#7: Why fast responses can kill businesses?!

A Singapore top coach's post caught my attention. 

He mentioned:
1) Fast response time to the leads = Higher chance of conversion.
2) When they reach out, they want to solve their problem urgently. They’re HOT buyers.
3) If we take too long to reply… Their urgency fades. They would go to another competitor that responds faster.
4) His show-up rate, close rate, and revenue have all increased due to simply responding faster. 

Now, you probably think responding immediately is the gold standard for boosting sales, right?

Hold that thought.
I’ll reveal some underlying assumptions behind what the coach said.
Somehow... Tactics were given without any caveats.
If you blindly apply what the post advised…
It may cost you more in the long term. 

Here’s why:
Assumption 1 -  All clients are created equal. It assumes people only reach out when they’re ready to buy.

Truth: Some people may be aware of their problems. But they’re still exploring options to find a suitable solution. Only about 3% of the market is ready to buy at any one time. So there’s a chance you’re talking to someone who’s not ready to buy yet. 

Assumption 2 - Speed is the only thing that matters in a sale.

Truth: Trust is a better indicator in sales. No trust = no sale. If a person bounces off just because you replied slower… It means they’re always looking for the next shiny objects. They’d be poor candidates for retention.

Assumption 3 - Market positioning and brand are irrelevant in a sale.
Truth: Some businesses have their waitlists full. So why are some people willing to fill out application forms before purchase? Because positioning and brand matter. If your reputation is great… And you’re in a “Category of One”, then you’ll be the only option available. People will have to wait for their turn to work with you. When you’re in demand, you’re in command. 

What does this mean?
Responding very quickly can close the sale.
But it mainly attracts emotionally reactive people.
Usually, these people won’t stay around for long.
They may not respect you, even if they pay for your expertise.
When you respond quickly…
You’re conditioning them that you’re always available.  
It signals you’re very free.

You're desperate for their business.
You’re building a “sense of entitlement”.

If you’re a coach or consultant… 

Being readily accessible may hurt your positioning as an authority.
Especially if you’re starting solo and yet to have team members.
It’s just burnout waiting to happen.
And you may start feeling resentful of the business you created.

But if you've team members to handle incoming calls and messages for you...

Fast response feels more feasible.

How you start the relationship affects how it ends later.
Because expectations are formed right from the start.

I’d rather compete based on brand and positioning. Not speed.

Why?
Because I’ve experienced disrespect from clients before…
When I was readily available for them.
Instead of appreciating my efforts…
They saw it as having the “upper hand” in the power dynamics.
This made it extremely difficult for them to get results when they stopped listening to me.
It also meant the relationship wouldn’t last long. 

Bottom line: Some tactical posts may look great on the surface. They may seem to make sense.

But remember: Only principles don’t change.
Strategies and tactics change based on the type of audience you serve, market conditions, and the relationships you have with people. 
Know how to differentiate them and understand the nuances.
Attention to detail is your unfair advantage in the market.

When you master it...

You'll find it easier to retain more clients.

- Herek