The only tool you need to build trust with leads
Every sales team wants better leads and for those leads to convert faster and then for those new customers to stay customers longer.
Selling to the best leads who will turn into loyal customers starts with lead nurturing that helps you build trust. The better and faster you are at building trust, the better your conversion rate and the better your customer lifetime value.
And that’s why you need to rely on texting when nurturing leads.
Why is texting such an effective tool for building trust with leads?
You meet people where we all are: on our phones
Think about all the time we spend on our phones. The average smartphone user checks their phone 17,155 times a year. That’s 47 times per day, or twice an hour per 24 hours.
Even more importantly, you should want to text leads because that’s how they want to be communicated with! One survey found that respondents read 80% of texts received from businesses within five minutes. Almost 60% of respondents also said they viewed businesses more positively if they offered the option to text.
Why wouldn’t you want to take advantage of that and reach out to people in the most convenient and simplest way?
If you’re trying to set up an appointment with a lead, you don’t want to rely on email. People miss emails constantly. Even those who keep their inboxes cleared aren’t exempt.
And it’s not news that plenty of people tend to ignore phone calls unless they know exactly who is calling. Or even when they know who is calling, it’s not the right place or right time or they just don’t want to talk to anyone.
But when you follow up and send reminders straight to someone’s phone, for example, it’s much less likely they’ll miss those messages.
You connect instantly
There’s no faster way to reach out and then continue conversations than texting. Even though it’s not necessarily that much effort to immediately reply to texts you receive from leads – and it’s certainly the expectation for businesses to respond to inquiries of all kinds quickly – those leads will surely appreciate it.
A quick response alone often makes the difference between someone choosing one company over another. If you show leads that you value efficiency and giving them the best experience, and you continue doing those things throughout the nurturing process, you prove to them that you’re worth doing business with.
The ability to respond instantly and continue that conversation in real time also speaks to the personal nature of texting.
Yes, you may already send personalized emails to leads, but how personal can email really be?
Texting is inherently personal in a way email never will be. After all, it’s the primary way so many of us communicate with friends and family. Not that you want to become friends with your leads – you want them to be your customers.
But when you thoughtfully engage with leads via text, meaning you personalize messages, show empathy, and reach out at key times without spamming them, that helps leads see that you’re worth talking to. Even automated texts feel personal when you write naturally and include details specific to the recipient. (Automated does not have to be synonymous with robotic!)
But keep in mind that texting is only personal when you use long code. A 5-or 6-digit short code defeats the whole purpose of personalization. Those messages don’t beg or require any sort of response from the recipient, which is one of the hallmarks of a personal message.
It’s low pressure but still urgent
Email is definitely the lowest pressure as far as communication is concerned. It’s oh so easy to hit archive or delete. There’s generally no pressure and no urgency for a lead to respond to an email.
Responding to a text isn’t exactly high pressure either, but texts do feel more urgent. People can still easily ignore a text or not respond, but at least you can basically guarantee that they read it. And when a lead does want or need to respond, it’s quick and painless.
For example, using texting to help someone to schedule an appointment and then confirming that appointment via text and reminding them via text doesn’t necessarily require responses on their end. But it does give them an important push to show up!
Additionally, when you text leads, you take off all the pressure of a phone call. They get the same personal attention and all the benefits of a real-time conversation. Trying to force a phone call will never help build trust with leads.
Think these advantages are obvious? Then you must be part of the 39% of businesses that use texting to connect with customers. So many organizations don’t yet realize just how powerful texting is, especially when they want to build trust with leads. And fortunately, automating portions of the lead nurturing process doesn’t diminish these benefits.
When you want to optimize your lead nurturing, you can’t afford to not go with tools and systems that enable you to build trust better and faster.