If you’ve ever watched the guys and gals selling mops and blenders and cleaning fluids on late-night infomercials, you’ll quickly notice that, no matter what they’re pitching, they have one thing in common.
They all give you “extras,” like an extra can of fluid, if you call within the next two days. And if you keep listening, the pitchman will add more gizmos—an extra instruction book or a DVD or free shipping—if you call even sooner, like within the next half hour.
Why are they offering you so much additional “stuff”? It’s simple: they know a time-honored secret of selling: Their best chance of closing sales is when you have just heard the pitch, because that is when you are almost certain to be most enthusiastic about the value of the product being sold.
If you have ever watched one of these pitchmen in person at a retail store, and get him or her into conversation, try telling the individual you’re inclined to wait, and think the decision over. They will drop you like a hot potato, and move onto another person.
These pitchmen know that a sales lead heats up quickly, and cools off just as quickly.
The same principle applies to ISVs and the leads they seek, especially with digital marketing. When you generate leads online, either through online content, webcasts, social media programs, or elsewhere, does your organization have the right processes in place to leap on them? Because those individuals will be most enthusiastic during and immediately after they touch your content. A few days later, the individual may still be interested, but absent followup from you, that person’s interest is waning.
In our experience, clients who access their sales leads and follow up quickly make the sales. You can, too.
