How Savvy Is Your Sales Follow Up on Website Leads?
Have you noticed how customers “pre-shop” online to educate themselves before they contact you to buy or ask questions? Which means by the time you actually receive a website lead, you’ve got a very short window to make the sale.
If you don’t engage this prospect just right, it’s an easy click to the next competitor. Marketing Sherpa just released a case study on when to follow-up on website leads. I bet you’ll be surprised by the results.
How savvy is your sales follow up? Take this short quiz, and find out. (The answers appear at the end.)
1. How long should you wait before calling back a prospect from a website inquiry?
a. Less than 1 hour
b. 4 hours
c. At least 24 hours
2. What time of day results in the highest conversion rate?
a. 9 am – Noon
b. 1 pm – 3 pm
c. 3 pm – 6pm
3. Which day gets the most completed calls?
1. “C” is correct. Customers often need management’s approval before placing sizeable orders ($200+), but may go through an order or inquiry form to see what is required. Following up immediately doesn’t give them enough time to get this authorization. By following up the day after an inquiry is received or the shopping cart was abandoned, the action is still fresh in the prospect’s mind and the lead is still hot. But don’t wait until day 2; studies show 4 times fewer conversions and 6 times fewer completed follow-ups if
2. “C” is correct. The highest conversion rates typically occur between 3:30 pm and 4:25 pm. Even though it may be hard to close the sale from 4:30 pm to 6 pm, sales people often find prospects willing to set phone appointments for the next day at that time, so the follow-up is not wasted.
3. Surprisingly, it’s “C”. Fridays can be an untapped goldmine for reaching decision makers, so don’t give in to truisms that say prospects are in “weekend mode” or already out of the office. Follow-up success increases each day after Monday. In fact, according to one study, Fridays showed 241% more connects than on Mondays.
Tightening up your sales follow-up process is the one risk-free tactic you can implement instantly that increases sales by 10%, 20%–even 30%–without spending a nickle on advertising, employees or infrastructure. To learn more sales follow-up “do’s and don’t’s”, check out my upcoming Follow-Up Marketing Workshop in Chicago, St. Louis and Houston for business owners and sales executives.