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CRM for Sales Personnel(Generic Version 1.0)

SalesAgility.com

CRM for Sales Personnel

FUNDAMENTALS...................................................................................................... 4 WHAT IS CRM?............................................................................................................ 4 YOUR CRM.................................................................................................................. 6 ISSUES OF IMPORTANCE.................................................................................................... 6 DISCIPLINE 1 - INFORMATION STORAGE..............................................................................7 DISCIPLINE 2 - THE RIGHT INFORMATION...........................................................................9 DISCIPLINE 3 - CRM IS A HABIT.................................................................................... 10 INTRODUCTION...................................................................................................... 11 CRM AND THE SALES PROFESSIONAL............................................................................. 11 The Challenge...................................................................................................... 11 What CRM does for the Sales Professional......................................................... 11 ABOUT YOUR CRM SYSTEM.......................................................................................... 12 NAVIGATION............................................................................................................13 THE BASICS.................................................................................................................. 13 NAVIGATION COMPONENTS.............................................................................................14 LOGOUT & EMPLOYEES................................................................................................. 14 Employees............................................................................................................ 14 Logout.................................................................................................................. 15 About.................................................................................................................... 15 CHANGE THE LOOK AND FEEL.....................................................................................15 GLOBAL SEARCH.......................................................................................................... 15 MAIN MENU................................................................................................................ 16 MAIN MENU FUNCTIONS............................................................................................... 16 Home.................................................................................................................... 16 Accounts............................................................................................................... 16 Calendar...............................................................................................................18 Activities............................................................................................................... 18 Contacts............................................................................................................... 19 Leads.................................................................................................................... 19 Opportunities....................................................................................................... 20 Emails...................................................................................................................20 Dashboard............................................................................................................ 21 My Portal............................................................................................................. 21 LAST ACTIONS............................................................................................................. 22 MODULES IN DETAIL............................................................................................ 23 ACCOUNTS MODULE..................................................................................................... 23 What is an Account?............................................................................................ 23 MENU DOCKER............................................................................................................ 23 SEARCH....................................................................................................................... 24 MAIN MODULE MENU.................................................................................................. 24 CREATE A NEW ACCOUNT.............................................................................................. 24 A WORD ABOUT HIERARCHICAL ACCOUNTS....................................................................... 25 ORGANISING ACCOUNTS................................................................................................ 25 CREATE AN ACCOUNT................................................................................................... 26 Sorting information.............................................................................................. 28 FINDING INFORMATION BY SEARCHING.............................................................................. 28 The Search Panel Simple Search...................................................................... 28Page 2 of 65

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ADVANCED SEARCH...................................................................................................... 30 SAVING A SEARCH........................................................................................................ 31 MORE ABOUT ACCOUNTS............................................................................................... 32 Member Organisations........................................................................................ 32 EXERCISE............................................................................................................... 34 CONTACTS................................................................................................................ 35 RAPID CONTACT CREATION............................................................................................35 CREATING A CONTACT FOR AN ACCOUNT......................................................................... 36 Method 1.............................................................................................................. 36 EXERCISE............................................................................................................... 37 Method 2.............................................................................................................. 38 EXERCISE............................................................................................................... 38 REVIEW AND QUESTIONS.....................................................................................39 SCHEDULING ACTIVITIES...................................................................................40 CREATE A TASK........................................................................................................... 41 EXERCISE........................................................................................................... 42 CREATE A MEETING...................................................................................................... 43 Create a meeting and make sure youre not already busy................................... 43 Another meeting function..................................................................................... 44 Booking a meeting and inviting colleagues ........................................................ 45 SCHEDULE A CALL.............................................................................................. 47 EXERCISE........................................................................................................... 47 SENDING AN EMAIL....................................................................................................... 48 OPPORTUNITIES..................................................................................................... 50 EXERCISE........................................................................................................... 52 THE SALES PIPELINE............................................................................................ 53 EXERCISE........................................................................................................... 54 CALENDAR............................................................................................................... 55 ACTIVITIES.............................................................................................................. 57 MANAGING ACTIVITIES...................................................................................... 58 CLOSING ACTIVITIES ONE (THE LONG WAY).................................................. 58 CLOSING ACTIVITIES TWO (MODERATELY FAST)............................................. 60 CLOSING ACTIVITIES THREE (THE FAST METHOD)......................................... 60 EXERCISE........................................................................................................... 60 ACCOUNT HISTORY.............................................................................................. 61 CAPTURING WORD DOCUMENTS, SPREADSHEETS, ETC........................................................ 61 EXERCISE 1...............................................................................................................62 LEADS......................................................................................................................... 63 CONVERT A LEAD TO AN ACCOUNT................................................................................. 64 EXERCISE 1...............................................................................................................64 EXERCISE 2...............................................................................................................65

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FundamentalsWhat is CRM?CRM is short for Customer Relationship Management. There are hundreds of books, thousands of learned academic papers and scores of Websites dedicated to the subject of CRM. Essentially, CRM aims to put your customers at the centre of the information flow of your company. In a typical company, it is not unusual to have to following scenario:

In short, the company or organisation is very rich in information about customers. It knows lots about them. But the information is not shared. Its only available to specific job functions. If a sales person wants to know about what issues are outstanding with customer service for a particular customer, then they have to make contact with the holders of that information and wait for a response. If the salesperson is chasing the information in response to a question from the customer, then the customer also has to wait. So, although many companies are information rich, the information is compartmentalised. It is not corporate knowledge and the ability to access information and to deliver it rapidly to customers is low - High quality customer service is compromised.

