Jason Lemkin 谈 B2B 成单最关键的一步是快速响应
Dear SaaStr: What’s The #1 Most Important Step in Closing a Deal?
- 1作者认为 B2B 成单最关键一步是快速响应，尽快给出客户所需信息，而非隔天回复或约下周会议
- 2他称 SaaStr 自家 AI BDR 靠全天候做线索资格筛选，把 inbound 收入占比从 30% 提升到 71%
- 3他认为快速跟进、及时答疑、随时演示、尽快试用单项都不够，但做到已好于 90% 的 B2B 销售
- 4他举例称 ACV $20k 的 B2B 公司无法实时响应，而 $150 价位的 B2C 公司承诺 60 秒内应答
成交环节的差距常出在响应速度这类基本功上，而 AI 正在把全天候即时响应变成销售流程里可自动化的部分。
- 影响：响应速度是少数不依赖额外预算的改进点，直接影响线索转化；把资格筛选和首轮跟进交给 AI 或值守流程后，销售人力的重心需转向建立信任和促成签约；B2B 与 B2C 的响应标准差距明显，慢回复可能直接流失线索。
- 参考：可考虑先测算线索从进入到首次响应的平均时长，对照 60 秒这类标杆设定目标；值得评估把 24 小时资格筛选交给 AI 或轮值处理，让销售把时间集中在演示、信任建立和签约环节。
- 依据：观点出自作者个人经验之谈，支撑数据为 SaaStr 自家 AI BDR 的 inbound 收入占比从 30% 到 71%，属自述口径，暂无独立验证。
Dear SaaStr: What’s The #1 Most Important Step in Closing a Deal?
Being responsive. Thoughtfully, intelligently, knowingly responsive. Responding ASAP with what the customer needs to know.
Not tomorrow, or with a random calendar link to meet next week.
And this is why at SaaStr our AI SDRs and BDR outperform the human ones:
How Our AI BDR Drove Inbound From 30% to 71% of Revenue from Inbound — By Letting AI Qualify 24/7
It’s not enough on its own just to follow up quickly, but it sure helps.
- Following up immediately alone isn’t enough.
- Getting the prospect all the answers they need ASAP isn’t enough
- Doing demos for everyone that needs one isn’t enough
- Getting someone into a pilot or free trial ASAP isn’t enough
No, those alone aren’t enough. But it’s close.
And it’s more than 90% of sales reps in B2B do well. I am just shocked at how many reps wait a day to respond to a lead, and then set up a meeting the following week in one of just a few time slots. And then hand them off to someone else to help do a demo, etc. Do better.
B2B companies, ACV $20k: “We can’t afford to pick up the phone or respond to chat in real-time”
B2C companies at $150 price point: “We answer every call and chat in 60 seconds or less”:
— Jason ✨👾SaaStr.Ai✨ Lemkin (@jasonlk) April 4, 2022
Be super responsive, helpful, and informative. Anyone can do that by working smarter, harder, and caring more.
Then build on top of that, learn how to build trust and add value. And then when and how to ask for the e-signature.
来源：SaaStr · saastr.com