Avionics News May 2017 - 47
look at why they're often not met, and understand how
delayed responses can affect your sales.
Of course, avionics shop customers aren't buying bulk
laundry detergent, toys or books. They're considering
spending significant sums of money on an aircraft. But
they took time to reach out, so they do expect you to
show some care by quickly responding.
Perhaps an immediate reply is asking too much.
Yet if it takes a day, or a week, someone else they've
contacted may beat you to the punch. This gets back to
the first customer-service test: Consider that they're not
necessarily looking for reasons to buy from you, but for
reasons not to, according to Barnes. In a tie, the win
goes to the shop that offered the best care.
It's not a difficult concept. Yet many businesses -
including those outside of aviation - seem to forget it. The
solution would seem to be continual lead nurturing. Yet
many sales folks worry that they're annoying prospects
by nagging them with follow-up regularly. Of course, in
most cases, they're not. These people reached out and
gave permission to be persistent, and those reply calls and
messages may still be time-consuming and awkward. But
it's nothing compared to the irritation customers may feel
when they think they're being dismissed.
That's an important thing to consider because it will
take multiple touch points before a customer buys,
spanning from initial research on your website, to
contact forms, through emails, phone calls, and text
discussions and questions, to delivering the airplane,
according to digital marketing company SmartTouch
Interactive. Multiply that by each customer, and it's
clear you need a plan.
In particular, you need one that reacts quickly,
including after hours and weekends. The longer you
wait to reply to initial inquiries, the less likely you
are to reach decision-makers to qualify the lead and
do something with it. Touch back within four hours,
and you have a 95 percent chance of reaching them,
according to the Harvard Business Journal. Wait 12
hours, and that drops to 80 percent. At 24 hours, it drops
to 60 percent. Two days later, you might only have a 5
percent chance, and that's with customers who expect to
hear from you.
According to Do You Convert, an online sales and
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