Automate your sales process for security

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hi everybody thank you so much for checking out this sales automation workshop my name is jared i'm on the sales team here at nutshell and today we're going to take you through building a custom pipeline with sales automation then we're going to create a lead and work it through that pipeline to show you how the automation works so we are going to spend most of our time today inside of the web app so inside of your initial account to get you to your pipelines you can click your settings button here in the lower left corner go up to your company settings and you'll see pipelines under the sales automation tab here now pipelines in nutshell you can pretty much use them for anything it could be of course sales you know inbound outbound um maybe more account management or a nurture pipeline um but you could also use them for more you know projects you know it could be a post-sales project something like an onboarding and training pipeline or an installation pipeline we've even got you know non-profits using us for fundraising and and you know amongst others you know you can pretty much use these pipelines for any process that you want to keep uniform across a company so just so you understand how we organize data in nutshell we have three main record types so there's companies people and leads people records of course are great for you know all of your contacts so you know customers prospects partners you know whoever they are and all the communication that you're having with them company records are great for creating the relationship they have with their company or organization and then leads you can basically use to work a person or a company or multiple through one of your custom pipelines so basically you'll just open a lead and pick the pipeline and attach the contacts and and companies associated with those contacts through it now you can see we've got a uh a pretty long list of pipelines inside of here what you could do if you've got leads that are coming in and you want to make sure they're heading into the right pipeline you can add distribution based on different criteria so it could be the source they're coming from you know company type industry market you know whatever it is that'll make sure that they're going into the right pipeline and the automation can kick off after that we're going to go ahead and start by creating a new one here from scratch and we're going to make this one pretty simple it's just going to be a general you know kind of prospecting pipeline we're going to call it prospecting i'm going to create the lead and we do have a nice guide here so if you're just developing your process um you know whether it's a sales process we do have these templates you can download to kind of get some ideas from there's 16 of them here we're just going to start from scratch and create our first stage so i hit the add stage button here our first stage is going to be called prospecting we do have this nice guidance section here so if you want your reps to see any guidance when the lead is in this stage you can add it here um we don't do any conversion from you know prospect delete opportunity to whatever what we do have though is this confidence and the reps can always adjust this to zero to 100 but this is a way for you to standardize that as the lead is in that stage and you know in prospecting here we're probably gonna leave this as a zero so this is fine um you do have the ability to mark the lead as overdue if it sits in this stage for too long which is great for you know you can filter a nice list see all the overdue leads and make sure to follow up and and keep everybody in line with those and then you can also automatically close leads if they remain in a stage for too long so if you've got you know a high volume of leads that are going into a pipeline and you've taken all your swings at them whether they're phone calls you know emails whatever you're doing and you just never get a response you can have them automatically close after x amount of days weeks months whatever it is that way you don't have to manually go in and do that uh it can even give you a closed reason it could be could not contact for instance to help keep your pipeline nice and clean so this is a good start we're just going to start with prospecting and the way that i like to do this i like to identify the stages of the process first and then we're going to go in and add the automation for each of these so our next stage we're going to call it uh qualifying and here i am going to add some guidance you know maybe we want our qualification questions to show up here in the stage 2 let's say that we're at a 10 confidence we're not going to mark the lead as overdue and we're not going to have it automatically close so we've got our next stage here from there let's call our next one schedule pitch we've got our pitch coming next and then we're going to have closing and again you can add all that guidance and the confidence can increase all that stuff as you're building these out let's actually do the confidence here we'll say this goes up to a 20. we'll say in the pitch stage we're going to go to a 40. and then in closing we'll say it's a 50 what's nice about this confidence too it's not only good for judging the confidence your reps have or you have in your reps closing the lead um it's closed one but also if you do any forecasting you can actually weigh the confidence percentage by the value which a lot of time will give you you know a little bit more realistic number to expect