Harvard Business Review · Research

Reply in five minutes. Qualify 21x more leads.

A landmark study of 2,241 U.S. companies and more than 100,000 sales leads found that responding within five minutes makes you 21 times more likely to qualify a lead than waiting just thirty.

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0x

more likely to qualify a lead when you respond within five minutes instead of thirty.

The study

Real research, not a sales pitch.

Published in Harvard Business Review "The Short Life of Online Sales Leads," 2011
Researchers Oldroyd, McElheran & Elkington The Lead Response Management Study
Sample size 0 companies and more than 100,000 sales leads analyzed

The finding

Speed is the whole game.

  • 0x more likely to even reach a lead when you call within five minutes instead of thirty.
  • 0 hrs was the average company's first response time to a new lead.
  • Only 0% of companies responded within a single hour at all.

What this means for your business

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Never misses, never sleeps

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About this research Harvard Business Review, "The Short Life of Online Sales Leads" (2011) Conducted by James Oldroyd, Kristina McElheran, and David Elkington, the Lead Response Management Study analyzed more than 100,000 sales leads across 2,241 U.S. companies. It found the average company took 42 hours to make first contact, only 37% replied within an hour, 24% took more than a full day, and 23% never responded at all. Businesses that answered within five minutes were 21 times more likely to qualify the lead, and 100 times more likely to even reach it, than those who waited thirty minutes.

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