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In a customer focused company, the information flow and the ability to access information is very different:

CRM is an application that enables companies to make the move towards being a customer centred organisation by putting the customer at the centre of all the information that relates to them and allowing authorised people within the organisation to access the information. In a customer centred organisation, salespeople would have access to all the information that affects their relationship with their customer. The conversations, the emails, the complaints, the complaint resolutions, all the information that had been sent to the customer, who else in the company the customer had spoken to everything that affects their ability to service the customer and sell more product or services to them. Customers of a customer centred organisation feel more valued. Their requests are dealt with more rapidly and accurately because all the information required to service the request is in one place. Customer centred organisations may have a higher customer retention rate than competitors organised along traditional lines because of this.

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Your CRMYour CRM application is called SugarCRM. It is written using Internet computer technologies. This means that to use it, you enter a Website address into your browser in the same way that you would if you were accessing Google, Yahoo or any other Website. The address that you enter to access your CRM is www.salesagility.com.

Issues of ImportanceThere are a number of issues of fundamental importance to the success of a CRM application. We will explore all of these in the following pages. In no particular order, the primary issues are: 1. Discipline 2. Discipline 3. Discipline

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Discipline 1 - Information StorageAll the information on your CRM system is contained in one big store called a database. The CRM database is capable of storing details of emails, conversations, quotations, customer names, addresses, telephone numbers and contact personnel for all your customers. It is like having a gigantic filing cabinet.

A database is like a filing cabinet

Easy to find information If you store information in a structured and orderly way, then retrieving information will be relatively easy.

Hard to find information If you dont put the information where it belongs, it will become increasingly hard to find.

Put information in the right place ALWAYS. ALWAYS put the information in the right place. If you deal with one hundred people at XYZ Widgets and you stored all the information about all the quotations for each person under the general heading of XYZ Widgets, finding any information would become very difficult. If however you created a main file for XYZ Widgets, and a subsidiary folder for each person at XYZ Widgets and you stored quotations in the separate file for each person at XYZ Widgets, finding quotations would be much easier. That means if you did a quotation for John Smithers of XYZ Widgets, you can file the information in one of two places:

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In the XYZ Widgets file . or In the John Smithers folder of the XYZ Widgets file

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Discipline 2 - The Right InformationYour CRM system is a place for storing all the customer related information. There will be a temptation to record everything customer related in the database. Resist the temptation. If you have received an email from a customer with The 100 best blonde jokes PLEASE DONT store it in the CRM system. There is no hard and fast rule. However, common sense ought to tell you that anything of commercial relevance to your company should be stored. This includes emails with regard to purchases, contracts, negotiations, where commercial information should be stored. Quotations should be stored. Details of relevant conversations should be stored. Letters to customers should be stored. Anything that adds value to the customer relationship. Legal Notice DO NOT record information that is of dubious legality about your customer or competitor. There have been cases in the recent past where organisations have been successfully sued for sending internal emails that contained questionable information about a competitor. There is little reason to believe that this could not be extended to the CRM system.

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Discipline 3 - CRM is a habitMake your CRM system a central part of your working life and you will get tremendous value from it. Make your CRM system an incidental part of your working life and watch your CRMfriendly colleagues make more sales, earn more commission and get faster promotion. Knowledge is power and CRM is a hugely powerful corporate knowledge system . Use it or lose it. Six good habits of effective CRM users

1 2

When you are at your desk, or are otherwise connected to the Internet, ALWAYS have the CRM application open. Record information when it happens or as soon as possible afterwards. DO NOT write everything down on bits of paper and try to update the system at the end of the week. Use the CRM system to record all your planned activities if you just told John Smithers that you would call him at three-o-clock in three weeks time record it on the CRM system it, in turn, will remind you to call John Smithers on the right day at the right time. Use the CRM to plan your activities at the start of the working day and the working week, look through the CRM system for all your meetings, for all the calls you have to make, for all the reports you have to prepare. Youll be impressed by how much more organised and focused you can become. If you are in sales pay particular attention to the pipeline . It will always tell you where to focus for gain. There is no such thing as too much detail i.e. when you enter a sales lead record as much relevant information as possible. Where did the sales lead come from? If you learn to record the smaller items such as this, you will build up a picture about how and where you get your best business from. Is it from exhibitions, cold calls, customer referrals? absolutely vital information that will help you sell more.

3

4

5 6

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IntroductionYour CRM system is designed to do some important things for your company and also to do some fundamentally important things for you as a sales professional.

CRM and the Sales ProfessionalThe ChallengeAs a Sales Professional, your primary function normally to bring sales and associated revenue into the company. The sales can be from existing business or from new business accounts, depending on how your organisation is structured. In order to support your sales activities, you can usually be expected to do a fair amount of reporting on your sales activities and your expectations of future sales. You will also be expected to keep logical records of quotations, letters and emails that affect the customer and your sales activities. You will also need access to a large amount of up-to-date information such as price lists, delivery schedules, product specifications, resource availability and a myriad of other factors that affect your ability to service and sell to new and existing accounts. So, its little wonder that many studies have suggested that the average salesperson spends more than half of their working day engaged in administrative and associated work. Which means, that less than half the working week is available to do the things that earn commission and bonuses .. talking to customers and selling to customers.

