Leads are complicated. Both sales representatives and managers have a love-hate relationship with them for reasons that are quite obvious anyone who has worked for a reasonable amount of time in sales.
The most obvious way of measuring performance is by accessing the amount of leads that are coming into the company, and how many of them are being turned into customers.
The following results are complex and many a times they lead to a management process that ends up putting sales and marketing on uncommon turf.
Leads in themselves are very important, as they are the link between any prospects’ first interactions with the business and the relationship that follows through the journey. So, it’s important that your business is getting as much as it can from the leads that it is encountering.
The more you are able to manage and work on the leads entering your business, the better you will be able to route them effectively and make the best use of them.
So, now that we have established how important leads are, let’s get to getting more from them.
Start with reducing the response time
A wide portion of your leads come with actionable and useful information, and companies fail to make the right use of them. In order for any business to grow at a fast as well as steady pace, they will have to focus their energies on reducing the incoming response time at every stage. These stages include:
- Prospecting your customers
- Routing and scoring the potential of each customer
- Qualifying each customer into a marketing-ready lead
- Tracking the leads’ progress in the pipeline
- Conversion of leads into customers
We live in a world where immediate solutions are valued and customers are always on the lookout for responses that are swift and personalized. Failing to deliver on that, your customer will not stay with you for long.
Set a standard for lead quality
So, when talking about leads, it is important to focus on the quality of each lead. But what really makes a lead, a quality lead?
And how much are companies willing to sacrifice when it comes to choosing between quality and quantity?
The usability of a lead usually boils down to having a complete picture, which comes with accurate datasets. So, in order to ensure that maximum quality leads come your way, you have to ask yourself or your business some essential questions.
Some of these include:
- Where are your leads coming from?
- What proportion of the leads is coming from web forms?
- How many leads are coming from your marketing campaigns?
- What role is social media channel playing in lead sourcing?
These are only some of the questions that you can ask yourself to improve the overall quality of your lead.
Spend time measuring performance
Irrespective of who you are, it is important that you have the right data sets to rely on. This enables you to accurately measure and manage, as well as prioritize the leads coming your way. This also helps your business ultimately measure the progress it is making.
So, the question that we are left with is, can you easily check your team’s numbers as well as the performance metrics?
If not, then it’s time you implement a CRM system in place that enables you to do the aforementioned, and much more, because these critical insights are not to be missed. rong!