In today’s self-service, hyper-connected world, your prospective customers spend a lot of time understanding who you are and comparing you to your competition. They can read what you post on your website and Google various related topics as well as your name to understand whether you are within their realm of need.
Many times, the analytics will show that people have visited your site and social profiles several times before actually reaching out. A lot of activity is happening apart from you continuously. The buyer has the power of information in their hands.
By the time your prospective customer reaches out, they are already educated about their problem.
The customer journey starts with search and research. Your content and reputation has to be intact. This is why it’s important to study your analytics and see where your customers are visiting to gather insights about who you are and what you are offering.
At some point, they are ready to talk to someone. They want answers or are ready to explore a next step with you. That handoff has to be carefully handled and expediently managed.
The sales conversion step when it comes to managing ready sales leads is a potential failure point. And the best way to remedy this is to ensure your human process has inside salespeople that are ready for a conversation. In all likeliness, your prospect has filled out several web forms of you and your competitors. Responsiveness is critical to your success in engaging and moving the prospect further down the funnel.
One of your key metrics could be response timing. A 1 hour response time may feel rigorous, but try installing this for a 30 day period. See how your conversions turn out. From there, as you see success and embed the culture into your team, consider automating the process for efficiency.
Your alignment around speed and continuity for the buyer’s progress can be the difference between a lot of unknown lost sales and a strategic competitive advantage.