How Do You Determine Sales Lead Escalation Triggers?
Depending on the sophistication of your lead management system, leads can fall into one of several categories – prospect, marketing qualified lead, tele-qualified lead, sales qualified lead, etc. One of your jobs as the “Lead Management guru” for your company is to properly escalate the lead from “vaguely interested” to “customer”. This means putting content, offers and other communiques in front of these leads to bring them along the sales path until a purchase occurs. But it also means knowing which actions, or “triggers” indicate they’re ready to move. So, how do you do this?
Statistics (ugh!) has to play a role. Statistical modeling sifts through all of the data (company-based, dealer based, end-user initiated, demographic, firmagraphic, psychographic, etc.) to determine which factors contribute to someone being more likely to buy, and which activities are more likely to indicate someone is getting closer to a purchase. Since we’re talking statistics, these models only tell us whether the “likelihood” of a purchase is higher under a given set of conditions, not that it’s guaranteed. However, knowing which factors increase purchase likelihood tells us which triggers we can put in place to indicate when someone is moving the next stage of the sales path.
One other note – the more data, the better. Your statistical model is the “dumbest” the day you launch it. As time progresses, you will gather more information that can predict purchase likelihood. And your triggers of escalating someone from prospect to marketing qualified lead to sales qualified lead become more refined.