Rallying your sales team to hit its expected quota can be a herculean task, especially when every rep has different motivations. Instead of solely focusing on how to help each rep improve, you should also consider ways to streamline and fine-tune the sales process. Sales engagement software-driven by queue-based lead management and sales cadence standardization can help you improve efficiencies and drive sales productivity in ways that list-based CRM simply can’t.
Why Do You Need Queue-Based Lead Management?
A sales engagement platform that features queue-based lead management prioritizes and routes the next best lead, based on criteria set by management, for the next available sales rep to call. If the call goes unanswered, the system re-routes the lead back to the queue based on the lead criteria and sales cadence specifications.
Traditional, list-based CRM solutions hinder performance by forcing salespeople to hunt for the next lead to call from a list of leads or tasks. This results in many salespeople “cherry-picking” leads they deem high-value and ignoring the rest of the leads which results in a large percentage of sales leads never being contacted. With a queue-based approach, sales managers can set up their queuing priorities based on geography, the amount of time the contact has been waiting in the queue, and specific pain points, among other factors. The lead is automatically presented to the sales rep thereby avoiding the requirement to choose which lead to contact from a list. This automation translates into increased productivity and deeper list penetration on an individual level, ensuring minimal to zero lead wastage.
Benefits of a Queue-based Sales Engagement Solution
Above we discussed some high-level benefits of using a sales engagement platform with queue-based functionality. Now let’s dig a little deeper into seven more benefits.
1. Focus Minus Distractions
With a list-based approach, there is always a tendency (i.e. sales pressure) to rush through calls to finish the given list. The size of the list can be overwhelming, and reps will likely not have enough information to pay 100% attention to the best leads. A queue-based tool, on the other hand, presents a rep with only one lead at a time. They do not have to waste time filtering the leads and determining whom to call and what actions to take. With the best lead automatically presented, they do not need to spend time chasing low-potential prospects.
2. Greater Persistence
Lead status, call results, and lead age are a few fields in the queue-based system used to determine the priority of a lead. Thi data indicates how many times and how often the team has contacted a lead and when is the next best time to call.
Sales professionals using a list-based system tend to be a tad hesitant to contact leads repeatedly, especially after the 3rd attempt. In fact, studies have shown that 80% of leads are never followed up on by salespeople – so they give up after one attempt. However, a Telfer Study substantiates that the number of contact attempts to arrive at a decisive outcome now stands at an average of six calls. A queue-based lead management system forces sales reps to stay persistent, which in turn reduces lead decay. Despite someone’s personal misgivings, the system helps team members develop the practice of following the desired cadence and never missing a follow-up opportunity.
3. Enables Proactive, Natural Followup
In this increasingly competitive marketplace, we cannot stress enough the importance of timely, proactive followup. Past studies have emphasized the need to follow up with inbound leads within 5 minutes of inquiry. However, the aforementioned Telfer Research, which is more recent and based on a substantially sample size, refutes this through various illustrations and data. The Telfer Study proves that the best time to make the first contact attempt is within ten-to-60 minutes after receiving a web lead. Incoming web leads or buyer intent signals can drive the queue to push those leads right to the top, where speed-to-lead dramatically increases the chances of success.
4. Eliminate Cherry-picking
Sales reps often ignore leads from marketing and tend to call leads based on personal bias or a perceived opportunity. This precedent(what we call cherry-picking) is not only mentally exhausting but may also result in neglecting some leads. A queue-based lead management solution can put a stop to that by queuing up leads objectively.
Sales reps get the lead ‘closest to the money’ and can contact the leads in that order.
They no longer have to rely on guesses or their ‘gut’ about what leads to work next. Based on the response to the call (voice mail, request for a callback, no answer), the lead assumes a position back in the queue and presents to the salesperson again as prescribed by the cadence.
5. Precise Lead Targeting Possible
Granular lead scoring based on the title, lead age, geo-location, and lead source among other data points, ensures the leads you want to call make it to the top of the call list first. Even in case of a conflict (a fresh lead or a follow-up?), a queue-based lead routing system uses various metrics to assess opportunity size, industry priority, and timing or time of day to prioritize.
6. Better Management Control
A queue-based sales engagement solution puts control of lead flow criteria squarely in the hands of sales management. As managers adjust and readjust intellective routing filters and other criteria, the sales team continues to work leads. They experience no disruption in their sales call activities. However, they are now working leads based on management’s refined variables.
7. Maximized Lead ROI
Sales teams are swimming in data from purchased leads, inbound web inquiries, phone calls, social media followers, and more. For a salesperson, ROI is all about translating this data into actions that yield profits. Queue-based lead routing systems bring focus to the sales process by ensuring that your team calls the best leads at the right time per your standard cadence. Queue-based solutions also provide more and better conversation opportunities that can create a more significant pipeline from the same number of leads.
Selling isn’t easy and sales management is one of the toughest jobs out there. However, a fine-tuned sales process powered by a queue-based sales engagement platform can make a sales manager’s job much easier. It can also make a sales team much more successful and productive. Queue-based selling has proven to be ground-breaking for many a sales team. The above benefits not only improve the productivity of every team member but can also ensure a smooth workflow for the entire team.