Response speed to inquiries is the time between a form or message being sent and the first genuine reply from a person. It is one of the most underestimated factors in sales: a customer typically asks several suppliers at once and decides partly based on who responds first, since they see it as a preview of future cooperation. Companies invest in campaigns and then leave inquiries sitting over the weekend. Measure it properly rather than guessing – from the time it was sent to the time of the first reply, not an automatic acknowledgement. It can be shortened with simple measures: a mobile notification for new inquiries, a designated responsible person plus a backup, prepared answers for the most common cases, and the option to book a call directly. Also track how many inquiries were left without any reply at all.
See also: Price list on the website versus price on request, KPIs for a marketer, Customer onboarding.
