Before we go to lead routing, I want to tell you a story. A study actually, which tells something about the human brain, which is somewhat related to lead routing and response time.
Antonio Damasio, a famous neuroscientist studied people with the injury in the frontal lobe, where we feel the emotions. Apart from not feeling emotions, they seemed normal, but for the fact, they were not able to make decisions, even the most simple ones, like what to eat – Chicken or a Turkey?
What does it mean?
Decision making is purely emotional, we try back it up with logic. Try to remember this, as we will come back to it later. Ok, lead routing now.
What is lead routing?
When you have a large sales team, especially on the field or multi-center ones, a lot of leads are lost in transition or are delayed in getting followed up. You need a mechanism which automatically routes the leads on the basis of zip code, product of interest, lead score or any other criteria relevant to your business. This process is called lead routing.
Automatic lead routing dramatically reduces the response time and a salesperson get instant notification on their email and mobile on the arrival of the lead, making it possible for them to quickly respond to the inquiry as opposed to the manual system which is often delayed and time-consuming.
Now, coming back to the decision making. We know that decision making is emotional and once the salesperson has made an emotional connection with the lead, it is difficult to backpedal. Quick response time is important in attaining this connection. Not saying that whoever follows up the first will crack the deal, but it definitely gives the edge.
Faster lead routing > Faster followup > Better relationship
How does Lead Routing work?
A good lead routing system would allow a business to easily route leads to the sales team. The first step is to capture the leads from all the sources, online and offline like website, phone, email, chat, events, social media, and others depending on your marketing reach and strategy.
The next step is to check the lead’s parameters and score and route it with the help of predetermined logic. For example-
- If the lead country is the United States, route it to the USA team. If not, route it to India call center
- If the zip code is 52402, route it to Cedar Rapids
- If the city is Philadelphia, route it to eastern zone call center
- If the lead score > 50, override everything and assign it to Andy (salesman)
Similarly, you can create your own logic and set up your lead routing process. If you have a large sales team and tired of using complicated and clunky systems for routing leads, you can try LeadSquared free for 14 days to see how easy it is to create a kickass lead routing logic in minutes. I promise you’ll love it.