Microsoft CRM 3.0 Sales - 8521A_04

Document Sample
Microsoft CRM 3.0 Sales - 8521A_04 Powered By Docstoc
					Chapter 4: Lead Management

CHAPTER 4: LEAD MANAGEMENT
Objectives
Actively participating during this lesson helps you: • • • • • • Understand the process for using Leads in Microsoft® CRM Create leads using the lead form Import Leads into Microsoft CRM from a file Qualify leads and track communication activity and convert a lead to an opportunity Disqualify leads that will not result in sales and reactivate leads that have been disqualified View Reports associated with leads

Overview
This lesson takes a look at a more complex sales process and discusses leads in great detail since this is a key entry point in the sales process. It begins by importing leads then discusses the other activities related to leads.

Page

81

Microsoft CRM Sales Management

Managing Leads
Prospects are a driving force in helping your organization to grow. In Microsoft CRM, prospects are called leads. The most important thing to remember about leads is the more information you have on a lead, the more likely you are to turn them into an opportunity, and eventually make them a customer. In most instances, leads are the start of the sales process; however, it is not necessary to have a lead prior to creating a contact, account, or even an order in Microsoft CRM. But if your sales process does start with leads, then once you have entered them into Microsoft CRM, you can manage their status, qualify them, or convert them to an opportunity, account, or contact. You can also disqualify them if they are not interested, or reactivate them if they express interest in the future. You can track information about prospective customers, and then qualify and assign inquiries. Leads are tracked separately from customers through the sales cycle. This lets you focus on building your customer base. Leads entered into Microsoft CRM can be automatically routed to the correct salespeople or teams based on rules defined by the organization or administrator. Besides routing rules, you can track leads and close sales consistently and efficiently with other workflow rules that automate stages in the sales process.

Scenario
This scenario describes how a company may use the web to gather leads and use Microsoft CRM to assign the leads using a workflow process. Leads can also be entered and assigned manually. Each morning, a Sales Representative receives a list of leads that have visited the company Web site since the previous day. The Sales Representative takes this list and uploads the leads to Microsoft CRM using the Import Leads functionality. The company also generates leads in a number of other ways: • • • Participation in trade shows Requests for product information resulting from magazine advertisements Purchase of marketing lists for direct mail campaigns

After they are entered, leads are automatically pushed through a pre-configured workflow rule that based on geographic location assigns the leads and creates activities.

Page

82

Chapter 4: Lead Management
The next step is to contact the lead. The Sales Representative has a number of options available: • • • Update profile information such as the company Web site Enter notes about a particular interaction Qualify the lead into an account, contact, and opportunity

When the Sales Representative encounters a lead that is not interested in pursuing a sales relationship, the lead is disqualified. This enables the lead to remain in the system to be used for later market research or be reactivated if there is later interest. The Sales Representative indicates a reason for disqualifying the lead. The company tracks the leads that resulted in closed sales, and which method of lead source produced the closed sale so that they know where to focus their marketing campaigns.
NOTE: Leads are not connected to accounts or contacts but you can track activities (telephone calls, appointments, letter, or task) for a lead. When a lead is converted, the existing activities do not move forward to the new account and contact records but remain associated with the lead. The new account, contact, or opportunity record contains a link to the originating lead.

Page

83

Microsoft CRM Sales Management

Creating Leads
In Microsoft CRM, you can obtain lead information in the Sales area. Your organization might refer to leads as inquiries, prospects, or sales opportunities. Regardless of what you call leads; the more information you have on them, the more likely you are to turn your leads into full-fledged opportunities. In the Lead form you can create profiles and create activities. All activities, such as e-mail, phone calls, and meetings, are logged and a running history of every activity ( An action to be performed, such as a task, or a communication item that is sent or received, for example, e-mail, phone calls, and appointments. The status of activities is tracked and the activity history is stored in the system, so users can view the open and closed activities. ) , once completed, with the lead is kept. Leads are typically generated by using several different methods and sources. For example you might obtain leads from Web sites, inquiries, referrals, individuals you interact with, responses to marketing campaigns, or from purchased lists. You can enter leads individually or you can use Microsoft CRM to import lead lists into the database, perform the common qualifying activities, and convert names to opportunities if they qualify. Disqualified leads, which are those leads that are not converted to an opportunity or new account or contact record, are retained in the database for business reporting purposes. For example, you might want to analyze the success of different list sources or to assess how much time the sales force spends prospecting leads. Importing leads is the quickest way to add them to Microsoft CRM. You might already have prospects in Microsoft Office Outlook or Microsoft Office Excel that you can import using the Bulk Import Wizard, and then use the Leads list to view or open leads to make sure that all the information is imported successfully When a Sales Representative receives a lead, they need to qualify the lead by determining the organization's interest in the products or services offered. This might involve the following activities that can be tracked in Microsoft CRM: • • • • Contact through direct e-mail Appointments Telephone Calls Other tasks and communication activities

