Monday, March 7, 2011


The more contact attempts you make, the more cars you’ll sell. Everyone knows this is true. Therefore, logic says you want a follow-up process that has your salespeople calling and emailing every prospect in their database every day. However, this is impossible; if a salesperson is receiving, say, 75 fresh eLeads each month, and a hypothetical 10% of them buy each month, then it takes only 90 days for that salesperson to have 200+ working leads in the CRM. Nobody can call and write 200 people every day. It gives them no time to sell.

About 1/3 of your buyers are going to do so within 5 – 10 days of submitting their lead. Therefore you want your salespeople free to devote lots of personal attention to fresh prospects. However, a majority (60% - 70%) of your buyers won’t come around until well after 5 days – and as many as 25% of the buyers won’t do so well after 30 days. We can’t devote the same amount of attention to these late-comers as we must to the hot fresh prospects – but we certainly don’t want to ignore them, either.

The practical solution is to write a Process that tasks salespeople with devoting personal attention to prospect leads who have been in the CRM from 1 - 5 (+/-) days while automating (as much as is possible) an email follow-up schedule that puts your name and face in front of all of the unsold/uncontacted prospects who have been in your CRM for 6 days or longer. In other words, devote lots of personal attention to those folks who are new to your database, but rely upon your CRM to automate (as much as possible) the long term follow-up that your salespeople cannot effectively do.

No comments:

Post a Comment