article | September 12, 2013
Are You The Best at Engaging Prospects?
The Battle for leads in the marketplace has never been fiercer. As access to information increases, buyers turn to the internet for researching and shortlisting. The result? Prospects typically engage with vendors more than halfway through their purchasing process. Now more than ever, the first interaction between a prospect and vendor is critical. Companies with a world-class prospect experience convert more inbound leads to opportunities. However, most firms falter on basic lead engagement principles.
Here’s a personal example: I recently put out a bid to renovate my kitchen on a contractor website. I received three bids back via email the next day. I followed up on all three within a 5 minute window. The first contractor called me 15 minutes afterwards. The second took three days. Here is the exchange with the second:
Contractor B: We saw you inquired about our bid. When would you like to start this project?
Contract B: (Laughing) That’s a little soon.
Me: No, it’s not. One of your competitors responded two days ago and is coming tomorrow.
As slow as they were, they were better than the third contractor. They never responded.
B2B buyers demand the same responsiveness. If your inbound marketing presence is worse than the competition, you are losing deals. How can you tell where you stand? The Mystery Shop. The mystery shop helps you understand how your company engages the strongest leads: inbound requests. Download our “How To Mystery Shop Guide”.
A solid mystery shop is defined by three components:
Company Website and Presence:
Sales Contact (after qualification):
These opening interactions are critical, but few companies can confidently execute all of them. First impressions count. B2B consumers associate these experiences throughout the rest of the engagement.
So how should you conduct a proper mystery shop?
Here are some tips:
Give your company the chance to engage better than the competition. Get there first. Create a more professional experience. By the time the competition shows up, you’ll be ten steps ahead. Download our Mystery Shop Kit.
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