Page

84

Chapter 4: Lead Management
Microsoft CRM makes lead information easy to access from the interface, where profiles can be created and communication activities performed. All activities, such as e-mail, notes, and meetings are associated with the lead so that a running history is kept of each communication activity. After a lead is contacted, the status of the lead is updated in one of two ways: • • Leads that show an interest in buying become opportunities. Leads that do not work out are disqualified, but retained in the database for business reporting purposes.

NOTE: The Lead Source field is a good way to help the Marketing Department track how qualified leads are generated and analyze the effectiveness of different lead sources. This enables them to produce better marketing campaigns with the information. The Lead Source field can also be modified using the Customization tools in Microsoft CRM to meet organizational needs.

Procedure: Create or Edit a Lead
When you create a lead, you might be tempted to only enter the system-required fields (in red) or business-recommended fields (in blue); however, the more data you collect and enter into the Leads form, the more likely you are to turn those leads into business opportunities. Remember that e-mail addresses, the source of the lead, and specific product interests are key factors in helping your sales staff complete the necessary follow-up. Following this procedure you can create a new lead or edit existing leads. To edit an existing leads, follow Step 1 to navigate to the Leads area. Then, open the lead you want to edit. Use the information in this procedure to guide you in entering data or making changes. 1. In the Navigation Pane, click Sales, and then click Leads. 2. On the Actions toolbar, click New. 3. On the General tab, enter information or observe any noted restrictions or requirements as needed. 4. In the Contact Information area, enter all the contact information you have available for this lead because this information will assist a salesperson in making future contacts. E-mail addresses must be valid. For example: someone@microsoft.com. 5. On the Details tab, enter all the information you have available in the following sections: – – Address Company Information

Page

85

Microsoft CRM Sales Management
– Lead Information

NOTE: It is highly recommended that you provide the lead source information so that you can determine which marketing method, such as advertisement or trade shows, generates the most leads for your organization. If you specify lead information, you can filter on Lead Source to determine how many leads were generated by a given method such as Advertisement.

–

Industry

NOTE: If the lead specifies an industry that is not in the list, you can work with your system administrator to get new industries added to the list because this field is customizable. This field is used in various reports such as Lead Source Effectiveness; which, if used with filtering, can display the lead source effectiveness by industry. Another form that includes the industry field is the Account form. If your system administrator adds custom industries to the Leads form, they should also add them to the Account form to keep the two lists in synch.

6. On the Administration tab, enter information or observe any noted restrictions or requirements as needed: – Status Reason: This value appears in the list of leads in the Leads area. You can sort by the Status Reason column in that area to quickly view new leads or those already contacted. Source Campaign: Search for and enter the campaign record if this lead was generated as a result of a campaign that has been created in Microsoft CRM. Contact Methods Marketing Information

–

– –

7. On the Notes tab, click Click here to enter a new note, and add the information that applies to your record. 8. Click Save or Save and Close.
BEST PRACTICE: Use workflow rules to assign a lead or to create activities that a sales representative should use to qualify the lead. Workflow and Sales Processes are discussed in the Completing the Sale lesson.

Page

86

Chapter 4: Lead Management

Importing Leads
You can use Microsoft CRM to import leads directly into Microsoft CRM. Comma-delimited value files and tab-delimited files can be imported, which include comma-separated value (CSV), and data from other account management application files. It is important for the sales representatives to review a list of leads prior to importing the data. The profile of the leads or contacts must be consistent with the desired targets to ensure the quality of the information in the Microsoft CRM system. Importing large data files can cause high memory usage and may take several minutes to finish. Before starting an import process, free system resources by closing applications and browser windows that you are not using.

