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Developing Your Lead Distribution Strategy

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There are a number of ways to distribute leads, and some are simply more effective at generating results than others.

Published in: Sales
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Developing Your Lead Distribution Strategy

  1. STRATEGY LEAD DISTRIBUTION
  2. Jordan Muela is the CEO of LeadSimple and a passionate marketer who’s worked in the lead generation space since 2008. He's living proof that it's possible to be both ADHD and deeply passionate about utilizing the right systems to make sales and marketing run like clockwork. PRESENTED BY
  3. OUTLINE FOR TODAY Definitions Goals Determining Factors Specific Methods
  4. What is Lead Distribution ?
  5. AWARE FAN ( FOLLOWER ) MARKETING FUNNEL THE COMPLETE SALES AND CUSTOMERNAMES & EMAILS PROSPECT + RECYCLED LEAD MEETING MQL SAL SQL MARKETING SALES
  6. What’s The Goal ?
  7. FAIRNESS RESPONSE TIME REVENUE DIFFERENT GOALS CONTACT RATE CLOSE RATE INCREASED ACCOUNTABILITY
  8. PROFIT
  9. 3 DETERMINING FACTORS
  10. SALES CULTURE 1
  11. ENTITLEMENT VS MERITOCRACY
  12. IMPROVEMENT VS COMPLACENCY
  13. ACCOUNTABILITY VS FREE RIDE
  14. SALESMANSHIP VS ORDER PROCESSING
  15. SALES PROCESS 2
  16. WHAT HAPPENS AFTER THE LEAD IS DISTRIBUTED?
  17. The Average Sales Process
  18. 50% lead quality 50% sales process comes down to $ALES
  19. BUT WAIT, WHAT IF....
  20. THE LEADS ARE BAD!
  21. IMPOSSIBLE TO KNOW UNLESS YOU HAVE A GOOD PROCESS
  22. SALES ROLES 3
  23. SPECIALIZATION
  24. One of these items does one thing very well.
  25. Accept Lead Make Contact Qualify Lead Schedule Meeting Develop Proposal Meet with Prospect Close Sale Onboard New Client AGENT SALES ACTIVITIES
  26. Distribute Leads CRM Administration Performance Reviews Quarterly Reporting Training New Hires Coaching Hiring / Firing MANAGEMENT ACTIVITIES Compensation Planning Sales Forecasting
  27. Inspecting Property Personal Consultation Submitting Paperwork Estimating Drafting Agreements TRANSACTION ACTIVITIES Coordinating With Vendors Collecting Payment (DEPENDS ON INDUSTRY) ?
  28. Combining these activities into one role leads means no one does anything well.
  29. - JIM COLLINS “Get the right people on the bus and in the right seat.”
  30. Lead Distribution Criteria
  31. LEAD DISTRIBUTION CRITERIA Deal Value Territory Time of Day / Week Lead Source Business Unit Already In Database Availability Previous Performance
  32. Lead Distribution Method
  33. PUSH PULL
  34. PUSH Leads are pushed (assigned) to agents automatically based on distribution rules
  35. PUSH Pros: + Easy to understand + Predictable + Assignment is Immediate
  36. PUSH Cons: - Breeds Entitlement - Less Competition - Less Urgency - Ignores Availability
  37. ROUND ROBIN Evenly distribute leads between all agents 1
  38. Pros Cons + Considered “Fair” + Easy to understand + Easy to implement - Very simplistic - One size fits all - Breeds entitlement thinking, “It’s my turn” ROUND ROBIN PUSH
  39. SOURCE SPECIALIST Route leads from specific lead source to specific agent(s) 2
  40. Pros Cons + Provides a sense of ownership + Agent hones in on specific buyer profile + Easy to Implement - Fewer agents available to respond - Breeds entitlement - Less motivation to work lead aggressively SOURCE SPECIALIST PUSH
  41. PRODUCT SPECIALIST Route leads with interest in specific products to agent that specializes there (Specific type of insurance policy, home sale, home repair, consultation, event, etc.) 3
  42. Pros Cons + Pairs lead with most qualified agent + Agent should close leads at higher rate + Easy to understand and implement - Less competitive - Breeds entitlement - Specialist may not be available, or may quit PRODUCT SPECIALIST PUSH
  43. TERRITORY Assigning agents their own exclusive or semi-exclusive geographic territories 4
  44. Pros Cons + Provides a sense of ownership + Narrows focus, sharpens expertise inside of territory + Rewards long term prospecting in area - Fewer agents available to respond - Less competition - Less motivation to work lead aggressively TERRITORY PUSH
  45. SKIMMING Owner or manager routes the best leads to themselves ahead of their agents 3
  46. + Funnels revenue to top of organization - Demotivates agents - Breeds mistrust - Creates culture of “Looking out for #1” SKIMMING Pros ConsPUSH
