Deal qualification for management

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so let me start by introducing myself i am mariana i'm head of customer six house but no crm and today i'm very pleased to welcome nicholas our head of sale so hello everyone pleased to be here yes so uh i don't know if you know but this is our very first uh free master class at no crm and since this was uh sought mostly for customers and to help them you know use the software better and understand more the concepts different themes the subjects that we're going to be doing during the different master classes the idea today is not to go through the entire platform of no crm it's really we're here today to talk about um how to improve your qualification process in order to close more deals but since that we do have people who don't know no crm at all as our guests i still wanted to say a few words about who we are okay so for those who don't know no crm it's the lead management software okay so as its name suggests it's not a crm per se it's really fought for sales people to manage their leads very efficiently it's made in france it was launched in 2014 we have 15 000 users in over 80 countries and um yeah so the main idea is really to help the sales person in their daily activities and make sure they never miss the next action with a lead so that's the process is smoother and helps them close more deals so as mentioned no not getting into details of how the software works for those who are not using it on a daily basis and want to know more feel free to go to our website you don't need a crm.com and to start a free trial if you want and as uh on the subject today as you already know it's really mastering your qualification process to close more deals so the goal of this master class is to give you concrete and action actionable tips and advice that you can start using tomorrow to help you increase your conversion rate all right so the format of the session i promise it's not going to be a monologue by me the idea we have nicholas here today so that it's interactive okay and the idea is that we have a more theoretical part at the beginning where nicholas is going to talk about the importance of having a well-defined prospecting process qualification process and separating properly the qualification of your prospects from the lead management part so once you identify potential business opportunities okay and then on the second part of the master class we'll have a more practical site in which nicholas will explain us exactly in concrete terms how the no crm team uses no crm on a daily basis to um to work on their prospecting activities and qualifying leads okay and after that we will of course have a q a so you're more than welcome to ask us all your questions during the master class i will try to take your questions to nicholas between the different parts so do not hesitate to ask all the questions during the presentation okay and i've also prepared a quick quiz with two questions so please answer them at the end of the session all right let's go i'm gonna stop talking now nicholas is your turn thank you very much you're welcome and uh so let's go the first question for you nicholas would be what is the difference between cold prospects and leaks yeah okay so let's start with a kind of a theoretical aspect at the beginning so yeah let's define the terms uh important so we're talking about a cold prospect when we talk about the contact that you do not have spoken yet to okay it's not yet qualified to enter your sales process it's really a cold prospect depending on your business of course it can take you know it can range from a list of contacts that you buy on an event or that you download or scrap from a database to also a company or people that have shown a little interest like maybe they visited your website or they you know started the trial account on your platform but it's still cold because it's not qualified to enter your search process okay okay so it depends on your business and so that's called prospects um business opportunity or qualified leads as we can call them these are more contacts that actually have shown an interest in your product or services and that you have qualified to be able to enter your sales process your sales process can then be a demo providing a quotation uh you know meetings and everything but they're they reach the sales process part and they cross the qualification step basically okay so it's basically the idea is to separate them and focus of course on the opportunities that have qualified and because they have better chance to close at the end all right that's clear and uh so you talk about uh qualification what is it exactly yeah so uh the qualification uh as i just said is the step between core prospects and qualification qualified leads of course is basically the filter between the mass volume of prospect that you get in and the lead that you want to focus on so that would be the guy that bounces you you know at the entrance of a nightclub basically okay it contains a form of a cold um but basically it's a discovery phase that will allow you to validate or not this prospect ing to your own qualification criteria we often hear about you know uh mql or sql so marketing qualified leads or sales qualified leads and basically the sales qualification it will come right between the two all right all right all right and why is this qualification process so important in a sales team yeah it is very important because uh it helps you do three things basically the first one it will of course optimize the time of your sales rep because they will focus on the opportunities that have a better chance to close okay uh qualification it will help you filter as we mentioned just before what will come into your sales process and what your sales rep will focus on so first thing is optimize the time of the sales rep then of course it will help you increase the closing rate for two reasons the first one is because your pipeline will be full of qualified opportunities only okay obviously if you manage the qualification process well and turn on uh also it will give um your sales rep more weapon i would say to close the deal in the sense that they have requested and and and retrieved the information that will help them qualify the lead but also help them again go through the whole process until the closing okay all right that's clear and then the last the last part i would say if i can say it's also for the prospect uh it's important because if you have a you know a powerful qualification process or at least um you know well-defined qualification process it will give the prospect a better experience in uh in the sense of buying experience you know it's clear for them what's gonna be the process the qualification phase is here to you know better understand the project and what they are looking for better helps them basically so they are going to feel the difference between you know a straight process