When a customer has a problem, they search the web using whatever words they know about their challenge and possible solutions. But once they have identified potential solution providers, most customers want to connect directly with them to discuss their needs.
Rather than forcing a potential customer to fill out a response form on your website, it’s more productive if you enable those customers to contact you in whatever way they are most comfortable. This versatility of response encourages dialogue and the development of rapport.
Experienced sales people understand that they are most effective when they align their behavior with their customer’s. When a customer wants to get right to the point, they respond by immediately asking about the problem and the customer’s goal or objective. If the customer prefers to discuss last night’s ball game before getting down to business, they focus first on connecting with the customer personally before discussing the problem.
This versatility is equally effective in lead response. The manner in which a lead arrives suggests the communication method preferred by the customer. If a lead arrives via email, respond with an email.
If a prospect calls you, phone them back. If they take the time to actually write and send a note, recognize the significance of their issue; send a written thank you note and email them to request a meeting.
Mobile technology response rates are the highest so the use of mobile technology continues to grow. Some companies have established a mobile website with just three buttons: ‘call us,’ ‘email us’ or ‘get directions.’ Their smart phone hit rate has doubled.
Response versatility increases lead conversion rates by signifying that you want to make it easy for customers to efficiently contact you. Advising them how you prefer to be contacted has the opposite effect.
How versatile is your lead response process?
What changes can you make to improve your lead conversion rate?