Procedure: Import Leads
1. On the Tools menu, select Import. 2. Specify the Source Import File. 3. Select Lead for the Record Type. 4. Indicate how the data is marked with delimiters and text qualifiers. 5. Follow the instructions provided by the Import Wizard. 6. Corresponding fields from the import file are mapped to associated Microsoft CRM fields using the list.
NOTE: When importing dates, the dates must be in UTC format: CCYY-MM-DD, where: CC is the century (00-99) YY is the year (00-99) MM is the month (01-12), and DD is the day of month (01-31). (For example, 2002-12-25) NOTE: To import data, ActiveX® controls must be enabled in your browser security settings. For information about how to do this, see the Microsoft Windows® documentation.

Page

87

Microsoft CRM Sales Management
7. As fields are mapped, the number of fields available to be mapped within the record diminishes. Selected fields are only available to be mapped on a one-to-one basis.
NOTE: If a value from the imported source is mapped to a lookup or pick list field, the Import Wizard presents the values from the data source and prompts the user to match it to the existing Microsoft CRM lookup or pick list values.

8. The verification settings window is displayed. Select Import to start the import process. 9. When the import is complete, the results summary window displays.

Page

88

Chapter 4: Lead Management

Demonstration: Import Leads
This demonstration shows how to import leads into Microsoft CRM. To complete this demonstration, you need access to the Leads.csv file included with the Classroom Materials.

Scenario
A Sales Representative receives a list of leads that have visited the company Web site and uses the Import Lead function to put the leads in CRM for follow-up.

Goal Description
The goal of this demonstration is to import a list of leads.

Steps
Follow these steps to import leads: 1. On the Tools menu, select Import. 2. Specify the path and file name of the import source file (Click Browse and select My Documents then select the Leads file). 3. Select Lead for the Record type. 4. The default values for Field Separator (comma) and Field Data Delimiter (DoubleQuote) are acceptable.

FIGURE 4−1: IMPORT LEADS

Page

89

Microsoft CRM Sales Management
5. Map the corresponding fields from the import file to associated Microsoft CRM fields using the list.

FIGURE 4−2: IMPORT LEADS FIELD MAPPING

6. The verification settings window is displayed. Select Import to start the import process. 7. When the import is complete, the results summary window displays.

Page

90

Chapter 4: Lead Management

Working with Leads
It is important for organizations to establish a well-defined methodology for qualifying leads. Determine the answers to the following questions regarding current policy: • • • What is the definition of a qualified lead? Is there a current process? Is the process consistent?

Clearly defined policies and procedures aid data capture, provide a consistent sales process, and ultimately result in more consistent sales results and forecasting. Is the information important to Marketing and Sales or just Marketing? Create a policy around the rule, not the exception.

FIGURE 4−3: QUALIFY AND CONVERT LEADS

Page

91

Microsoft CRM Sales Management
Scenario
A company's process for qualifying a lead involves engaging a marketing associate to be responsible for sorting through the initial leads based on the information provided. The leads with potential are assigned to sales representatives. This allows salespeople to get better-qualified leads so they also do not have to spend time on leads that will not result in sales. When qualifying a lead, the marketing associate follows these steps as a guideline: 1. Customers requesting more information complete a lead form that requests basic information about the company and the best way to contact them. 2. Based on territory, leads are separated and the specified method of contact is used to send a customized marketing e-mail, direct mail, or telephone call to find additional qualifying information. Potential questions might include: – – – Is there a budget for the products or services? Do they meet purchase timeframe requirements to become qualified? Do their needs match the solution you can provide?

What other solutions are they evaluating? 3. Accumulate the data retrieved from the e-mails, information request cards, and telephone calls. 4. Assign the leads with the qualifying policy to a salesperson for more follow-up information. 5. If the lead meets the criteria defined, convert the Lead to an Opportunity.

Lead Activities
During the process of qualifying a lead, the customer is contacted and additional information may need to be added to the lead record and communication with the customer is documented. Additional tasks are also tracked such as: • • Create reminders (tasks) to follow up Create, modify, Accept, Assign and Close Appointments

It is important to track communication with leads to avoid contacting the company too many times or having contact by multiple salespeople.

