If You Had Only One Call: Lead Prioritization
If you had to call only one person, who would you call? Sales leads emit a range of information that can help you make the right choice. Use sales resources where they matter the most.
It is not unusual that the top 20% customers earn an organization 80% of its total revenue. Increased conversion rates among potential top clients therefore impact revenue significantly.
How can one get more top clients? One strategy is to direct existing sales effort towards leads that hold the most top client potential. The challenge is to identify what leads hold this potential and to learn it soon after lead arrival.
For example, in an online business it is possible to track website visitor behavior. From there it can be learned what historical patterns was expressed by high value clients, when they initially arrived as leads. New leads are then targeted with more sales effort if they express high-value behavioral patterns.
Some companies have found value in consolidating the basic lead information with lead sign-up surveys, third party databases similar to those found in the credit rating industry and also from internal data sources. This allows the company to increase the predictive precision, while simultaneously allowing for the formation of an intelligent contact strategy.
For example, a financial services provider gave an online financial analysis tool away for free. The tools generated a stream of sales leads. By studying patterns of usage of the tool, it was later possible to discern very valuable leads from less valuable leads.
Do you want to learn more about lead prioritization? Innohead has substantial experience in building and testing lead scoring systems.