B2B Buyer Behaviour: how to convert more quality leads

Derek Singleton - Software AdviceDerek Singleton of Software Advice has recently written a report on B2B buyer behaviour by in which a study found 3 key findings:

  1. Call leads fast- really fast
  2. Tuesday- Thursday is the best time to reach buyers
  3. Don’t underestimate the opportunity around the holidays

The findings show that calling prospects straight away can significantly improve your ability to qualify leads generated from a campaign. Also, there are certain times of the year, week and day when you need to plan your in-house sales team’s capacity to maximize your ability to turn click-throughs into leads.

The report suggests that if you call a lead within 5 seconds, the odds of qualifying them are 29% higher than if we call within 5 minutes.

Derek Singleton says “Our report shows that when a buyer contacts us directly for information—requesting a price quote or product demo, for instance—there is a significant benefit to calling that buyer right away. “It was amazing to see that if we call a buyer within 5 seconds of converting, we qualify that buyer at a rate 30 percent higher than our average qualification rate.”

At Nett Sales we think this research is definitely valid. We aim to follow up a message as quickly as possible by tracking who has clicked and opened the message. We follow up with a call to find out what prospects thought and how relevant it is to their needs.

The research also highlights leads that come in Tuesday through to Thursday qualify at twice the average qualification rate for other business days.

This makes sense and is something that we at Nett Sales already endeavour to follow. Calling prospects on a Monday or Friday is not as successful as the rest of the week, as these are day’s people of most likely to have off and be away from the office.

The week before Christmas is surprisingly active for conversion and qualification rates.

This may come as a surprise to some businesses, as you may think that in the run up Christmas and other holidays, businesses are starting to wind down and are not thinking about B2B buying. But during Christmas and New Year many companies and looking to allocate their budget and have the time to read emails and research online.

Derek Singleton gives some valuable advice by saying “Of course, it’s also important to understand that not every buyer deserves a call right away. If a buyer contacts you indirectly—by completing a form to download a whitepaper, access video content, or view other gated material—then you should consider nurturing, rather than calling, the lead. As sales and marketing professionals continue to compete for the attention of B2B buyers on the Web, understanding their online behaviour will be critical to success. Hopefully our data helps provide a fresh perspective for online B2B buyer behaviour.”

If you would like to read the report in full for more details, follow this link. 2013 Online B2B Buyer Behaviour Report. If you would like to learn more about what Nett Sales does and how these principles from the report can help you gain more sales more quickly contact our team on 01672 50 50 50.

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