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In sports, speed is often a game-changer. The fastest runner or the quickest player usually has an advantage. This belief has carried over into sales, where it’s long been thought that being the first to contact a new lead is crucial.
However, recent data challenges this conventional wisdom. Analysis of over one million leads from Q3 2023 shows that being the fastest doesn’t always lead to the best results. In fact, the fastest contact attempts actually had the lowest relative conversion rates.
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The Myth of Speed in Sales
For years, sales teams have operated under the assumption that speed in sales is king. The idea is that the first salesperson to reach a prospect gains a competitive edge. However, our data indicates that this isn’t always true.
In competitive environments, there’s no proven advantage to making the first contact attempt within 10 seconds of lead submission. This surprising finding suggests that other factors, like the quality of the interaction and the sales contact timing of follow-ups, may be more important than sheer speed.
Why Speed Might Not Be Everything
So, why does speed alone not guarantee success? It could be that rushing to contact a lead can result in a poorly executed call or email. The first contact needs to be meaningful and relevant to the prospect. If a salesperson makes a rushed call just to be first, they may not have had enough time to understand the prospect’s needs, leading to a less effective interaction.
This finding encourages sales teams to shift their focus from speed to the quality of their outreach. Taking a few extra seconds to personalize the message and approach can make all the difference in building a positive first impression.
What Should Sales Teams Focus On?
Instead of aiming to be the first to contact every lead, sales teams should focus on understanding the lead’s needs and preparing a meaningful first touch. Here are some sales conversion strategies to consider when perfecting your sales contact timing:
- Personalization: Tailor your message based on the lead’s profile, such as their company, role, or previous interactions with your content.
- Timing: Analyze your data to determine the best times to reach out. It might not be right after they submit a form; it could be later in the day or even the next day when they have more time to engage.
- Quality vs. Speed in Sales: Make fewer, higher-quality contact attempts rather than trying to reach every lead as quickly as possible.
The Role of Predictive AI in Sales
Predictive AI can help sales teams optimize their outreach by analyzing data to determine the best times and methods for contacting leads. Instead of relying on speed, AI can provide insights into:
- Which leads are more likely to convert
- The most effective ways to engage them
This approach allows sales teams to prioritize quality interactions over rushing to be first.
Read More: Top AI Marketing Tools to Watch in 2024
Final Thoughts
While speed has its place in sales, it shouldn’t come at the cost of quality. The data shows that being first isn’t always best. Sales teams should focus on creating meaningful connections with their leads, rather than just being the fastest. Predictive data and AI tools can improve sales conversion strategies and make every interaction count.