Individuals

Enhance your marketing skills and save 30% off
Individual Annual Membership*

Save 30% now

* New Individual Annual members only. Valid until 30th April. Read more...

Business

Discounts available to help upskill
your team and beat your competition

Find out more
Explore our Digital Experience Management Toolkit

Vendors fail to shoot fish in barrel by not replying to customer questions

By James Story 30 Aug, 2018
Essential
Customer engagement

Chart of the Day: Work-related customers are rarely having their questions answered

84% of B2B customers don’t expect to hear back from companies when they have a purchase-related question.

Not a third. Not half. 84%.

This research has been revealed by intelligent appointment scheduling company TimeTrade, who polled B2B buyers about the purchases they make for work. When asked how frequently they don’t hear back from a company after asking a purchase-related question, 59% replied “frequently” and 25% said it was “all the time”.

amount of buyer question responses from vendors

It’s ludicrous that companies are so often missing a golden opportunity to communicate with prospects who are likely close to converting. Your sales teams can spend weeks or months nurturing leads until they convert, so why not give that same attention to the people actively getting in touch with you?

Defining your lead generation strategies and nurturing prospects through the purchase funnel are both important but shouldn’t come at the expense of responding to customers who find you organically. The research suggests that companies may also become complacent once they’ve already secured a sale, as the response rates of customers’ post-sale questions were only marginally better.

Every time a customer gets in touch with you with a question, you can bet that 10 other people have had the same query and settled for another product instead. Invest in answering the questions you receive as quickly as possible and if you find common problems between customers, create a list of them and brainstorm solutions you could implement so that prospects can always find the information they need.

Imagine the scenario: a prospect has taken notice of your media presence and they’ve heard a positive endorsement from one of their former colleagues. They’re now researching your products and think they’ve found what’s perfect for them. They need one final piece of information to decide on their purchase and try to ask you a question.

I’m not a salesman, but I know an opportunity when I see one. Or, as Krusty the Clown once said:

Take it

By James Story

James Story has worked in the world of digital marketing since 2014 as a content and online PR executive. Specialising in content creation, he has been part of award-nominated projects and instrumental in the creation of content hubs. With a passion for the written word and an eye for detail, he is currently the Content Manager & Data Analyst for all of Smart Insight's resources. You can connect with James on LinkedIn

Start the discussion on our community and social networks

Turbocharge your results with our

Digital experience management Toolkit

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Digital Marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Recommended Blog Posts

Popular Blog Posts