(Response) Time is now
Response time will still not be immediate, however, removing the feeling of frustration from the process will definitely improve customer experience.
Your clients are HERE
Immediate response time is essential for another reason. Your customers reach you via website. When they submit a lead, if it happens in a web form, you are notified about it.
The moment you find out the customers are at their desks, have your website open and a phone near them. This state is named ‘presence’ in the study. If you manage to call a customer at this exact time, you highly increase the chance to sell a product. The authors of the study add: ‘Salespeople know that simply being able to contact somebody can make the difference between a sale or not. ‘
Business owners are busy. Sometimes they make their business an excuses for late response time. Don’t be a part of that group. The trick is to make time or create a solution that will not require such sacrifices from you. Options are, almost, unlimited.
Ideas for shortening response time
- new human resources
Even if you are a one person company, consider hiring an assistant. Actually, as a one person company, you should invest in an organized assistant for your business, all the more. At the beginning just you might be enough, but if you want to start selling with actual profit, you won’t be able to go solo. A good assistant can pick up calls immediately, manage your schedule or even supervise your digital and social media strategy.
- time management/work organization tools
The range of effective and free time management tools is broad. From simple excel sheet, to Google Calendar, to project management boards like Trello – technology is on your side. If you have an assistant, Google Calendar will also help you coordinate the already planned meetings with clients with newly scheduled ones.
- easy-to-follow communication channels
Is your e-mail connected to your smartphone so you can tell when new messages from clients appear? Do you know when a customer filled an online contact form? Do you get a notification when a customer wants to call you or rather curse another missed opportunities that disappeared along with missed calls? Think about being available at all times. You can do it by connecting all your communication channels with your mobile. Google Calendar, online form, e-mail app and LiveCall together with a professional assistant will turn your small business into a well-oiled moneymaking machine.
The Wow Effect
The study reveals another interesting pattern. Sales representatives who participated in this survey-based research mentioned a so-called ‘WOW’ effect. The majority of them experienced highly enthusiastic reaction from customers when their response time was equal to 3 seconds or shorter. What the sales representatives reported was that the general impression of a customer was that the salesman was ‘really on top of things‘. Quick response time also convinced the customers that the business is well managed.
What is more, the effect was not short-lived. The customers expressed another opinion. Apparently, quick response time convinced them ‘that is the kind of person and company they want servicing their account’.
Immediate response might be difficult. Still, denying the effect it has on the customers, and in turn, sales is difficult as well. Consider creating a customer communication strategy that will help you achieve a similar effect. Check out our article:
If you manage customer contact yourself, try other options, such as scheduling a given time for customer calls or installing LiveCall.
What are your thoughts on the effect of response time on sales? Have you ever experienced ‘The WOW Effect’?