Look for the quality of sales leads, not quantity 

Your agency’s organizational effectiveness plays a key role in generating new business results.  Do you have a sales process that includes identifying profitable  target markets, generating leads through multiple advertising and promotion programs, screening and qualifying leads, assigning leads to the right sales people, creating effective sales proposals and presentations, knowing when and how to close the sale? 

What about sales training?  Does your agency do on-going sales training?  While it is critical for both personal lines and commercial lines marketing, it is especially important for commercial lines and life, health and financial services. 

In a recent b2b Magazine article, Jim Lenskold, president of marketing consultancy Lenskold Group, said, “ Basic ROI math is, if you reduce the number of leads through careful qualifying but get the same amount of sales, it looks the same.  However, your ROI goes up because of the reduced cost of closing that set of leads.”  

In short, time is money.  The time you spend trying to close a poorly-screened commercial lead that turns out to be a china egg is expensive time and ultimately wasted time.