Page

92

Chapter 4: Lead Management
Use Work flow rules to keep things consistent and track communication. Work flow can create tasks such as initial telephone calls, sending materials, indicating when to send email and a follow-up telephone call. Activities are tasks you perform when you are contacting your customers−for instance, sending letters, scheduling appointments, and making telephone calls. You can create activities for yourself to do or assign them to someone else to complete. The type of access (read-only or read/write) you have to activities created by others, and others have to activities created by you, are determined by assigned security privileges. You can access an activity through different means, depending on the access privileges you have been assigned. Each activity must have an owner who is responsible for it. He or she can perform the activity or assign it to someone else. An activity that is assigned to someone else is a delegated activity. The rules regarding how users can access activities are: • • • • The person who created the activity (the owner) has, by default, full access to the activity. The owner can assign the activity to someone else. Once an activity has been designated as completed, it cannot be edited or assigned it to a new owner. Only a person with the privileges to update completed activities can update an activity, unless the business policy specified at the system level allows anyone to update completed activities.

Procedure: Create or Edit an Activity
You can edit an open activity by following step 1 to navigate to the Workplace area. Then, open the record you want to edit. Use the information in this procedure to guide you in entering data. 1. In the Navigation Pane, click Workplace, and then under My Work click Activities. 2. On the Actions toolbar, click New. 3. In the New Activity list, select the activity you want, such as Task, E-mail, or Letter, and then click OK.

Page

93

Microsoft CRM Sales Management
4. Enter the information that you want. At a minimum, entering information in the following boxes is useful when you or others in your organization refer to the activity at a later date: – – Subject: You can quickly sort on the subject when you view activities. Duration: If this activity is related to a case, make sure that you record the time you spend on the activity in this box. If the case is linked to a contract line, the durations of all the activities for this case are tallied and updated automatically in the related active contract. The total, which includes the totals from any other cases relating to that contract, can be adjusted manually before billing the customer. Due: Enter the date and time that the activity is expected to take place or be completed. You can quickly sort on the Due field when you view activities.

–

5. Click Save or Save and Close.

Assigning and Sharing Leads
You can set permissions on records that you own for other users or teams. When you set permissions on a record for a user or team, you are sharing the record. For example, you might set read permissions on your case records for a case review team so that the team members can have read access to cases but cannot modify them. Leads can be assigned to different users in the system or shared with other users. The assigning and sharing may be performed by a supervisor to distribute leads among sales representatives or users may share leads so that other users can update information. For example, leads might be shared with marketing staff members so they can look at demographic information when planning marketing campaigns.
NOTE: Within a security role, privileges identify the actions that can be performed on each record type, whereas the access level for each privilege and record type defines which records the user can perform that action upon. For example, if your role provides Business Unit Read access for Accounts, then you can view all Accounts that you own as well as all Accounts shared with you (i.e. User access) plus you can view the Accounts owned by all other users assigned to your business unit. If your role provides User access for Deleting Opportunities, then you can only delete the opportunities that you own.

In Microsoft CRM, you can create workflow rules to assign leads to users based on specified criteria.

Page

94

Chapter 4: Lead Management
Procedure: Assign a Record
1. In the Navigation Pane, click the area that you want, such as Workplace, Sales, Marketing, or Service. Note that all areas might not be available to you. 2. In the list of records, select the record that you want. 3. On the Actions toolbar, click Assign. 4. In the Assign dialog box, click: – – Assign to me: Use this option to assign the record to yourself. Assign to another user: Use this option to assign the record to another user. Click Lookup to search for and select the user to whom you want to assign the record.

5. Click OK.

Procedure: Accept Assigned Records
When a record is accepted, the user assumes responsibility for working with the customer. 1. In the Navigation pane, select Workplace. 2. In the My Work queue, click the Assigned folder to display a list of cases and activities that have been assigned to you. 3. From the displayed list, select the item that you want to accept. 4. On the Actions menu, click Accept. 5. Microsoft CRM asks you to confirm that you want to accept the selected record and move it into your In Progress folder. Click OK.

Procedure: Qualify and Convert a Lead to an Account, Contact, and/or Opportunity
Turning leads into customers, or at least opportunities, is the goal of any company. Once your sales staff qualifies a lead based on metrics used by your organization, they can use Microsoft CRM to quickly create up to three new records in which the lead is represented as an account, contact, and/or opportunity. 1. In the Navigation Pane, click Sales, and then click Leads. 2. In the list of leads, open the lead you want to qualify and convert.

