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STRATEGY
LEAD DISTRIBUTION
Jordan Muela
is 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
Developing Your Lead Distribution Strategy
OUTLINE FOR TODAY
Definitions
Goals
Determining Factors
Specific 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 RATE
INCREASED
ACCOUNTABILITY
PROFIT
3
DETERMINING
FACTORS
SALES CULTURE
1
ENTITLEMENT
VS
MERITOCRACY
IMPROVEMENT
VS
COMPLACENCY
ACCOUNTABILITY
VS
FREE RIDE
SALESMANSHIP
VS
ORDER PROCESSING
SALES PROCESS
2
WHAT HAPPENS
AFTER THE LEAD IS
DISTRIBUTED?
The Average
Sales
Process
50% lead quality
50% 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
LEAD
DISTRIBUTION
CRITERIA
Deal
Value
Territory
Time of
Day / Week
Lead
Source
Business
Unit
Already In
Database
Availability
Previous
Performance
Lead
Distribution
Method
PUSH PULL
PUSH
Leads are pushed
(assigned) to agents
automatically based
on distribution rules
PUSH
Pros:
+ Easy to understand
+ Predictable
+ Assignment is
Immediate
PUSH
Cons:
- Breeds Entitlement
- Less Competition
- Less Urgency
- Ignores Availability
ROUND ROBIN
Evenly 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
PUSH
SOURCE
SPECIALIST
Route 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
PUSH
PRODUCT
SPECIALIST
Route 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
PUSH
TERRITORY
Assigning 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
PUSH
SKIMMING
Owner 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”
SKIMMING
Pros ConsPUSH
PULL
Methods where leads
are put in a pool and
then pulled (claimed)
by agents at their
own discretion
PULL
Pros:
+ Agents only claim
when ready
+ Pull can still be
regulated or limited
+ Agents have more
control over process
PULL
Cons:
- Leads can be left
unclaimed
- Lead assignment is
much slower
- Fosters, “Work at your
own pace” sales
CHERRY PICK
Agents 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 PICK
Pros ConsPULL
BLIND PULL
Agents 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 PULL
Pros ConsPULL
PUSH/PULL
PUSH / PULL
Methods 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 TANK
Multiple agents called simultaneously,
first to call is awarded the lead
1
No response
SHARK TANK
PUSH/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 TANK
Pros ConsPUSH/PULL
ROUND ROBIN
Contact 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 Lead
Unassigned
LEAD ARRIVES
Notify
Manager
ROTATE
ORDER
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 ROBIN
Pros ConsPUSH/PULL
TOP PRODUCER
Top 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 Lead
Unassigned
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
PUSH/PULL
Notification
Format
EMAIL
TEXT
CALL
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 LEADS
ARE QUALIFIED BUT
NOT READY TO BUY
(Source: Gleanster Research)
Leads
Interested and
ready to talk
Prospects
+ Recycled
Qualified & Interested
Not ready to buy
People move back and forth...
and that’s perfectly natural
Your sales process should...
this transition
ACKNOWLEDGE
FACILITATE
MANAGE
MONEY
OVER
METHOD
WHAT WORKS
TODAY MIGHT
NOT WORK
TOMORROW
TEST
OPTIMIZE
RETEST
MONTHLY
webinar.leadsimple.com
WEBINAR(Second Thursday of Each Month)
leadsimple.com/sales-course

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Developing Your Lead Distribution Strategy