Have you ever experienced the situation where salespeople are responding to customer service inquiries and support representatives are answering sales inquiries? What is the solution to no longer having to ask the question: “Why is this person talking to this employee?”

There are ways to increase the efficiency of connecting a lead with the right salesperson, every time. This valuable concept, called opportunity routing, is possible through three specific steps.

1.    Identify the intent

From interest to consideration, there are many different reasons to have a visitor scrolling your company website. For instance, a visitor may be learning something new, booking an appointment, searching for an answer, or considering a purchase. First and foremost, identifying the expectations of what the visitor wants to achieve from their visit is important in determining who, if anyone, should be prepared to respond and in what manner.

2.    Qualify the need

Once it is understood that a visitor will have an experience beyond browsing, it is important to qualify the need. For example, it is critical to understand what product or service the visitor is interested in and where the visitor is located geographically. This is to determine which team or department should be accountable for responding. A salesperson hundreds of miles away, who specializes in a different product, should not be the individual responsible. 

3.    Connect the lead

Finally, make sure that the door that is knocked on gets answered! Availability of your salesperson is the final step. There is no benefit to routing a lead to a salesperson who is enjoying their beach vacation! A lead that goes without an immediate response decreases the likelihood of a closed sale. The most appropriate salesperson available is the one who should be quickly answering “I’m here!” 

Real-time data vs. Historical data

Benefits resulting from these three steps are enhanced only through the integration of real-time data. Historical data provides trends and should be used to help implement company-wide strategies and multi-year plans. Yet real-time data should be used for today’s decisions, about today’s issues, responding to today’s opportunities. 

Enterprises often have to deal with a delay in receiving useable sales data that will help with today’s issues. Instead, managers strategize team goals and rate performance using historical data. In the spirit of keeping up with the times, large corporations will have to respond using a real-time data platform to be the common Lingua franca. 

Large corporations with thousands of employees must adopt or update software that can provide useful and current information today. This will allow information to be easily pulled in a readable manner to eliminate delays and bottlenecks immediately.  As a result, leads will be connected to salespeople and existing customers will reach customer service.

Quick contact to a properly qualified potential customer is getting increasingly important in the likelihood of a successful transaction. Connect with smart lead routing, enhance with real-time data.