What CRM does for the Sales ProfessionalCRM is a centralised repository of all the information that sales people need in order to service customers. It is organised in such a way that it delivers structured information in a fast and efficient manner. It automates many of the functions that otherwise eat up selling time. Activities such as contact reports and sales forecasts are produced automatically. The net benefit is that sales professionals have more time to sell. But no only does it mean more time to sell. It also means that sales people can sell smarter. Used properly, your CRM system will tell you where your sales are coming from, what are your most profitable activities and products and how to use your time to most effectively sell. Of course, many sales people know much of this instinctively anyway, but your CRM system will deliver the accurate information to back those hunches up with certainty.

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About your CRM systemYour CRM is called SugarCRM. It is an Internet enabled computer program. That means that you use it through your usual Internet browser like you would a Website such as Yahoo or Google. THE ADDRESS FOR YOUR CRM SYSTEM IS www.salesagility.com/crm/. Type this into the address bar of your Internet browser.

Once you have entered the CRM address into your browser, you will be taken to the CRM login screen where you will need to enter your username and password.

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NavigationThe basicsOnce you have logged into the CRM system, you will be presented with the Home Page:

There is a huge amount of information and functionality just on this one page. In the following sections, we are going to break the screen down into its component parts, show you some of the functions and also show you some tips and tricks.

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Navigation ComponentsThe screenshot below details the main areas of navigation and what each of them does. Well spend some time getting to know them over the next few pages.

Logout & EmployeesThere are three active links here and one informational link. The informational link is the Welcome message. Clicking this will produce no results.

EmployeesClick on the Employees link. You will be taken to the list of all employees that are listed on the CRM system.

Click on any name in the Name or Reports to column and you will be shown the description of that employee. Click on any email address in the Email column and a new email addressed to the recipient that you clicked on will be launched from your default email program (usually Microsoft Outlook).

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LogoutClick on Logout to exit from the CRM system.

AboutClick on About to learn more about the organisation behind SugarCRM, the people who wrote the software for the CRM system.

Change the Look and Feel

Click on any of the coloured squares. This will change the colour of your SugarCRM theme. Click on any of the different sized As. This will change the size of the font that is displayed on your screen. Note: CRM remembers your settings. Next time you log into the system, it will reflect any look and feel changes that you selected on your previous visit.

Global Search

Each module within CRM has its own Search function. However, there are occasions when you will want to find information and not know precisely which modules that information resides in. To do a cross-module Search, enter your search query and click on go or press the Enter key. Global search will look in the following modules for your search query Account, Contacts, Opportunities and Leads.

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TIP

Main Menu

You can enter wildcards as part of the search string. If you are searching for an entry with the word Bank, enter your search query as %bank%.

The Main Menu is situated towards the top of the screen and contains access points to all of the CRM functionality:

Looking more closely, the main menu bar contains the following clickable menu items:

We will now spend some time looking at what each of these menu items does.

Main Menu FunctionsHomeNotice that as you move the mouse cursor over the items in the Main Menu, they change colour. This indicates which module will be selected if you click on it.

Clicking on the Home tab, from anywhere in CRM, will return you to the Home page.

Accounts

Clicking on the Accounts tab, from anywhere in CRM, will take you to the Accounts module. The Accounts module contains the primary information about all the customers details including addresses, phone numbers, email addresses, all the contact names for each customer and more information besides. Dont worry about the detail just now, well explore that in depth as we progress.Page 16 of 65

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Calendar

The Calendar module contains a diary of all the activities that you have scheduled and can be viewed by day, week, month or year.

Activities

The Activities module shows a tabular list of all your planned activities meetings, calls, tasks everything that you have used CRM to schedule.

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Contacts

The Contacts module gives you access to all contacts associated with Accounts. Contacts are the people within an Account that you do business with.

Leads

Unlike Contacts, who are people that you do business with or who you are highly likely to do business with, Leads are the people that you may be able to do business with.

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Opportunities

Opportunities are the business opportunities that you are working on. Opportunities gives you a tabular list of all sales opportunities that you have entered.

Emails

CRM will let you store copies of all the important emails that are relevant to the commercial interest of the company.

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Dashboard

The Dashboard module delivers a graphical snapshot of all the business that you are working on and at which stage in the sales pipeline process the business resides.

My Portal

The My Portal module contains links to Websites that are important sources of information that assist in the development of new and existing business.

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Last Actions

The Last Viewed menu bar contains the last eight major actions that you did. It will record the Accounts, Contacts, Opportunities and Leads that you last visited and is a quick method of revisiting recently worked on items. The latest viewed item is on the left. Click on some of them and see what happens. Notice that they all have different graphical icons: Icon Meaning Account Phone call Task Email Meeting Opportunity Contact Lead

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MODULES IN DETAILAccounts ModuleWhat is an Account?Accounts are the people that you do business with. They may include customers, suppliers, distributors, partners and even competitors. Accounts are the foundation stone upon which a lot of the CRM system is built. Click on the Accounts Tab on the Main Menu. You will be presented with the Accounts screen:

Before we move on, it is worth looking at some of the functions that you will see in this module that you will also see across all modules.

