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Cupid! Make me a Match, Find me a Catch!

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February 14, 2021 — WANTED! Cupid! To help create sales chemistry between prospect and agents!

Companies spend a significant amount of money marketing their services or products to drive desired behaviors in prospects. They work hard to help the customer learn about a product or service, identify with the brand promise and finally to trust the company enough to reach out. The customer finally fills out a form requesting more information and receives a call back only to get a sales rep on the phone that lacks product expertise based on their unique needs, doesn’t understand specific local requirements, etc.

For many consumer sales organizations their one goal is to get leads into the hands of producers as fast as possible, the flaw in this is they aren’t able to definitively take into account skills or attributes possessed by leads or agents that may increase conversion. Many distribution models today simply rely on pure randomness, intuition, or structural and campaign-based guidelines.

Ask any salesperson, and they will tell you an instances where they seemed to “connect on a higher level” with a lead – a connection that more likely than not led to a closed sale. Maybe a bit of Cupid luck but what if you could ensure Cupid’s magic worked more often than not, proactively matching a lead to an agent based on this hidden chemistry?

Enter skill-based routing (SBR), rigorously analyzing a sales agent’s performance against lead attributes and then matching leads with a skilled sales representative who has historically converted leads with that attribute at a higher rate.

Leads360 recently partnered with a handful of clients to develop and test skill-based routing. The result of the test was a significant improvement in agent performance with skilled reps more than doubling their conversion performance. It is important to note too that these “skilled” reps are not necessarily the best reps in the organization; by and large, these are average reps with no special performance or remarkable talents. The key is leveraging data to identify the “chemistry” and to automatically match reps with leads they are most likely to close.