How does your sales team typically handle leads? Maybe your sales manager sends out an email, updates a spreadsheet and alerts the team. This might work in the short term, but the more leads that come in, the more tedious the process becomes and the more opportunities you might be leaving on the table.

That’s where dynamic lead routing comes in. Abhishek Nayak, the sales development and growth strategist at PowerRouter, says dynamic lead routing is a much more efficient way of getting leads to the most appropriate reps. With traditional lead routing, a sales manager may use a fixed set of factors like geography or company size to assign leads. Dynamic lead routing allows for more flexible and adaptive lead assignment. It’s based on factors like engagement, intent and lead behavior.

How can you succeed with the process? We share Nayak’s guidance in this issue of PromoPro Daily.

Use behavioral triggers. Look at different actions that demonstrate a lead’s interest or readiness to move forward. This could mean leads responding to sales emails or attending a webinar. You can then set clear criteria for routing leads, according to Nayak. For example, people who complete a sales quiz could be assigned to a specific sales rep or team.

Act quickly. Nayak points out that a lead’s lifespan can be as short as five minutes. That’s why dynamic lead routing is all about striking while the iron is hot. He recommends identifying when a lead’s value or likelihood of conversion begins to decline and then prioritizing lead follow-up accordingly.

Try integrating chatbots or virtual assistants. These allow you to dynamically route leads based on the lead’s responses and actions, Nayak says. He suggests setting up your chatbots to respond to common inquiries and to ask relevant questions and gather essential lead information.

Recycle your leads. There are many benefits to re-engaging old leads who may now be interested in your products or services. Nayak recommends defining recycling criteria and establishing criteria for determining when a lead should be recycled.

Use dynamic round-robin routing. Want to level up the playing field for your reps? This is how to do it. With dynamic round-robin routing, leads get assigned to sales reps in a rotating sequence, giving each person equal opportunities to engage with prospects. According to Nayak, round-robin routing promotes equal opportunities and eliminates bias or disparities in lead distribution. This, in turn, can boost morale and performance.

Lead routing could be the ticket to improved rep performance, improved client satisfaction and higher revenue. Apply the best practices above to make sure your leads get to the right team members as quickly as possible.

Compiled by Audrey Sellers

Source: Abhishek Nayak is the sales development and growth strategist at PowerRouter.