in your forecast for the next you know month quarter year whatever you're forecasting for all right so this is a good start we got all of our stages on here now we can come in and we can add our automation and so the way the automation works this first bar here this is our assignment so when the lead comes in and it hits our prospecting stage who do we want it to assign to um you can keep it simple you could say you know it's going to go to this person every time that's who's going to handle our prospecting i think we have a team in here we got our sales team so we could say we wanted to go to our sales team and we've got all of our sales team members a part of that team and we want it to round robin so it can basically evenly distribute all the leads that are coming into this pipeline amongst all the reps on that team if you have different sorts of rules like maybe it's based off of territory value market whatever it is you can add these special cases which will make sure that your leads are routing to the appropriate rep or team based on those special cases but this is good we're just going to round robin them keep it pretty simple um and this whole bar is assignments so if you have a team that maybe uh you know qualifies your leads maybe a business development or lead development team and as it works its way down to the pitch phase you can have it reassign the lead to your more senior sales staff of course you could just have it assigned once and that person will take ownership through the whole sales process i think that's what we're going to leave this one as here now for our goal for the prospecting stage here what we're going to do and we give you a big list of goals you can pick from you know it could be figuring out their contact info um adding a contact it could be adding a product or a value to the lead it could be scheduling or completing any activity those could be custom too you're not limited to phone call meaning etc it could be any custom activity that you create um sending an email to the lead receiving an email from the lead or even if you send an email and there's a link in the email and they click that link that could be enough to meet the goal of the stage and advance it to the next for you or you could even create a custom field and depending how your reps answer that custom field it could leave it in the stage it's in or advance it to the next stage in this case we're going to figure out a contact we're going to do we need their name and we need their email address once we get that the lead can go ahead and advance the next stage here now to get us to this goal we might need an automated task to show up in our to-do list and so what we're going to do we're going to keep this one simple we're going to say do some research it's going to be assigned to the lead owner and this is how quickly one wanted to show up in that that person's to-do list so we're going to say we want this pretty quick we're going to say one hour after this stage is entered we'll say after the lead is open so basically what's happening is as soon as a lead comes into this stage it gets assigned to one of our sales members the goal is to get a contact and to get us there we're gonna have a task that shows up at our to-do list to get that person um you know find our contact and add their contact information so this is pretty good so far now for the qualifying stage we're going to leave assignment to for whoever is doing the prospecting our goal here is probably going to be to complete an activity and again you can customize the activities that they need to complete in this case we're going to want to get them on the phone and do a qualifying call we'll call it now to get us to the qualifying call we're gonna probably need some outbound tasks here so some automated tasks to do some outbound calls we're gonna call this uh call do this we'll do our day two call and that's gonna stay assigned to the lead owner we're going to make our due date uh we'll say we're going to say two business days just remember if you guys do work off of business days to do business days over normal days and we're going to say after the stage is entered this task is going to be due you can add a description here if you need more context to that task but this is good so we're going to add that and this is basically creating a cadence of how many swings you're going to take so we're going to do a day 2 call maybe we're gonna do a day four call if they don't answer that same thing we're gonna make our due date we're gonna say two uh business days after the prior task is complete and so basically what's happening is you know you get your contact it moves it here the goal is to get them on the phone and do a qualifying phone call to get you there you're gonna get a cast to try to make that first outbound call if they don't answer you check the box that you tried you leave a voicemail two days later you'll come back and you'll do your second call and you can continue to add as many of these as you want we also have the ability to automate emails to start sending as well so in this case you know what we could do we could get our prospect it moves them here our goal is to of course get them on the phone and do a qualifying call but maybe i want some automated emails to start sending so nutshell offers the ability to automate a template from the lead owner or you can do a automated personalized email sequence and i'm going to switch tabs here just to show you how that looks so we're in the template section here and i've got one template that i've teed up here and this is actually a sequence so