How To Respond Faster To Leads - And Why It Matters

What can you do in an hour? You can take lunch or connect with a friend over coffee. In about an hour you can get new glasses, get your oil changed or walk about 4,500 steps on the treadmill. It also takes the CSI crew about an hour to solve a murder (including commercials, of course). An hour is also the maximum amount of time you should take to respond to an inbound lead. Why, specifically, an hour?

A study in Harvard Business Review analyzed 1.25 million leads across 29 business-to-consumer companies and 13 business-to-business companies. It found that companies that responded to inbound leads within one hour were seven times more likely to qualify the lead (have a meaningful conversation with a decision maker) than companies that responded within two hours. Plus, those that responded within one hour were 60 times more likely to qualify the lead than those who responded 24 hours or longer after receiving the lead.

In a recent article in Inc. magazine, Tommy Mello, the founder of A1 Garage Doors, shared four ways he makes sure his company responds to inbound leads within that critical first hour. Learn how in this issue of Promotional Consultant Today.

Review your org chart. It isn't necessary for all employees to be focused on hyper response. Take a look at your organization and identify those who should be.

Make hyper-responsiveness a key metric that you measure. After you know who needs to respond quickly, put the expectations in place. Do they need to respond in five minutes or an hour? Make sure you have the tools and systems in place to track the time to respond and the results.

Provide a centralized customer relationship management system. Using a centralized CRM will allow your sales teams to have all the information they need in front of them and provide reminders for follow up. It also allows the company to see who the top performers are to benchmark and replicate their processes across the rest of the team.

Create an FAQ template. Responding quickly has the risk of responding poorly due to the time pressure. Having templates in places to help your employees respond to the most common types of inbound leads will help minimize missteps and keep the conversations on point.

Source: Tommy Mello is the founder of A1 Garage Doors, a $30 million-plus home service business with over 200 employees in nine states.

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