Page

95

Microsoft CRM Sales Management
3. On the Standard toolbar, click Convert Lead. 4. In the Convert Lead dialog box, select Qualify and convert into the following record(s), and then select one or more of the following: – Account: Select this option to create an account record. This applies if there is an actual company you are doing business with. Contact: Select this option to create a contact record. This applies if you are doing business with a specific individual at a company or just an individual customer (consumer). Opportunity: If this is the only option you select, then in the Potential Customer box, you must associate either an account or contact with the lead. Click Lookup to search for an account or contact. Open newly created record(s): Select this option to open the record in a new window. If you only select a single option, such as Account, the new record opens as an account. If you select Account and Contact, the new record opens as a contact. If you select all three options, the new record opens as an opportunity.

–

–

–

5. Click OK. 6. If you did not select the Open newly created record(s) check box, then on the Standard toolbar, you must click Close to close the lead record.

Page

96

Chapter 4: Lead Management

Demonstration: Convert a Lead
This demonstration illustrates the process for qualifying and converting a lead.

Scenario
A Sales Representative calls an existing customer, Willis Johnson at Eleventh Bike Store, regarding a lead in the system (Will be ordering about 36 bikes this year.) for a potential purchase. The Sales Representative learns that the customer would like to receive a quote for twelve of the bikes. The Sales Representative converts the lead into an opportunity and associates a customer with the opportunity.

Goal Description
This demonstration accomplishes the following: • • Convert a lead to an opportunity Associate a lead with an existing account

Steps
Follow these steps to qualify and convert the lead: 1. In the Navigation Pane, select Sales, then open the Leads page. 2. Click the Name column to resort the data. In the Look for field type Willis and click Find. Open the lead to convert: Will be ordering about 36 bikes this year. 3. On the Actions toolbar, click Convert Lead. 4. In the Convert Lead dialog box, select Qualify and convert into the following records. Select to create an Opportunity. 5. Click Lookup next to the Potential Customer field and type Eleventh in the Look for field.

Page

97

Microsoft CRM Sales Management
6. Click Find and select Eleventh Bike Store and check the box to Open Newly created records.

FIGURE 4-4: CONVERT LEAD

9. Click OK. The Opportunity form displays.

Page

98

Chapter 4: Lead Management

Disqualifying and Reactivating Leads
Because different departments may qualify leads based on current sales and marketing campaigns, some leads in Microsoft CRM may not meet the qualifying process for the current campaign, but may meet the qualifications for other sales or marketing campaigns in the future. Then, you can reactivate the lead. When it is determined that a lead is not interested in the company's products, the lead is disqualified. The lead can be deleted, but if it is disqualified, the details of the lead are retained in the system. The lead can be reactivated and qualified at any time.

Procedure: Disqualify and Close a Lead
When you decide a lead will not turn into an opportunity or become a customer, you can disqualify it and still have an audit trail for your sales process. If you delete a lead, rather than disqualify it, any attachments or notes will be removed. If a lead you disqualify contacts you in the future, you have the option of reactivating without having to re-enter all the data. 1. In the Navigation Pane, click Sales, and then click Leads. 2. In the list of leads, open the lead you want to disqualify. 3. On the Standard toolbar, click Convert Lead. 4. In the Convert Lead dialog box, select Disqualify, and then from the Status list, select an option. 5. Click OK. 6. On the Standard toolbar, click Close.
NOTE: Disqualified leads appear in the Closed Leads view.

Procedure: Reactivate a Closed Lead
Disqualifying a lead that appears to be lost closes the lead. While closed leads can be reactivated, deleted leads are permanently removed and cannot be reactivated. The benefits of reactivating a lead are that you save time by not having to re-enter any data and you maintain the original history of the lead. 1. In the Navigation Pane, click Sales, and then click Leads. 2. In the View list, click Closed Leads. 3. In the list of closed leads, open the lead you want to reactivate. 4. On the Actions menu, click Reactivate Lead. 5. In the Lead Activate Confirmation dialog box, click OK. 6. Click Save or Save and Close.

