Finally, a gold calling program requires that sales-accepted leads transition to sales-qualified within a one to two weeks or less. Those that do not move to sales-qualified are then reviewed by the judicial branch. It’s important to note that no lead is ever left behind. It’s either moving forward in the sales process or it is being nurtured. Marketing is evaluated on the quality of the leads delivered to sales and the sales reps are evaluated on their efficient use of company assets, in this case, leads.
Ask most sales reps what percent of leads they close and they will say they close 60 to 80 percent of qualified leads. What they are really saying is that they will close 60 to 80 percent of what they thought they would close. In my experience, I’ve seen that the average sales force closes nearly 20 percent of sales-accepted leads while best-in-class organizations close closer to 30 percent. That means an average rep is putting themselves on the hook for losing four out of five times. While that might actually be acceptable, few reps are going to allow that level of visibility (not to mention the perception of failure four out of five times) because they don’t have to. Their company does not force them to.
Call it what you want. Gold Calling, Cold Calling 2.0, or cold calling. It is definitely not dead, but your company might be if you buy into the hype.