SalesForce: A Breakdown
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FunTranscript
00:00Todd Handy here and we've gotten some feedback from sellers that there's a little bit more
00:13that they'd like to understand about Salesforce. In fact, there's probably a lot more that they'd
00:17like to understand about Salesforce, but we thought today what might be good would be to
00:20give you some basic elements of salesforce.com. I believe if you understand these four elements,
00:25you probably have 80% of what you really want to know about Salesforce. And then the other 20%
00:31is specific to Beasley itself and how we've put the processes and everything together. So we're
00:36just want to get this out as best we can to all of you. So if I make a mistake, just give me a break.
00:41Next time you see me, you can make fun of me or whatever. Here's what we're going to talk about
00:44within Salesforce. There are four elements that make up most of what we do. And the term within
00:52Salesforce for those is objects. So these four objects are built into Salesforce. Everything
00:59around those can be customized and even those can be customized, but the basics are these leads,
01:06accounts, contacts, and opportunities. You can think of those in any way that you like,
01:11but I like to think of them linearly, the lead, the account, the contact, and then the opportunity.
01:16That's how I think of it in my mind. However, it works best for you. That's fine as well. So let's say
01:21you've gone to a chamber of commerce event of some kind of lunch. You come back with four or five
01:28business cards of folks that you had never met before, shook hands, said hi to them. Actually,
01:33it's COVID. So you didn't shake hands. You bumped fists. You just said hi to them. And you walked
01:38away with a business card of some kind. So pocket full of business cards, you go back to the office
01:42or grab your laptop or you grab your phone. That's the great thing about Salesforce. And you say,
01:46I want to enter in this information. So not only do I have it for me in case I lose the business
01:52card or if I'm not at the office, but I have my phone and I can access it through Salesforce and
01:58I want to put this information in. And then I know that I'm going to try to call these folks and I
02:01want to work with them. So I want to have this so I can do some things with it and measure my progress
02:07against it and so forth. So you sit down and you take that business card and you're logged into
02:13Salesforce and you go to leads. Along the top navigation, you'll have leads. When you click on
02:18that, it'll say new lead. There's a plus sign, new lead. And so you'll click to create a new lead.
02:23When that happens, you'll get a page within Salesforce that's going to have different fields
02:30asking for different pieces of information and so forth. And every once in a while, you'll see a
02:35little red asterisk here or there. There's not too much information that we've required within a lead,
02:42but some of those pieces of information are critical for us. We've got the last name required
02:47for sure. We've got the business name. And we've also got, for example, like the lead source.
02:53You may say to yourself, what does that really matter? But if you stop and think about it for
02:56just a moment as a sales manager, if I paid a thousand dollars to buy a list of leads for my sales
03:01team, and when we were done with calling all those leads, we had marked those all as leads from
03:09this lead list that I bought. And then we have other leads from Chamber of Commerce. We have
03:14other leads from events that we've done. And at the end of the year, I say, all right, let's take a
03:18look at where the majority of our sales came from, from a lead source standpoint. If of the thousand
03:23dollars worth of leads that I bought, I made $5,000 worth of sales, I'm probably not going to buy
03:28that again. If for the Chamber of Commerce membership that cost me 250 bucks, we got $10,000 worth of sales,
03:35I'm probably going to go that route. So this information, while at times you might say,
03:39why do we need that? It's really to help us better understand what's going on with our sales. And when
03:44you think about it, Marketron measures everything really much after an order has been put in, right?
03:49What's been closed? What are we billing and so forth? Salesforce's power is not as a CRM. A lot of
03:55folks will refer to it as a CRM, and it certainly is a CRM, but it's much more than that. It's really a
04:01Salesforce management tool, a Salesforce enablement tool. And as a manager, if I can see what my leads
04:06are doing and how my folks are doing with those, that's going to help me. So that's just one piece
04:11to help you understand. So in the lead object, it's going to ask me for a couple pieces of information.
04:17And when I'm ready to save, I have to have those that have the asterisk on them, but the rest I don't
04:22have to have right now. So let's say I fill in the information on the couple things that have the
04:27asterisk on them. And there's a little save button here and I click on save. All right.
04:31Then I enter in the next business card and the next business card and the next business card.
04:35And each one of those, I click plus, I add a new lead and so forth. When I'm done,
04:40those are all in Salesforce. And because Salesforce is based in the cloud, I can access it from my
04:47laptop, from my tablet, from my phone. If I'm on vacation and someone says, hey, can you tell me
04:52where this is? I could pull it up and take a look at it. It's not locked into the building or
04:57into my PC or anything else. I have put all of these business cards in and I've decided
05:02that I'm going to start working all of these to see if I can turn any of them to sales for digital,
05:07for radio, for NTR, whatever it is. Again, Salesforce is our sales force management tool
05:13for all kinds of sales. So in the lead object, in the form there, I'm going to have things like
05:20phone number, I'm going to have email address. And then there are going to be things that we don't
05:24necessarily get when we first meet this individual that aren't on the business card.