Page

99

Microsoft CRM Sales Management

Demonstration: Disqualify a Lead
This demonstration shows you how to disqualify a lead.

Scenario
As a Sales Representative makes follow-up calls to leads that were entered today, it is discovered that a customer, Russell King at Daring Rides already ordered products from another company but they may be interested in products in the future. The lead is disqualified as no longer interested.

Goal Description
This demonstration uses Microsoft CRM to accomplish the following: • • Disqualify a lead Indicate a reason for disqualification

Steps
Follow these steps to disqualify a lead: 1. In the Navigation Pane, select Sales, then Leads. 2. Select Open Leads from the View menu. 3. In the Look For field type Russell and click Find. Open the lead to disqualify: Russell King, Good prospect for frames. 4. On the Actions toolbar, click Convert Lead. 5. In the Convert Lead dialog box, select Disqualify. 6. Select the status No Longer Interested for the lead. 7. Click OK. 8. Click Close

Page

100

Chapter 4: Lead Management

Demonstration: Reactivate a Lead
This demonstration shows you how to reactivate a lead that was closed.

Scenario
During the last marketing campaign, the Sales Representative disqualified a range of leads that did not relate to the campaign. The company is now in the process of a new campaign, and based on the search criteria specified in the Advanced Find tool, several disqualified leads match the qualifying standards for the new campaign. The leads are reactivated for follow-up with the prospects. The following leads should be reactivated: • • Tammy Khan, New store opened this year − follow up John Long, New store opened this year − follow up

Goal Description
The goal of this demonstration is to reactivate a lead.

Steps
Follow these steps to reactivate a lead: 1. In the Navigation Pane, select Sales, then Leads. 2. In the View, click Closed Leads. 3. Click the Status column to sort the leads by status. The Disqualified leads sort to the top of the list. 4. From the displayed list, open the lead from Tammy Khan: New store opened this year − follow up to reactivate. 5. On the Actions menu, click Reactivate Lead. Microsoft CRM confirms that you want to reactivate the lead. 6. Click OK. 7. Click Save and Close. 8. Open the lead from John Long: New store opened this year −follow up. 9. On the Actions menu, click Reactivate Lead and confirm the action. 10. Click Save and Close.

Page

101

Microsoft CRM Sales Management

Reporting with Leads
There are reports available in Microsoft CRM that contain relevant Lead information. Use reports to answer important sales questions such as: • • • • Where do most leads originate? Which types of leads result in the most opportunities? How many leads were disqualified and why? Who has the best lead conversion rate?

Reporting is discussed in more detail in the Sales Productivity lesson.

Page

102

Chapter 4: Lead Management

Demonstration: Lead Reports
This demonstration shows you how to print reports related to leads.

Scenario
A Sales Representative wishes to know where the majority of his or her leads originate. The Sales Representative uses the Lead Source Effectiveness report to find this information.

Goal Description
The goal of this demonstration is to view the Lead Source Effectiveness report.

Steps
There are two ways the report can be run, either from the Leads page or the Workplace. Follow these steps to view the report from the Leads page in the Sales Module: 1. In the Navigation Pane, select Sales, then Leads. 2. Select My Open Leads from the View menu. 3. On the Actions toolbar on the Leads page, click Reports and select Lead Source Effectiveness. 4. In the Select Records dialog box, select All records on all pages in the current view. Click Run Report.

FIGURE 4-5: LEAD SOURCE EFFECTIVENESS REPORT

Page

103

Microsoft CRM Sales Management
Follow these steps to view the report from the Reports page in the Workplace: 1. Select Workplace on the Navigation Pane. 2. Select Reports. 3. In the Category, select Sales Reports. 4. Click the Lead Source Effectiveness report. 5. Click More Actions. 6. Select View Report.

Page

104

Chapter 4: Lead Management

Summary
Microsoft CRM is a good tool to help qualify leads. Leads can be disqualified and retained, or converted into accounts, contacts and opportunities that can track activity such as telephone calls, e-mail and appointments. A lead can be assigned or shared among several groups or users. Microsoft CRM lets you enter individual leads or import leads from a file.

