You did it! Whether it was a marketing campaign you ran recently or the new app feature you launched, whatever it was - it worked! Leads are pouring in. But now comes the tricky part—making sure each of those leads is taken care of with the attention they deserve.

Lead distribution is a method of assigning potential customers to the right salespeople at the right time. In this article, we’ll explore the importance of using WhatsApp for lead distribution, how it works & how you can automate the process.

Why is Lead Distribution Important in Sales #

Imagine you walk into a busy restaurant with a group of friends. The host is responsible for seating each party that arrives. They need to consider the size of your group, table availability, and each server’s capacity to ensure everyone gets the best experience.

In the same way, lead distribution guarantees that potential customers (leads) are assigned to the right salesperson based on their expertise or current workload. Here are some key benefits of having an effective lead distribution:

1. Reduced response time #

The faster you respond to a lead, the higher the chances of closing a sale. Automated lead distribution guarantees that leads are not left waiting and no opportunity is lost.

2. Increased sales efficiency #

The sales process becomes smoother when leads are distributed based on the right criteria. Automating this process means that each lead is handled by the most appropriate team member.

3. Better lead management #

When leads are distributed properly, it’s much easier to keep track of them. This way, no lead is overlooked, and every potential customer gets the attention they deserve.

4. Happier prospects #

When things run smoothly, leads are more likely to feel satisfied and build a stronger connection with your business.

5. Easy to Grow #

As your business grows, an effective lead distribution system grows with you. Even with more leads coming in, the system ensures they are handled efficiently, so nothing gets out of control.

When all these elements come together, your chances of turning leads into paying customers are higher, as the right person reaches out with the right message at the right time.

What Are the Stages of Lead Distribution in WhatsApp? #

As in any process, no matter how simple or complex it is, there are steps you need to go through. Here are the 4 stages of lead distribution:

1. Capturing & delivering leads to sales reps #

The process starts with lead generation and qualification. It involves collecting lead information through forms, chatbots, or any other lead generation tool and then delivering those leads to your sales reps.

2. Screening lead quality #

Not all leads are created equal. Before distributing them, it’s important to screen leads for quality and if they meet your ideal customer profile. This helps your sales team focus on leads more likely to convert.

3. Setting criteria & standards for distribution #

Next, set up specific rules and criteria determining how leads are distributed. This could include factors like the lead’s industry, location, or product interest. Clear standards make the distribution process fair, but most importantly, effective.

4. Reiterating and refining the process #

Lead distribution isn’t a one-time setup. Something’s not working? Change it, refine it, adapt it… Your business is growing and evolving. Your lead distribution system should too.

Common Lead Distribution Methods #

Different methods work better for different businesses and sales approaches. Here are the most common methods for lead distribution:

1. Lead assignment rules #

Do you have a large team of sales reps? Then, this method will benefit you the most as it assigns leads based on specific criteria like expertise, availability, or region. Here are some things to consider:

• Match leads with sales reps who have the right knowledge or experience and can handle them quickly.
• High-performing reps should take care of high-value leads.
• Distribute leads to reps with more experience handling similar customers.
• Assign leads based on the rep’s location.
• Match leads with reps who speak the same language as the customer.

With “Inbox Rules” in Rasayel, you can automatically assign conversations to the right teammate, snooze or tag a conversation, as well as update the conversation status.

1. Round-robin assignment #

This method is more suitable for small teams as it rotates leads among sales reps in a fixed order. It’s fair because it guarantees that everyone gets an equal share.

3. Cherry-pick #

This lead distribution method allows sales reps to select leads based on their personal preferences or perceived value, rather than receiving leads assigned to them through a structured system. There are advantages and disadvantages here you’d need to consider.

4. Manual distribution #

Here, a manager picks and assigns each lead to a sales rep. While this is suitable for small businesses with only a handful of leads because it maximizes the chances of conversion, it can be overwhelming for managers handling a larger number of leads.

Factors That Affect Distributing Leads #

Here, it’s important to think about a few key factors to make sure the right sales reps are reaching out to the right people at the right time.

1. Sales cycle stage #

Leads further along in the cycle may require more experienced reps to close the deal. Early-stage leads might be better suited for reps skilled in lead nurturing.