Menu DockerLook at the module menu on the left side of the screen and find the small arrow thats flush against the edge of the screen. Click it and see what happens. The menu docker hides the main module menu so that you can see more of the screen as you work. This can be very useful when you are dealing with a lot of detail. To undock, simply click the menu docker again and the module menu will reappear. The menu docker appears in most modules.

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SearchEach module has its own search capabilities. The Search panel that you see here will also occur in most of the other main modules. We will cover Search and how to use it in more detail at the end of the this module.

Main Module MenuEach CRM module is structured similarly. Underneath the Shortcuts bar are clickable menu items that show you what you can do in this module. For the Accounts module, you can Create an Account, or you can List accounts. Beneath this is an area where you can quickly create a New account, without going through the more complex processes that the main menu requires.

Create a new AccountClick on the Create Account link. It looks like this:

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A word about hierarchical AccountsThe relationships with the people that you do business with can be complex. The CRM system has been designed to model the complexity that you face as an Account Manager. In the CRM application, Accounts are the organisations that you do business with. This includes: Parent Company Subsidiary Joint Ventures Partners

}

These can ALL be ACCOUNTS

This can be useful where you need to model the relationships that exist.

But you need a way to reflect the relationship between these different entities:

Organising AccountsIf you look on the left hand side of the Accounts screen, youll see a box that looks like this:

By using the Member of function, you can model the relationships that you have to deal with in everyday business. In the next section, well see how to do that.

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Create an AccountIf you have clicked the Create Account link, then youll be looking at the following screen:

Notice the small red asterisk * next to the Account Name. In your CRM system, wherever you see that asterisk, it means that you must enter information into that box or the system will not allow you to complete the action that you have selected. In this case, it means that unless you enter an Account Name, the CRM system will not allow you to create a new account. In some CRM modules there will be several boxes that must be completed before the system will allow you to complete an action. We are going to create an Account for a Parent Company. In the Account Name box, type (Yourname) Parent Company . i.e. Gregs Parent Company. IGNORE the Member of box for the moment. Then enter imaginary telephone and email information into the relevant boxes. The detail isnt important for training purposes. Notice that as you complete the boxes, that you will be presented with 2 drop down menus:

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TIP

You should strive to give as much information as possible in major functions such as Creating Accounts. Doing so means that you will be able to find information much more quickly and accurately as the CRM takes on more and more information. Using the drop down menu fields allows you to search on those fields. So, if you wanted to see all Retail companies, then you would search just on Retail, and all Accounts where you had included this information would be shown. If you dont include the information, the system WILL NOT GUESS for you and finding information will be harder.

Complete the information by selecting Retail and Customer for the two drop down menus. Insert some name and address information (see below on how to duplicate addresses) and click on the Save button that you can find both at the top and at the bottom of the new account screen:Object 1

Once you have Saved your new Account, the CRM system will show a screen with a summary of the account that you have just created:

Now, click on the Accounts Tab

in the Main Menu.

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How to find Account informationSorting informationClicking on the Account tab, will bring you back to the List View of all the Accounts that you are allowed to View:

Look for the Account Sort bar as shown in the image above. If you look at the heading above each column, the small arrow graphic indicates that you can sort all the information by this column. The darkened arrow indicates the column that is currently being used to sort the information. Try it: Click on the arrow by Account Name Click on the arrow by Account Name again Click on the arrow by City Click on the arrow by City Accounts will be sorted in alphabetic name order. Accounts will be sorted in reverse alphabetic name order. Accounts will be sorted alphabetically by City Accounts will be sorted in reverse order alphabetically by City

Finding information by searchingThe Search Panel Simple Search

Youll find the Search panel just above the Account List in the List View. The Search panel can be found in the same location in most modules. Click on Basic Search if it isnt already highlighted in bold.

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In the Account Name field, enter the name of the Account that you just created, then click Search . You should see the following screen:

Click on Clear

to clear the search terms.

In the Account Name field, enter the first half of the name of the Account that you just created (if the Account name was Gregs Parent Company, then enter Gregs), then click Search Click on Clear . What happens? to clear the search terms. . What happens?

Object 9

In the City field, enter London, then click Search Click on Clear to clear the search terms.

In the In the Account Name field, enter %trust%, then click Search What happens? TIP

.

The % wildcard will return all accounts with the word trust in the Account Name. It is worth noting, that it does not matter if the Account Name is in upper case or lower case, the search will still find it.

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Advanced SearchClick on Clear , then click on the Advanced Search button. Notice that the amount of detail that you can enter into the Search increases considerably.Object 13

In the Advanced Search form, select Retail from the drop down list of Industry. Click on Search What happens? .

Click on Clear . Select only your accounts by clicking on your name on the drop down list at Assigned to. Click on Search .

Click on Clear . Select your accounts and the accounts of the person sitting next to you by clicking on your name on the drop down list at Assigned to, then holding down the Control key, click on the name of the Account Manager sittingObject 18

next to you. Click on Search What happens?

.

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Saving a SearchThere will be occasions when you want to search for the same information on a regular basis. Lets say that you want all the accounts in London. You can create this as a Saved Search. Click on Clear Search button. , then click on the Advanced . A list of all

Enter London into the City search box and Click on Search Accounts in London will appear. Now, click on the Saved Search and Layout button.

Enter your name and the name of the Advanced Search into the Save this search as? box and click on Save (ie, Greg would save his search as GregLondon, James would save his search as JamesLondon). Notice that the name of the Search that you just saved now appears in the Previous Saved Searches box.Object 24

Click on

.

