If you’re in route sales or marketing, your territory is your kingdom — but managing it well can feel like herding cats. Wasted time, poor planning, or zigzagging across town can cost you leads and revenue. Whether you’re new to the road or have a well-worn steering wheel, these suggestions can help you fine-tune your route for better efficiency and results.
- Start with Mapping Your Current Territory
Use Google Maps, Waze, or a route optimization app to lay out your weekly path. Are you doubling back? Missing hotspots? Tools like Badger Maps or Route4Me can help visualize gaps and overlaps. A couple of others that can also make your day more efficient: RouteXL, Circuit, or Routific.
- Prioritize Based on Potential
Not all stops are equal. Group your visits into A, B, and C tiers:
- High-potential or active buyers
- Warm prospects
- Low-priority or long shots
Hit your A’s early in the week or day while you’re sharp. The low-priority or longshot prospects should be plugged into the route as it makes sense or time allows.
- Batch Your Visits Logically
Group clients by neighborhood, industry, or size. Avoid chasing one big fish across town when you could hit 5 medium clients in a tight radius. When you group by industry (we call them ‘verticals’) you are more on your game or in the zone.
- Build in Buffer Time
Traffic, extended conversations, and unexpected detours happen. Give yourself wiggle room, especially before key appointments. It’s usually best for a route marketer to state right up front to the prospect or client that you only have ‘ten minutes’ to visit. That shows you are busy and they won’t feel you are imposing.
- Use Tech, But Don’t Rely Solely on It
Route planning apps help, but your gut and field knowledge are equally important. Trust your instincts and relationships. With many clients, you already know the ideal times to visit, so take that into consideration.
- Reflect Weekly
At the end of each week, review:
- How many stops you made
- Where time was lost
- Where you found success
A typical restoration marketer should be visiting about 50+ (to about 75) prospects and clients each week. This helps you refine and adjust continuously.
Optimizing your route is part science, part art. With thoughtful planning and the right tools, you can cover more ground, reduce stress, and close more deals.
Nationally recognized coach, consultant, trainer, and speaker
Creator of the renowned PREP™ pre-disaster program
Co-owner of The CREST Network, LLC
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