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Cartoon for the Weekend: Can you give salespeople a better lead?

You have permission from the Sales Lead Management Association and the Cartoonist, Stu Heinecke to copy and distribute this cartoon as is with attribution!

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Ask a salesperson what they want from marketing and they'll tell you, more sales leads. Ask them again after you've given them more leads what they want and they'll tell you that want more qualified leads.    

Most reps feel the leads they're given are inferior.   Of course, if the leads (really inquiries) aren't qualified for intent to purchase in some way, what you give them will only have a 45% chance of buying.     

Wait, in baseball that's a batting average of 450.  No one has ever batted at 500 and only Ted Williams batted over 400 for an entire year.  

So if Marketing gives their salespeople leads that have a 45% buying average (research says 45% will buy someone's product), this is a big deal; marketing's batting at 450.  If the salesperson were to bat at the same level they'd make 20 sales out of every 45 qualified leads given to them and 20% of every 100. WOW!

Why it's important:

Marketing gives their salespeople leads that have a 45% buying average (they buy someone's product), this is a big deal; marketing's batting at 450.

But the reality is that salespeople on average follow-up only 10-25% of the leads given to them.  That's batting someplace been 100-250, which is good enough to get fired from a ball team. *

To bat at 450 they'd have to take a swing at every lead thrown to them, not just follow-up those they feel like. 

Naw, that'll never happen.  And they also won't get fired.  

 

*Lead follow-up using an intelligence driven queue based CRM system can increase follow-up rates dramatically.  I learned this from interviews with executives at Velocify on SLMA Radio and from a white paper: WHAT MAKES YOUR BEST INSIDE SALESPEOPLE SUCCESSFUL 

 

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Cartoon by Stu Heinecke author of How to Get a Meeting with Anyone, Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations.   Available from Amazon. #1 Best Seller in Direct Marketing

  This blog (78,0130 Lifetime Views) is supported by the generous sponsorship of  OMI - Outward MediaVanillaSoft and Goldmine CRM Software 

 

 

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