Sales process: Lead engagement | Use Cases - Zoho CRM

Sales process: Lead engagement

Edition: Paid editions | Industry: Applicable for all industries | Features: Integrations with Zoho products and built-in features 

In the Lead Generation use case, we saw the marketing strategies used by Orange Interiorz to generate leads and capture them in CRM. In the next step, they engage the leads and qualify them for sales. Their lead engagement process is as follows:
  1. The sales team gets notifications whenever a lead is added to CRM so they can immediately begin the follow-up process. 
  2. They prioritize the leads based on their responsiveness to different touch points used for contact and follow-up. This helps them move interested leads down the sales funnel faster.
  3. They contact hot leads via call and email and after they qualify these leads, the sales team passes them over to the design team for the next stage.
The company has streamlined the way leads are assigned to the sales team based on the service they choose: Decoration, Remodeling, or New Construction. When a lead submits the form, a rep from the selected service is automatically notified by email and the lead is sent an acknowledgment email, with an option to select the contact method the rep can use to contact them. 
Scoring Rules
The sales team uses various methods to contact leads and each lead is given a score based on their responsiveness. For example, a response on Facebook will give 5 points, an answered phone call will give 6 points, an email response will give 6 points, and so on. All these points add up to give a total score to the lead, which helps the sales team to identify their level of interest and prioritize them accordingly. If a lead is not responsive during engagement, their score will indicate the exact touch point the sales personnel needs to work on. For example, if the lead does not answer a phone call, their score will fall. The falling score can indicate that the time the call was made may not be convenient for the lead. The rep can check the best time to contact the lead for a favorable response. 
Even though the sales team uses multiple channels to communicate with leads, telephone communication is often the best method as it helps establish direct, more effective communication. Telephony allows the company to integrate their PBX with CRM, meaning agents can:
  1. Call leads directly from CRM 
  2. Automatically log all outgoing calls made in CRM
  3. Set up reminders to call leads for a follow-up call 
Since most of inbound and outbound communication happens over emails, the reps use SalesInbox for better email management. This keeps their inboxes well-organized with incoming emails categorized into different columns: Leads, Designers, Colleagues, and Not in CRM. They quickly prioritze the emails by checking the sentiment analysis of the emails. They also use the AutoResponse feature to set reminders to follow up again if a lead hasn't replied to their email.

A sales qualified lead is passed over to the design team. At this stage, the lead is converted and a deal is created. When the sales team marks a lead as sales qualified, a contact and deal are automatically created. A task is assigned to the design team to take over the project. 

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