Reply to every new enquiry within 10 minutes if you can. When someone enquires, they're interested right now and may be contacting your competitors too. The longer you wait, the more likely someone else gets the job, or the urgency fades. Make it possible by deciding who handles leads, getting instant notifications, sending a quick acknowledgement when you can't call, and following up more than once.
Why speed matters so much
Here's a mistake I see all the time. A business gets an enquiry from someone who's actively interested, and instead of jumping on it, they wait. They're too busy. They'll get to it later, tomorrow, sometimes next week. By then it's usually too late.
Research backs this up. A Harvard Business Review study of online sales leads found that companies that got back to an enquiry within an hour were nearly seven times more likely to have a meaningful conversation with the decision maker than those that waited longer.
Most businesses lose sales without realising it. Not because they don't have enough leads, but because they don't handle the ones they already have properly.
What's going on in your prospect's head
When someone enquires, they're interested right now. They're thinking about their problem and actively looking for a fix. They may be contacting several businesses.
If you don't respond quickly, someone else will, and they get the sale. Or the urgency fades: they get distracted, or start wondering whether they need it at all. Either way, you've lost them.
"But I don't have time to respond that fast"
It's the excuse I hear most. The truth is you don't have time not to. If a lead was worth generating, it's worth prioritising. The businesses that win are the ones that act fast.
How to respond within 10 minutes
- Know who's responsible. Decide who in your team handles new enquiries and write down the process. If it's just you, think about a call answering service. It will probably pay for itself.
- Get instant notifications. Make sure every enquiry is seen the moment it arrives.
- Use more than one channel. Can't call straight away? Send a quick WhatsApp, text or email to say thanks and when you'll be in touch. Much of this can be automated and still feel personal.
- Follow up more than once. If they don't answer, don't give up after one call. Have a follow-up plan ready. See how to follow up with leads.
Small changes like these can make a big difference.
Frequently asked questions
How quickly should I respond to a new enquiry? Within 10 minutes if you can, and certainly within the hour. The longer you leave it, the more likely a competitor gets there first.
What if I can't answer the phone straight away? Send a quick acknowledgement by text, WhatsApp or email, and say when you'll call. You can automate this so it goes out the moment the enquiry arrives.
Want help speeding up your response?
Book a free strategy call and we'll look at how your enquiries come in and how to make sure none slip through.