Last month we noted the importance of scheduling events in the Fall and then leveraging registration information beyond the “day of the event.” We reasoned that events generate leads (prospects or potential clients) which may in turn generate enrollments. Further, we noted that event registrants, whether they show up for the actual event or not, are viable prospects for follow-up.
We expanded upon the idea of valuing registrations in terms of potential conversion. Conversion is the process of taking a prospective client (lead) and converting them into a paying client. We used a hypothetical case wherein a boutique competitor (us) with a good reputation tended to convert lots of leads into clients after speaking with those folks on the phone. We reasoned that scaling this success was possible through increasing the number of client conversations. In order to do that, we planned to leverage event registrants including no-shows.
Easy enough to say, less so to implement. However, if we apply some basic sales-management techniques, what may seem daunting becomes more manageable. This is where Lead Triage (my term) comes in.
We know what the word Lead means so let’s explore Triage. In this case, triage is analogous to that which occurs in a hospital ER. In that scenario all patients are initially qualified and those with the more serious issues are prioritized. The principle behind lead triage is similar (though not as dire).
Once a lead is captured–let’s say through an event registration–that lead is qualified and placed into a group. The follow up that occurs is generally determined by need. For our purposes, need is often dictated by the Official Testing Administration Date or perhaps the final exam week at a local school. The touch-points or engagements for these leads can be mapped out based on the initial qualification and assessment.
We’ll take another page from traditional sales management and introduce the concept of the “Sales Funnel.” Once our leads are qualified and grouped, they should go into a funnel. Picture an actual funnel and then add your touch-points over time between the top and the bottom of the funnel (see below). This is a traditional sales funnel.