Create and save another Search for the city of Manchester. Save the search as yournameManchester. Click on select the mynameLondon search. What happens? . Go to ,

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More about AccountsOK, we had a little diversion away from how the company is going to organise its accounts so that the complexity shown in the image below can be managed . Lets get back to the task in hand . Retrieve the Account that you created. IP

Look in the Last Viewed toolbar and click on the link for the account that you created. Beneath the Account view you will see various sub panels, scroll down to Member Organisations.

Member OrganisationsMember Organisations is the way to build and reflect the hierarchical relationships that are shown in the above image. Currently there are no Member Organisations. So, were going to create one. In this scenario, we are going to create a new Account. The Account is for a Subsidiary that is a member of the Parent Company Account that you have just created. Scroll back up the screen and click on in the Shortcuts menu on the left of the screen. Create a new Account. Use yourname + Subsidiary (gregsmith Subsidiary as the Account Name. Enter fictional addresses and telephone numbers.

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Once you have entered all the details for the Account, click on the Select button that is beside the Member of box. Another screen opens with a list of all the Accounts that you are allowed to view.

Using the Account Search functions, find the Account that you recently created. TIP

Remember you can use % as a wildcard to help you find things more easily.

The Account Names that the Account Search finds will appear in the Account List. Once you have found the Account that you created, click on it. The small window will disappear and the main Account Edit screen will have the Account that you selected:

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Now, click on Save. Find the Account that you first created (Parent Company) and select by clicking on it. TIP

Look in the Last Viewed toolbar.

Scroll down until you get to the Member Organisations. What do you see? Click on the Subsidiary in the Member Organisations sub panel. What happens?

EXERCISEEXERCISE Subsidiary Account 1. Create a new Account Name. remember to include your name as part of the

2. 3.

Link the new Account to the Parent Company that you first created. Find and select the Parent Company from Last Viewed is the new Subsidiary Account linked to it?

4.Create a new Joint Venture Account. 5. Link theinJoint Venture Account to the Subsidiary Account that you created step 1, above. 6. Find and select the Parent Company you first created. Scroll down to the Member Organisations. 7. Click on the Subsidiary Account you created in step 1. Organisations. 8. Scroll down to the Memberclick on them? How many members are there? What happens if you

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ContactsContacts are the people that you do business with or talk to during the normal course of conducting your business. A contact could be a Purchasing Manager, an Architect, an executive in a Buying department, or someone that you contact when your chasing up payment of a bill. Contacts are usually linked to Accounts. The same Contact can be linked to many Accounts. You may find that one of your Contacts, a Consultant, does work for many of the Accounts that you do business with. Similarly, some Contacts will only be listed once, as a Contact for a particular Account.

Click on Home page:

in the main Menu Bar. You will be taken to the Contacts

The layout and navigation of CRM is consistent across the system. There is a Shortcut menu on the left hand side of the screen, a Last Viewed search bar under the Main Menu, and a list, in this case Contacts, under the Search bar. There are a number of ways to create a Contact:

Rapid Contact CreationOn the left hand side of the screen, beneath the Shortcuts menu, there is a New Contact panel. By entering the name and contact details of the Contact in this panel and clicking on will create a new Contact.Object 30

you

The contact that you create will not be linked to any Accounts or have any address or other contact information. This method should be used sparingly.

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Creating a Contact for an AccountThere are two main ways of doing this and well look at both:

Method 1In the Shortcuts menu, click on Create Contacts. Youll be taken to the Contacts screen. IMPORTANT: Complete as much information as you can about each of your Contacts. Although it may not seem relevant at the time, filling in details such as the Lead Source will, over time, inform you where your best business opportunities come from and help you to focus on those areas that are most profitable to you and to your company. Use the tab key to move through the form. Contact Field First Name Last Name* Account Name Purpose Notice the drop down menu beside the first name field. This is to select the Title (Mr., Mrs. etc.). Enter the Christian name of your contact here. Notice the * character that means that this field must be completed. Can be selected in one of two ways: 1. If you know the name of the Account, start typing it into the available box. The CRM system will automatically look it up and give you the option of selecting it from a drop-down list. 2. Click on beside the Account Name and a pop-up window, with search options will appear. Find and select the Account Name from within this window. NOTE: If you select an Account Name, the address field is automatically populated with the address from the Account. You can overwrite this if the address for your Contact is different from the address for your Account. Select from drop-down list. This can be very useful in identifying trends and should be used where possible. The Job Title of the Contact Again, can be useful. You would be able to search across all your contacts for people who worked in Finance/Research etc. If your Contact reports to another Contact in the CRM system, then click on . Select who the current Contact reports to from the list. This is useful for building up hierarchies of who reports to who in an organisation. Your name will automatically go in here Enter phone number for ease of identification it is usually best to use something like 0141 558 4433 etc. Dashes are permissible but not recommended. Some time in the futurePage 36 of 65

Lead Source Title Department Reports To

Assigned to Office Phone

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Mobile Other Phone Fax Email Assistant Assistant Phone Email Opt-Out Invalid Email

your phone may be connected to the CRM system for automatic dialling. Putting non-numeric characters into this field makes auto-dialling more problematic. Enter the mobile phone number if known. Follow the same rules as for phone numbers. If there are alternative phone numbers, enter them here As per other phone numbers In the format [email protected]/net etc If your contact has a secretary or an assistant, the name should go in here Phone number of assistant if relevant IGNORE this is a marketing field IGNORE this is a marketing field

EXERCISEEXERCISE

1. 2.

