Developing Your Lead Distribution Strategy

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

EMAIL

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