There are plenty of fish in the sea – but with marketing and sales, you want as many of the fish as you can get. In a lot of other endeavours, it’s sensible to wait before making the first move. In fact, in some cases, it’s best not to make the first move at all (like on a blind date). However, the same logic doesn’t apply in the B2B world of sales.
The go-to response for a lot of companies dealing with new contacts on their website is simply to add them to an email campaign before playing the waiting game. It’s not that this isn’t a viable response – it works, and it works well. The problem is that it takes a lot longer to see results than getting in touch straight away. There are actually a few reasons why you shouldn’t wait around.
Firstly, the statistics speak volumes. Although only 37% of companies get in touch with contacts within the first hour, these companies are already 7x more likely to have a meaningful conversation with a key decision maker than those doing so even an hour later.
It’s hard to say exactly what it is driving these statistics, but we believe it might have to do with the short attention span of people in the business world. With this in mind, sales callers need to move fast. In fact, research has even shown that 35-50% of closed deals can be attributed to the providers that got in contact with customers before their competitors. That’s why it is so vital to strike while the iron’s hot.
What if you just can’t get a hold of website leads?
There are two options if you reach this blockade. You could try emailing them, but then risk getting lost in a sea of other emails (with business inboxes receiving an average of 90 emails per day). It can be a good idea to aim for an eye-catching subject line to grip contacts, but with the average inbox attention span lasting only 5 seconds, this still might not save you from being ignored. Your other option is to leave a well thought-out voicemail, which can often do a lot of good. It can be a lot more personal and is a lot less widely done – so if you do it right, it might just do the trick.
But when calling a company or office, it’s not just 'missing the contact' that could stand in your way. You risk getting stopped by a gatekeeper who may refuse to pass you on to the key decision maker too. If you don’t have software that can tell you exactly who it is you’re trying to contact, then there could be a problem with getting to the leads you want.
Something to remember about getting in touch ASAP with contacts is that even if they aren’t interested in a sales pitch straight away, you can build a rapport with them. 50% of leads are qualified but not yet ready to buy, so it’s important to find out what they are interested in. That way you can continue to intrigue them until they decide they want to buy from you. Lead nurturing can help you out with this.
Due to a lack of nurturing campaigns, 79% of marketing leads never convert into sales. Ever. It’s a big deal that 65% of B2B marketers aren’t even using lead nurturing, considering nurturing emails get a 4 to 10 times higher response rate than your average email blast.
In summary, it might seem like you’re coming across as too eager, but generally getting in contact right away is more beneficial to your business. Even if you don’t decide to sell straight away, this initial call can help you start a loyal relationship with your leads early on. Let your contact guide the conversation, and if you feel they aren’t ready yet it doesn’t hurt to wait.
By Alison Chambers, Content Strategist at CommuniGator Group Ltd - marketing automation platform for lead generation. Find out more here. For more sales strategy tips from the lead generation experts, check out CommuniGator's latest articles. For more like this visit our website.