Rule 15: How to improve Lead conversion to Sales

Rule 15 It’s all about timing!

Rule 15 is all about timing. Both sales and marketing must be on the same page when it comes to lead management. In order to effectively take advantage of Rule 15 it’s likely that your organization will need the support of technology (CRM & Alert Messaging, or BAM as Gartner calls it, would be a start).

Here’s the basis of Rule 15. Use it and leads will convert to sales on an increasing basis. Marketing efforts will be rewarded and sales people will find greater value in leads provided by marketing.

Rule 15 – it seems so simple, yet it’s so powerful!

Concept: Call all leads within 15 minutes of receipt.  That means that Marketing needs to identify work flow processes to make sure the lead is delivered to sales within 15 minutes and Sales needs to be ready to make the follow up within 15 minutes.

Four Supporting  Pillars of Rule 15: The point in which a lead has its highest value is the point in which the prospect raises her hand and says, “I’m interested”. Every minute that passes after that, starts lead depreciation.

Why 15 minutes?

1. Still in the seat - 15 minutes from  sending the enquiry - it’s likely that the prospect is still in his seat: a prompt response results  in a live call with the prospect.

2. Pain remains: At the moment the prospect responds to your marketing message, it’s likely he identified you as a possible solution to heal his pain. The greater the pain the greater the likelihood (if you have the “healing power”… ) of a sales conversion. Pain is highest at the moment the hand is  raised.

3. Pain heals itself: The longer you take to respond to a prospect reaching out for you to heal them, the more likely his pain will dissipate or is replaced by another pain.

In today’s business environment, Pain comes in waves. In other words, if another “pain” hits the prospect in 24 hours, the prospect will start prioritizing their own pain - and you may no longer be at the top of the list.

4. Being first counts: If you’re there first, you’ll have the chance to prioritize the prospect’s pain before the prospect starts his own prioritization. Believe me, if you’re on the scene early in the process and the pain is real, the prospect will be pleased to have you help remove this pain.

What will you notice if you implement Rule 15.

• Voice mail is avoided. People actually pick up the phone!
• Prospects are happy to hear from you!
• The Prospect immediately identifies with who you are. No more reintroducing yourself!

How many times have you called a lead and even though they responded to a marketing event they have no memory of responding to the said lead. So you start from the beginning, reintroduce your company, why you’re calling,  and remind the prospect of his inquiry.

The further from 15 minutes you get, the greater the prospects memory loss  - resulting in Sales complaining about leads and Marketing wondering why the leads they generate are considered poor quality. A vicious circle.