Speed to Lead: Why Every Second Counts in Sales

If you’re waiting hours—or worse, days—to follow up with a lead, you might as well hand them over to your competition.

Sales isn’t just about having the best pitch. It’s about timing. And in today’s world, timing means speed.

When a lead raises their hand and says, “I need help,” they’re not just filling out YOUR form. They’re probably checking out other options, too. The first person to respond is usually the one who wins the deal.

The Brutal Truth About Slow Follow-Ups

If you call a lead within 5 minutes, you’re 9x more likely to close them.
If you wait 30 minutes, that number gets cut in half.
After one hour, you’re just another name in their inbox that they’ll forget about.

Most business owners and sales teams don’t have a closing problem. They have a speed problem.

Why Most Sales Reps Drop the Ball

They Procrastinate – They assume the lead will still be interested later. They won’t.
They Rely on Email Instead of Calling – Email is passive. Calls and texts start real conversations.
They Overthink It – They worry about “annoying” the lead. Meanwhile, another salesperson is closing the deal.

The Sales Dojo "Speed to Lead" Playbook

If a lead comes in, here’s how you handle it like a pro:

Step 1 – Call Immediately (Yes, Right Now)

The moment a lead enters your system, pick up the phone and dial. Don’t think. Don’t hesitate. Just call.

Step 2 – If No Answer, Send a Text

Something simple: "Hey [Name], just saw your request come in. Are you available now for a quick call?"

Step 3 – Call Again in 10 Minutes

Most reps call once and quit. Big mistake. People are busy—follow up fast.

Step 4 – Drop a Short, Direct Email

"Hey [Name], just tried calling about [thing they inquired about]. Let me know when you have a minute to connect."

Step 5 – Keep Following Up Until You Get a Clear Yes or No

If they ghost you, it’s not over. Keep adding value, keep following up, and stay top of mind until you get an answer.

The Bottom Line

Leads are hottest the moment they opt in. If you don’t act fast, someone else will.

How fast is your follow-up game? If it’s more than five minutes, fix it now.

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