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Lead management

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Transcript

  • 1.  
  • 2. Seminar Προτείνεται σε κάθε έκθεση να γίνεται ένα δίωρο σεμινάριο αξιοποίησης της έκθεσης
  • 3.  
  • 4. What Is Lead Management?
    • One definition of lead management is:
    • Lead acquisition / data capture
    • Data cleansing and lead import
    • Lead distribution
    • Lead enrichment, scoring, and
    • prioritization
    • Lead qualification
    • and conversion / lead cultivation
  • 5. Salesforce Lead Management
    • Track " lead source " and " lead type ". This allows them to report on effectiveness by the channel and the offer.
    • Create detailed information to help sales
    • follow-up from the campaign.
    • Assign leads based on open capacity.( rewarding the most efficient reps with the most leads)
    • Adjust lead nurturing based on lead source( lead types show deeper engagement, and which are most likely to close)
  • 6. Contd…
    • Define lead status values to your team.
    • Inquiries from current customers are still leads.
    • Report on lead inactivity.
  • 7.
    • Ποια είναι η διαφορά ανάμεσα σε ένα lead και ένα fortune Cookie ?
    : To cookie μπορεί να βγεί αληθινό !
  • 8. Startling Facts About Leads
    • 87% are never effectively followed up on
    • 76% of sales people view leads as “cold calls”
    • 43% of prospective buyers receive information after they have made a buying decision
    • 10% of exhibitors use any organized form of post-show measurement
  • 9. Determining the REAL Cost of Poor Lead Management
    • Cost Per Lead :
        • Total Show Spend/# Leads
        • Ex.75,000 / 150 Leads = 500 per lead
    • Lost Revenue Opportunity :
        • Average Sale Amount x # Lead Conversion %
        • Ex.25,000 x (150 leads x .25% = 38) = 950,000
    • Brand Perception :
        • How does not following up impact your company’s brand perceptions in the market?
        • Time loss- since “ time is Money”.
  • 10. The Exhibiting ROI Truth…
    • “ If you are ever going to produce a financial ROI, it is hidden in your leads.”
  • 11. Why is this happening?
    • Marketing and Sales “disconnect”
    • Perceived quality of leads
    • Lack of exhibit staff training
        • 86% of booth staff have never received one single hour of professional training on how to work an exhibit
    • Lack of “clarity” on what a lead really is
    • Lack of a “Closed-Loop” lead management system
  • 12. The “Closed-Loop” Lead Management Process
  • 13. Keys to a Closed Loop Lead Management Process
    • Capture the highest quality leads
    • Efficiently Route leads to the right people for fast follow-up
    • Provide an easy method for lead recipients to Report progress and sales conversion
  • 14. Improving Lead CAPTURE Process
    • What Is and Isn’t a Lead
      • Personal Interaction
      • Qualifying Questions Asked
      • Answers Documented
      • Next Step Identified
      • & Agreed On by Visitor
  • 15. 2.Set a Realistic Lead Goal “ Exhibit Activity Level”
      • # of exhibiting hours 25
      • # of booth staff x 4
      • total staff hours 100
      • interactions/hr/staffer x 4
      • total target interactions 400
      • % of visitors to lead .25
      • Lead goal 100
  • 16. 3.What Information does sales Want to Capture to Qualify Leads
    • Project/Application/Need
    • Requirements or Specifications
    • Product Interest & Level
    • Buying Role
    • Budget
    • Timeframe
    • Decision Team
    • Other?
  • 17. 4. Develop Specific Priority Codes
  • 18. 5.Create an Effective Capture Device
      • Paper: Business cards, lead form
      • Electronic: Rent system,
      • Universal capture system
      • “ lead from a referral program”
    • Considerations :
      • Attendee Interaction
      • Efficiency
      • Accuracy
      • Security
      • Cost
  • 19. Contd…
    • Train Your Staff
      • Reason for the system
      • Accountability
      • Hands-on Role playing
      • Kick off with contests
    • Assign a Lead Captain
      • Collection device
      • Monitor Goals vs Actual
      • Acknowledge & Corrections
      • Entry into CRM Routing
  • 20. Improving Lead ROUTING Process
    • Only Route Qualified Leads
    • Do it FAST
    • Include All Relevant Data
    • Use Your CRM system, a web
    • based system, or
    • email a spreadsheet
  • 21. Improving Lead Reporting Process
    • E nd of Shift Lead Review
    • C lose of Show Report
      • Number of leads captured versus goal
      • Cost Per lead
      • Number and % by priority code
    • C reate Culture of Reporting
      • We captured the info you asked for
      • Communicate Cost Per Lead
      • Cc their Manager
      • Use Contest to Kick-off
  • 22. Contd…
    • M ake it Easy
      • Provide basic info
      • Ask for last contact date, next contact date, stage of sales cycle, projected dollar amount and probability of sale
    • F ollow-up on target report dates
    • N otify the team of progress and results
    • R ecognize and reward performers
  • 23. Lead management at a glance