New Study – What online buyers expect

Don’t Let Your Online Buyers Fall through the Cracks – Respond on Time to Online Forms
Online Buyer Expectations: A study of personal and business buying experiences and where sellers fall short

There is nothing more frustrating for an interested and engaged online buyer than a sales rep who fails to follow up with them when they are ready to engage. Many times a prospective buyer will fill out an online form and expect at least an email back to acknowledge their interest — but gets silence instead.  In fact, a recent survey found that more than half of online buyers have experienced “no response” after submitting online forms.

Surprising? 

As the use of the internet has proliferated, and online forms have become key contact and sales tools, some challenges have emerged. To help shed light on these issues, Zogby Analytics was commissioned by Velocify and PossibleNOW to conduct an online survey of more than 1,000 adults in the U.S. who had submitted an online form requesting information for a product or service with a value of $1,000 or more.

The overwhelming majority of the respondents found fault with the online form process.  Either no one contacted them or there was a long lag time between filling out the online form and getting a response.  As a matter of fact, 57% of buyers said their purchase decision has been influenced by a slow response.

Below are a couple of findings from the research that may help ensure you don’t let good leads fall through the cracks:

Be the First Responder — Early Bird Gets the Worm: Prospective buyers submit inquiries to three or more different companies when looking to purchase a product or service, according to the research. So it isn’t surprising that the research also found being the “first to call” a potential customer can be advantageous. Overall, 64% of buyers believe that the first company to call them has an advantage over others.  This raises a critical question – as a sales leader – do you have both the right technology and training available for your sales team to be the first responders?  If not, business and revenue opportunities can be lost.

Learn the Right Method of Contact – Phone and Email Practices that Win: While every customer has different preferences for being contacted – a combination of phone and email still won out as the preferred method of communication.. The research found that 93% of buyers would like companies to call them two or more times, if they don’t initially get a hold of them, and 98% said they would also like at least one email.

Want to learn more about the Zogby Research and insights to prevent leads from falling through the cracks?  Click here to download the free report.

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