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Round Robin is one of the most common way leads are assigned to sales reps. And there are strong arguments like fair and equal distribution in favor of round robin. However FAIR does not essentially mean the BEST as
In this blog, I am comparing two of the many assignment modes that Braango offers: Round Robin and Lead Grabber mode.
What Are Round Robin And Lead Grabber Modes?
In Round Robin mode, all sales reps are assigned leads in a rotational order. It is like distributing cookie to kids in a line, one at a time, and when the line is over you again start from the front. On the other hand, in Lead Grabber mode, a lead is broadcasted to all sales rep and the one who grabs/responds to the lead first gets it. One can relate it with Jeopardy! Buzzer, you get to answer if you press the buzzer first.
Round Robin Adds Latency
The odds of qualifying a lead drop 21 times if called in 30 minutes vs 5 minutes. Auto-assignment of leads in Round Robin adds latency as a sales rep might not be available when the lead is assigned. On the other hand, with lead grabber, lead is grabbed by a lead who is available to take the call or reply back to customer reducing latency to Zero.
No Incentive To Respond Fast With Round Robin
Given a lead is already assigned to the rep, he has no incentive to reply quickly. Whereas, Lead Grabber creates competition. Sales reps who don’t act fast will not get the lead, creating an incentive to reply quickly to a lead.
No Cherry Picking With Lead Grabber
In some cases, sales reps cherry pick and contact only a few leads assigned to them. With Lead Grabber, if a sales rep does not respond to leads quickly, the rep will not get leads, in turn lowering rep’s lead grabbed and served matrix which managers can easily monitor. Thus, lead grabber creates internal competition between reps to grab and serve more leads.
Would to hear what you would prefer at your dealership. Please comment with your preferred mode and why.