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If you run a business one of the most fundamental facets you want to keep track of is Lead handling. Utilising one of the many CRM systems available is an efficient way of handling your new business.
Let’s say, you’ve done a great job linking your Contact Us web page to your CRM and then it all goes, well, nowhere. All the time and money spent generating those Leads in the first place just goes down the toilet if there’s no follow up. So, the very first thing you should do to keep track is to create a chart on your Zoho CRM Home Page Dashboard called ‘Leads Not Contacted’. This shows you an up-to-date number of Leads received and not followed up. If your workflows are up to date, then this chart should be 0.
Chart 1 – Leads Not Contacted
Using my definition of a Lead being ‘someone you know nothing about’, you need to qualify them. The Lead progresses through a series of automated steps until they are qualified or rejected. Bringing us to the second chart on you Home Page dashboard called “Leads by Status”.
Chart 2 – Leads by Status
You can adjust the layout of these charts to stacked bars, showing by Rep, or territory, and even have just one chart filtered by different people in different roles, so everyone sees just what is relevant to them while the boss sees everything. This gives you (and the boss) an overview of where the Leads are in your own processes and who is addressing them.
Finally, the end goal – Conversions. Conversions are everywhere, and in CRM terms there are two main points:
- Conversions of Leads to Contacts (Qualified Leads)
- Conversions of Contacts to fee-paying clients
There are other conversions preceding Leads too (e.g., the number of impressions on your website converting to Leads) which can also be tracked in your CRM system. This chart shows you the overall conversion rate and analyses who, or how, these Leads have made it to the final stages. Take heed though, converted Leads will change your Lead reporting, we have a link to a video explaining how to avoid this below.
Chart 3 – Sales Funnel
If you have a CRM, your Home Page Dashboard should be set up with these three charts as a minimum. If you don’t have a CRM, you ought to look into getting one that has the capability of generating these charts out of the box and this is where we can help.
With the wide variety of systems available online, it takes time and effort to sift through them all and choose the right one for you. I had a colleague once tell me we should ‘defer to expertise’. I don’t do my own accounting; I hire an accountant as that is what they are good at. We are good at CRM systems, defer to us.
YouTube Channel Video Links