05:29You may have at the meal talked about what they do as far as what their industry is. You may have
05:35talked about some of the advertising they've done before. You may have talked about what they've done
05:39that didn't work. There are all kinds of things that you may have talked about, but specifically,
05:43there will be fields that will ask you for some information. If it's not a required field,
05:48you don't need to fill it out. But as you are making your calls and as you're going through
05:53everything, I would recommend that anything that has a field there that comes up or that you want
05:58to ask about, you capture that. The more you have, the better, so that when it comes time to be able
06:03to talk specifically about, all right, maybe it's time for us to have a meeting or to get to a
06:08proposal or whatever, you have as much of that as you can get. So you'll fill out some other information
06:12and maybe it'll be on a phone call today. You'll get a little bit of information, but they aren't ready
06:17to set up a meeting. Two weeks later, you get an email from them and there's a little bit more
06:21information and you track some of that here and here. The list goes on and on. Ultimately though,
06:26what you're doing is this, you're gathering information about this prospect. And that's
06:30what I want to speak about. In the radio vernacular, it might be that you're talking about a prospect.
06:34It is the same as a lead. Within Salesforce, lead is what it's called, but it's someone that we
06:40haven't done business with yet and someone we haven't proposed to. So I want to make sure that
06:44everybody's clear on that. We consider a lead or a prospect, no matter what you've called it in the past,
06:50in Salesforce, it's someone we have not done business with yet. We haven't proposed to them.
06:56We haven't actually billed them for anything. They sit in this stage as a lead until such time
07:02as we set up a meeting with them and we're going to go meet with them, or they might even go right
07:07to, hey, when you come to the meeting, let's have a proposal. So follow through with me. I fill in a lot
07:12of information here and the time comes that I realize that this is something that we're going to be able
07:18to do. This is somebody who needs our services. Again, NTR, radio, digital, whatever the case may
07:24be. And so we are going to actually set up a meeting. So within the lead, there is a button
07:29at the bottom that's going to allow you to convert the lead. You've tracked information in here that
07:35was the business name. You've tracked the individual's name. You've tracked some other types
07:41of information. And when you convert a lead, it's going to create two new objects. It's going to create
07:46an account, which is the business. That's Bob's lube oil and filter and the address and anything
07:53else about the business. But it's also going to create a contact. And the contact is Bob from Bob's
07:59lube oil and filter and what Bob's email address is and some specifics about him. So when you convert
08:05a lead, it's not going to be 50-50, but I'll just draw this in case. Let's say all of this information
08:10up here was about the business and all this information down here was about the person.
08:16So suddenly it's going to create a new object. And this one literally goes away. When you convert
08:24it, if you search for that, you no longer find it in a lead. It's now moved over to become an account
08:29and a contact. So here's Bob's lube oil and filter and address and some interesting things there.
08:36And here's Bob and his last name and his email address and a few things and so forth. So as you're
08:42tracking this, not only does this help you understand where you are as far as the activity
08:47you've had against a lead or prospect, if that's your vernacular, but at the time you're ready to
08:53propose or to meet with them, it needs to then be converted. Till then, don't do that. Leave that there
09:00because I think we all know that there are times when folks won't engage with us. It's not a right
09:06fit. You would say they're no longer qualified. You can actually choose if something is not qualified
09:12to reach out to them at a later time. There's actually a pull down there and I think it's not
09:16qualified nurture, right? So you could put them into a nurture queue where you would send some emails
09:21to them. You would reach out to them from time to time. If it's totally not qualified, you can say
09:26not qualified and you can just end it. It's dead, right? We're never going to reach out to them again.
09:30Like it's, I'm an electrician and I only do word of mouth. I never do advertising and I don't want to
09:35talk to you. It might be that they're seasonal and so they're not, I live in Salt Lake City, so it's a
09:41ski resort and they're not really ready to talk about that until September. Okay, well, we're in May
09:46right now, so I might put unqualified or I might leave it as qualified, but I'm not going to kill it
09:52because I know I'm going to come back to them later, all right? So it's going to create an account
09:56and a contact and something I want everybody to understand is the term of a relational database.
