B2C Sales & Lead Conversion Associate
1. Role & Reporting
Role Title: B2C Sales & Lead Conversion Associate – Consumer Sales
Department: Sales / Operations – B2C
Reports To (Primary):
B2C Sales Manager / Operations Manager
Works Closely With:
Customer Support / Helpdesk (for complex customer issues & escalations)
Vendor / Operations Team (for pickup feasibility, special cases)
Pricing & Buyback Manager (for rare pricing exceptions, corporate queries)
Data Analyst (for lead-to-order reporting, conversion dashboards)
Marketing / Performance Team (for lead quality feedback by campaign/city/device)
2. Role Purpose
Call and convert warm leads (customers who entered details but didn’t place an order) into confirmed sell orders, by:
Following up from the Leads section in the system
Explaining the process clearly, building trust, handling objections
Creating orders on behalf of customers where needed
Ensuring every lead gets a fair, professional attempt to sell with Cashkr.
In one line:
Turn “interested but didn’t place order” customers into successful sell orders.
3. Key Result Areas (KRAs)
KRA 1 – Lead Contact & Coverage
Ensure all assigned leads from the Leads section are contacted within defined time and get proper follow-up until closure (Order / Not Interested / Invalid).
KRA 2 – Lead-to-Order Conversion
Convert a strong percentage of reachable leads into confirmed orders (you either guide them to place the order or create it for them).
KRA 3 – Objection Handling & Trust Building
Handle common objections (price, pickup delay, safety, competitor offers, laziness, confusion) using defined scripts and logic, and build confidence in Cashkr.
KRA 4 – CRM Hygiene: Dispositions, Notes & Follow-Ups
Maintain clean, detailed dispositions, notes, and next follow-up dates in the system so anyone can see the full story of each lead.
KRA 5 – Collaboration & Feedback Loop
Share structured feedback about lead quality, frequent customer doubts, and process issues with Sales/Ops/Marketing to improve flows and campaigns.
4. KPIs (Mapped to KRAs)
No. 1 – Lead Contact Rate & Coverage
Description:
How many leads you actually speak to or make solid attempts on.
Metrics:
% of new leads called within X hours (e.g., same day / 24 hours)
% of assigned leads with at least Y contact attempts (e.g., 3–5 attempts over a few days)
Target:
Very high contact and attempt coverage on assigned leads.
Data Source:
Admin Panel (Leads section), call logs, dispositions.
Review Frequency:
Daily / Weekly.
Linked KRAs:
KRA 1.
No. 2 – Lead → Order Conversion Rate
Description:
Core metric showing how well leads are being converted to orders.
Formula:
Lead-to-Order % =
Orders created from contacted leads ÷ Connected leads × 100
(“Connected leads” = leads where actual conversation happened, not just dial attempts.)
Target:
Set minimum target and aim to improve with training & scripts.
Data Source:
Admin Panel (Lead & Order data), reporting sheets.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 2.
No. 3 – First Contact TAT (Speed to Call)
Description:
How quickly new leads are contacted.
Metrics:
Average time from lead creation → first call attempt
% of leads called within defined SLA (e.g., within same day / first X hours)
Target:
As fast as possible; hitting SLA on maximum leads.
Data Source:
Lead created time vs call disposition time.
Review Frequency:
Weekly.
Linked KRAs:
KRA 1, KRA 2.
No. 4 – Quality of Dispositions & Notes
Description:
How accurately & clearly lead outcomes are logged.
Signals / Metrics:
% of leads with meaningful notes (what customer said, next step)
Sample audits of leads where notes + disposition match the actual call status
Low number of “Unknown status / Confusing notes” feedback from manager
Target:
Very low error & rework; notes should be self-explanatory.
Data Source:
Admin Panel audits, manager reviews.
Review Frequency:
Monthly.
Linked KRAs:
KRA 4.
No. 5 – Follow-Up Discipline
Description:
How well follow-ups are planned and executed.
Metrics:
% of leads with “callback” / “interested later” where next follow-up is logged with date
% of scheduled follow-ups actually done on/around due date
Target:
Almost all follow-up leads should have clear next steps and executed calls.
Data Source:
Leads with callback/“waiting” statuses, follow-up logs.
Review Frequency:
Weekly / Monthly.
Linked KRAs:
KRA 1, KRA 4.
No. 6 – Call Quality & Objection Handling Score
Description:
Quality of calls and professionalism on the phone.
Signals / Metrics:
Manager/Quality sample scorecards from recorded calls (greeting, listening, explaining, handling objections, closing)
Number of complaints about behaviour or wrong information
Target:
High average call quality score; minimal behaviour complaints.
