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[Music] we have we have business owners that we serving and it's it's interesting when when we're starting the engagement with with our clients they usually come to us with a very strange setup of their crm so it's important for me to try to explain how a good setup looks like and hopefully you will not over complicate your crm and therefore it will it will result in in very good uh conversions less complexity you will be able to train your stuff in an easier way and so on if you look at this diagram the first step is an optional step some businesses will create leads for every opportunity and this is not correct let's supposed to be someone that you never converted before or someone that is not a contact someone that it no deals with you is totally new for your to your business and that will be step number one you have your the marketing marketing is pushing traffic into your crm and those will be the leads if you look at the lead system you will see that it's a bunch of details you have here for example the account name in your system it will be called company and after conversion the the company will be converted to an account so we just rename it to account name which makes more sense so you have your the account your if you're the person details so the first name the last name those will be later on converted to a contact and you have more details that eventually will be converted to the deal so you can see that in one module you have lots of different fields lots of different details and this is the reason it's because whenever elite comes in later on when we convert them they will become an account contact and an opportunity already this stage is optional you will convert or you will ever lead to convert only when you have the person for the first time and he's not been qualified yet and this is really step number one step number two is a must it's not optional every person in your crm that you're going to send him a proposal or anything that is related to business you must have a contact and i also recommend you to have an account the reason that the accounts module names accounts and not companies it's because the account might be also an individual imagine that you have now a system that some of the people and we see it a lot some of the contacts will have accounts and some of them will not have accounts the main problem with it is that you don't have consistency in your system for example though books is working for example based on accounts or this is the preferred way to work based on accounts the accounts becoming your customers if you have some of them with accounts and some not it's making the system a bit awkward if you will have in any case every time that you have a contact if it's individual the family name will be the account if it's a b2b the company will be the account now you have consistency in your system much easier to work with so this stage i recommend you to have it as a must the last step every time that you have an opportunity it doesn't matter if it's a deal it doesn't matter if it's the beginning of the process you always have this area this area i just wrote here something i drew here something that is very typical very common you will start with the deal sending some kind of a proposal sometimes you also in parliament you send an agreement or nda you have some revisions to this opportunity and then it's won or lost and of course this can be much bigger and be more complicated but let's say that you have for every one contact or every one account so that will be considered as one you can have multiple of those okay so it will look something like that so you'll have multiple opportunities if i will go to this opportunity for example i think i have multiple of them let's see okay let me just clone the opportunity so it will make a little bit sense so if i am going to this contact okay so the contact is jim you can see that they have two opportunities okay of course it's the same name because i just cloned them but imagine that you can see multiple opportunities for each contact or account and therefore later on we will be able to have some analytics and we will be able to see which contacts your accounts are wasting your time asking for proposals but never take any action which one of them are the winners and so on okay and that's also connecting later on i i have on my channel a video about segmentation also on the on the course so you can start segmenting your your system based on this process the same structure that i show you here you will be able to create segments for example your vip clients the ones that are having multiple deals with you and they have a big amount of money spending with you and they do deals very often so you're able to understand your business better but the only way that you will be able to take advantage of segmentation or any other quality feature in the crm is by having this structure i i will say something that i'm going to regret saying it most people will say that they have a unique process and this is why they can't do it now i do understand that sometimes there is a unique process and your business is not like other businesses and you cannot follow this process but that's happening only one percent of the time or even less but the problem is when i'm saying it to business owners they always say hey my business is the one percent so hundred percent of the business is falling the one percent so try try to take a step backward and try to vision your company based on a process like that hopefully you can do it it will save you lots of pain you