Time is critical with leads – they lose their potential the longer you wait. Delay your response to a web lead, and the odds of connecting with them drop fast. Research shows that replying within five minutes boosts your chance of making contact by 900% compared to waiting a day. Your response speed also affects your sales: the likelihood of closing a deal shrinks significantly after 30 minutes and takes an even bigger hit after 24 hours.
But here’s the key: your first outreach isn’t about pushing a sale. It’s about earning trust and figuring out what kind of lead you’ve got.
Leads Come in Different Types
Not every lead is identical. You’ll see four main kinds from your website inquiries:
- Perfect match and ready to buy now.
- Great fit but not ready to purchase yet.
- Not a fit today but could be later. (Think of someone asking about a used forklift when you sell spares – they might need you down the road.)
- Not a match and never will be. (This covers vague or off-target inquiries.)
Handling each type the right way can help you seal more deals, spot future possibilities, and avoid wasting effort. For example, jump into the sales process with someone eager to buy, but hold off with someone just exploring. Crafting a quote for a mismatched lead? That’s time you won’t get back.
Why You Should Pick Up the Phone
A phone call is your best tool for sorting out what kind of lead you’re dealing with. Form submissions give you a starting point, but they don’t reveal everything. Plus, calling shows you’re serious about the promise on your website, which builds confidence in you.
When you dial, ask questions to prove you get their situation and want to find the right fix. This builds trust and lets you pin down the lead’s category quickly.
Overcoming Hesitations About Calling
You might be unsure about phoning leads. Let’s tackle some common worries:
- “We just email them.” Email’s easy, sure, but it’s often slower and less dependable. Messages can sink in inboxes or get flagged as spam, and by the time they’re read, the lead might have lost interest.
- “People don’t like calls.” If they shared their number, they’re open to hearing from you. This isn’t a random call – it’s a reply to their inquiry.
- “Calling takes too long.” Truth is, a short call can cut through the clutter faster than trading emails back and forth.
- “I can tell who’s serious from their email.” It’s easy to assume that, but even short or laid-back inquiries can lead to big wins. One company turned an eight-word inquiry into their top sale in five years.
Your First Call: What to Say
Keep your first call friendly and focused on learning about the lead. Try this script:
“Hi, is this [first name]? I’m calling because you filled out a form on our website, [website]. I have a couple of questions about the [product or service] you’re interested in. Is now a good time?”
You’ll likely hear:
- From women: “Wow, that was fast!”
- From men: “Holy cow, that was quick!”
- Often followed by: “Which website?” (They’ve probably blasted inquiries to multiple sites.)
This isn’t a sales pitch. Your goal is to classify the lead:
- A good fit, ready to buy now.
- A good fit, but still researching.
- A poor fit now, but a potential fit later.
- A mismatch, like someone asking for something you don’t offer.
Ask open-ended questions to get them talking, like:
- “Tell me more about your business and what you’re looking for.”
- “What were you hoping we could help with?”
- “What’s been your experience with [product/service] so far?”
These questions are safe, encourage dialogue, and help you avoid diving into technical details too soon. It’s a conversation, not an interrogation. You’ll quickly spot if they’re not a fit, which frees up time to focus on the right leads.
We’ve learned that our best clients are owner-managed businesses, a few years old, selling high-value goods or services, and already investing in advertising. We generally avoid e-commerce or highly competitive industries like finance or tourism. If a lead doesn’t fit, we politely say, “Based on what you’ve shared, we might not be the best match for you.” Most appreciate the honesty.
To figure out where a lead is in the buying cycle, ask: “When are you planning to move forward?” and “What’s driving that timeline?” This helps you tailor your next steps.
Keep the Conversation Going
If the lead fits your business now or might later, send a follow-up email with your contact info. No answer? Leave a voicemail and email them, noting you tried to call and asking when they’re free to chat.
Follow Up to Stay Connected
If a lead is a good fit now or could be later, send a short follow-up email with your contact details. Start a fresh email—don’t reply to the form notification your website sends. This keeps things clean and professional.
If they don’t answer your call, leave a voicemail and send an email like this:
Dear [first name],
I’m reaching out because you inquired about [product/service] on our website, [website]. I tried calling you at [their phone number] but couldn’t get through. I’d love to learn more about what you need and see how we can help. When’s a good time for us to connect?
Best regards, [Your Name]
Can’t Call Right Away? Use a Holding Call
If you’re swamped, have a team member make a quick holding call to show you’re responsive. They don’t need to dive deep—just keep the lead warm. Here’s a script:
“Hi, is this [first name]? This is [your name] calling because you submitted a form on our website, [website]. Is there a best time for us to call you to learn more about your needs?”
Then follow it with an email:
Dear [first name],
Thanks for speaking with me on behalf of [your name]. I’ve updated them on our chat, and they’ll reach out by [when]. In the meantime, here’s [your name]’s direct email and phone number: [contact info].
Best regards, [your name] on behalf of [your company]
Why This Matters
Every lead we send you is a chance to grow your business. By responding quickly, calling to understand their needs, and following up thoughtfully, you’ll build trust and turn more leads into sales. Don’t let opportunities slip through the cracks—pick up the phone and start the conversation. We’re here to support you every step of the way. Let’s make those sales happen!
By using these steps, you’ll connect with leads more effectively, build trust, and increase your odds of turning them into paying customers. We’re here to help you make the most of every opportunity – let’s get those sales rolling!