We’ve talked a lot best practices for converting website leads. One of the main things we see companies take for granted in the sales conversion process is responsiveness. When an inbound lead comes in or a prospect emails your team, how your B2B marketing and sales team handles that lead often determines whether your firm is able to convert that lead.

In this blog, we examine why it is imperative that your sales team responds to any and all sales inquiries within 1 business day.

Your Sales Process Sets the Tone

For a prospective client, the most accurate preview of a company’s service delivery is the sales process. If the sales process is easy and the sales team is responsive, typically that’s how the customer sales team will be too. Even though sales and customer service are two distinct departments, most of the time the overall company culture and values are consistent.

Similarly, if the sales process is confusing and clumsy, it’s likely that the service delivery will be sub-optimal also. As a B2B marketing and sales team, you want to be as responsive as possible since this is a prospect’s first impression of your company. This is why it is critical that all sales inquiries are replied to within 1 business day!

Here are other reasons why this is so important:

  1. Head Start: If your B2B marketing and sales team replies 24 hours before the competition, your company already has a head start in closing the deal. While the competition is initially responding, your sales team is already at the proposal stage. Fair or not, prospects tend to favor the company that is quickest to the close.
  2. Make It Easy: This may seem harsh but prospective clients are inherently lazy. A prospect does not want to put forth that much effort to get quotes and they shouldn’t have to put out much effort. They expect the companies in consideration to be the ones to “jump through hoops.” By replying quickly to sales inquiries, you are making it as easy as possible for a prospect to do business with you.
  3. Positive Impact on Price: If your B2B marketing and sales team practices responsiveness, then that typically positions your brand as organized, efficient, and experienced. This builds credibility with the prospect, allowing you to price higher for your services. Additionally, by being the first to respond, your proposal will become the benchmark to which other proposals are compared.

Woody Allen’s famous quote “80% of life is showing up” applies to the 1-day email responsiveness rule. If your sales team shows up before the competition, there’s a great chance you will win the deal.