Your sales team’s time is valuable, and you don’t want them to waste their time on calls that don’t result in conversions. When you have a long line of potential leads, it can be daunting to know where to start. Using a metric like lead score can help you maximize your sales reps’ time by letting them focus on the fans most likely to convert.
We analyzed the purchasing behavior of two sets of Rice fans over a period of several weeks. Fans who had been identified as Top Leads (ie, those with a lead score over 65) converted at a higher rate and spent about 2x more than those who were not top leads.
Top Leads converted at a higher rate and spend 2x more than other fans
In a sales effort where you’re casting a wide net—for example, converting new season ticket members—concentrating on top leads first can maximize the number of fans you convert and the revenue you make from those sales.
Identify the audience you want to target. Use a prebuilt audience like Engaged Non-buyers, New Fans or even Top Leads itself, or build a custom one if needed.
Set up your program, including the audience, your workflow statuses and your associates. When you’re ready for your team to get to work, Activate the program.
Top Leads is a premium audience available free for a limited time. If you don't have Top Leads in your platform and would like access to it, contact your client success rep.
Any sales rep can filter their leads list to see just the fans with a high lead score.
Click into the program
Click on the Filters pill at the top of the fan list
Click apply. Your list will now only show the fans with a high lead score. Work through this filtered list before moving on to the rest of your leads.
For more about Programs, visit the Knowledge Center.
As you work programs from season to season or for different sales efforts, you’ll be able to see trends in your conversion rates and the time it takes to reach your target.