Here’s a short article from the Harvard Business Review on lead capture. The stats:
- $12.5 billion in 2005 to $22.7 billion in 2009: The amount of advertising dollars spent generating leads
- 2,241 U.S. companies: The number of companies measured in the study to test lead response time
- 37% of the companies responded within one hour, 16% responded within one to 24 hours, 24% took more than 24 hours to respond, 23% never responded
- 42 hours: The average response time by all companies measured
- 7X: If you try to contact a potential customer (i.e., a “lead”) within one hour of receiving a query, you are nearly seven times as likely to qualify that customer as those individuals who wait two hours
- 60X: By contacting a potential customer within one hour of a receiving a query, you are more than sixty times as likely to qualify that lead than individuals who wait 24 hours
Take-away: The fastest to respond wins the opportunity to serve a customer. Insight: Once you’re earned that opportunity, keep delighting that customer by remaining responsive.