WHO is watching your prospects?
I was writing a blog post today about the value of lead response time, when an cold prospect came to life out of the blue, and my point was proven - live.
As you may know, lead response time can create quite a competitive advantage. Studies show that you're 21 times as likely to engage in meaningful contact with a prospect when you catch them within 5 minutes of engaging with your content.
Here's a perfect example of how and why that works.
In January of this year, I went through an exploratory process with an accounting firm looking to increase their client-base. We identified a strong use case, and put together a detailed proposal that fit their benchmarks and goals. Unfortunately, it wasn't the right time. They simply did not have the budget.
Our plan was to reconvene exactly one year later when they had money set aside, and it was in my calendar to follow up in January.
The 4-minute sales response time:
Today, I started getting notifications that the Managing Partner, my main point of contact, was opening and clicking the email I sent 10 months ago, which contained our proposal.
This is how I KNEW it was time to reconnect:
As you can see from the alert pop-up, my interest was immediately piqued based on the subject line. So, I clicked on my Hubspot Sales Chrome extension, and saw that there was a single view that I should explore.
Being that it was past 7 pm in my prospect's timezone, I felt that it may have been a little pushy to call, so I whipped up an email, and within 4 minutes, it was out the door. Remember, the key is to make contact within 5, so I had a WHOLE minute to spare!
This is what I said:
The new message pop-up arrived 7 minutes later. By the way, check out that panel to the right showing information about the prospect. This is through a Hubspot/Gmail integration. Any time I input this prospect's email address, this information shows up, so I don't have to dig for it IN Hubspot.
We have important data summarized, including points gathered through our exploratory calls as well as a score based on how they have interacted with our content (website, offers, emails, etc).
THIS is how they responded:
Now, I wouldn't necessarily recommend exposing your level of big-brotherness if you're not selling the kind of services Orange Pegs sells, but for what we do, it was the perfect pitch. And the answer to his question was right in front of me... to the right.
Notice how his last movement prior to this one was in April? I couldn't have timed it better if I planned it... which I did.
You should be giving your sales teams every competitive advantage you can. Sales response time is among the easiest advantages you can provide, yet, it tends to be the most overlooked.
This article highlights a couple of studies that illustrate the value of calling within 5 minutes, and the epidemic causing deals to fall through the cracks everywhere.
Want to see more? Watch the video below to see how the entire sales and marketing funnel work together with the Orange Pegs Growth Stack: