Lead Management Software For Channel Based Businesses

 Lead management can be a complicated process for manufacturers and other companies selling expensive products through a distribution network. A prospect can go through several hands before finally reaching the point of purchase of the product.

A lead can come from a trade show or from a phone call to head office. The prospect can therefore contact a sales representative who is responsible for managing part of a company's dealer network. The representative must then forward the lead information to the dealer / distributor. The dealership may also have several internal representatives so that someone at the dealership's office puts the reins in the hands of the right person.

The above scenario is just an example of routing a lead in a channel-based distribution model. There are many variations of this process. Sometimes the routing can be more complicated, making the tracking process more difficult.

Most companies that sell through a large dealer network have a zip code-based dealer locator service on their website. This allows website visitors to find a local reseller who sells the company's products.

These traditional reseller locators can help refer potential customers, but they don't track them. The ability to quickly display local dealer information to potential customers is beneficial, but traditional locators miss the opportunity to gather leads for long-term marketing. As a result, the manufacturer is at the mercy of the dealer and the market leader. Hopefully the market leader will contact the reseller and hopefully the reseller will make the sale (and hope the reseller doesn't sell a competing product to the market leader).

The manufacturer in this situation is likely aware of this issue, but may be hesitant to implement an online lead management system that tracks dealerships. This could be because manufacturers typically don't have an infrastructure to process leads. You have been conditioned to leave the tracking to the trader and be completely dependent on it.

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