The importance of lead routing in sales

Carlos Chersia
Carlos ChersiaAugust 16th, 2021

Responding to an incoming lead as quickly as possible may be the difference between a successful sale or the loss of a prospective client. If your team does not have access to organized incoming leads as soon as they come in, you are at a disadvantage.

Prioritizing lead routing and distribution is key to increasing your conversion rate. This is because it allows you to direct new leads to the right person in a matter of minutes. So, effective lead distribution is essential for your sales team to run smoothly!

What Is Lead Routing/Lead Distribution?

Lead routing is the process of organizing and distributing incoming leads to the internal sales team, this is sometimes referred to as lead distribution. The end goal is to move new leads to prospective customers and then make that sale.

The quicker your sales team responds to these incoming leads, the higher the chance of the call being successful. If your lead routing is unorganized and sales agents need to manually sort and find important leads, you are likely losing customers every second that is wasted.

This system of directing leads to your team can follow a simple round-robin process where the next agent in line will receive the incoming lead. However, you could also opt for a dynamic approach that organizes leads based on priority or other criteria to ensure it reaches the right team member.

It is vital to have the right system to assign leads as soon as they come in automatically. Prioritizing this step will save you both resources and time. If you have the right lead routing software in place, you can easily automate this process.

Lead Routing Made Easy

With the right software and tools, you can manage your sales team in-person or remotely - no matter how big or small your team is. Through specialized APIs or integration software, you can ensure that every member of your team is on the right page. Giving your team access to quality inbound leads promptly provides them with the necessary tools for success. This lead routing process happens when the marketing team hands the responsibility over to the sales team. While the process you choose will depend on your business model, this step doesn’t need to be complicated.

If you use lead routing software, you can successfully implement lead routing in three simple steps.

  1. Your first requirement is to define your criteria. These can be based on territory, value, specialization, lead score and more.
  2. Decide on the right process for your chosen criteria and qualify the lead.
  3. Evaluate the process.

The first step focuses on assessing the lead to route it to the correct member of the sales team. If you work with multiple territories or segments, you may need to route specific leads to certain sales team members. You can also value incoming leads based on whether they are existing clients or prospective clients. This can help the system determine how high up the sales team this lead should reach.

Lastly, once a sales agent has attended to a lead, the process is not over. You should evaluate each step of the process and the results to determine whether your criteria are working or not. These should constantly change based on an analysis of the success rate from each lead.

Lead Routing Best Practices

While responding to incoming leads as quickly as possible is essential for success, you also need to ensure that your leads reach the right people. This not only guarantees that the right member of the sales team deals with the right clients, but it also ensures that no agents become overburdened.

Here are a few best practices when it comes to lead routing.

Prioritize Your Criteria Parameters

You need to have a system in place that quickly routes incoming leads to the right members of your team. And this can only happen if you set the proper criteria. For example, one measure could be whether the lead is a new or existing client.

If the lead is a new client, you may want it to be routed automatically to a sales rep who can qualify whether the lead has the potential to convert or not. Then, the agent can pass the lead on to the relevant account executive. On the other hand, if the lead is an existing client, it should go directly to a team member who already has a relationship with that client.

These criteria help speed up the process of assigning leads by automatically routing them to the right members of your team. Automating this process also allows the system to value leads based on the prospective client’s movements on the website.

Sort Leads Based on Geography

If you operate in multiple geographical zones, lead sorting becomes another essential criterion to implement in the lead distribution stage. Sending inbound leads directly to the corresponding time zone ensures your sales reps are ready to respond to the lead.

If you don’t have enough centres to cover all time zones your prospective clients may be situated in, you should connect them to the team in the closest time zone. This enables your team to get in touch as quickly as possible.

Create Niches in Your Sales Team

Scattering incoming leads amongst your sales team to ensure the first available rep attends to the lead is not always the best strategy. While you want to attend to the leads quickly, you also want the right member to handle the lead.

Finding and nurturing the strengths of the members of your sales team can help you pair leads with the right rep. These team members can then rotate leads amongst them, ensuring the most knowledgeable member for a specific industry is available. This gives you the best chance of success for sales.

Key Takeaways

Responding to incoming leads within five minutes of it reaching your system will help your team increase their success rate. However, the lead needs to get the right team member as well.

As such, creating a sound lead routing system in place is a must! You can easily do this with our lead routing software to manage your incoming leads. Myphoner can help you with these essential elements to increase your conversion rates.

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Carlos Chersia
Written by

Carlos Chersia

I'm Carlos! Account manager here at Myphoner. I love exploring new ways of making systems and people work together.

At Myphoner, I do exactly that. Understanding how our clients think and what processes they come from, helps me help them utilize Myphoner to the maximum, providing value for the clients, and better understanding for the rest of my Team.

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