Using a Combination of Lead Assignment Modes To Achieve Better Efficiency
Lead assignment can have a big impact on sales and thus profits of an organization. Research shows that customers that utilize at least one automated distribution method experience ~87% higher conversion rate vs customers who choose to manually distribute or assign their leads.
- The odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times. The odds of qualifying a lead if called in 5 minutes versus 30 minutes drop 21 times. (LRM Study)
- Lead automation can increase numbers of leads called within 5 minutes by as much as 415% (Velocify)
However, this leads to a bigger dilemma around which assignment mode to choose from. And in this blog, I am arguing that a combination of lead grabber and round robin might be the best way to go.
How to combine two modes?
A simple way can be to use lead grabber for leads for one channel and round robin for other (example eBay, Craigslist or third party). It is recommended to use round robin for channels with lower conversion rates and smaller incentives as incentives is one of the biggest motivation for the success of lead grabber mode.
The Best Of Both Worlds
Lead Grabber Assures Speed
Lead Grabber removes latency due to unavailability of leads and incentivize sales to respond quickly to leads. In lead grabber, leads are broadcasted to all the reps in a group and the first to respond is assigned the lead. The mode assures that only sales reps who are available to respond back are assigned lead, improving lead first response time
Lead Grabber Ensures Lead Assignment Based on Customer Needs
With lead grabber, customer message is broadcasted to everyone. Thus, in cases where customer requires specialized service, only subject matter expert on that topic will respond back, ensuring that the customer is connected to an expert as quickly as possible
Round Robin Assures Minimum Lead Distribution
Lead grabber can also skew distribution of leads, especially for low quality leads as sales reps might try to cherry pick good leads and thus will have low incentive to reply back to leads from low conversion sources. By using round robin for these leads, businesses can ensure that all leads are served vs just the good/hot leads
Lead Grabber Ensures Higher Engagement During Seasonal Peaks
Holiday weekend might be the best time for sales and businesses see high volumes of time-sensitive customers contacting dealership all at the same time. With round robin, many of these time-sensitive leads can end up with sales reps who are currently engaged with other customers and thus are unavailable to respond to the new lead. With lead grabber, a lead is sent to all reps and anyone can reply and grab the lead, ensuring higher engagement rates.
New Sales Rep To Benefit From Round Robin
Businesses might want to keep a close check on number of leads assigned to new sales rep which can be achieved through round robin. With round robin, new sales reps will get a steady flow of leads on rotational basis.