Velocfiy recently published a new study, the Ultimate Contact Strategy, highlighting the importance of sales lead follow-up including prompt response, appropriate persistence, and optimal timing between attempts for both phone and email communication. One of the primary takeaways from the research was speed-to-call is the most significant driver of conversion rate, but does the time of day a sales lead is received matter? If a lead is received outside of normal business hours, is it better to wait until the next day to respond?
Prior research on time of day responses indicates that leads received and responded to outside of typical business hours actually convert at higher rates. Businesses equipped to respond to sales leads outside of normal business hours have a significant advantage over those that don’t typically staff during those hours. This research suggests that leads are more receptive to contact and more willing and able to convert before work and after typical dinner hours. However, this does not mean that we should wait to contact all leads during those hours. Following the call and email strategy outlined in the Ultimate Contact Strategy is still recommended, especially making the first call attempt as quickly as possible, regardless of the time of day.
These findings do suggest that it might be a good idea to try to make subsequent calls outside of normal business hours for leads who aren’t contacted on the first few attempts, while still following the Ultimate Contact Strategy. Interested in learning more about our Ultimate Contact Strategy? Please click here to download the full report. If you would like to learn more about our research on leads received and responded to outside of normal business hours, click here.