When we talk about sales we often start the conversation in some fairly familiar ways — we discuss lead generation, we move along to mid-funnel cultivation, and all this usually ends up as a discussion about sales conversion strategies and success rates.
What about response time, however?
Research tells us not only that successful sales relies increasingly upon a team with the capability to run with any client situation — formulating answers and making change happen in minutes — but data also tells us that the stakes in play are significant to business’ bottom lines.
- According to a recent study by InsideSales, conversions succeed 21 times more often when representatives respond to lead opportunities within five minutes (versus 30 minutes or more). Not only that, but 50% of buyers choose the vendor that responds to them first.
- In a Forbes report, companies spend as much as $200 per lead generated. Multiply that by the number of leads potentially lost should half your buyers pick a vendor who responded faster … the revenue implications are right there in the math.
The reality is that what used to be the norm for business-to-customer communications — a turnaround timeframe of hours if not days — has shifted to an expectation of contact and resolution within minutes.
With that in mind read on for five key ways to make the most of mobile tech in pursuit of that goal. The age of digital mobility is upon us.
The Tools at Hand: Digital Mobility and the Successful Sales Team
The good news is that sales has never been better equipped to meet quick-response customer expectations.
“The most experienced sales experts agree that response time is crucial to landing and securing customers,” said Kay Svela, marketing expert at Cyberwalker. “Speed of delivery is one of the number one advantages of using mobile devices in the workplace.”
With mobile devices at hand, sales teams can realize conversion-fueling conversations in new and nimble ways, closing more interactions with ever more satisfying results. The following five approaches illustrate some of the most powerful approaches.
1. Establish a birds-eye view of opportunities.
Apps such as Mention allow your team to see what’s being posted about your brand on a virtually real-time basis. As they’re alerted to questions, needs, and reviews they can turn those moments into outreach opportunities. Whether it’s with a text, a responding post, or e-mailing them directly from anywhere — and at any time — your digitally mobile sales force is now engaging with the clients that are talking most directly about what your business brings to market.
2. Establish location and real-time touch points.
One sector that’s seeing the potential of digital mobility is the hospitality industry. Digital platform experts understand that hotel lobbies, guest rooms, and retail locations (meaning, hotel bars, restaurants, and shops) all offer avenues to react to — and be proactive about meeting — customers’ wants and needs. The upshot of this approach has to do with context: geo-mapping a property allows marketers to reach guests with offers specific to their environments and amplified by past data already collected about their choices and preferences.
As a guest who loves breakfast passes the restaurant, for example, automated beacon systems can reach them with a personalized special offer on (say) the gourmet bacon buffet. On the guest’s side, digital mobility means expediency. For example, a request for fresh linens is routed to the nearest mobile-device equipped staff. The employee gets the request, taps a reply, and brings the towels to the customer’s door.
3. Lean into the channels that your customers already use.
Back-and-forth CRM in the digital space works best when it reaches clients in ways they’re known to prefer. A case in point, one Mobile Squared report that showed 90% of people read a text message within three minutes of receiving it. That gets brands inside that high-success five-minute response-time window. Sales and reps can do it from any mobile device, and they're doing it in a way that gets eyeballs on the offer of assistance. Evidence that this kind of outreach makes a difference includes a Ring Central poll : 32% of sales respondents said they closed deals with text messages.
4. Don’t rely on response alone; get proactive.
As your sales team encounters successful and happy clients, positive interactions, and new opportunities to offer deals and special offers, it’s a missed opportunity if they don’t broadcast these events via their digital-mobile tools. A car-rental agent in a lot with a fantastic convertible on a sunny day is a Facebook post waiting to happen. A customer who’s just proposed on-property is a chance to ask for a a new pair of in-the-moment brand ambassadors to pose for the Instagram feed. Your sales team, when it comes to mobility and attracting business, is your whole digitally equipped team. Their devices are the avenue to more and better customer interactions.
5. Personalization over everything else.
It’s not enough to use mobile tools to react and prompt right-time, right-place, right-message outreach. Cultivating loyal and trusting clients is about making sure they receive communications that are catered to them. As you build your digital-mobile sales force, never replace with raw and uncaring automation the capability to address customers by name, know their past history with the brand, and shape the next offer in ways that intersect with their life events — anniversaries, birthdays, etc. Digital mobility is power, but with it comes that ever-important responsibility.
Conclusion - Don't Ignore Mobile
Sales happens at the speed of mobile. Business leaders know this, and when the stakes are high the demand for mobility-level response is even higher.
With the above tips in mind, go forth, earn the customer, keep the business, and realize the revenue. Do all three better with the tools of digital mobility.