Create a Contact for the Parent Company that you created. Using the function, create another Contact for the Parent Company. Make this Contact report to the Contact you created in Step 1.

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Method 2You can also create a Contact from within the Accounts Module. From the Last Viewed toolbar, select the Parent Company that you created. Scroll down the screen until the Contacts panel appears. You can either create a New Contact by clicking on the clicking on the button. button, or select an existing Contact by

EXERCISEEXERCISE

1. 2.

From the Accounts module, create a Contact for the Parent Company that you created. Using the function, create another Contact for the Parent Company. Make this Contact report to the Contact you created in Step 1.

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REVIEW and QUESTIONSIn the first part of the course you have learned how to: 1. 2. 3. 4. 5. 6. Navigate the CRM system Search the CRM system Create an Account Create hierarchical Accounts Create a Contact Create hierarchical Contacts

ANY QUESTIONS .

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Scheduling ActivitiesCRM is a powerful way of storing information about your Accounts and Contacts. It is also an excellent way of organising your working week. In this section well look at how to schedule and track your work. Select the Parent Company Account that you created in the last chapter (Look in the Last Viewed menu). Scroll down until you see the Activities panel:

There are four functions: Function Description To create a reminder to undertake a task such as provide a quotation, write a letter. As the title implies . Create a diary entry for a meeting. You can also invite colleagues to the meeting. Again, as the title implies, set a diary reminder to make a phone call. Ni prizes for guessing, compose an email to a contact or to an account

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Create a TaskClick on panel: . The Activities panel will be replaced by the following

This is the Fast Form. You will notice that there are several fields marked with * indicating that they are compulsory fields. Create a Task by typing Create a Quotation in the Subject: box. Enter a Description such as For New Project From the dropdown menu, select a Priority. Priorities are a useful way of telling you what to focus on when you are very busy. Select In Progress from the Status dropdown menu. Again, using the Status field is an excellent way of keeping Tasks organised. Once you build up a list of tasks, it is much easier to select those tasks that are of most current importance by entering this level of detail. Select a Due Date and Time and a Start Date and Time from the click selectable calendar. If you select a date and time, a reminder will popup on your desktop when you are in the CRM system. You can also enter dates manually using the format dd-mm-yyyy. Select a start date of today and a start time of 30 minutes from now. Select a due date of today and a due time of 90 minutes from now. Click on .

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Note: When creating a task, clicking on the Activities panel with more detail than the Fast Form.

button will open an

Now, scroll down to the Activities panel and you can see the Task that you have just created listed:

EXERCISEEXERCISE

1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Scroll down to the Contacts panel in the Account Click on one of the Contacts that you have created Scroll down the Contacts screen until you see the Activities panel Create a Task for your Contact by clicking on the button Enter all the relevant details for the task and click Scroll down to the Activities panel. Is your new Activity listed there? Go back to the Account by clicking on the on the Account Name in the Contact panel Scroll down until you see the Activities Panel How many Activities are listed? Whats the difference between them?

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Create a MeetingSelect the Account that you have been creating Tasks for from the Last Viewed toolbar. Scroll down until you get to the Activities panel. Click on The Activities panel is replaced by:

Enter the details that you see in the image above. For the Date and Time, enter todays date and the time for an hour in the future. Click on .

Scroll down to the Activities panel. Youll find your new Meeting listed there against the small icon that indicates that the activity is a meeting.

Create a meeting and make sure youre not already busyClick on then click on

Youll notice a bigger form and at the bottom of the panel, a new panel called Scheduling:

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Brown time is the time that you are trying to schedule but is currently conflicting with time already in your diary. Find the Start Date & Time box. Change the start time to a time that doesnt conflict with the existing meeting. What happens? Click on .

Another meeting functionFunction Reminder Description Set the period at which the CRM will remind you that you have a meeting.

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Booking a meeting and inviting colleaguesClick on then click on

Scroll down and notice the Add Invitees panel:

In the ADD INVITEES panel, click on What happens?

.

Note: If you know the name of the person you want to invite you can enter their name in the First Name or Surname boxes. In the LIST OF INVITEES, click What happens? TIP against one of the names.

To remove an Invitee, click Scheduling Panel.

against their name in the

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Function

Description Saves the Meeting information Cancels the Meeting without saving Send email invites to all Invitees Saves and closes current meeting and returns to the create meeting panel. Use when you are creating multiple meetings.

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SCHEDULE A CALLIf you have said that you will phone one of your Contacts, then dont leave it to your memory. Get the CRM system to remember for you. Select the Account that you have been creating Tasks for from the Last Viewed toolbar. Scroll down to the Activities panel and click on :

Enter some call details and a date and time. Click on Scroll down to the Activities panel.

.

Notice that once again the name of the person you want to call, is not recorded. This is important. Always put information as close to where it is being used as is possible. If you are going to schedule a call to a Contact, find them and schedule the call.

EXERCISEEXERCISE

1. 2. 3. 4. 5. 6.

