How to compare existing lead sources to a new source.
Testing a new source has many subjective elements. However it's best to try to define as many objective comparisons as possible in order to reach a reasonable conclusion.
Several factors should be considered when comparing your existing source to a new possible source for new business leads.
- Connects. How many actual numbers connect to a real decision maker?
- Presentations: How many presentations are actually made on the first contact to qualify the prospect?
- Appointments: How many sales appointments are made as a result of presentations?
- Sales: How many appointments actually result in a real sale or new client?
This takes some analytical work but the calculations are fairly simple. Ultimately it comes down to increased appointments, or increase revenue originated from the lead source.
In order to make an accurate comparison you must have two datapoints.
- The exisiting source datapoints. The place to compare
- Enough data to make a valid decision. This usually means an extended amount of time to fairly compare the two sources.
The fimal comparison is the cost per appointment including the cost of the lead source plus the cost of the time to make the contact, set the appointment and make the sales call divided by the number of new clients.
To find out how to receive a sample to compare your current sources ask for our FREE sample of your specific market and before your competition.
