By Pat Hinds,
I enjoy watching a show called the “THE FIRST 48®”, listed below is a summary of the show.
“For homicide detectives, the clock starts ticking the moment they are called. Their chance of solving a case is cut in half if they don’t get a lead in THE FIRST 48®. Each passing hour gives suspects more time to flee, witnesses more time to forget what they saw, and crucial evidence more time to be lost forever.
THE FIRST 48® follows detectives from around the country during these first critical hours as they race against time to find the suspect. Gritty and fast-paced, it takes viewers behind the scenes of real-life investigations with unprecedented access to crime scenes, autopsies, forensic processing, and interrogations.”
I have been speaking with a company called Insidesales.com and they sent me a white paper called, “How Much Time Do You Have Before Web-Generated Leads Go Cold?”. The paper is an overview of a Lead Response Management survey by Professor James B. Oldroyd and one of the areas of focus is; RESPONSE TIME ANALYSIS BY 5 MINUTE INCREMENTS and the conclusion was:
• The odds of contacting a lead in 5 minutes versus 30 minutes drop by 100 times! In fact, from
just 5 minutes to 10 minutes the odds decrease by 5 times.
• The odds of qualifying a lead in 5 minutes versus 30 minutes drop 21 times. And from 5 minutes
to 10 minutes the dial to qualify odds decrease 4 times.
I have worked with many small companies that are spending lots of money on websites and search engine optimization, but they take 5+ hours to respond to a web generated request. When I watch the show “First 48” you can see the process they use to solve the crime; interview, gather evidence, bang on doors, check cell phone records and follow-up tips. This same concept needs to be applied to web lead follow-up, but instead of 48 hours the company has 10 minutes to respond.
When I tell companies they have 10 minutes to follow-up they think I am crazy, but if they are willing to implement processes with a 10 minute objective and deploy the tools like Salesforce.com they are able to meet this objective. When the 10 minute rule is in place it is easy to measure the results.
Topics: Sales Consulting