Search for one of the Contacts you have created. Use the Search Panel. Once you have located the Contact, click on their name. Create a meeting for you and a colleague with the Contact. Schedule a call to the Contact to remind them that you have a meeting. Schedule the call for the day before the meeting. Go to the Contact main panel. Click on the Account Name. Scroll down to the Activities panel. Can you see the difference between all the planned Activities? Schedule 2 more meetings and 2 more calls for Contacts in this Account.

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Sending an EmailSelect the Account that you have been working on from the Last Viewed toolbar. Scroll down to the Activities sub panel. Click on .

The email address will be automatically populated from the email address in whichever part of the system you are in. This is another example of putting, or getting information from the closest point in the application. TIP

If you want to send an email to a Contact First find and Select the Contact. Then click on .

The email address will automatically be populated with the address of the Contact and the email details will be stored in the History file of your Contact. So, lets do that. Click on .

Before sending an email, were going to create a new contact for this Account. Scroll down until you see the Contacts sub panel. Click on .

In the Contacts panel that opens, create a new Contact of Mr Greg Soper with an email address of [email protected]. Click on .

Find and Select the Greg Soper Contact from this Account. Scroll down to the Activities panel and click on .

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The email address will automatically be populated. Enter Test Email in the Email Subject and click on Now scroll down until you get to the History sub-panel. What do you see? Click on the Test Email Subject. What happens? .

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OpportunitiesOpportunities are the sales opportunities that you are working on. They form an ABSOLUTELY CRITICAL part of the success of both your use of CRM and of the value that the company will derive from CRM. Use of Opportunities is so IMPORTANT, that, for the company Account Managers, its use is MANDATORY. So, this is a PAY SPECIAL ATTENTION part of your training.

OK . Thats the dire warnings out of the way. Opportunities are also your best friend as a sales professional. Proper use of Opportunities WILL help you to sell more by giving you fast and accurate information that will help you to decide where your sales efforts are best focused. Select the Account that you have been working on for most of today. Scroll down until you see the Opportunities sub panel.

You can either opportunity. TIP

a new Opportunity or

from an existing

As with everything that happens in CRM, concentrate on placing items and actions as close as possible to where they relate to. So, if you have been discussing a new sales opportunity with a Contact called Freddie King of an Account called Freddie King Enterprises, then select the Account (Freddie King Enterprises), then select the Contact (Freddie King), then create the Opportunity (or schedule a call, or a meeting . Whatever . The lesson is the same . Get to where the action is and then create whatever it is you want to create.

Select the Contact called Greg Soper from the Last Viewed toolbar. Scroll down until you get to the Opportunities sub panel. Click on .

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The Opportunities sub panel will expand:

Notice the button. We will return to this. Also notice that many of the fields here are marked with the * that indicates that they are compulsory. Use the Tab key to move through the options. Field Opportunity Name Expected Close Date Sales Stage Description Give the Opportunity a meaningful name. This will help you when you are confronted with a list of Opportunities. As the title suggests click on the small calendar icon to popup the calendar. Select the date when you expect to get the order for this opportunity. Again, this is a Critical part of the CRM process. Where are you in your sales process? It is important that you select this as accurately and honestly as possible as doing so will help you to focus on the key opportunities that will turn into sales most quickly. Enter the value of the Opportunity (you DO NOT have to enter a sign or a comma separator) From the drop down list, select the source of this Opportunity i.e. Where did the original contact come from. Was it a referral from an existing customer, or from a trade show, etc. This is an important piece of information. As the CRM systems builds, it will increasingly help you to identify where your best business opportunities come from. USE IT Probability Ignore this field . For the time being

Amount Lead Source

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EXERCISEEXERCISE

1. 2. 3. 4. 5. 6. 7. 8.Click on the

Create an Opportunity for the Contact Greg Soper. Name the Opportunity New Sale Give the Opportunity an Expected Close Date Of December 31st, 2006 Give a Sales Stage of Prospecting Give the Opportunity a value of 35000 Select a Lead Source of Trade Show What happened when you selected the Sales Stage? Click to save the Opportunity Create another four Opportunities with different names, amounts, close dates, lead source and sales stages. Create the Opportunity for DIFFERENT contacts. tab.

Using the Search panel, find and Select the Account that you have been working on. Scroll down until you come to the Opportunities sub panel. What do you see?

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The Sales PipelineThe Sales Pipeline should become one of the most powerful weapons in your armoury as a sales professional. Click What do you see? on the Main Menu bar.

Click on

, on the right hand of the graphs.

A popup box, that presents you with date and Account Manager options will appear: Click the calendar icons to select the start date and end dates for the sales reports. To select multiple Sales Stages, hold down the Control (CTRL) key and click on the Sales Stages that you wish to select. To select multiple Account Managers, CTRL and click as above.

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EXERCISEEXERCISE

1. 2. 3. 4. 5. 6. 7. 8. 9.

Select a date range that starts today and ends at the end of next month. Select all of the Sales Stages Select all the Account Managers Click on . What do you see? Select a wider start and end date range, select only your own name as the account manager Click on - if you dont see anything sensible, click on . Click on an Opportunity bar What happens? - if you dont see anything sensible, click on

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CalendarThe Calendar is a visual reminder of all the meetings, calls and tasks that you have scheduled. You can also use Calendar to view the schedules of colleagues:

Click on

in the Main Menu bar. The Calendar panel will appear.