going to the sales part and dividing that into a qualification phase and then moving on to the sales process if they are qualified so i would say smoother for the for the prospect as well okay makes sense makes sense and what is your tip to optimize the sales process and make it better and more performing in order to close more deals well first thing you need to define of course the qualification criteria so uh what will be the the thing the information that you want to retrieve and that will validate or not the prospect to go in the next phase basically so it could be just you know uh taking that the need of the prospect is aligned with what you can offer in your service or product so that's basically checking in their needs but also it can be you know checking if it's a real project if they have the budget for that what will be the decision process all these kind of things that are very essential information for you to qualify daily so there's a lot of methodologies sales qualification methodologies out there and you can look it's not the topic of the master class of course but first of all define your qualification return okay second thing we then advise you to formalize or write them in a script so that you have always the same structure when you collect information during your first call okay it seems quite you know obvious but it's very important and uh it will also very basically help your salespeople also during their first call you know it's it can serve as a guide and you make sure they don't forget anything you make sure that's the right question so it's very powerful very important great and the last thing we could say is yeah it would be to manage basically your prospects separately from your leads so uh we discussed that already but it's very important that you don't mix the two processes and that way it's going to be easier for the reps to focus on one part on the call prospect so it can be call coding or anything that uses prospecting activities and then on the other side focusing on the lead itself the qualified leads to make to drive them to the closing phase okay yeah great great great well the this was the the theoretical part of of this session uh thank you nicholas so if we were to remember three things that nicholas just said it was it would be um to have a qualification process uh materialize it or transform it in the script okay and make sure to manage your prospects and your leads separately exactly yeah yeah yeah i would say exactly so now nicholas what we would all love to know is how does your sales team at no crm do this on a daily basis can you show it yeah yeah that i'm going to explain exactly how we do it we have around 200 prospects per month that we manage across various members of the team okay and i'm going to show you explain you the qualification criteria and show you how we do that in no crm how everything is built and what is the process exactly but for that i need to share my screen first oh can you no you can't you probably can't alright let me allow you to do so okay should be fine now great and can you uh before while you're sharing your screen can you tell us a bit how your team is structured do you have people doing exclusively um prospecting part and others people they're just other people that are just closing or do they all do everything no we we basically organize as a as a full sales cycle team i would say i don't know if we can say that but uh no we managed across the the sales cycle from prospecting to lead closing and even to the customer success part so try falling down to your team then as well but no we manage the full cycle so we don't have a specific team doing the cold calling but the same process could apply to a team you know [Music] separated between cold color or what we used to call sdr and then account executives that would you know manage the lead then okay so i can explain the process it works for two type of teams uh the the ids and principles are the same okay great but can you see my screen now yes a question i can everybody can i believe everybody can if i can yes should be okay so for those who are familiar with no crm so this is the lead section okay so we are here in the lead section this is basically the pipeline where i do manage my sales qualified leads so this is the demo account this is not our real account for the team we cannot show you that but still it's the same principle okay so here i would manage all the leads that has crossed basically the qualification criteria the bouncer at the entrance of my sales process okay what we are going to focus on right now is talking about the call prospect part of the tool this is where we are going to manage our prospecting and qualification part okay so to give you a concrete um concrete example at no cm we manage and prospect the prospect or basically the people are trying the software so starting a trial account on the website and that have more than three potential user so the is it all the first you know criteria to enter the prospecting list the prospect part of the tool okay okay so the team will manage them in a prospecting list so in nostram you basically see here the code prospect part is really separated from the lead so that's very important and in this interface if i jump into prospecting lists i can create multiple prospecting needs that will you know be either created manually by importing a csv file i can copy paste some line in the prospects and i can also link that to my favorite you know lead generation tool either using zapier or using our api and that's what we do at no crm so basically all team members have an access to a dedicated prospecting file which is divided by area of the world for us and as long as soon as a you know prospect create a trial account on the website for example in latin america is going to arrive in this prospecting list in the process latin america prospecting this and this is going to be managed by the latin america sales manager okay okay as simple as that so you see now uh the interface with what uh prospecting it look likes it's basically an entry which is a kind of x-like and you have information colon you can build that and then you've got a little interface here to manage efficiently those prospects okay so remember it's called prospect so you want to reach him for reach them for the first time okay so i'm going to open this little bubble here i've got a prospect brother in ocean that allows me to you know see the information in a very efficient way and then i'm able to start reaching out to this prospect and qualify them okay so how do we do the qualification is basically a call for us okay so for that you've got various possibilities i have integrated this account with ercol so i'm able if i click to launch directly the dialer circle but if you don't have a code or other viewer system you can have the qr code so you're able to flash code the code and start the call directly okay and then when i talk to this person i mentioned