Best days/times to contact and qualify leads: which?

May 9th, 2012 Posted by Local SEO 8,842 comments

If you spend good money in your SEO strategy but don’t reach back to your leads in time, you are wasting your cash. The hard question is: “Is my marketing efficient in the last mile?”

Your prospects run a marathon to find you on the web. When they finally find your site and call your number, they enter the last-mile zone. This is where the rubber meets the road.

A hardcore study

In 2009 Lead Response Management produced a wide-scale scientific study showing how best to handle inbound calls to get the highest possible return on your marketing efforts.

The study was conducted on leads originating from the web, a very common situation today for small businesses: local search plays a dominant role in the way consumers look for products and services.

The researchers dissected 3 years worth of data from over 15,000 leads and over 100,000 call attempts. We are talking wide-scale, statistically significant sampling.

The question on which the study focused was not the sales close ratio, but: When should your business call web-generated leads for optimal contact and qualification ratios?

Facts separating the boys from the men

The study findings can be summarized in this way:

Best days to contact and qualify: Wednesdays & Thursdays

Best day to contact to qualify: Thursday

Best times to call to contact:  4 to 6 pm

Best time to call to qualify: 8-9 am and 4-5 pm.

Definitions

Contact: A call that connects with a live person and lasts between 2 minutes and 6 minutes.

Qualifying: A stage in the lead nuuruting process where the lead is willing to enter the sales process (e.g. setting up an appointment with a sales rep, setting up a demo time, etc.)

Voicemail, a big no-no

Do you direct your incoming calls to voicemail? If the answer is yes, you would have more fun lighting up a cigarette with a Benjamin.

Here is why:

If you call back your leads as long as 1 hour after they contacted you, your odds to contactthem are 10 times lower.

In this same hour, your odds to qualify them decrease by 6 times.

Even more telling:

If you call back your leads 30 minutes after they contacted you, your odds of contacting them are 100 times lower than if you had called them back within 5 minutes.

Your odds to qualify a lead 30 minutes after they contact you are 21 times lower than if you contact them within the next 5 minutes.

You can read the study here: http://www.leadresponsemanagement.org/lrm_study

Conclusion: Forget voicemail. Speed is of the essence.

On LocalRanker sites, your leads can contact you in multiple ways with instant alerts to you:

  • Your regular phone number is at the top of your site for highest visibility
  • Leads can drop off their names and phone numbers in a box to be called back. You will receive an alert by text message to your cell phone within seconds.
  • Leads can interact with you directly through live chat. Great way to catch them when they browse your site!
  • You can install any number of “call me” buttons on your site. 
  • You can pre-qualify leads through custom-built forms: results are sent to your e-mail within seconds.

 

To your success!

 

Phil Chavanne
LocalRanker