Assigning and Distributing Leads: The Importance of Lead Distribution and Lead Routing

Assigning and Distributing Leads: The Importance of Lead Distribution and Lead Routing When you talk about marketing strategies that work, generating leads is one of them. While this is indeed a tried-and-tested strategy for a lot of companies who wish to generate favorable results when it comes to marketing and generating revenue, getting the right leads to the right people at the right time can be somewhat tricky. Lead distribution can be a bit choppy if you do not know who to get the leads to and who should handle the follow up of such a lead. There are a few ways of going about lead routing or handing out leads to the right sales agents who will then use these leads to the advantage of the company or the client. One of the most used lead routing techniques is the round-robin system. While this is the simplest of all lead assignment strategies, it is not the most effective by far. The round-robin system basically gets the generated lead to any of the available sales agents as soon as the lead gets in. This means that you may not be getting the lead to the most effective agent you have and thereby could waste the lead that was generated. This can also be the fastest way to get leads attended to but may not be the most sales effective way for you to go about it. The upside of using the round-robin strategy when distributing leads to your people is the potential of finding out who your most effective people are. Another way you can do lead distribution is by using the FIFO and LILO system. First in, First out and Last in, Last out system of lead distribution is a process where you take care of the leads that came in first and have them handled first before you handle the next ones. This is a pretty cut-and-dried way of handling leads, and while there may be pitfalls in this technique at times, where you cannot distribute your leads efficiently and you may have to trim off the aging leads that your team cannot handle in the quickest possible time, this is still considered a very effective lead for a lot of companies. Lead assignment techniques that are also being used by a lot of businesses also include giving out the bulk of the leads to your top producers or to your best agents. This is a pretty good technique to use when you are thinking in terms of revenue alone, but the downside of such a marketing strategy is the stagnation of some of your sales agents. This may become a sore point for your company and may be detrimental to the company’s welfare in the long run. The idea of handing out the most leads to top agents or the top performers of your team can lead to creating dead weight, whereby the agents who do not produce do not learn how to become top producers themselves. Mentoring or pairing off top producers with these rather slowproducing individuals can help create a more balanced workforce that is more effective and more income generating in the long run. You can also use the hunt group method when handing out leads to your agents. This is similar in a way to giving leads to top producers with the difference being that the leads are handed out to the first agent that finishes a previous lead handling job. This also shows who the faster agents are,



although not necessarily the most effective. You may need to monitor the success of the agent during the transaction to determine if the number of leads they handle is equivalent to the number of successful leads they handled. Content provided by: www.leaddistribution-info.com Visit our lead management software sponsor: www.leads360.com