that i i want to have a script to guide my sales team [Music] remember that so here in the tool you can have a specific grip for your prospect qualification you can build multiple scripts in the cnn you can even build them out of the crm if you don't use museum for now but i'm going to show you uh oh it's not the right i have it in french which is sad for today but i'll just use this one yeah to give you the exact the the example of what you can build it's basically a formula that you can build from scratch or you can use our template when you start building them we've got values templates for b2b or you know property agencies real estate and marketing agencies the idea is to formalize and write down all the information that you want to retrieve from the first call with your prospect and that will help you define if they are qualified or not basically so you can start with you know basic information about the company and what uh what they are doing at the size of the company so for us it's important to understand also what they are looking for because it started the trial account so it's important to ask you know why did they start to try an account in the first place and what is powerful with the script is you can write you know i want to get the property type here it's an example in the in the real estate but you can even write down you know the questions that you want your sales team to ask and that's very powerful to drive again the team to ask the right question receive the right information and then qualify better the prospect so you can build that from you know using pros and cons restrict contact information and then focus on what is important also timing budget decision criteria all these valuable information that you want to retrieve during the first call okay so i'm going to type information and it is like this the timing would be now okay [Music] some other questions i have a you know you can put that if you want a timer of your code to be able to measure the average time of your qualification code could be important for your sales team also you can rate the call and then you can log an activity this is specific to museum you can you know predefine activities and i would advise you to define the qualification activity okay and there you can define is it a good fit is it a bad fit or is it kind of in the middle uh so for this one i'm going to use the the waning and then i'll post that on my prospect and retrieve the information and i can then move on to creating a lead and in your case warning what would it be for for the team like not having the decision maker on the phone not having a specific budget not being it could be there is basically a red flag in terms of features people that want to manage everything in the same software for example but uh that would be benefits uh warning is more like yeah you don't have the decision maker the process is very long so we try to focus on on deals that would close within one month or one month enough because the trial period is 15 days for us so that doesn't make sense to follow up on needs that would close at the end of the year for now you know so but depending on the size so it's it's a mix between okay we are in the right position to enter the needs what they are looking for is exactly what we can provide but in terms of process there is a question of butcher there is a question of decision maker timing scan of things that you know put a little warning on the on the qualification exactly absolutely and this and the script uh just to make sure that everybody understood uh it can be i mean it's a no crm tool okay that is uh external to no crm but you integrate with no crm if you want and it's super easy to to create i don't know if you were going to show us uh we can i can show you later on in the admin panel but basically you can as well start creating your own script if you don't have a no crm account right now okay so that's uh we've got the script generator you can find us on google i can show you the address and we're going to put that also in there in the in the comment maybe in the video we're going to send the recording and so that's an important part because you can start building the script straight away tomorrow uh for your team uh even if you don't use nauseam of course it's easier to use because in australia it's integrated you can create multiple and then it's going to follow up on the lead life when it's created as a lead okay so to explain that i'm going to create a lead so from the prospecting list directly i can create a lead because this lead has passed the qualification criteria i have predefined tags that i need to fill in and then from my prospective list i have a lead that arrived in my pipeline and i have the pleasure to tell you marina that i created a lead for you [Applause] so i would be in this case the you know the esdr calling prospects from a specific list creating leads that arrive directly in minus pipeline so i was mentioning before you can have the team managing the full cell cycle or i am the qualif qualifier basically myanna will be the closer okay and i can define that actually in the lead rule uh lead creation world sorry here okay and can you share a prospecting list between several people yes you can you can define the access rules for each prospecting list it can be by team uh for a single person or shared by some people in the in the team and then what you can do is you know assign colors like this like i did for these lines and you know you have a specific color code for each of your apps and you know okay this one or the one for vlad which is the sales guide for more sales team and all the other one is it is going to be for me and then i'm going to assign you all the leads that i'm creating from this prospecting list all right and we can filter those you can enter everything here yeah an important thing i didn't show that if they are not you know reaching out the sales process for example it's a bad fit so i'm going to enter that okay it's a bad fit you don't want to delete them what you're going to do is cancel this prospect okay using the action menu here you have a console button and then you move on to the next one and that's how you're getting efficient with your prospecting list i'm calling this one i cannot get an answer with the dream team edition at no cm you're able to send an email directly from your prospect okay so this is directly integrated with your existing mailing system you can create templates for your team in this case i want to send an email to a prospect so i've got my folder prospect management i've got my first discovery call and i'm going to send michelle a nice email proposing a call because i didn't manage to reach him in the first place okay [Music] i'll be able to track this email once it's open and i'll be able to retrieve information on the results of my template like statistics on the template i used to reach out to prospect so again in a few clicks i try to reach