Successful Customer Acquisition Management (CAM) requires collaboration. As your marketing firm, we’re responsible for generating high-quality leads. You and your staff are responsible for nurturing and converting those leads.

 

Measuring and tracking these leads is essential.

 

MEASURING LEADS AND STAFF PERFORMANCE

 

Metrics do more than measure. They motivate. Have your staff measure and report their performance metrics each week.

 

WEEKLY REPORTING: Reporting should be performed on a weekly basis. However, keep the metrics simple. Each week, staff members report the number of consults they performed and the amount of revenue they generated from each consult. From these two data sets, calculate the average Dollar Per Consult (DPC.) The DPC is the motivating metric.

 

CALCULATING DPC

 

 

For example: If staff member Sally performed 10 consults during the week and generated $20,000 in treatments stemming from those consults, Sally’s DPC would be $2,000.

 

10 consults ÷ $20,000 revenue = 2,000 DPC.

 

DPC is an easy metric to track and calculate. But you’d be surprised how motivating this simple form of accountability can be!

 

You can up the ante with games, challenges, or prizes for the staff member(s) with the best DPC. However, simply reporting these metrics on a weekly basis is motivating in and of itself.

 

For an even better insight into your sales, staff may also report “wins and challenges.” “Wins” recognize the staff member for their achievements during the previous week. “Challenges” identify elements that obstruct conversions.

 

Knowing your staff challenges helps you and us. For example, if your staff reports that too many potential leads lack the money to purchase your services, we can use that information to make adjustments on our end.