Inside Sales Lead Management Featured Article

There are a number of different tricks and tips that companies have used throughout the years to set themselves apart from the competition. Whether it’s in marketing or promotional materials, pricing or simple packaging, the idea is to grab attention first and worry about retention later. The same concept can often carry over into the sales department, producing great numbers in the beginning, but hurting retention on the backend. Without the right playbook, this practice can strain your inside sales lead management.

A blog written recently by VanillaSoft’s EVP examined the concept of grasshoppers and ants and how it applies to inside sales lead management. A call back to Aesop’s Fables, the ant represents the one willing to do the work to prepare for the lean days ahead. The grasshopper, by contrast, is willing only to enjoy the lazy summer and worries not about his next meal until winter hits and he’s ill-prepared. This lesson in morals can be applied both inside the sales department and to the prospect base.

For instance, the sales professional on the phone calling only the low-hanging fruit will do very well for a short time. He or she can easily close those individuals on the line and enjoy a steady flow of bonus revenue for the short-term. In the process, the calls aren’t made to those who need more time and preparation and when the low-hanging fruit has all been picked, there are no more quick sales to be had and the bonus stream abruptly ends. What’s worse, the individual may be soon looking for other work if they don’t change the approach.

The prospect base is a slightly different animal, yet has the same characteristics. There will be grasshoppers on the line and there will be ants. If you get the former, you may not be able to close the sale. If you get the latter, they may be so educated on the industry, your products and even you that you also have difficulty closing the sale due to a simple lack of proper preparation. Does this mean you’re doomed either way? Not if you plan your inside sales lead management according to perceived personalities.

When you have the grasshopper on the line, he or she does not have a sense of urgency when it comes to what you happen to be selling. They’ve done the research from their own point of view and they believe they have everything in place that they need now and will worry about tomorrow, tomorrow. The education they do need is on the “what ifs” they haven’t considered and the opportunity to get to know your company now will better prepare them for the future.

Ants, on the other hand, know they need to be ready and may have come directly to you or you received the lead because they indicated they wanted to receive a call. These individuals need a lot less convincing that they need your product or service – they already know they do. Instead, these individuals need to be convinced that your company is the best one to meet their needs. Demonstrate this through listening, quickly responding and checking in with them on a regular basis.

If you know whether you’re an ant or a grasshopper, you’re ready to go after the type of prospective customer that best suits your personality and style. If not, take some time to understand your own approach to inside sales lead management and then educate yourself on how to approach these different prospects. In doing so, you’re much more likely to reap the benefits.