Business Development Rants and Resources

Lead Management – “Working a Lead”

As someone that has spent a lot of time on the prospect side of the table, I am often amazed at the “great” follow-up on the part of salespeople to whom and I have spoken and to whom I expressed some interest. While there are some products and services that are quick hits, “impulse items” if you will, like gum or cheesy celebrity magazines at the checkout aisle, often the purchase is part of some larger process going on at the company and constant calling simply can’t affect that.

Our own sales efforts with the AMG Alerts notification system and to a lesser extent, the SalesInSync sales lead management system are typical. The larger the company – and the carrot – the less likely that constant hounding would have any effect. People are positive and give us all the GO signals and then disappear for however long it takes for them to move forward. That can be months, and harassing them in the meantime, while probably not a deal-killer, is at least going to leave a bit of a sour taste in their mouths. What we experience as customers is intense contact followed by a disappearing act. That’s not the way to do it.

Sales resources (and really just about all business resources) are in short supply for most companies. You have to be smart, have a sales process that involves staying visible without invading personal space, and have at least a simple, collaborative CRM System that assists in this. Too many people have a hot list on paper and work those, and as they get new leads to “work”, the old ones disappear to the bottom of the pile and then off the desk completely. I recommend our other blog post about the Marketing Shell Game, which is another commentary on sales process management.

September 22, 2012 Posted by | Lead Management and CRM | , , , | 1 Comment