Yes Implisit, the sponsor of the research that generated
this information did gather the
numbers in a B-to-B environment.
No doubt many consumer products
enjoy higher close
rates. But even so if generating new sales weren’t so critical we might be tempted to ‘throw in
the towel’ on the
all, the highest conversion rate is a measly 3.6%!
The answer might just have to be one of generating a lot more leads - the most productive type of leads -
those generated by customer and employee word of mouth.
Unfortunately, no matter how great your product or service, even the most loyal of customers usually don’t generate
the level of word of mouth you deserve. And strange as it seems, even those people whose paychecks are dependent on
your company’s success (your employees) may not be of
the mindset or have the total corporate picture needed to speak to their friends, neighbors, relatives or strangers about
your brand.Turning Customers (and Employees) Into Active AdvocatesPositive word of mouth can be an incredibly powerful force in encouraging potential customer to consider
and buy a brand, but it doesn’t easily happen without some facilitation. Both customers and employees need a well-orchestrated
word of mouth management program; one that provides them: