Sixth Time Is The Charm To Convert New Leads, Contact Research Shows
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New inquiries should be called immediately and in 2 subsequent time windows during the first day until contact has been made, according to new research from Leads360. More specifically, the report said, calling 3 times during the first day, once on day 3, again on day 4, and a 6th and final time on day 11 or 12, is the optimal call attempt strategy for marketers. If contact has still not been achieved, calling on day 3, 4, and day 11 or 12 will help maximize contact and conversion rates, without requiring additional calls or time investment from agents, besides automated email follow-up.
Leads360 recently released the report “Building the Optimal Inquiry Strategy,” comprised of research conducted to determine the optimal number of times to contact consumers. In a study of more than 20 million leads, results indicated that contacting potential customers six times is the best way to maximize conversion rates without overtaxing staff resources.
In addition, study results concluded that another key factor affecting lead conversion rates is the timing between the six contact attempts. The study established that calling leads three times during the first day, once on the third day, once on the fourth day and a sixth and final time on the 11th or 12th day was the optimal baseline for a call attempt strategy. Study results showed that the sixth call placed returned a remarkable 500% improvement over average conversion rates.
"Until recently, little data has been available about the optimal amount of time an agent should wait between each call attempt,” said Jeff Solomon, SVP Product Marketing. “Many organizations do not have a strategic approach to contacting leads and few have a strategy that extends beyond the first call. This research underscores the importance of having a specific plan with respect to the frequency and timeliness of call attempts and not relying simply on luck of the draw."
Creating a systematic process for responding to consumer inquiries with speed and consistency is critical for any organization. Earlier Leads360 research revealed that speed-to-call is the single largest driver of lead conversion in the first two minutes after the lead is generated. When combining the speed with which a lead is initially contacted with the six call attempt formula, sales teams will see a dramatic increase in conversion rates.
To download a free copy of the whitepaper, click here.