onewater crm sales users guide...crm users guide v1.0 2 crm application ... this panel allows you to...

CRM APPLICATION

Sales Consultant Users Guide

V1.0 March 2018

CRM Users Guide V1.0 2

CRM APPLICATION

Welcome to the OneWater CRM Application, designed to make your customer follow up simple and effective. The application will allow you to:

• Enter or search customers • Enter and track customer activity • Match customers with units in inventory • Contact customers directly through the CRM application

The application is mobile and tablet-friendly, although all the screen shots in this guide are from the desktop view for ease of training.

Separate guides for CRM Processes (ie: lead rules, etc.) and Managers have been also been developed.

Definitions Leads: Web, Boat Show or Orphan Leads that have been assigned to you. Once a lead is acted upon, the lead converts to a Customer in your follow up.

Customers: Any prospect or sold customer in your database. There are four categories of customers:

Sold: Customers that you have sold a boat to.

Active: Customers that are actively in the market to purchase in the next 90 days. Research shows that you should keep your Active customers below 200 to be effective.

Nurture: Customers that are longer term prospects that you want to keep a lower level of follow up with.

Inactive: Customers that you no longer want to, or can follow up with.

Use of the OneWater CRM Application is mandatory for all customer

activities. Lightspeed is only used for Sales Quotes and Deals, all customers must be put in CRM.

OneWater Marine spends considerable money and effort to drive leads to the stores. As such, these leads and customers belong to the company, not

the individual sales consultant.

Remember, if it’s not in CRM, it didn’t happen! (especially when it comes to which Sales Consultant and Store is working with a customer)


100% Process for CRM Success

To ensure the OneWater CRM Application (or any CRM for that matter) provides the most benefits to the sales team, it is essential to follow these simple processes:

• 100% of leads, prospects & customers are added to CRM • 100% of scheduled Follow Up is completed daily • 100% of the leads that arrived today are contacted before closing time

o With a goal of every incoming lead contacted within 15 minutes of receipt • 100% of the contacts added to CRM will have notes (including FORMAT) • 100% of the contacts added to CRM will have the Customer Wants information

entered • 100% of the customers will have a follow up scheduled (and not just the CRM

application default)

CRM Processes

As with any application, good process must come first in order for CRM to be successful. Without robust, easily understood processes, all automation can hope to do is speed up the mess! There are distinct process steps for each of the different uses of CRM:

A. Customer data input B. Pre-sale follow up C. Internet lead follow up D. Boat Show follow up E. Post Sale Follow Up F. New or used unit inventory arrival


Customer Search

The Customer Search box is on the right side of the header. Using predictive typing, customer matches will begin to appear as you type. To make it easier to determine if the listed name matches your search, in addition to the name, the email address and phone number also appear. The autocomplete search queues off of customer name (first or last):

Customer Entry

Clicking on the icon will bring up the Customer Entry window, if you need to add a new customer.


Customer Entry (Cont’d)

Duplicate Customers If the CRM application detects an existing customer (based on email address or phone number), the customer match will show at the bottom of the screen. You can navigate to that customer match, but the application will not allow you to enter the customer a second time.

If the customer is not already in the system, when you click on the Add Customer button, the application takes you to the Customer Profile Page (page 7 in this guide), to enter the complete customer information.


Daily Activity Page

The Daily Activity Page is the default screen you get when loading the CRM. This is what you use to manage your customer activity throughout your day. After each customer activity is performed, you will return to this screen. It is made up of three main components:

A. New Incoming Leads Panel

Incoming leads, or new customers assigned to you, show in the New Incoming Leads panel for you to act upon.

As leads come in from web sources (such as manufacturers websites, boat trader, etc.), they populate this panel. “Orphan” or Boat Show customers assigned to you will also appear here.

Leads in this panel should be immediately acted upon. Web leads should always be replied to in less than 15 minutes from receipt of the lead. Your manager may re-assign web leads that are not acted upon promptly.

Clicking on the lead, takes you to the Customer Contact Page. Once you perform an activity for the customer, the lead is removed from the New Incoming Leads panel, and becomes part of your Daily Follow up

A. New Incoming Leads B. Outlook Calendar

C. Your Daily Follow Up


B. Outlook Calendar Panel

You can schedule and view appointments on you Outlook Calendar from the CRM Daily Activity Page.

Appointments that you set in Outlook, as well as any that you set on the Customer Contact Page will show on this panel.

See the information on the Customer Contact Page, for how to set an appointment using the New Customer Activity function,

C. Daily Follow Up Panel

The Daily Follow Up Panel is the core of Daily Activity Page. This is your dashboard to view and perform your customer follow up.

This panel displays all the customers that YOU determined you need to follow up on that specific date. The customer name, the follow up date needed, the last time you contacted the customer, and what boat the customer currently has and what they want are all displayed here.

You can filter the customer follow up by Sold, Active, Nurture or Inactive. Additionally, you can choose a follow up date in the future and perform group email activities.

Once you select a customer and perform an activity with a new follow up date, the customer no longer shows up on this panel (until the new follow up date). Your goal is to work your list down to zero customers to follow up by the end of day. Any customers not followed up on their scheduled follow up day, roll over until complete.


