In today's competitive business environment, your company is undoubtedly spending significant dollars to increase leads. But what happens once you get them? Could your lead-conversion rates use a boost? Without successful conversion, leads are essentially useless.

Here are five steps that'll immediately increase your lead-conversion rates:

1. Focus on speed to lead

According to a study, the odds of reaching a lead increases 100% if the lead is called within five minutes rather than 30 minutes. The study also found that the odds of qualifying and converting a lead increases 21 times if the lead is called within five minutes vs. 30. Calling leads immediately—before your competition—turns rapid response time into a competitive advantage.

2. Convert leads to conversations, then to sales

Don't get caught up measuring how many leads you're getting. The question is, How many are you talking to? Converting more leads starts with more conversations. Don't rely on email to initiate contact with a hot lead. Instantly calling incoming prospects means that you can spend more time closing sales—and less time pursuing cold leads.

3. Don't rely on CRM systems

Customer relationship management (CRM) systems can stand in the way of immediately reaching your leads by phone. A study found that only 40% of leads receive a response via telephone within 24 hours. In the hours it may take your CRM system to send incoming lead information to you, your competition may have already contacted and closed the sale.

4. Be available—anywhere, anytime

Not there? No problem. As a busy business person, you're often away from your desk. According to a study, weekend and after-hour leads are extremely valuable, but they are often neglected. Similarly, a report found that enormous opportunity exists for after-hour and weekend calling when many companies aren't staffed for rapid response. In the age of mobility, there's no excuse to miss an incoming lead. Lead-response management services enable sales reps to receive detailed lead information by phone—and to make immediate phone contact with the lead, regardless of the rep's location.

5. Be persistent

You already know that persistence is key to sales success. But consistently following up with leads is easier said than done. A report found that 35% of leads are reached on the first call and up to 72% are reached with the second call—but 48% of leads never get a second call.


You're competing hard to generate new inquiries and prospects, but that's not where the battle ends. You are, in essence, wasting marketing dollars if you don't apply the same amount of effort to lead response and conversion that you do to lead generation.

Make the most of your hard-fought incoming leads by putting in place systems that'll immediately connect you with leads by phone, help you close more sales, and ultimately, maximise your lead conversion rates.


Marketing Profs