January 24, 2013
Text Messaging is an Underutilized Mobile Sales Tool, Says Leads360 Study
A recent research conducted by Leads360, a provider of cloud-based intelligent sales automation solutions, reveals that organizations are not fully utilizing the benefits of text messaging to improve their sales campaigns.
While text messaging can bring conversion gains as high as 328 percent, only 2.1 percent of sales prospects were touched using text messaging, according to the research of more than 3.5 million prospect interactions.
Text messaging has become one of the most popular methods of communications. In recent research, Forrester (News - Alert) revealed that more than two trillion SMS messages were sent in the US in 2011, which equates to more than six billion SMS messages sent per day.
“Text messaging is an untapped opportunity for sales teams, with enormous potential when used strategically,” said Nick Hedges, president and CEO at Leads360, in a statement. “While phone and email continue to be an important way to communicate with a prospect, at times, there is nothing better than a text message.”
Despite their growing popularity, few businesses have evaluated how to effectively integrate text messaging into their business practices. While SMS marketing is showing growth, text messaging is questioned and not commonly practiced in the sales process, according to Leads360. This is due to lack of consideration or CRM system limitations in managing the medium.
The result of the study indicates that text messaging at the right point in the sales process drives conversion more than twice the rate of the average contacted lead. Three or more purposeful text messages after contact made with a prospect can increase conversion rates by 328 percent.
However, the study also warns if used inappropriately, sending text messages to prospects can be detrimental - text messaging a prospect prior to making contact on the phone decreases the likelihood of ever making contact by 39 percent.
“With great power, comes great responsibility – for the same reasons that a text message can be a more effective way to communicate, it can also have the potential to be interpreted as intrusive or in violation of one’s personal domain when used for business purposes,” said Hedges.
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Edited by Brooke Neuman
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