With appointments, follow-ups, phone calls, emails, community tours, and the various other tasks they have on their to-do lists, today’s senior living sales teams are time-crunched. Using the tools and resources that can help make them more efficient and improve their communication efforts is vital to success. One such tool is lead scoring.
Sarah Dodge, director of sales enablement, provides senior living sales professionals with the technology, tools, content and training needed to effectively support customers throughout their journey – positively impacting the micrometrics that drive a prospect’s decision to ultimately purchase. Sarah leads a team that serves as liaisons between marketing and sales, creating alignment for increased effectiveness. She provides the overall strategic direction for sales enablement-related solutions, including Lead Scoring. Sarah has been at GlynnDevins for 5 years, focusing her career on technology to increase sales productivity – including CRM, lead scoring, marketing automation, and more holistic sales enablement planning and measurement.
Here, Sarah provides insight into lead scoring and explains why it’s an important discipline for senior living sales and marketing teams to include in their budgets.
Q: What is lead scoring and why is it important in senior living?
Sarah: Lead scoring is a crucial tool for senior living sales teams, because it increases productivity by allowing them to focus on leads with the highest propensity to buy. By focusing on leads who are most likely to move into a community, lead scoring can minimize the length of the sales cycles and improve win rates.
GlynnDevins lead scoring is a senior living sales solution that uses a proprietary algorithm to continually rank leads in a community’s database. Community-specific, key lead attributes are weighted to determine factors such as how fit the lead is to move to your community, how engaged the lead is with the sales team, and how digitally engaged the lead is.
Q: How can lead scoring help a sales team?
Sarah: Lead scoring enables them to be more effective – without it in place, the guidance on who to invest time and effort on from a lead management perspective is missing, and therefore the sales team could be missing their fullest potential.
Lead scoring impacts many aspects of the senior living sales process. First, lead scoring saves time by removing the guessing game of who to add to the pipeline or look into next. It also reduces the level of effort it takes to advance the lead by providing a focused, prioritized list. This tool can also help sales teams reactivate inactive or lost leads that would otherwise be overlooked. Finally, from a lead management perspective, lead scoring highlights leads who don’t have a next activity, or whose engagement with the sales counselor is aging out. When teams can decrease the percentage of next activity “issues,” they have clearer direction of what to do next for leads in all different stages of their journey. There are many ways to slice and dice the lead scoring reports to create efficiencies and look for opportunity!
Q: After lead scoring goes live, how do sales teams access and use the data?
Sarah: They can access the lead scoring information directly within their CRM. With sales teams using the CRM on a daily basis, it’s nice to have all this information right at their fingertips. Once logged in, they can view the detail in two key areas: on a contact’s record and in a dynamic list view within reporting. When a sales team pulls up a specific contact within the CRM, they can see directly on the profile all the relevant lead scoring information that can help guide the next step, including updating the next activity, reaching out immediately, or changing a status code.
In a list view, the sales counselor can see their assigned leads and how they’re ranking according to different components of the lead score. We create various reports or filtering capabilities, so they can segment the leads to look for different opportunities. For example, leads who look like a good fit to move to the community (from an age and financial perspective), but haven’t engaged with a sales counselor recently — or tying in the digital component of the lead score, looking at leads who haven’t been contacted in a while, but who are active on the community’s website — can be filtered and looked at separately.
Q: What successes have you seen with communities actively using lead scoring?
Sarah: The successes start at the very beginning with the lead scoring methodology development. The analysis done to create the customized rules can clearly outline areas of opportunity for inputting data into the CRM – such as moving crucial information from comments or notes to specific fields, or cleaning up the lists of referral sources. These often overlooked data cleanup-related findings can be huge wins for communities looking to more effectively utilize their CRM and report on what’s working in the future.
Other more obvious successes tie directly to sales productivity – or focusing their time on the right leads. For example, sales counselors can reduce the number of outbound calls it takes to get an initial appointment, or reactivate leads flagged as inactive who were essentially tossed away because of a status code assigned to them previously.
From a sales management perspective, lead scoring has helped teams significantly reduce the percentage of unscheduled and past-due activities.
Learn more about lead scoring from our webinar, Rank Your Leads for Sales Prioritization, led by Sarah Dodge, director of sales enablement, here.