Setting up a CRM: 2 key areas to define in the sales process of a service-based web design business

Communication is the key with so many aspects of business. Setting up a Customer Relationship Management (CRM) tool and sales process is no different.

The steps and cut off points in your sales process need to be clearly defined for 4 reasons:

1. so that your staff can understand what is required
2. to effectively forecast your sales pipeline by assigning success probabilities to each progressive step
3. to generate useful sales reports that are readily understood by all parties
4. to enable sales staff to follow up on opportunities to move them through the different stages

At the risk of sounding like a safety video on a plane, every sales process is subtly different. Please consider how yours would match up with these simple suggestions.

I’ll use our web design business in Brisbane as an example.

1. Define “Enquiry”, “Lead”, “Prospect” and “Customer”

Enquiry: Inbound communication of interest in our products or services.

Lead: Any company or individual profiled in our CRM that has no linked opportunity.

Prospect: Once an opportunity has been linked to a lead, it becomes a prospect.

Customer: A company or individual that has been invoiced.

2. Define “Opportunity” and break it down into the phases of your sales process

Opportunity: The total dollar value of the potential business. An opportunity can be assigned to sales staff and linked to either a lead, prospect or existing customer.

Opportunity phases:

1. Ball park figure – Rough dollar estimate given to a prospect – might be over the phone, email or in person
2. Quote – Formal quote presented ready for sign off by the prospect
3. In negotiation – A positive response to the quote with details being finalised

In most CRMs you will then be able to assign probabilities to each of these opportunity phases in order to calculate your pipeline. These probabilities can be tweaked overtime to mirror your experience with the likelihood of success.

Once you’ve defined these 2 areas implementing them into your CRM, inputting the right data and customising your reports becomes much clearer.

CRM Brisbane: for advice on business processes & CRM implementation call Bluewire Media on 1300 258 394.

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