Summer brings sunshine, long weekends, and for most of us, a few more distractions than usual. Whether your business slows down or speeds up during the warmer months, your customers still expect a timely reply when they reach out.
Marketing goes beyond advertising. It includes all the ways people experience your business. How you respond – and how quickly you respond – to an inquiry is critical in shaping their impression of your company.
As important as it is to get your marketing message right, your customers are paying just as much attention to how you respond. A delayed reply, an outdated voicemail, or a missed email can do more damage than a weak headline ever could.
Every touchpoint matters. Whether it’s a DM on social media, a website inquiry, or a request for a quote, your response time becomes part of your brand story.
When a prospective customer reaches out, their interest is at its peak. Respond quickly, and you’re in the best position to help and convert. Wait too long, and the window closes fast.
Market data research platform Zipdo reports that 50% of sales go to the vendor that responds first (B2B), while 78% of buyers purchase from the first company to respond (B2C). And companies that respond within one hour are seven times more likely to qualify a lead.
Now consider another Zipdo stat: the average response time of a business to a lead is 42 hours. That’s your opportunity. Respond faster, and you’re already ahead.
Here are a few ways to keep your response times up, even with staff away on summer vacations. You don’t need to be available 24/7 to deliver great customer service. Smart systems can help you stay on top of leads without burning out:
- Use shared inboxes or CRM tools to ensure nothing gets missed while someone’s away or off duty.
- Block time each day to review and respond to new inquiries.
- Train summer or part-time staff to send friendly acknowledgements and route leads correctly.
- Keep your website, Google Business Profile, and social channels up to date with current hours and turnaround times.
- Set up autoresponders that let people know you’ve received their message and outline what they can expect next.
Responding quickly doesn’t just close deals. It builds trust. Customers remember the businesses that made them feel seen, heard, and valued. Even if they don’t buy right away, your responsiveness puts your brand top of mind when they’re ready.
It adds up to greater ROI on your advertising dollars. It’s worth taking the time to measure your average response time and find ways to shave it down. Because in today’s marketing world, it’s not just about being seen. It’s also about ensuring customers feel heard.
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