l  nullsponse times for incoming enquiries more through cross sales than they To measure your successes evaluate
nullhow long does it take you or your did from the initial product the lead each activity and your success rates
staff to respond to any lead coming was looking for by having a process - and to identify any weak points in your
in? The most successful people in that uncovered additional and process so they can be put right. Some
our study contacted the lead within supplementary needs. things cannullt be measured in pure
five minutes of receiving their details. l  nullferral acquisitions nullwe heard stories numbers but best practice can still be
They recognise that a lead is a person of some advisers who had gained a scripted and monitored. nullny elements
browsing the internet for information significant part of their client bank by that impact on the process can change
and if they are not contacted quickly gaining referrals from the leads they too so keep measuring andnullas
they are likely to continue their search spoke tonullsometimes even when they appropriatenullrefining the process.
for advice elsewhere. hadnnullt done business with the initial nulle the process to help you measure
l  nullility to convert initial call to a second lead but had built such rapport as to your success rate from all your different
call or appointment - even if the lead predict the good service. sources of marketing and to become
was nullst looking for a quote when l  nullllow up for non-immediate business more successful in each. null will also help
they went onlinenullour most successful nulla factor that really stood out was you clearly identify what works for your
people took this as a buying signalnull how the most successful advisers business and what doesnnullt.
communicated the benefits of using dealt with leads who werennullt ready The most successful advisers in our
an adviser and continued to schedule to do business immediately. nullny study often used different ways of
further calls and meetings to carry had enullellent diary and scheduling selling for different sources of new
out a full fact find and needs analysis systems and continued to follow up businessnullfor enullmplenullan internet lead
to gain a full picture of the personnulls with the leadnullsometimes once a needs to handled very differently to a
financial situation. month until the consumer was ready referral and often the people who were
l  nullnversion from presentation to to take out the product. best at building relationships over the
closed deal nullin some cases our most l  The process for handling invalid leads telephone had the most success in
successful advisers would close the - the most successful lead buyers converting an internet lead to businessnull
mortgage or whatever the lead was had rigorous procedures for sending where advisers with enullellent face to face
initially looking fornullin other casesnull back invalid leads for refunds but also skills had the best success rates with
the consumer wasnnullt ready to take diarisingnullkeeping warm and converting referrals. The answers may not always be
out their initial product immediatelynull later non-immediate business leads. obvious ones - some businesses might
but had other needsnullso instead the find that using different people for
adviser closed them on life assurancenull PaSS It on different stages of the lead conversion
general insurance or other products. nullce you have identified the best steps process can work better for enullmplenulluse
Sometimes the close didnnullt happen to identify and pass on enullellence in a skilled telephone team to make
for a few monthsnullbut because of the your businessnullyou will find it helpful to appointments for the skilled closers.
relationship built up with the adviser make sure there is a process in place nullnally once younulle determined what
and the consumer over this time to ensure everyone follows these steps. ‘goodnulllooks like and the process to
periodnullthe adviser still got business. The newnullhoned processes needs to replicate it has become habitnulltake it one
l  oss sales nullthe very successful null become habits so as to break any old step further nullhow does it compare with
advisers often earned significantly less productive habits. what ‘bestnulllooks like? n
mortgage introducer March nullnull
null
MI p34-35_0310.indd 3 23/02/2010 11:04
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