Customer Profile Page

The Customer Profile Page is the screen that you use to manage customer information, as well as record any activities you perform on that customer. The page has these components:

A. Customer Contact Info & Next Scheduled Follow Up Date

E. FORMAT

B. Customer Has

C. Customer Wants

D. Customer Documents

F. Customer Activity Panel

G. Customer Activity Timeline


A. Customer Profile Info Panel

This panel contains the customer information, including name, address, email and phone numbers.

It is here that you capture the information that allows you to follow up with the customer. The following information is on this panel:

• Customer Name • Customer Status

o Sold o Active o Nurture o Inactive

• Customer Lightspeed number (if available, not required)

• Assigned Sales Consultant (only managers can change)

• Source (where the customer lead ORIGINALLY came from. No need to change this after the customer is first entered).

• Email, Phone and Address (multiple values can be entered, and you can choose the default to display).

B. Customer Has Panel

This panel captures the information on the customers current boat. Lightspeed purchase data will populate this panel in the future, if they bought a boat from a OneWater store.

Clicking on the expands the panel to enter the following information:

• Type (Critical to select to make broad searches effective)

• Year • Length • Make • Model


B. Customer Has Panel (Cont’d)

By using the dropdowns provided, information on the customer’s current boat can be entered, for use with the Boat Match Tool Page.

The more information that is captured, the better your searches will be in the Boat Match Tool.

Multiple boats can be entered, and one of them can be set as the primary boat.

The make and model fields have a pre-populated list of brands and models to ensure that the spelling and naming is consistent- allowing for better searches.

C. Customer Wants Panel

This panel captures the information on what boat the customer is interested in.

Clicking on the expands the panel to enter the following information:

• Type (Very important to select for effective broad searches)

• Year • Length • Desired Price Range • Make • Model


C. Customer Wants Panel (Cont’d)

By using the dropdowns provided, information on the customer’s desired boat can be entered, for use with the Boat Match Tool Page.

The more information that is captured, the better your searches will be in the Boat Match Tool.

Multiple boats can be entered, and one of them can be set as the primary boat.

The make and model fields have a pre-populated list of brands and models to ensure that the spelling and naming is consistent, creating better searches.

D. Customer Documents Panel

This panel allows customer documents to be uploaded within the CRM tool for reference later.

Some of these documents could include:

• Lightspeed PDF Quotes • Pictures of customers current

boat • Purchase Agreements • Trade evaluation

Any documents already uploaded to the customer record are displayed.


E. FORMAT Panel

This panel allows you to capture information using the FORMAT methodology within the CRM tool for reference later. By having this on a separate panel on the Customer Contact Page, it’s retained for easy access without having to search through the Activity Timeline.

FORMAT information includes:

• Family (spouse, significant other and children)

• Occupation • Recreation (how they will use

the boat) • Motivation (why they want a

new boat) • Animals (any animals they

have) • Team (what team(s) they root

for)

Having this information helps understand the customer’s desires, and build a relationship with them. This information also gives you reasons to contact the customer, other than just to sell them a boat.


F. Customer Activity Panel

This panel is the heart of the Customer Contact Page. Here is where you record the customer activities as you perform them.

On the Customer Activity Panel, the following activities can be performed and captured for future reference:

• Email • Phone Call • Text • Video (co-video link to be

submitted by email/text) • Add new activity and

comments • Schedule a follow up • Add to Outlook calendar

Activity Shortcuts Clicking on the activity shortcuts allows you to email (using your Outlook email) and phone or text (mobile only) directly from the CRM program. Video capability will be added in the future.

Information written in the email activity shortcut is copied into the Your Comments field of the Customer Activity Panel. Telephone call comments must be entered manually in the Your Comments field. Text content must be copied manually until the next system update.


Activity Capture The Activity Capture panel is where you record comments on the customer activity that you just performed. For example, if the customer visited the store, you would choose that as an activity and then type in comments to reflect what was discussed with the customer.

Follow these steps: • Select type of activity • Capture notes on what you discussed with the customer in the Your Comments

field. • Schedule your follow up date (the default is 1 day). Choosing the appropriate

follow up date is one of the most critical steps. • Add to Calendar if you have scheduled a specific time with the customer (for

example a demo or delivery) to place the follow up on your Outlook Calendar. If you choose to place an apt on your Outlook Calendar, you must still schedule a follow up date in CRM as well.

• Save the Activity to your timeline.

G. Timeline Panel The Timeline Panel records every activity, as well as all changes to the customer information. The Timeline is sortable by type of activity.

The icon changes based on the type of activity for quick review.

The Timeline groups activities by month, showing the current month in an expanded view, and historical months collapsed. You can expand to view the history of the timeline in greater detail, or filter the timeline by activities.


Boat Match Page

The Boat Match Page allows you to search your customers based on what boat they either have or want. When a new or used inventory unit arrives, you can quickly search all of your customers (by sold, active, nurture or inactive), to determine who might be a prospect for that unit.

All the searches are based on the information you entered in the Customer Has and Customer Wants Panels in the Customer Contact Page. By always entering the Customer Has/Customer Wants information on that page, you will set your customer database up for consistent boat matching. The better the information, the better the search results.

For example, selecting just a couple of fields like shown (customer wants, center console, 25 to 30ft), you can filter your customer list easily. Selecting fewer fields returns a broader selection of your customers (recommended), selecting more fields will return fewer customers.


Customer Page

The Customer Page gives you a view of all the customers in your database. It is a sortable list (by name, status, customer has, customer wants, follow up date and last contact date). Additionally, you can select any or all of your customers for a batch activity, such as emailing them prior to a boat show.