When managing multiple leads, it’s essential to focus your time and energy on the ones most likely to convert or influence project specifications. The following guide outlines key factors to consider when deciding which leads to follow up with first. By evaluating each lead through these criteria, you can identify high-priority opportunities and maximize your impact.
Below are key factors to assess when prioritizing follow-up:
1. Project Phase
Leads that are further along in the project lifecycle—particularly those close to the specification or selection phase—should be prioritized. These contacts are more likely to make immediate decisions and influence material choices.
2. Firm Profile
Consider the size and influence of the firm:
Is the lead from a top-tier firm (e.g., Global 1000, major architectural/design firms)?
Does this account typically get assigned to an internal strategic account manager?
Larger or strategically important firms may merit earlier attention due to their impact and long-term value.
3. Contact Type
Evaluate whether the contact is:
New: May require more background and onboarding but represents a growth opportunity.
Existing: Already familiar with your offerings and potentially working on an ongoing project, making them easier and quicker to convert.
4. Location
Assess whether the lead is in a region where you have:
A local sales representative
An opportunity to make a personalized connection or site visit
Leads with local support often move faster due to accessibility and relationship-building.If you don’t have a local sales representative, it is an opportunity to expand in that region.
5. Project Type
Consider the type of project associated with the lead. For example:
Hospitality or commercial projects might carry more urgency or higher volume than residential ones.
Alternatively, residential projects tend to have a shorter project life cycle and can end up closing faster.
Evaluate based on your business’s strategic focus and revenue potential by vertical.
6. Existing Project Activity
Determine whether the lead is tied to an active or ongoing project. Leads linked to current projects—especially if they’ve been involved in past phases—should be graded higher, as they signal immediate engagement and potential specification opportunities.
By using these criteria as a prioritization framework, you can streamline your follow-up strategy and ensure your outreach efforts are aligned with the highest-value opportunities.