2. Sales rep skillset #

Think of lead distribution as matchmaking. You want your most skillful people to handle the highest-value leads. This can be based on criteria such as industry knowledge, product expertise, or even specific customer-handling abilities.

3. Sales rep availability #

Make sure that leads are assigned to sales reps who can follow up quickly. This helps prevent delays in responding to potential customers.

How to Automate Lead Distribution with Rasayel #

Here’s how you can set up a lead distribution system with WhatsApp using Rasayel:

Segment your leads #

First, organize your leads into different groups based on the criteria you’ve set. Lead Segmentation provides your team with a clear understanding of where each lead stands in the sales funnel or what are their needs, so they can adjust their approach.

For example, hot leads — those ready to make a purchase — can be prioritized for immediate follow-up, while cold leads might need more nurturing.

Define rules #

Next, define the criteria for how leads should be distributed. Think about factors like the lead’s location, industry or product interest. In Rasayel, you can set up these rules easily. For example, if you’re using a chatbot to qualify leads, Rasayel can automatically assign the lead to the right team or agent based on the information the chatbot gathers during the conversation.

Integrate with your CRM #

Using Rasayel to integrate WhatsApp with your CRM is key to keeping everything in sync. It allows you to automatically assign leads based on the data already in your CRM, like previous interactions or the lead’s stage in the sales cycle.

Integrate with Calendly #

With this integration, leads booking meetings through Calendly are distributed evenly among your sales team. It can even balance out the workload by pausing availability for team members who are ahead, giving others a chance to catch up.

Monitor and adjust #

Regularly review the system to ensure it’s working as intended. Make adjustments as needed to improve the distribution process.

Example of A Lead Distribution System in Action #

Let’s take a closer look at how we’ve set up our lead distribution system at Rasayel. With this method, we want to distribute inbound leads to our sales team members fairly and consistently, so that each lead gets the attention it deserves without overwhelming any team member.

Identify Lead Sources #

We receive leads from multiple sources. Here are some key channels our leads come to us:

• Signups directly through Rasayel
• Inbound messages on WhatsApp
• Submissions from our website forms
• Calendly appointments booked with our team
• Interactions through Pipedrive or chatbot
• Responses from cold outreach efforts via email or LinkedIn
• Word-of-mouth referrals

Lead distribution with Pipedrive #

Here’s the step-by-step breakdown:

1. Lead capturing

Lead generation can happen through any of these channels. Each new prospect is automatically added to our CRM, Pipedrive, as a Lead. This categorization helps us manage and prioritize leads separately from existing contacts or deals.

2. Automated lead distribution

Using a round-robin method, we’ve set up an automation rule within Pipedrive to assign each new lead to one of our four sales team members.

3. Notification and action

Once a lead is assigned, the responsible sales rep receives a notification in our designated Slack channel. From there, they can begin the process of qualifying and nurturing the lead. If the lead shows strong potential, the sales rep can convert it into a Deal on Pipedrive.

Lead distribution with Calendly #

We also fine-tune Calendly for equal distribution - no team member can be more than three meetings ahead of their peers. This keeps workloads balanced and prevents any one person from being overburdened with meetings.

When a lead books a call on Calendly with one of our sales reps, an automated message is sent on Slack, tagging the assigned sales rep.

Conclusion #

Using WhatsApp for lead distribution and automating the process can make a big difference in how your sales team handles incoming leads. By setting up clear rules, segmenting your leads, and regularly reviewing your system, you make sure that each lead is matched with the right sales rep at the right time. This improves your chances of closing deals while keeping your customers happy and your sales team focused.

Remember, as your business grows, your lead distribution system should evolve with it, adapting to new challenges and opportunities.

FAQs #

About the author

Miodrag Magyar

Miodrag brings over 15 years of hands-on experience in content writing and marketing, with a talent for making even the trickiest topics clear and interesting. His passion lies in guiding businesses to effectively utilize WhatsApp to build stronger customer relationships and drive results. With an eye for detail and a heart for storytelling, he’s here to show how effective WhatsApp communication can boost sales and enhance customer engagement.

@Miodrag Magyar on LinkedIn