Don't contact us as we won't reply

You never get a second chance to make a first impression. Yet many companies make the mistake of investing in crafting the perfect website, exhibition stand, sales email, print advert, networking event or social media campaign and then sit back and do nothing with the enquiries generated. Something we have all experienced that creates a bad first impression and is unfortunately more common than you may like to believe.

Despite these tough economic times for most businesses what they need to be more successful is already there. Not responding to enquiries is just one example. According to Bain, for some businesses up to 64% of leads never get contacted.

You may say that this does not happen in your business, but think…did you go back to everyone that you raised interest with at that last networking event? Have you replied to all the enquiries you collected at the recent expo? Have you returned all the enquiry calls left on your voice mail? Did you go back to that prospect referred to you by a supplier?

Your business invests in marketing and rightly expects to see a return on this investment. We also need to create a good first impression. When you receive a new enquiry you have the perfect opportunity to create a great first impression, by simply being professional and responding. When you start a relationship in a professional manner that is how people believe you to conduct business going forward – that’s a great start. It’s that simple. Did you know that your chances of winning business are improved 10 fold by responding effectively to an enquiry?

I met with one company recently and the week before placed an enquiry online, using the form they provided on their website, just to see how they managed enquiries. I received nothing. At the meeting I mentioned this. They checked and came back to say that website form enquiries all went to Muriel’s inbox – unfortunately Muriel had left two months before and no one had though to re-direct them! How confident are you that all your response mechanisms are working effectively?

Another company I visited took pride in the CRM System they had invested in, ensuring that all enquiries could be captured, monitored and reported upon. The meeting concluded in the early evening so I asked if we could take a walk around the now empty sales office. Where we found prospect business cards sat in trays, post-it notes with enquires stuck to monitors and enquiries scribbled on pads. Many were now old and few had made it onto the CRM System. How good are you at capturing opportunity?

So, before you say ‘we don’t do this’ take a look around your office, ask about the leads from that networking event or expo, check if your website forms and generic enquiry email addresses are all working, being received and managed. You may be surprised at the opportunity going to waste that can be turned into business for you.