What is Leads Distribution Software and How Does It Work for Your Business?
Leads may change if you respond within the first minute after contacting your business. Many businesses invest heavily in generating more leads, but lack the tools needed to respond quickly to the flow of leads. This is where leads distribution software comes in. It uses lead routing rules to automatically distribute its leads to the appropriate sales rep. In this article, we will explain what is distributed software and if it is the right solution to your business problems.
What is leads distribution software?
Simply put, these are tools that automatically divide your sales into the right sales rep. This reduces the lead response time. Leads distribution software is specially designed to generate and distribute leads. But there is more software that offer a more holistic set of benefits that are included in leads distribution software. Let’s take an example, you will find many different CRMs and also lead management systems that are also loaded with different types of lead distribution features. Let’s take a look at how the leads distribution system work in brief.
How does it work?
Users can set rules based on many factors. This includes the availability of sales representatives, geographical location, native language and the size of the companies they work for. For example, to reduce lead response time, one can set a rule that tells the software to share the lead to an available sales representative. Leeds no longer have to wait to get in touch with the company.
Or a user based in New York City can also set a rule for leads coming from Brazil that can be assigned to a Portuguese-speaking sales representative based in Brazil. This way, sales representatives in particular who are more familiar with Brazilian customer behaviour and the needs of the local market can move forward better. Regardless of the rules you use, lead routing has one purpose - to improve the lead experience with your company.
Rules of leads distribution system
Let us focus on the types of lead routing rules. The lead routing rule is basically a criterion (or set of criteria) in which the business decides which lead should be assigned to which sales representative. There are two main types of routing. Push-based and pull-based. Of the two, only push-based lead routing is automated. As its name implies, your sales representative is 'pushed' by leads distribution software.
In contrast, bridge-based delivery depends on your sales representative with whom they will contact. In this case, leads are 'drawn' to your business. But, since we are talking about lead distribution software, we will not explore bridge-based routing rules in this guide.
1. Round Robin
The system will automatically take the available call representative. This method of lead routing uses a round robin algorithm for the distribution of leads based on the availability of a sales representative. Leads will not be associated with sales representatives who are currently engaged or engaged in another call. This reduces the lead response time by bouncing the caller to the next available representative.
In addition, once a representative completes a call with a lead, the lead will be moved down, so that sales representatives who have not negotiated with the lead can answer the next phone call. This way, the waiting time is reduced and sales representatives will not be overwhelmed with calls.
2. Top manufacturer
Pressure-based lead routing prefers high-performance leads when delivery leads to your sales representative. Such sales representatives are expected to be able to generate more leads and drive more conversions. However, these sales representatives end up overwhelmed by leads. As a result, the customer experience of your leads may diminish over time as your well-performing leads get more and more tired.
3. Lead Country
How a conversation takes the lead depends on the country from which the lead is calling. If you have multiple sales representatives in different parts of the world, you can distribute your sales representative in the same country. This avoids the issue of timezones, so your sales representative does not have to stay for hours to work according to different timezones.
4. The size of the company
In an exclusive interview with Salesforce team lead Edward Obin, he said sales should be relevant. Selling to enterprise level companies is different from selling to a mid-market company. For example, large companies will be more careful when buying and implementing new software. This is due to the remote effects that come with a change in the type of software they use.
Companies of different sizes need different sales strategies to successfully sell your product or service. This lead routing rule allows you to categorize your skills according to the sales of their skills in terms of dealing with potential customers of a certain size. It will then be delivered accordingly.
5. Other commonly used rules
The beauty of rule-based lead routing is that there are different rules for your use. In addition to the above criteria, you can also distribute leads based on the languages they speak, sales representative skills, and professional work.
We've compiled a list of commonly used lead routing rules. You can use these leads distribution software rules in accord with your business requirements.
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