On launch day, we’ll also add a proactive live chat message (called a Visitor Auto Message in our product) to different landing pages to encourage website visitors to respond. Proactively chat with users, aka “keep it light and stay out of the way” In order to capture intent in your product when it is at its peak, focus on light-touch interactions in real-time (as they are visiting your website) instead of lengthy emails that always seem to be a day or two too late.Ģ. Second, when you capture intent quickly you can sometimes prevent a prospect from hesitating after checking what other competitors have to offer. Our SDR team is able to do this at scale using a mix of automation and authentic human interaction: we transparently use bots (Operator) to handle repetitive, mindless aspects of a conversation, which allows our SDRs to do what humans do best: listen, empathize and understand intent. We guide visitors to the best solution for their use case and answer any questions they have while starting a trial. Why does it work? First, live chat removes all friction prior to the sign up. In fact on average, visitors are 80% more likely to convert when they’ve chatted with us first. With a proactive sales motion, we’ve drastically increased the likelihood of a website visitor converting into a paying customer. On announcement days we focus aggressively on a metric called “ First-Response-Time ”, or how quickly a website visitor gets a response. Here are three steps to prepare your sales team for success on an announcement day: 1. This is where live chat comes in.Īt Intercom, our sales team (the SDR team, to be precise) uses live chat to capture and convert these high-intent website visitors. Despite common belief, arming your sales team with live chat doesn’t have to be a costly exercise it just requires a more efficient way of working and some prep work ahead of time.
The real business value lies in converting this traffic into actual paying customers, ideally within the first 24-48 hours of an announcement when their interest in your product is at its peak. But building awareness is only the first step. Great companies will spend a lot of time crafting sophisticated product announcements with gorgeous design and content, attracting a windfall of traffic to your marketing site. This helps, but in the world of SaaS it’s more important to communicate with your prospects when the timing is right for them to engage.Ĭase in point: product announcement day.
In sales, we often talk about how to write great email subject lines or best times to cold call.