping 391% after the first minute!

In today’s digital world, every minute that passes - in fact, seconds - matters.

Also, Harvard Business Review’s The Short Life of Online Sales Leads Study found that 71% of internet leads are wasted. All the time, hard work, and money spent are wasted...


3. How to decrease lead response time


So, how can you decrease the lead response time and increase your conversion rates? Moving from theory to practice, here are a few tips to help you improve your sales efficiency.


     Live Chat


Technology has provided us with amazing online tools to attract new customers. A live chat tool is a great way to begin the lead qualification process and start the first point of contact. While they’re still on the page they’re interested in, this is the best time to have a conversation. This is when customers are most interested in.


     E-mail Automation


Every business that operates in the B2B space needs to have e-mail automation. After your potential customers have done some research on your website, maybe they requested for a free PDF, or they used the live chat tool), in any case, they should always receive an e-mail response.


     Monitor Lead Sources


Make sure to monitor all possible lead sources. Incoming inquiries may come from many sources, not only to e-mails sent. Here are a few channels to keep in mind:

  • social media channels (messages and comments to posts)
  • Review sites
  • E-mails or phone calls of employees
  • Live chat on the website
  • General e-mail

Therefore, it is essential to ensure that all possible lead sources are being monitored.


     Lead Qualification Process


It is important that leads pass through a qualification process before they pass along to a sales representative. This is going to prevent both marketers and sales reps from wasting time on dead-end calls.

The more efficiently your sales and marketing teams can qualify leads, the less time is wasted on calling leads that aren’t a fit.

Check out how FinanceVine’s leads pass through rigorous qualification by scheduling a call with our experts. 


     Align Sales and Marketing Teams


One thing we know for sure. 

Marketing and sales teams are doing the same thing: trying to get someone to purchase from their business.

Aligning both departments around a shared goal — revenue — will increase the responsibility for marketing and sales teams.

Also, when marketing and sales are collaborating together, your business will benefit from these:

  • Increased close rates
  • Optimized sales cycle
  • More leads
  • Higher conversion rates


4. What’s next? 


Here at FinanceVine, we are experts in generating ROI-positive results in the financial services space through online lead generation.

Schedule a call with us and discover how we can help your business.

schedule a call

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About the Author

I started out as the Internet marketing director for an Automotive Group. I learned about Facebook & Google advertising running campaigns for auto loans. I transitioned to full-time entrepreneurship in 2014, and have been at it ever since.

James Vannelli

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