Page

105

Microsoft CRM Sales Management

Test Your Knowledge
1. Which of the following are potential sources for leads? Select all that apply. a. Company web site b. Purchased marketing list c. Contact with an existing customer d. Sales Opportunities 2. What are Prospects called in Microsoft CRM? a. Opportunity b. Account c. Contact d. Lead 3. Which of the following are benefits of tracking potential opportunities through leads? Select all that apply. a. Analyze the success of lead sources. b. Track time spent by sales people when prospecting leads. c. Assume every lead can produce a successful sale. d. Track activities related to leads. 4. Why is it import to track communication with leads? Select all that apply. a. To measure the performance of telemarketers b. To avoid contacting the company too many times c. To avoid having multiple sales people contact the lead d. To satisfy call report requirements 5. Which of the following file types can be imported as Leads? a. Comma Delimited (CSV) b. Microsoft® Excel Spreadsheet c. Microsoft® Word document d. Microsoft® Access database

Page

106

Chapter 4: Lead Management
6. Which tasks should be performed prior to importing leads? Select all that apply. a. Verify the quality of the data in the import file. b. Convert the data into a Comma Delimited (CSV) format. c. Contact each lead to qualify it. d. Manually type the leads in the Lead Form. 7. Qualifying leads helps to ensure which of the following? Select all that apply. a. Determine sales quotas. b. Provide a consistent sales process. c. Facilitate data capture. d. Accurately predict sales forecasts. 8. Which of the following are processes that should be used when qualifying a lead? Select all that apply. a. Prepare an invoice. b. Assign leads to sales representatives. c. Disqualify leads that are not from current customers. d. Gather more information about the prospect. 9. When a lead is converted which of the following types of records can be created automatically? Select all that apply. a. Activity b. Contact c. Opportunity d. Account 10. Which action should be taken when a lead has been contacted and the customer is interested in purchasing products from your company? Select all that apply. a. Disqualify b. Delete c. Convert d. Enter a new lead

Page

107

Microsoft CRM Sales Management
11. Which action should be taken when a lead is contacted and the customer is not interested in purchasing products at this time? Select all that apply. a. Disqualify b. Delete c. Convert d. Enter a new lead

Page

108

Chapter 4: Lead Management

Lab 4.1: Managing and Creating Leads
Fill in the missing information in each statement. 1. A lead is identified as a _________ customer. 2. It is important to _______ a lead to determine interest in products or services offered. 3. Communication with a lead such as e-mail, telephone calls and meetings are recorded in Microsoft CRM as __________. 4. Leads that shows an interest in making a purchase becomes an ___________. 5. A _________ process can be used to automatically assign a lead. 6. It is important to track the ______ of leads to determine which produce the most closed sales. 7. A lead that is not interested in pursuing a sale is ____________. 8. Lead history is maintained for future market ________.

Page

109

Microsoft CRM Sales Management

Lab 4.2: Create Leads
In this lab you enter a lead in the lead form instead of importing. The lab is intended to familiarize you with the fields in the lead form.
NOTE: The lead created in this lab is used again in Lab 4.3.

As you perform the instructions use the information in the Scenario and Goal Description to complete the lab. See the Introduction to Training lesson for information about the two levels of lab instruction and the lab solution in Appendix B.

Scenario
A Sales Representative receives an e-mail from Wendy Richardson at Consolidated Messenger, a potential new customer. Wendy found out about Adventure Works Cycle via the web site and would like to receive more information about road bikes. The Sales Representative creates a lead in Microsoft CRM to follow up on this potential sale and track the lead activities. Information about the company: Telephone: 555-8899 E-mail Address: Wendy@somewhere.com Main Address: 123 Redmond Way, Seattle, WA 89764 Industry: Service Retail

Goal Description
The goal of this lab is to create a lead in Microsoft CRM.

Challenge Yourself!
Instructions
Use the information in the Scenario and Goal Description to complete the lab.

Need a Little Help?
Instructions
Use the information in the Scenario and Goal Description to complete the lab. Use Procedure: Create or Edit a Lead on page 85 for steps to create the lead.

Page

110

Chapter 4: Lead Management

Lab 4.3: Qualify and Convert Leads
In this Lab you create activities and tasks and qualify and convert a lead.
NOTE: This lab uses the lead that was created in Lab 4.2.

As you perform the instructions use the information in the Scenario and Goal Description to complete the lab. See the Introduction to Training lesson for information about the two levels of lab instruction and the lab solution in Appendix B.