Data Source:
Call recordings, QA sheets, CX feedback.
Review Frequency:
Monthly.
Linked KRAs:
KRA 3, KRA 5.
No. 7 – Feedback & Insights Shared
Description:
Are key learnings from calls being fed back to improve the system?
Metrics (simple):
Number of meaningful insights shared per month (common objections, UX issues, price perception, competitor mentions, etc.)
Adoption of those ideas (when team acts, e.g., new FAQ, better script, campaign change)
Target:
Regular monthly insights that are genuinely useful.
Data Source:
Feedback log, meeting notes, Slack/email.
Review Frequency:
Monthly.
Linked KRAs:
KRA 5.
5. Core Processes / SOPs Owned
The B2C Sales & Lead Conversion Associate is owner / co-owner for these SOPs:
Lead Handling in Admin Panel SOP
How to use the Leads section:
View new leads (customers who shared phone but didn’t complete order)
Prioritise by recency, city, device type.
Step-by-step flow:
Open lead → check details → call → update disposition & notes.
Calling Script & Conversation Flow SOP
Standard call structure:
Introduction (who you are, why calling).
Verify device & city details.
Explain the process: price, pickup, payment, safety.
Ask for intent: “Are you planning to sell now / this week?”
Options to proceed:
Help them place order on website/app.
Create order on their behalf (manual order creation process).
Different flows for:
First call
Callback / follow-up
Final closure (“Not interested”, “Already sold elsewhere”, etc.).
Objection Handling SOP
Standard objections & recommended responses:
“Price is low”
“Another site/app is giving higher quote”
“I don’t trust online pickup”
“I’ll sell later / I’m busy right now”
“No pickup in my area / date issue”
Rules for:
What you can offer (explain process, clarify doubts).
When to escalate (pricing exceptions, high-value deals, operational issues).
Dispositions & Lead Status SOP
Clear definition of statuses, e.g.:
Connected – Interested / Will place order
Connected – Not interested / Already sold
Not Connected – Switched off / Not reachable
Callback scheduled (date + time)
Create Order – Done
How to use them consistently so reports show true picture.
Manual Order Creation SOP
When to create an order for the customer (e.g., not comfortable with app/website).
Steps:
Confirm all details (device, condition answers, address, timings) on call.
Create order in Admin Panel / internal flow.
Read back summary to customer for confirmation.
Explain next steps: vendor visit, inspection, payout process.
Escalation SOP (Sales → CX / Ops / Pricing)
When to escalate:
Customer unhappy due to previous bad experience.
Serviceability confusion (system says no but customer insists yes).
High-value deal needing special coordination or pricing question.
How to log escalation:
Required fields (order/lead ID, summary of conversation, exact ask).
Feedback & Insight Logging SOP
How to log repeating patterns:
Common issues in the app/website process.
Words/phrases customers frequently use.
Cities or devices with special objections.
Where to record:
Simple sheet or internal doc reviewed weekly with Sales/Ops/Marketing.
6. Weekly & Monthly Reporting
Weekly – “B2C Sales & Lead Conversion Snapshot”
To:
B2C Sales Manager / Operations Manager
Marketing Head (for lead quality)
Data Analyst (to validate numbers)
Format:
Short summary (Slack / Email / Doc) with simple tables.
Includes:
Lead Overview:
Leads received vs leads contacted
Leads with at least X attempts
Conversion & Outcomes:
Connected leads
Orders created
Lead → Order conversion %
Follow-Up Status:
Leads in callback pipeline
Overdue follow-ups (if any).
Objections & Feedback:
Top 3 reasons customers are not converting.
Any campaign/city/device where leads seem too low-quality.
Next Week Focus:
Cities/devices or lead sources to push harder.
Script or process tweaks planned.
Monthly – “B2C Sales Section in Operations/Marketing Review”
To:
CEO (summary), Operations Head/Manager, Marketing Head, Data Analyst, CX Lead.
Format:
Slides / Doc with charts and key learnings.
Includes:
Volume & Conversion:
Total leads handled, connected leads, orders created.
Lead → Order conversion % by city, device type, campaign source.
Behaviour & Objection Patterns:
Most common reasons for not selling.
Impact of competitor offers & perception.
Process & Experience Insights:
Steps where customers get stuck (app/website flow).
Suggestions to improve UX, FAQs, CRM flows.
Performance & Quality:
Call quality highlights (from QA checks).
Positive feedback from customers (if collected).
Plan & Recommendations:
Ideas to improve scripts, training, playbooks.
Inputs for Marketing (better ad messaging) and Product (better flow).