It’s no surprise to the industry that building a rapport with consumers through conversation is vital to sales earnings. In fact, it’s estimated that $1 trillion in consumer spending in 2016 was influenced by customer calls. That’s right people, sales calls still work. This is especially true with inbound sales calls, they are a way to build positive relationships with your prospect.
The Digital Disconnect
These days, there are a million ways to connect via the internet. While this is increasingly helpful, it is also hindering human interaction.
This is why it is so important for organizations to remember that in relationship building, there is nothing that can substitute the value of personal connection. Overlooking this fact can be extremely costly for a business.
Still not convinced? Here’s the data to prove it.
We have gathered three key takeaways from a study by RingPartner on the increasing demand for phone interactions across several industries in 2016.
- The need for human interaction is driven by the continual increase in online behavior.
- Conversions are the lifeblood of your inbound campaigns.
- Don’t discount the importance of seasonality
1. The need for human interaction is driven by the continual increase in online behavior
The following data depicts the average call times for phone conversations with the purpose of educating the consumer about the product or service, or inbound sales calls.
Average call time in January 2016 = 119 seconds
Average call time in January 2017 = 254 seconds
Increase in 2016 to 2017 call times = 113%
It is clear from these findings that though consumers are able to find a majority of information online, it is still necessary to be available to communicate with them the old-fashioned way.
To better capitalize on this relationship, it is essential to ensure that the organization’s phone number is clearly displayed on all digital marketing mediums.
2. Conversions are the lifeblood of your inbound campaigns
Top 3 Industries with Most Conversions in 2016
General Legal (58%)
Student Loans (35%)
Top 3 Industries with Most Conversions in 2017
Real Estate Lawyer (55%)
Life Insurance (51%)
Bankruptcy Lawyer (51%)
What is the relevance of these lists? And what does it mean if you’re not on them?
If your industry is on this list, and you are not seeing conversion rates in this range, you may want to take a look at your inbound approach.
If your industry isn’t on this list, no need to panic. Again, just take a step back and reevaluate your approach to inbound sales calls.
Note: Regardless of industry, sales calls typically have a conversion rate of about 30–50%. If your rate is not in this range, you may need to take another look at your consumers’ needs.
3. Don’t discount the importance of seasonality
RingPartner’s findings suggest that there may be a certain season when customers are more willing to spend more time to learn about potential products and services to purchase.
Average Call time during Q1 in 2016= 107 seconds
Average Call Time During Q2 in 2016 = 162 seconds
Call time increase from Q1 to Q2 = 51%
As can be seen from the data above, we can guess that customers may be more open to your sales pitch after the financial effects of the holidays have worn off.
By paying attention to trends like this one, you can be more effective and intentional with your inbound sales strategy.