Probably many of you have been asking questions about the benefits of implementing professional IT systems in your organization – e.g. Salesforce CRM System. While we are all able to demonstrate the undoubtable benefits for the organization – we do not pay too much attention to the benefits for an ordinary sales employee.
Therefore, this article will be devoted to Peter and his daily, challenging and dangerous encounters working with customers.
Peter is 46 years old and is an employee of the transport company XY, where he deals with developing new business (prospecting) and current customer service. He spends an average of three days a week in the office. He devotes the remaining days to business visits, which he arranges in advance by phone with customers and his supervisor.
Peter is an experienced employee. He uses the telephone and excel files perfectly, in which he has been recording commercial activities and making notes concerning his conversations for years. In 2018 XY implemented the Salesforce CRM system and integrated it with the telephone system using the Click2Dial for Salesforce plug-in. At first, Peter had reservations regarding the new tool. The situation changed after conducting a practical workshop, where together with the trainer he was able to learn the advantages of the solution and solve problems arising from lack of time.
Let us follow what has changed from Peter’s perspective in his average day at work:
- Information at his fingertips
8:00 – Peter logs in to the system in the morning and sees all the most important data on the start screen. He will check his current sales results, progress, tasks, current events or key business opportunities here.
Once, in order to have such a “cockpit”, he would have to open several Excel files and combine data, and visualize it with several pivot charts.
8:30 – Peter gets a request about a new potential client from the form. He enters the lead card and starts a phone conversation from this level using Click2Dial.
3. Making notes
During the conversation, the consultant can make notes on a regular basis, which are saved in the customer’s history card. The same happens with the conversation itself, which is also recorded and saved. After the conversation, the system will ask the agent to complete the next step and set a follow-up date.
It used to require a lot more time and attention, and it resulted in simple errors.
4. Customer scoring
9:30 – After efficient service of the new customer, Peter goes to view all of his leads. Now he knows which customers are closest to making a purchase – and all thanks to scoring. He also sees information from the marketing department, checks what his customers are interested in, what e-books they downloaded or through which conference they came to his database. Today it has a total of 21 potential customers to call and possibly arrange meetings or offers with.
5. Calling directly from CRM
10:00 – Peter starts making phone calls. His company has integrated Salesforce CRM with the contact center system – so he can call the customer with a click of the mouse in the system, without having to dial a number.
Peter cannot believe when he sees that the system has automatically logged in the activity to the contact and account, and added a direct link to the recording. After 3 hours of phone calls, Peter finishes the prospecting campaign, Time for lunch.
14:10 – Peter gets a request to contact a customer he made arrangements to call yesterday. The system thoroughly informed him about the date of the call. Thanks to the history, Peter knows exactly the previous arrangements and the customer’s interests and can prepare for the call accordingly
7. Customer recognition
14:40 – An old customer is calling. Because Peter is his handler, the connection goes straight to him, and a card with the entire contact history pops up on the screen. Peter sees all the key information about his interlocutor, attached files or activities of his colleagues. With one click he can send an offer to the customer during the call.
8. Business opportunities won
15:10 – A customer has accepted the offer. Peter closes the business opportunity on his Salesforce account. The Click2Dial plugin sends an automatic request via Chatter. The opportunity is won! Peter’s boss is already opening the champagne.
9. Reports and statistics
15:30 – Peter is meeting his boss Andrew. Usually, Peter came late and with special Excel reports. Today, however, it is different. Andrew, thanks to Salesforce sales reports, notices that Peter is a sales leader. Compared to others, his results stand out significantly. Analyzing Click2Dial data, Andrew also sees Peter’s telephone activities and how much time a particular salesman devotes to a conversation with a customer.
Apart from how much Peter talks with customers, Andrew knows if Peter talked to a customer at all – did he call as he said, or did he answer the call. He can also analyze how many conversations salesmen are conducting to achieve sales.
Peter receives the official praise and award of the month.
Andrew decides to use Peter’s skills and abilities, based on recordings of his conversations with Click2Dial, he conducts training for salesmen from the company. As a result, other salesmen have the chance to duplicate good practices and increase sales.
10. The end
16:15 – Peter is leaving the office happy. Tomorrow is another day…