developing your lead distribution strategy
TRANSCRIPT
STRATEGYLEAD DISTRIBUTION
Jordan Muelais 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
OUTLINE FOR TODAYDefinitionsGoalsDetermining FactorsSpecific Methods
What is Lead Distribution ?
AWARE FAN( FOLLOWER )
MARKETING FUNNEL THE COMPLETE SALES AND
CUSTOMERNAMES &EMAILS
PROSPECT + RECYCLED
LEAD MEETING
MQL SAL SQL
MARKETING SALES
What’s The Goal ?
FAIRNESS RESPONSE TIME REVENUE
DIFFERENT GOALS
CONTACT RATE CLOSE RATEINCREASED
ACCOUNTABILITY
PROFIT
3 DETERMINING FACTORS
SALES CULTURE
1
ENTITLEMENTVS
MERITOCRACY
IMPROVEMENTVS
COMPLACENCY
ACCOUNTABILITYVS
FREE RIDE
SALESMANSHIPVS
ORDER PROCESSING
SALES PROCESS
2
WHAT HAPPENS AFTER THE LEAD IS
DISTRIBUTED?
The Average Sales Process
50% lead quality50% sales process
comes down to
$ALES
BUT WAIT,WHAT IF....
THE LEADS ARE BAD!
IMPOSSIBLE TO KNOW UNLESS
YOU HAVE A GOOD PROCESS
SALES ROLES
3
SPECIALIZATION
One of these items does one thing very well.
Accept Lead
Make Contact
Qualify Lead
Schedule Meeting
Develop Proposal
Meet with Prospect
Close Sale
Onboard New Client
AGENT SALES ACTIVITIES
Distribute Leads
CRM Administration
Performance Reviews
Quarterly Reporting
Training New Hires
Coaching
Hiring / Firing
MANAGEMENT ACTIVITIES
Compensation Planning
Sales Forecasting
Inspecting Property
Personal Consultation
Submitting Paperwork
Estimating
Drafting Agreements
TRANSACTION ACTIVITIES
Coordinating With Vendors
Collecting Payment
(DEPENDS ON INDUSTRY)
?
Combining these activities into one role leads means no one does anything well.
- JIM COLLINS
“Get the right people on the bus and in the right seat.”
Lead Distribution
Criteria
LEADDISTRIBUTION
CRITERIA
DealValue
Territory
Time ofDay / Week
LeadSource
BusinessUnit
Already InDatabase
Availability
PreviousPerformance
Lead Distribution
Method
PUSH PULL
PUSHLeads are pushed
(assigned) to agents automatically based on distribution rules
PUSHPros:
+ Easy to understand
+ Predictable
+ Assignment is Immediate
PUSHCons:
- Breeds Entitlement
- Less Competition
- Less Urgency
- Ignores Availability
ROUND ROBINEvenly distribute leads between all agents 1
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
PU
SH
SOURCE SPECIALISTRoute leads from specific lead source to specific agent(s)
2
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
PU
SH
PRODUCT SPECIALISTRoute leads with interest in specific products to agent that specializes there(Specific type of insurance policy, home sale, home repair, consultation, event, etc.)
3
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
PU
SH
TERRITORYAssigning agents their own exclusive or semi-exclusive geographic territories 4
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
PU
SH
SKIMMINGOwner or manager routes the best leads to themselves ahead of their agents 3
+ Funnels revenue to top of organization
- Demotivates agents
- Breeds mistrust
- Creates culture of “Looking out for #1”
SKIMMINGPros ConsP
US
H
PULLMethods where leads are put in a pool and then pulled (claimed)
by agents at their own discretion
PULLPros:
+ Agents only claim when ready
+ Pull can still be regulated or limited
+ Agents have more control over process
PULLCons:
- Leads can be left unclaimed
- Lead assignment is much slower
- Fosters, “Work at your own pace” sales
CHERRY PICKAgents pick and choose which leads they want to work 1
+ 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 PICKPros ConsP
ULL
BLIND PULLAgents can’t view lead details prior to claiming the lead 2
+ 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 PULLPros ConsP
ULL
PUSH / PULL
PUSH / PULLMethods where multiple agents are contacted about new leads and the first agent to call the
lead is given (awarded) the lead.
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
ASSIGN CLAIM
+ AWARD
SHARK TANKMultiple agents called simultaneously, first to call is awarded the lead 1
No response
SHARK TANKPUSH / PULL
Tom s
Responds 1st
Ron s
Assign Lead
Responds 2nd
Amy s
LEAD ARRIVES
Notify Lead Already Assigned
+ 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 TANKPros Cons
PU
SH
/ PU
LL
ROUND ROBINContact agents in order, first respond gets lead (Rotate order after each new lead) 3
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 LeadUnassigned
LEAD ARRIVES
Notify Manager
ROTATEORDER
1 2 3
+ More evenhanded
+ Still competitive
+ Lead get called within minutes
+ No more agents called than needed
- Slightly slower than a shark tank model
ROUND ROBINPros Cons
PU
SH
/ PU
LL
TOP PRODUCERTop agents get first shot at responding immediately to new leads, then notify other agents 3
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 LeadUnassigned
LEAD ARRIVES
Notify Manager
1 2 3
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
PU
SH
/ PU
LL
Notification Format
EMAILTEXTCALL
POP-UP
New Lead via LeadSimple: ‘John Smith’ (360) 123-1234 ext.
683 Click to call: http://j.mp/1qnAnsl
TEXT
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
NEW LEAD
Michael Corleone
Call Lead
POP-UP
Contact details should only be provided when the lead is actually assigned.
RULE #1
For push / pull notificatoins, use methods that don’t persist; i.e. Phone calls and on screen pop up notifications.
RULE #2
Redistributing Leads
Get notified when leads don't get followed up on.
NEGLECT
Mark as duplicates and assign to the agent already assigned to the lead.
DUPLICATES
Have someone on call or allow agents to claim leads off hours.
OFF HOURS
Recycling Leads
50 PERCENT OF LEADSARE QUALIFIED BUTNOT READY TO BUY(Source: Gleanster Research)
LeadsInterested and ready to talk
Prospects+ Recycled
Qualified & Interested Not ready to buy
LeadsInterested and ready to talk
Prospects+ Recycled
Qualified & Interested Not ready to buy
People move back and forth...
and that’s perfectly natural
LeadsInterested and ready to talk
Prospects+ Recycled
Qualified & Interested Not ready to buy
Your sales process should...
this transition
ACKNOWLEDGE
FACILITATE
MANAGE
MONEY OVER
METHOD
WHAT WORKS TODAY MIGHT
NOT WORK TOMORROW
TESTOPTIMIZE
RETEST∞
MONTHLY
webinar.leadsimple.com
WEBINAR(Second Thursday of Each Month)
leadsimple.com/sales-course