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Sales Process versus Follow-up Process Guide

Sales Process versus Follow-up Process Guide

Organizations vary not only in the approach they use to follow up with their prospects, but also in the flexibility that is provided to sales reps as they manage their activities throughout the selling process. Within Lasso, clients are able to automate their sales processes, i.e. set scheduled reminders for sales reps to automatically notify them of activities that need to be completed. To accommodate differing organizational styles, the Sales Process functionality in Lasso can be used in two ways:

1 - Define a Sales Process with activities that are standard for all sales reps.
These activities are automatically generated and assigned to Sales Reps based on specific triggers.

2 - Create a series of processes defined as Follow-up Processes and allow sales reps to choose the follow-up process that best fits a particular prospect’s needs.
Activities are automatically generated only after the sales rep has selected the appropriate follow-up process from a dropdown field in the registrant profile.

Note: The follow-up process field does not need to be linked to automated activities and can, in fact, be used in a variety of ways to categorize a registrant. For example, it could be used as an identifier in the sales process, marketing process, or closing process. The application of the follow-up process can be modified as needed to meet the unique requirements of the organization.

1 - Sales Process Example

ABC Company has a specific sales process for their Bluewater project that all sales reps must complete for each prospect. The process is defined as follows: a) Call a prospect two hours after they submit a registration online. b) Send an email the following day that contains details of the project. c) Call the prospect two days after the email to confirm they received it and to see if they have any questions.

In Lasso, the Project Administrator sets up a Sales Process with Online Registration as the trigger type. Activities for the Sales Process include a phone call two hours after registration, an email one day following the phone call, and then another phone call two days after the email. This creates a process where the predefined activities are automatically scheduled for the sales reps as soon as they are assigned online registrants.

An example of how this would work is as follows:

On May 1st, prospect Jane Smith registers for Bluewater on the project website. Sales rep Tom Brown is assigned the new prospect/registrant. He is sent an email notification with Jane’s details. He logs into Lasso’s Sales Center Home Page and sees that there are three new activities added to the Activities section – two phone calls and one email. He clicks into the activity type of Phone Call. This brings up the list of registrants he needs to call. He clicks on Jane’s name in the list, which brings up her profile. He reviews her details and, in the Activities section of Jane’s profile, sees that, following his call with her today, he will need to email her tomorrow, and call again in a few days.

Tom completes the initial call to Jane on May 1st. When he logs into Lasso on May 2nd, he sees in the Activity section of the Sales Center Home Page that he needs to email Jane today. He sends her the required email. On May 4th, the Activities section displays the phone call he must make to Jane to confirm that she received the email. He completes the call. As he completes each activity, it is removed from the Activity section and recorded in the History section of Jane’s Registrant Profile in Lasso.

2 – Follow-up Process Example

XYZ Company takes a more flexible approach than ABC Company. They have three defined sales processes for follow-up but allow Sales Reps to choose which of the three is best suited for each prospect. The processes are as follows:

Follow-up Process 1 – Hot Prospect who is ready to buy

1 - Call prospect one day after initial contact.
2 - Send email containing project details one day after phone call.
3 - Call prospect two days after sending email.

Follow-up Process 2 – Prospect who is has intent to buy but is not ready

1 - Send email containing project details one day after initial contact with prospect.
2 - Call prospect one week after sending email to see if they have any questions.
3 - Call prospect one month after sending email.

Follow-up Process 3 – Prospect who only wants information

1 - Send email containing project details one day after initial contact with prospect.
2 - Send email containing updated project details one month after initial email.
3 - Call prospect one week after second email to reassess where at they’re at in the process.

In Lasso, the Project Administrator sets up the options of Follow-up Process 1, Follow-up Process 2, and Follow-up Process 3 as dropdowns for the Follow-up Process field in the Registrant Profile. A Sales Process for Follow-up Process 1 is created, which includes the activities of phone call one day after initial contact, email one day after phone call, and another phone call two days after email. Sales Processes are created for Follow-up Processes 2 and 3 in the same way. This creates three different processes where the predefined activities are automatically scheduled for the Sales Reps only after they have selected one of the Follow-up Processes in a Registrant Profile. The details of these Follow-up Processes are communicated to all Sales Reps so that they can make informed decisions about which Follow-up Process is best suited to a Registrant.

An example of how this would work is as follows:

On May 1st, Prospect Brian Jones registers for the Beachside project on the website. Sales rep Anne Green is assigned the new registrant. She calls Brian Jones on May 2nd and he tells her he’s currently renting and is thinking of buying in the area of the Beachside but is in no rush. She feels that Brian does not want to be aggressively marketed to but thinks he is definitely interested so she decides that Follow-up Process 2 is the best approach to apply to Brian. She selects Follow-up Process 2 from the Follow-up Process field in Brian’s Registrant Profile. She is automatically assigned three new activities – one email and two phone calls, which she sees in the Activity section of the Sales Center Home Page.

On May 3rd, Anne logs into Lasso pulls up her list of Emails in the Activity section. She sees that she must send an email to Brian so she does this. On May 10th, when she logs in, she sees that her day’s activities include a phone call to Brian. She calls Brian to find out if he has any questions about the project. On June 10th, when Anne logs into Lasso, she sees that she must call Brian again to find out if he’s any closer to becoming a purchaser. As she completes each activity, it is removed from the Activity section and recorded in the History section of Brian’s Registrant Profile in Lasso.