When you are buying fresh fish you look at the eyes (clear?), poke the flesh (does it recover), smell it (fishy?). If the fish is fresh it remains fresh for 1-2 days and then just like a sales lead it starts to degrade and smell a bit.
When your company spends money on lead generation, the clock starts ticking; each inquiry has a life span. Some of the leads may be best if contacted in minutes. Some are ok with a call within hours or even a day or so, like fresh fish, after a few days the value is reduced.
Michael Falkson, former CEO of eti Sales Support, said, “Our experience shows that 80% of inquiries will convert into Market Qualified Leads within 18 business hours. Your chances of success, thereafter, fall dramatically“.
The certainty is that a group of leads from a given day has a life span. Each day, week or month a few make a decision and disappear; they are dead to you.
Why it matters:
Fast responders sell more than those who are slow, sluggish, unhurried, leisurely, and dawdling in pursuit of a prospect. James Obermayer
Delayed response means a higher rejection rate. Prospects often ignore delayed responders as they no longer need information. Plus, they see the delay as the first indication of the value of the business relationship: slow to respond, slow to deliver, slow to service.
Why It’s Important:
Leads that are followed up fast will buy at a higher rate. First respondents sell more than those who delay more than 18 hours. James Obermayer
The issue is that leads that are followed up fast will buy at a higher rate than those that are contacted within days or weeks, or sometimes even months after the initial contact. He who is a first responder sells more than he who is not.
You May Also Like: