Rule #1: Immediacy
In 2007, the Lead Response Management research study changed the industry and showed how fast a lead cools off or how fast you need to respond. Download the LRM Study In 2011, another study done in conjunction with Dr. Old royd that was ten times larger found similar results and was published in H.B.R and INC. Rule #1 – Immediacy Best Practice Contact leads within 5 minutes. The odds of a sales rep actually contacting and qualifying a web lead drops.
Rule #2: Persistence
Best Practice Sales rep should make 6-9 calls before giving up. Reality Most sales reps are making one or two calls per lead before giving up. Think about that If the contact ratio is between 10 and 11 percent and the sales rep is only make one or two calls, they’re only going to reach 10 or 20 percent of the people they want to talk to. Tip Make sure that your sales reps are wringing the most value out of their leads as they possibly can and are not leaving money on the table.
Rule #3: Optimize
A few years ago, Inside Sales was doing a research study with Franklin Covey. Their reps were calling people back immediately when they were abandoning the sales process half way through, only to experience the leads getting upset with them for calling. Their reps called a few of these individuals back on a later date and surveyed them. This is what they said, “I was halfway through buying a day planner and I forgot my credit card. I didn’t have it with me. I didn’t want you calling me – I just went and got my card.” Tip Put a field on your web form that says, “When is the optimal time to call you?” If the lead wants you to call, they will tell you when the best time to contact them is.
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