Having control of lead flow has effect upon all aspects of a company's operation. Sales remains a numbers game. Different types of lead generating mechanisms all have different close rates. You can only determine by testing, which lead generation method results in which sales numbers for you. Everyone has a different style, and resources and market conditions vary.

I worked with an insulation contractor who was having to subcontract work to keep busy. He had a home show coming up, and wanted more sales than the 2 per week that he was then getting from his Yellow Page exposure. I sold him a program for the show that delivered hundreds of quality leads. Unfortunately, he didn't have adequate sales personnel or installation crews to handle the leads. He found himself in possession of hot leads that were growing colder by the day - but that wasn't the biggest problem. A bigger problem for him was the fact that, six weeks after the show, he would be no better off than he was before, unless he instituted a controlled lead generation program. What would have made him worse off, or at least no better off, would have been to hire additional sales people and line up subcontractors, just to handle this one-time large influx of leads. After just six weeks, he would have suddenly had nothing for all of this additional manpower to do, and been unable to prevent their leaving.

All of this re-action puts tremendous wear and tear on all levels of the normal operation. Everyone seeks some kind of security. Knowing that there are consistent sales is very reassuring to all employees. It is very unsettling for employees to have to experience the disappointment that follows a period of increase that ends abruptly. Consistent sales give you the opportunity to hire your own crews, keep your sales people and buy your own equipment. The morale increase and lack of employee turn-over are immeasurable in terms of asset protection. "Nothing happens until a sale is made," is true, but perhaps we need to revise that expression to say, "Havoc will rule until controlled, predictable sales are maintained."

Another saying is, "We accomplish proportionally what we attempt." While true, as well, it assumes that the full range of resources is implemented to achieve the result. Increasing leads alone, in an uncontrolled manner, will irritate customers who are not promptly serviced, as well as undermine the morale of the employees. How can you plan ahead to solidify sales? How can you educate all of your personnel as to the efforts that will be made to control income?