it's three different emails with a certain amount of business days between each one going out and you can see i'm pulling the first name off i've got a link to my calendar on here basically what we're trying to do is we're trying to get them on that call to complete that goal but instead of me doing the outbound call maybe i want to start with an automated email so the way this works is this email will go out first if they don't respond to this email two days later the second email will automatically go out they don't respond to this one three days later this third email will go out i can of course continue to add follow-ups if i want this isn't email marketing this is coming as a one-off email we do leverage your email provider whether it's office 365 g suite whoever it is to send the email there's nothing that says powered by nutshell the recipient doesn't know that you're you know automating this through nutshell it's just a tool to automate your personal email follow-up and so what we can do is we can say i want that email sequence to start sending from the lead owner and i'm going to pick the one that i created and you could say i wanted to start sending four business hours the lead is entered one business day or five business days and then you could say when you want it to stop so again it will always stop if they reply to it and then you can come and pick up the conversation manually but we could say you know once it's out of the qualifying stage we just want it to stop sending whether they respond or not and so now what we have is basically a lead coming in getting assigned to one of our reps they do their research they get a contact and moves them over here our goal is to get you on the phone and do a discovery phone call without the rep doing anything that email sequence starts sending you know it goes out four hours after four business hours if they don't respond to that we try our first outbound call on day two and the way that i have that sequence lined up the second email should be coming on day two and then if they don't respond to that you know we try another call on day four of course i can continue to add more call tasks or maybe there's another form of task that you want to create here but you're basically creating this cadence to try to get you to this goal so for here what we're going to try to do as our goal of course is schedule something so we're going to say we're scheduling an activity and again you can customize the activities we're going to say we need to schedule our pitch meeting add that maybe we're going to add another task schedule pitch and we might want to make that do we'll say one we'll probably want to do that fairly quick after we do the uh the qualifying call so we're going to say one hour after the stage is entered so now we've got our task to schedule it we send the meeting out we schedule it once it's actually scheduled the lead will advance the next stage and you can schedule activities inside of nutshell or if you're on office 365 or g suite we do have a two-way sync with your email and your calendar so if you schedule this pitch meeting the lead contact is a recipient of that meeting it will automatically sync into nutshell and can advance it to the next stage for you now for the pitch our goal is to complete that activity and the activity is the pitch meeting i might have to scroll down here there's our pitch meeting i can add that and so we get it scheduled it moves it here our goal is to complete that pitch meeting but maybe we need a task to you know prep prep for the pitch meeting same thing we're going to make this uh we'll say this is gonna happen pretty quickly it'll show up in your to-do list we'll say it's one hour after the stage is entered once you actually log that you completed the pitch it'll move to the next stage here we don't need a goal here because we're at the end of our pipeline but maybe we do need some tasks here so you get through the pitch meeting it moves it over here maybe there's a you know a pitch pitch recap template that you want to send right and you want to kind of tailor that to uh to the uh the conversation that you had on the pitch meeting right we're going to make that do fairly quick again we're going to say one hour after the stage is entered add that and then you might need some more follow-ups after that too right so you send them you did the pitch moved them here you send them the pitch recap template maybe we're going to do a close call after a few days we're gonna say we're gonna do our first call two business days after the prior task is complete and then you could do another one too we'll say we're gonna do a close call number two and we're gonna say we'll do that three business days after the prior task is complete and so that's kind of how you build this you've got this nice little workflow now where you know a prospect comes in gets assigned to one of our reps they get a task to get that contact info they get it it advances them to the next stage our goal is to get you on the phone and do a discovery or a qualifying phone call excuse me they start getting those emails to try to get you to schedule that call with them they get you on the phone if they don't schedule it through this email you know you're doing your first outbound call you don't get them on that one you get reminded to come back and do it again you do get them on the phone it advances it to the next stage scheduling it advances you here completing the pitch moves you here and then you get all your tasks that are going to show up to come in and close that sale now this is when the lead is open you