The Channels of Lead Generation Are Expanding – Are They Also Weakening?
Most businesses agree that building relationships is a key component to a successful sales organization. Yet, in this ever-growing digital age, internet-driven communications are becoming more prevalent. And
while an online presence is certainly an important component of the media mix, the opportunity cost of providing consumers with only an online response mechanism is too high to justify a strategy that omits
immediate, live dialogue.
After all, it is well-known that interactions within the online environment are inherently impersonal and provide people with many opportunities to shop the competition, remain anonymous, and noncommittal, where as a live conversation immediately starts to build trust and relationships. These less engaged communication paths include click-to-chat, web contact forms, emails, and even texting.
Regardless of the product, service, or industry, Sales Managers share one common opinion, that a live conversation is always preferred as it is a stronger, more direct path to a sale. With these live leads offering better quality, higher close rates and shorter sales cycles, it’s no surprise that when given a choice, a sales professional will prefer the lead calling in on the phone, rather than the lead from an online form.
Despite the influence that digital and social media have on our communication patterns, studies show consumers still prefer to use the phone to speak with the companies that hold their money, manage their credit, provide their cable or phone service, and many other companies who provide the services and products they use and research every day.
This consumer behavior emphasizes how digital communication paths should not overshadow or eliminate the option to have a live, immediate and personal conversation. It only makes sense then that businesses should continue to include the primary channel – a phone number – that allows for a live interaction amidst the less engaging digital options.
This white paper details the differences between phone and digital channels for lead generation, in the context of advertising and lead quality and value, and ultimately how businesses can drive more valuable, live sales conversations with a balanced approach of contact channels.