Question

Topic: Other

B2b Enquiry Management - Prioritising Enquiries???

Posted by Anonymous on 6/21/2011 at 2:27 PM ET 25 Points
What criteria do you use to effectively manage and prioritise enquiries?

I work for an international manufacturing company targeting a range of industries worldwide (petrochemical, aviation, automotive etc.)

Since I’ve been in my job, I’ve doubled the amount of enquiries within 9 months – The challenge now is making sure our sales team prioritises them in accordance to their strength and commercial opportunity.

At the moment, we prioritise based on date, size of company enquiring and general strength of enquires (information provided and urgency). What other factors/criteria can be used to help manage enquiries and prioritise some over others?

Any ideas would be much appreciated.
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RESPONSES

  • Posted by Peter (henna gaijin) on 6/21/2011 at 7:09 PM Accepted
    How are the leads coming in? Is it in some form that you can pre-qualify them before sending to sales? Ask simple questions to determine how much of your product they may need and when? You said "The challenge now is making sure our sales team prioritises them in accordance to their strength and commercial opportunity" - be good to get information on the leads so that this can easily be determined.

  • Posted by mvaede on 6/21/2011 at 11:44 PM Accepted
    The source of your leads should be a good indicator of importance.
    Secondly, pre-qualify leads, either through a simple online questionnaire (or in an email) where they get an extra piece of information or by having a sales/marketing assistant call them to qualify their requests.

    Existing customer vs cold leads vs targeted companies or sectors would be another way of scoring

    Each element of interest about a lead should have a value (1,2,3) and by adding them up you get your priorities. These values can change with each contact with each lead. It's important that the sales people feed lukewarm leads back for re-qualification, otherwise they might get lost in somebody's "to-do-later" list.

    Mikael
    B2B Marketing
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