Sales management: how to distribute leads among salespeople

Understand how the distribution of Leads among the team is essential for successful sales management

Effective sales management like that of Agro farmhouses is a common challenge among sales coordinators, regardless of the size or market in which the company operates. And, among the various activities that make up commercial management, there is one that is decisive for the success of the area: the distribution of Leads among salespeople. 

Make distribution Leads is to direct each contact that is passed on to sales to a professional trade team. This must be done in an agile and organized way, so that potential customers are not left without the seller’s contact. The idea is to avoid accumulations and reduce the response time to these Leads, to increase conversion rates and still offer a more satisfactory service.

The problem is that organizing processes and staff so that goals are exceeded and results are profitable is a more complex activity than it seems. You need to fully understand how distribution rules, commission, and step-by-step triggers can affect salespeople’s performance and motivation.

In this article, we show the importance of Lead distribution, how to do it like the team of Lahore smart city, and tips to improve this activity in your company. Follow up!

How important is the distribution of Leads?

There are many benefits of investing in a good distribution of Leads

  • Increase productivity in sales
  • Shorten the sales cycle ;
  • Reduce costs and time for closings;
  • Lead Qualification.

Keep in mind that there is no point in qualifying and nurturing leads if they get lost along the way. It’s the relationship and targeted communication that will make them convert.

Therefore, much more than constantly attracting qualified Leads, it is essential that your sales management predict how they will be worked.

Main problems generated by poor distribution of Leads

If, on the one hand, investing in good Lead distribution brings a series of advantages we talked about above, neglecting this task has the opposite effect: as good revenue opportunities can be lost, it is possible that the entire sales management is impaired.

Still, although attracting and qualifying Leads is gaining more importance, their distribution among the team still doesn’t get the attention it should. Unfortunately, it is still common for companies to adopt the so-called shark tank distribution of Leads. In it, the first available seller will be responsible for answering the incoming contact. Thus, the rest of the team will be waiting for the next “prey”.

This is often an effective method for small teams or simple sales. However, in larger teams and in more complex sales, it can become a major drag.

This is because the shark tank method does not allow for the specialization of sellers. With this, Leads continue to be treated with the old sales approaches. And all the qualification and nutrition worked so far is lost.

In addition to this lack of specialization, there are other problems that the poor distribution of Leads among salespeople tends to generate. Are they:

  • Cooling of Hot Leads;
  • Friction between sellers;
  • Little or no alignment between marketing and sales.

How to improve Lead distribution?

If the poor distribution of Leads is one of the biggest obstacles in sales management, how can you improve this process?

Here are some tips that will help you make the process more effective and take the results to another level:

1. Align the SLA between Marketing and Sales

The SLA (Service Level Agreement) is an agreement signed between the Marketing and Sales teams. It determines the role of each department and sets clear goals for both. Thus, everyone knows exactly what to do and understands its importance in the sales process.

The SLA also helps you transition Leads from Marketing to Sales, as well as distribute them correctly among salespeople.

With the document, it becomes clearer for everyone which Leads profile is desired, and at which times these Leads are ready to change stage or to receive a contact from a salesperson.

2. Define clear rules for routing

With the Marketing and Sales SLA ready, the time has come to define the rules for distributing Leads among sellers. This task is essential for organizing the process and ensuring that routing does not cause conflicts among the team.

To do so, it is necessary to indicate what the criteria for the distribution of Leads will be. It is possible, for example, to carry out the distribution according to the city, average ticket, and vendor specialization, among others.

The important thing here is that the rules are clear and enforced. Thus, sales management will be more efficient and there will be no confusion when making the distribution. At the same time, no Lead will be left unattended or contacted at inappropriate times.

3. Use Lead Scoring

Lead Scoring is a technique that allows scoring leads. With this, it identifies those who are more ready to buy and, therefore, prioritizes them.

To reach this result, scores are used according to some attributes, such as the profile and interest of each Lead.

With this, Lead Scoring indicates who are the potential clients that can be worked more actively. And this is an excellent indicator to help distribute Leads.

When analyzing Lead Scoring, you can prioritize the Leads that should receive the most attention, as well as forward them to the most prepared salespeople or those who are readily available.

4. Work on marketing automation as support

Marketing automation is also a sales management tool. After all, nurturing Leads and maintaining the relationship until they are ready to convert is an extremely labor-intensive task to do manually.

An automation tool helps keep Leads close and provides information to help them navigate the buying journey.

Marketing automation allows for even more sales to current customers. As it gathers a lot of information about them, it is much easier to identify opportunities.

To do marketing automation, it is necessary to invest in a good tool specifically for this purpose. If your company does not yet have such software,

5. Integrate marketing automation with sales CRM

Just relying on a marketing automation tool, however, is not enough. After all, the communication between marketing and sales needs to flow and be in tune for the work to bring results.

Therefore, it is important that this tool is integrated with the sales CRM. Thus, everyone can have an overview of Leads and customers.

With this, all the tips we’ve listed so far can be implemented more effectively. In addition, managers will have a series of valuable data to make decisions, as well as understand at what point in the purchase journey the Leads are.

The result is a more effective organization of Leads, allowing for a fair and adequate distribution among the sales team.

Business management: it all starts in the sales funnel

In addition to making a good distribution of Leads, another strategy that helps define business activities to drive salespeople is the creation of a sales funnel. With it, salespeople are clearly aware of the steps that business opportunities take between the first contact with the company and closing the sale. This makes it easier to guide them along this path.

However, we know that doing this from scratch can be tricky. That’s why we created the Sales Funnel Tool. With it you will receive a sales funnel with stages thought out by segment of the company and you will be able to share the results with the team.