10:03It's a really great technical term for the fact that all of these records, all these objects have
10:09a relationship one with another. For example, Bob Jones, let's say, is the contact who owns Bob's
10:16Lube Oil and Filter. This contact actually is related to the account. They are tied together
10:23such that if I go into the account and I see Bob Jones here and I click on that, it'll actually pull
10:29up the contact page and I can see all of that. If I've got the contact page and down here it says
10:34Bob's Lube Oil and Filter and I click on that, it'll come back here. All of this information is just
10:39stored in a backend database, a relational database where they work together. So basically think of
10:47this, when you're talking to a person about their business and you convert it, it becomes a business
10:53and a person, but you can look at them either way. Some of you work with agencies and so in this case,
11:00you can actually have a master account with sub accounts as well. So if this is the agency,
11:07whatever that name is, and here are their separate clients, you can actually have multiple clients
11:12under that master and every one of those could have a certain amount of contacts. Here's the buyer,
11:20here's the president, here's the account planner, here's another one who's this person and this person.
11:25You get it, right? The list goes on and on. All of those are all interrelated one with another,
11:31but the way we present them is through an account and a contact. Let me give you the last object,
11:40which is an opportunity. Back here, I said, if you're dealing with a prospect or in this vernacular,
11:45lead and you haven't proposed to them and you haven't met with them and we haven't billed anything,
11:51keep it as a lead. But let's say every once in a while we get this situation where you're on the phone,
11:56you talk to the person and they go, listen, I've been looking for this. And so when we meet next
12:01Tuesday, would you bring me a proposal then already? And you say, heck yeah, I'm all over
12:05that because you're a good seller and you want to propose. So you can actually, when you convert this,
12:11there is a checkbox. Again, I know it's going fast, but you'll see it in front of you. There's
12:16a checkbox that says, when you convert it, create an opportunity as well. So maybe I did that. And I say,
12:23SEM campaign for July. When I actually converted that, it would have created an account. It would
12:32have created a contact and it would have actually created an opportunity named SEM campaign for July.
12:38Then within that, I'm going to have, how much do I think they're going to spend? What are the products
12:43I think they're going to want? What are the flight dates and so forth? If you don't have all that,
12:50that's fine. There's just a minimum amount of information when you convert and create an
12:55opportunity and it'll tell you what's required and it will create that. And you'll have that
12:59information. Again, I can go into the contact and down here, I see the section where all of that
13:06contacts opportunities are. And here's that opportunity. I click, it takes me here. I can
13:10go into this account and I see all the contacts and I see Bob right here. I click and it takes me here.
13:16I also see down here, lower the opportunities assigned or associated with that account. I click
13:21and it takes me here. If you understand the lead, the account, the contact and the opportunity,
13:27and you know how to navigate those little red asterisk means I need to fill that out.
13:32When I want to convert something, it actually means it's going to break it apart and this will go away.
13:37If I convert with an opportunity, it's actually going to create a third one.
13:40If I'm in any of these and I click on a hyperlink, it's going to go to something else. If it's linked
13:47to another, because it's a relational database. So something else that has a relationship with it.
13:52And then from then on, you have Bob for the next five years and every so often you have a new
13:58proposal and a new campaign or whatever. This is going to stay here forever. And this is going to
14:03stay here forever, but you're going to have another opportunity and another opportunity and another
14:07and on and on and on. Each of them is discreet. This is one campaign and maybe a flight day. This
14:12is another campaign or flight day. This is some tactics or this is some NTR or some radio or whatever
14:18such that at any time I can also go in and I can see what's been pitched at any time.
14:24Who's coming in and out of the business. Bob turns it over to his son and he steps out of the business
14:29completely. Okay, great. I create a new contact and I've got his son there forever. From time to time,
14:36you may want to create an account or a contact without going through a lead. Totally fine.
14:42If you have already pitched to them, you've already closed business with them or whatever,
14:46do that. If you haven't, please go through the lead process because that helps us to track
14:52our conversion rates and which lead sources are the best and so forth. But if you have someone who
14:58has already gone through a qualification process, but they're not in Salesforce and you've been working
15:03with them and you want to add their account and their contact, totally fine. Just help us to keep
15:07this as clean as we can so we can learn and we can understand. If you have questions, please ask your
15:14sales manager, your DSM, your DOS. We want to make sure that you have all the information that you need.
15:21Subsequent to this video, we're actually going to have one that we're going to actually have on screen.
15:25So you can see the screens, the clicks, the pulls, the drags, everything else.
15:28And it's not this Tuesday, but the following Tuesday, we have a training specifically on
15:34Salesforce, but we didn't want to wait that long. And even still in the interim, we're going to cover
15:38some other things as well. We just wanted to get this one out quickly. That's why we're not polishing
15:43it. I'm, you know, did the best that I could hope that it's going to work for you. But if you have any
15:48questions, see your sales management, worst case scenario, send me an email and we'll do what we can
15:54for you. So thanks everybody. Have a great Wednesday. Goodbye.