Scenario
A Sales Representative calls to follow-up on a lead with Wendy Richardson at Consolidated Messenger. After the telephone call, the Sales Representative sends a thank you email to Wendy. The lead is qualified and ready to be converted into an opportunity, account, and contact.

Goal Description
Use Microsoft CRM to accomplish the following: • • • Record a telephone call activity Send a thank you email. Convert the lead to an opportunity, account and contact

Challenge Yourself!
Use the information in the Scenario and Goal Description to complete the lab.

Need a Little Help?
Use the information in the Scenario and Goal Description to complete the lab. Select the lead: 1. Select the Leads page. 2. Open the lead for Wendy Richardson at Consolidated Messenger (Interested in Road Bikes). 3. Click Activities. Use Procedure: Create or Edit an Activity on page 93 to create the activity.

Page

111

Microsoft CRM Sales Management
Send the e-mail: 4. With the lead open, click Send e-mail. 5. Type the details for a thank you message and Click Send. Convert the lead: 6. Click Convert Lead. Use Procedure: Qualify and Convert a Lead to an Account, Contact, and/or Opportunity on page 95 to convert the lead.

Page

112

Chapter 4: Lead Management

Lab 4.4: Disqualify and Reactivate Leads
In this lab you disqualify an existing lead then reactivate it. As you perform the instructions use the information in the Scenario and Goal Description to complete the lab. See the Introduction to Training lesson for information about the two levels of lab instruction and the lab solution in Appendix B.

Scenario
A Sales Representative made a follow-up call to a lead, Richard Bready (Good prospect for frames) at Latest Sports Equipment. They are not interested in ordering products right now but may be interested in the future. The lead is disqualified as no longer interested. A lead from Adrian Dumitrascu (May order 75 Road bikes this year) of Active Cycling was closed after the company indicated they would not be placing an order. Adrian recently won a bike from Adventure Works Cycle at a trade show and is now interested in pursuing the opportunity. The lead is reactivated for follow-up with the prospect.

Goal Description
Use Microsoft CRM to accomplish the following: • • Disqualify a lead Reactivate a lead

Challenge Yourself!
Use the information in the Scenario and Goal Description to complete the lab.

Need a Little Help?
Use the information in the Scenario and Goal Description to complete the lab. 1. Use Procedure: Disqualify and Close a Lead on page 99 to disqualify the lead. 2. Use Procedure: Reactivate a Closed Lead on page 99 to reactivate the lead.

Page

113

Microsoft CRM Sales Management

Lab 4.5: Reporting with Leads
In this lab you view reports showing analysis with leads. As you perform the instructions use the information in the Scenario and Goal Description to complete the lab. See the Introduction to Training lesson for information about the two levels of lab instruction and the lab solution in Appendix B.

Scenario
The Sales Manager which to know which accounts belonging to another Sales Representative, Jose Curry, have not been contacted recently. The Sales Manager uses the Neglected Accounts report to find this information. Modify the report filter to display records only for Gail Erickson. Export the report to Microsoft Excel. The exported data can then be manipulated and imported as leads.

Goal Description
Use Microsoft CRM to accomplish the following: • • • Modify the filter to view data for only one sales representative View the Neglected Accounts report Export the report data to Microsoft Excel

Challenge Yourself!
Use the information in the Scenario and Goal Description to complete the lab.

Need a Little Help?
Use the information in the Scenario and Goal Description to complete the lab. 1. In the Navigation Pane, select Workplace then Reports. In the Category, select Sales Reports and select the Neglected Accounts report. 2. View the report and select Modify Filter. 3. In the Accounts section of the filter, select to view accounts for Jose Curry. 4. Click Run Report. When the graph displays, click the graph to view the supporting data. 5. In the Select a Format field, select Excel. Click Export. Click Open to display the report in Excel.

Page

114

Chapter 4: Lead Management

Quick Interaction: Lessons Learned
Take a moment and write down three Key Points you have learned from this chapter: 1.

2.

3.

Page

115

Microsoft CRM Sales Management

Page

116


				
DOCUMENT INFO
Shared By:
Stats:
views:257
posted:9/26/2009
language:English
pages:36
Description: Microsoft CRM 3.0 Sales - 8521A