5 Lead Management Best Practices That Drive Results
Many of us have been in this situation: you gain a whole slew of leads in some way or another – be it by acquiring a list, incoming marketing leads or cold calling – and you have absolutely no idea what to do with them. A large number of leads alone can be intimidating, and that’s without even taking all of their varying characteristics into consideration.
What’s your first step? Do you just split the leads up into equal lists, give them to your sales team and let them figure it out? As a sales manager, you should do more than that, because when your team is given clear instruction and targeted lists they’ll be more successful. Read on to find the lead management techniques that work for you.
Share the wealth
Whose responsibility is lead management? It could be marketing, sales management, or sales reps at any level. Sharing the wealth means sharing the responsibility – making sure everyone in your organization understands their contribution to lead management. Make sure you don’t forget about marketing: they have to be in the know to nurture leads along the way.
Define a clear conversion path
Your lead management strategy involves moving every lead through the stages in your CRM. A critical component of your conversion path is outlining it, and then making sure the stages in your tool match the stages outlined by your business. After you’ve defined conversion standards, be sure your reps know where to move leads, and when – because having a path means nothing if your reps don’t understand it.
Tag, filter, assign
Now that you’ve done the work to set up your systems and train your people, it’s time to assign leads – intelligently. Tag each lead by common characteristics: line of business, size of prospect, or whatever makes the most sense for you. Then assign them to your team to start pursuing.
Pick the best (and worst)
Sales teams often make the critical mistake of treating all leads equally. Every lead gets the same number of calls, the same number of emails, the same amount of nurture from marketing. But why do we do that? Part of smart lead management means picking the best leads, then calling them more, and deciding which prospects don’t fit your business, and letting them go.
Check in. Often
Lead management best practices are ever-changing. The strategies that work well for your business today may not be best for your team in six months or a year. Make sure you’re checking in with sales and marketing to get candid feedback on the lead management processes that you have in place. Because in sales, change is inevitable, and you have to change with it.
Base CRM is a flexible tool that allows you to customize tags and filter leads in a way that’s unique to your business, assign them to reps and check in quickly with our easy-to-use reports. With Base, lead management has never been easier.
Are there any unique lead management strategies that work for your business? If so, I’d love to hear about them below.
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