out to michelle i didn't get an answer i send out an email to propose a call and i'm moving on to the next one the next one is actually already created as a lead i'm moving on to the next one and this way you know i manage a large volume of prospects i focus on call prospect i turn it into leads when they are qualified and i assign it to the account manager who's going to close them after all right it's that i'm gonna i'm gonna ask a tricky question i know the answer to but probably other people might be wondering uh when you when i call a prospect and they don't answer um what i mean i can send an email but how do i what's the process like how do i set up a reminder for calling that prospect back in a while because you can't do that right you have to create a lead yeah you can do that in in in no crm so it's basically a question of implementing a process for your team okay okay so what we do for us is basically you take uh one hour every morning to go and check your prospecting list so for us the process is the prospectiveness is automatically automatically filled in uh when someone creates a trial account every day we receive leads on this prospecting list and it's the duty basically of the sales rep owner of the prospecting is to go and check and do their cover okay our process is to call three times so you need one call one email if you don't manage to reach the person the next day you do another call another email and then you wait for another two days another call another email and then if you can't read them you can sell the line just as we've seen before okay okay and you move on to the next one perfect okay so that's basically how we do it at no crm and then what we do is uh trying to understand what works and what are the key performance indicator the kpi of each prospecting is and of this process basically so how we do that we use the statistics available in nusian so we've got a lot of you know performance analysis that you can access for your team's activity team performance and everything a quick one we've got now the sales goal okay [Music] so you can assign goals for your prospecting team if i take mine for example i set up a goal i need to you know do 10 qualifications on prospect per week okay that's my goal as an sdr as a qualifier i need to do 10 qualifications on prospect and i have to manage two meetings okay okay so that could be goals that you set up for your team to keep them you know motivated especially for prospecting activities which are [Music] quite difficult exactly but what i wanted to show you it's actually in the analysis per prospecting is okay so you've got a dedicated analysis for your prospecting activities you can filter by user you can filter by tag also but basically if i jump back to the prospecting list that i use just before doing the demo it's basically providing me an analysis of what has happened in terms of activities but also quite qualitative analysis of the prospective okay because i've got a number of entries how many leads were created how many leads were one from this prospecting is and how much money it bring into my account okay so by analyzing this you can obviously you know analyze the source of this prospectiveness if it's a good source for of leads for you or not and then you can also try to improve that then you've got below the activity performed by your team within this prospecting list so just before you've seen that i've logged some warning activities you know qualification warning qualification good fit qualification i think i'm logging all my calls as well and you basically are able to follow up on what has been done by each team member on each of the prospecting lists okay so all these activities are related to your business of course you can set it up in the cm ing to what your sales reps are doing actually on a daily basis and you can keep track of that for a specific perspective that's great so you can know how many calls you need to transform how many prospects into leads and yeah so to set those goals you can base your goal you can base yourself on these steps to create the goal to create the goal so you don't create goals that are not achievable and plus it's also a you know a self motivation tool for a team they are able to keep track of how many qualifications call they did how many calls we are successful and also if you have a team of qualifier and then closer um you can find information on what has been done on the lead after it has been created from this prospecting list okay so was the lead closed or not and that's also very important as it says reps if you qualify the lead for someone else to be able to follow up on this lead and see if it has closed at the end or not and of course it's very important for the sales manager at the end great so yeah that's that's what we do and uh and and the sales goes i i have to admit it's kind of new it's a new feature it was lunch today so yes this is very new so we don't have any uh any uh any specific um you know feedback to give right now because we didn't use it uh internally but um but i would say for a team of qualifier sdr it's very valuable to keep track of you know what has been done in the prospecting list especially so you can access it here directly set up goals for your qualify your team and uh and make sure they keep focus on that when they are doing their prospecting activities all right can you just show us quickly how to set up the you know the different activities how to appreciate the goals for example so i'm going to my profile the admin panel for all uh related to activities and and things it's gonna be under the sales process okay so i'm finding it here activities you can create custom activities and outcomes okay so here i have created an activity which is qualification okay and i can define three outcomes you can have more of course you can be very creative in the way you create activities but basically call meeting can be demo can be anything and the outcome it's important to set up the outcome because this is what the sales rep are going to actually fill in when they are doing an activity sales goal also you can define it here and we were talking about the the script the script is here what we call said script generation okay okay it's under built-in tools sales script generator and i can create multiple one activate them edit them and let's try to create a new one so it brings you to page where you can start creating your sales script and if i don't want to start with a blank page i can select b2b service and then i've i've got an interface with a lot of different blocks that i can add predefined questions that we you know set up for you and you can adapt everything okay and you save it to your account it's going to be synchronized directly to your nostram account and it's going to be in your list you just need to activate it for your team thank you have a great week and hope to see you during the next section question bye everyone bye bye [Music] bye you