Having your lower paid employees (a receptionist or clerk) sort your sales inquiries and take their time to pass them to your highest paid employees (salespeople) is stupid.
Most of the time the inquirers (or leads) sit with the receptionist for days and weeks as they try to get around to it. Get leads into the salespeople's hands as fast as possible.
- Web leads can be directed into most CRM systems and show up in the salespersons territory immediately.
If you have a CRM system (80% of the companies have it) leads from the internet (35-60%) will get to reps fast. The rest should not sit until someone gets around to it (receptionist). Most of the time when this happens all the rep gets is a name and phone number. No profile information.
Do your reps a favor and make entering the leads into the CRM system a priority. Get the inquiries and leads into the reps hands within minutes or a few hours.
B2C marketers distribute inquiries and leads in minutes. B2C research indicates that for every minute that passes, the chance for making a sale is diminished. Read this research from Leads360 on the SLMA site.
(1) #155 appears in the following book: Obermayer, Sales & Marketing 365, Racom Communications and the Business Marketing Association, 2004, page 60.