Lead generation from the road

Australia Post has been looking for new ways to identify sales leads, win new business and expand its business customer base. There’s always been an opportunity within our driver network to leverage the strong relationships these team members have with their customers and to encourage them to notice competitors and their movements.

That’s why the Sales and Marketing teams combined forces to develop and pilot a Driver Network Lead Program in nine facilities across Queensland and New South Wales that ran between August and October 2022.

345 drivers were supported by their facility managers and local sales specialists to identify and submit new business leads while on their daily rounds, which were nurtured and progressed by our Sales team. Drivers were then awarded with gift cards for leads and new business they brought into Australia Post.

This program generated more than $2.5m in new business for Australia Post. There were some key things that were critical to its success:

• A digital lead form was created and accessible to drivers via their scanners
• Two sales managers screened incoming leads and assigned them to the appropriate Sales teams to progress
• Gift card rewards resonated well with drivers
• Fortnightly reporting was supplied to facility managers to keep the drivers updated on the progress of their leads.

With the success of the pilot, the Driver Lead Program has been endorsed to roll out nationally. The program will be going live on 3 April 2023 in a phased approach, starting with 12 new facilities and 1,415 drivers onboard.