The default view shows the daily calendar with all meetings, tasks and scheduled calls. There are short cuts both in the Calendar times and in the left hand menu for creating meetings and scheduling calls. TIP

The quick creation links are useful when creating internal meetings and tasks. Anything that is customer related should be created using the functions in the Accounts module. If you dont link an activity to an Account or Contact, then you wont get the historic information that is invaluable in building a complete picture of customer interactions.

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Click on the information.

buttons to change the view of the Try clicking on a Calendar time as shown here. Note that the popup does NOT give you the option of linking the meeting to a customer.

Use the and through the Calendar.

buttons to move back and forward Now, click on the button. You can now see your colleagues Calendars too. Again, use the and buttons to navigate.

Use the

button to change whose Calendar you want to view.

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ActivitiesClick on in the Main Menu bar.

Activities is another view on the Calendar. Where Calendar gives you a graphical view of your forthcoming activities, Activities gives you the kind of tabular list view that youll be familiar with by now.

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MANAGING ACTIVITIESWeve looked at how to create activities such as Meetings, Scheduled Calls and Tasks. One of the very important parts of CRM is managing the activities once they have been completed. Find the Account that you have been using for most of todays training. Scroll down to the Activities subpanel.

Once an activity has occurred, it is very important that it is managed correctly. The outcome of the activity should be noted and the activity should be closed off.

Activities SHOULD NOT be deleted.Deleting activities means that you will lose all record of the activity and all the rich information that may be associated with it. Dont delete activities, close them.

There are three ways to close an activity:

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The activity will then open in Detail View:

Click on to open the Activity in Edit View. You can now change the details about this Activity.

The Status drop down should be changed to indicate what the outcome of the Planned Activity is. The Description box is a very useful tool. Use it to capture the important information about the Call or meeting that could be useful later on. If there is a large amount of information (A Word document or spreadsheet, there is a method for capturing that which well cover later on). Click on Action Planned Held Not Held to commit the changes. Description e.g. the meeting is planned to take place e.g. the meeting was held, took place e.g. the meeting was not held

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CLOSING ACTIVITIES TWO (Moderately Fast)If you look to the right of the Activities sub panel, youll see a small icon.

Clicking on this will open the Activity in Edit View allowing you to set the status as appropriate.

CLOSING ACTIVITIES THREE (The Fast Method)If you look to the left of the Activities sub panel, youll see a small Column marked Click on the What happens? Whats different? . . icon under the

EXERCISEEXERCISE

1.

Using each of the above methods, close three of the Activities that you have planned on this Account. Use the Description box to make some notes about the outcome of the Activity.

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ACCOUNT HISTORYFrom the Last Viewed toolbar, select the Account that you have been working on. Scroll down until you see the HISTORY sub panel:

What does it contain? Click on What happens? .

Capturing Word Documents, Spreadsheets, etc.On the Account History toolbar click on Click on . .

This will open an edit box where you can browse and attach documents from an external source to the CRM.

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Go into Word (or similar) and create a Test document. Now try attaching the document by clicking the button.

Associate the Attachment with Contact Greg Soper and the name of the Account you are in. In Subject write Test Meeting Notes. Click on when finished.

Now scroll back down to the History sub-panel. What do you see? (Attachments can be made in this way from the History sub-panel in: Accounts, Contacts, Opportunities and Leads. They can also be added to Calls and Meetings from the Notes sub-panel.)

EXERCISE 1EXERCISE

1. 2. 3. 4.

Create a Test Spreadsheet Schedule a Meeting with Contact Greg Soper Attach the Spread sheet to this Contact Now close the Meeting using the Fast Way.

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LEADSLeads can either be provided by the MARKETING efforts of the company, or by your own market intelligence efforts. Leads are people that you dont know enough about. They are unqualified sales opportunities. Click on in the Main Menu bar.

The Leads module opens. The primary difference between Leads and Contacts is that you CANNOT associate an Opportunity with a Lead. If a Lead is a good enough candidate for an Opportunity, then the Lead should be converted to an Account. Well look at that process in more detail later on. Leads can have Activities associated with them so you can schedule calls and meetings. Click on Create Lead in the Shortcuts menu. Pay special attention to the Status field. Its a great way of keeping track of your leads.

Once, you have Created the Lead, click on

.

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Convert a Lead to an AccountSelect the Lead that you have just created and the following screen will appear:

Click on Scroll down the new screen. Notice a Contact and an Account may be created. Notice too, that you can also create an Opportunity and an Appointment. Click on to Convert the Lead.

EXERCISE 1EXERCISE

5. Create a New Parent Company Account new 6. Create twoStep 1Subsidiary Accounts that have the Account created in as the Parent Account. 7. Create a Contact for each Account. 8. Schedule a meeting with the Parent Company 9. Create a task for one of the subsidiary Accounts Contacts 10. Schedule a call to one of the subsidiary Accounts Contacts 11. Create an Opportunity for each of the Accounts Contacts. Enter a different sales stage for each opportunity. 12. Attach a document to one of the Opportunities Activities 13. Close themethods. planned for each Contact, using three different

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EXERCISE 2EXERCISE

1. 2. 3. 4. 5. 6.

Use the Global Search to find one of your Contacts Use advanced search to find a different Contact Save the Search that you just created Create a new Lead Convert the Lead to an Account Go back and retrieve the Search you saved in Step 3.

Thank you for taking part in this training course, if you have any further questions do please ask.

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