can also have different things happen based on the outcome and that's what this follow-through tab does up here for you so you could say basically if the lead is one maybe we need to you know start onboarding and we might have that go to let's say that antonio's on our uh you know our customer success team and he's going to do the onboarding and we wanted to do that very quickly this case you know it could say start onboarding it could say whatever you want to do antonio might have his own you know onboarding training pipeline maybe an installation pipeline that he would create his own lead in and then start working him through that onboarding process so this is where you can kind of have a handoff between your pipelines you can also have it convert that maybe they come in as a prospect and you want it to automatically convert them to a customer once the lead is won you can have that automatically happen we do have the ability to automate email marketing as well whether you're using one of our partners or if you're going to be using nutshell marketing you can actually have different things happen based on outcome or as they're moving through your pipeline right so i showed you the automated emails that can happen that come personally from the lead owner you can actually have people added to your marketing as well based on a lead hitting a stage of your pipeline where it will automate that for you or you could do it based on outcome so you could say if the lead is lost for instance we have a win back campaign that we want to add them to as well so this is how you build a pipeline now we can go through and we can kind of show you how a lead will look working through that pipeline so we're going to come in here we're going to hit the plus at the top and create a lead here we're going to call it our test lead i can come and i can add products again we're going to pick the pipeline that we're going to add it to i hope i picked the right one here i didn't realize that we had two prospecting pipelines you can add a company whether you're doing it from the existing companies in the account or you can add a person none of this is required you can just create the lead and then you can add all that stuff later and it looks like i created it in the wrong pipeline that's okay because we can move it to our other prospecting pipeline just like that all right so we've got this lead in the right pipeline so basically you can see that we have our task that will be due today at 454 to do some research right go to linkedin go to the company website find a contact let's say that we do get uh you know the company here we're going to call it abc company we'll keep it simple and then we actually do get our contact and remember this is the goal so i went out i can either find that contact's name and create them from scratch or maybe just add an existing contact that already exists inside of your nutshell account so we're gonna add the contact here and you can notice that the goal was met and advance it to the next stage here so what's going to happen now and you can see that automated email that sequence i created is going to start sending tomorrow at 10 55. now i can rely on the automation and let it send or if i want i can hit the send now button and that'll just send as soon as i hit that um from there we're going to get our call task to try to do an outbound call unless they respond to that email and they actually book the call and we do the qualifying phone call then i want you to do this task but let's just pretend that we do get them on the phone i can come down here and i can just log that we did that specific phone call which again we said was a qualifying call testing i can add all my notes in here if i want as we're talking on the phone i save it all of our emails phone calls activities we're doing are all going to be logged in this nice timeline down here you'll notice if i scroll back up the lead automatically advance to the next stage and i get my next task which is to schedule that pitch meeting now again we do have a two-way sync with your office 365 or g-suite calendars so you could book it from office 365 or g suite it'll sync in so you won't have to schedule it from nutshell for this sake i'm going to come down here and say that i'm going to schedule it we're scheduling our pitch meeting and i'm going to add ann as the recipient i can put my agenda all this other stuff we're just going to save and close this and because that meeting is scheduled now i can come back up here and you can see that advance to the next stage which is pitch i get my tasks that's going to show up in my to-do list to prep for that pitch meeting let's say we go through and we actually do the pitch this activity is scheduled so i can come in here and i can say that we're going to log that we completed this i can put my notes here again if i want to hit ok and then save and close that if i come down here you'll see that the pitch meeting was logged with all of my notes if i come back up to the top you see that the lead automatically advance to the next stage and i get all those you know to send the recap template and my closed calls will come after that so that is sales automation in a nutshell i really appreciate you checking out this workshop we do have a sales process worksheet um sometimes it's easier to get it down on a worksheet before trying to implement it in your nutshell account feel free to reach out to sales nutshell.com and we can send that right over to you again thank you so much for joining today i really appreciate the time and i hope you have a wonderful day thanks you