  47. PULL Methods where leads are put in a pool and then pulled (claimed) by agents at their own discretion
  48. PULL Pros: + Agents only claim when ready + Pull can still be regulated or limited + Agents have more control over process
  49. PULL Cons: - Leads can be left unclaimed - Lead assignment is much slower - Fosters, “Work at your own pace” sales
  50. CHERRY PICK Agents pick and choose which leads they want to work 1
  51. + Requires almost no effort to implement + “First to claim” drives competition - Presents leads as low value because they just sit in a bin until claimed - Leads are left sitting until someone claimed - Implies some leads aren’t worth working CHERRY PICK Pros ConsPULL
  52. BLIND PULL Agents can’t view lead details prior to claiming the lead 2
  53. + Requires agents to respond to all leads (no cherry picking), which creates more competition - Presents leads as low value because they just sit in a bin until claimed - Leads not grabbed immediately are viewed as rejects, get left to rot - Implies some leads aren’t worth working BLIND PULL Pros ConsPULL
  54. PUSH/PULL
  55. PUSH / PULL Methods where multiple agents are contacted about new leads and the first agent to call the lead is given (awarded) the lead.
  56. PUSH / PULL + Leads get called immediately by the first available agent + Lead are awarded based on follow up versus being “claimed” + Highly flexible, can be used with multiple distribution models
  57. ASSIGN CLAIM + AWARD
  58. SHARK TANK Multiple agents called simultaneously, first to call is awarded the lead 1
  59. No response SHARK TANK PUSH/PULL Tom s Responds 1st Ron s Assign Lead Responds 2nd Amy s LEAD ARRIVES Notify Lead Already Assigned
  60. + Max competition + Lead always get called immediately + Helps foster a “meritocracy” based on responsiveness - Multiple agents are contacted even though only one will get lead SHARK TANK Pros ConsPUSH/PULL
  61. ROUND ROBIN Contact agents in order, first respond gets lead (Rotate order after each new lead) 3
  62. Available? ROUND ROBIN NO PUSH/PULL Tom s YES Assign Lead Available? Ron s YES Assign Lead Available? Amy s YES Assign Lead NO NO Leave Lead Unassigned LEAD ARRIVES Notify Manager ROTATE ORDER 1 2 3
  63. + More evenhanded + Still competitive + Lead get called within minutes + No more agents called than needed - Slightly slower than a shark tank model ROUND ROBIN Pros ConsPUSH/PULL
  64. TOP PRODUCER Top agents get first shot at responding immediately to new leads, then notify other agents 3
  65. Available? TOP PRODUCER NO PUSH/PULL Tom s YES Assign Lead Available? Ron s YES Assign Lead Available? Amy s YES Assign Lead NO NO Leave Lead Unassigned LEAD ARRIVES Notify Manager 1 2 3
  66. Pros Cons + Puts more leads in front of top agents + Lead get called within minutes + Motivates agents to compete for top spot - Agent performance can change over time - Increased lead flow may hurt performance driven by scarcity TOP PRODUCER PUSH/PULL
  67. Notification Format
  68. EMAIL TEXT CALL POP-UP
  69. EMAIL
  70. New Lead via LeadSimple: ‘John Smith’ (360) 123-1234 ext. 683 Click to call: http://j. mp/1qnAnsl TEXT
  71. You have received a new lead from your website. The lead's name is John Smith. Press 1 to accept, press 2 to decline, or stay on the line to hear more details about the lead. CALL
  72. NEW LEAD Michael Corleone Call Lead POP-UP
  73. Contact details should only be provided when the lead is actually assigned. RULE #1
  74. For push / pull notificatoins, use methods that don’t persist; i.e. Phone calls and on screen pop up notifications. RULE #2
  75. Redistributing Leads
  76. Get notified when leads don't get followed up on. NEGLECT
  77. Mark as duplicates and assign to the agent already assigned to the lead. DUPLICATES
  78. Have someone on call or allow agents to claim leads off hours. OFF HOURS
  79. Recycling Leads
  80. 50 PERCENT OF LEADS ARE QUALIFIED BUT NOT READY TO BUY (Source: Gleanster Research)
  81. Leads Interested and ready to talk Prospects + Recycled Qualified & Interested Not ready to buy People move back and forth... and that’s perfectly natural
  82. Your sales process should... this transition ACKNOWLEDGE FACILITATE MANAGE
  83. MONEY OVER METHOD
  84. WHAT WORKS TODAY MIGHT NOT WORK TOMORROW
  85. TEST OPTIMIZE RETEST
  86. MONTHLY webinar.leadsimple.com WEBINAR(Second Thursday of Each Month)
  87. leadsimple.com/sales-course

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