CRM APPLICATION

Managers Users Guide

V1.0 March 2018

CRM Users Guide V1.0 2

CRM APPLICATION Welcome to the OneWater CRM Application, designed to enhance the management of your sales team to ensure effective customer follow up. The application will allow you to:

• View incoming leads and assign to specific sales people as needed • View Customer Reports • View Store Activity • Enter or search customers • Enter and track customer activity • Match customers with units in inventory • Contact customers directly through the CRM application

The application is mobile and tablet-friendly, although all the screen shots in this guide are from the desktop view for ease of training.

Separate guides for CRM Processes (ie: lead rules, etc.) and Sales Consultants have been also been developed.

Definitions Leads: Web, Boat Show or Orphan Leads that have been assigned to you. Once a lead is acted upon, the lead converts to a Customer in your follow up.

Customers: Any prospect or sold customer in your database. There are four categories of customers:

Sold: Customers that you have sold a boat to.

Active: Customers that are actively in the market to purchase in the next 90 days. Research shows that you should keep your Active customers below 200 to be effective.

Nurture: Customers that are longer term prospects that you want to keep a lower level of follow up with.

Inactive: Customers that you no longer want to, or can follow up with.

Use of the OneWater CRM Application is mandatory for all customer activities. Lightspeed is only used for Sales Quotes and Deals, all

customers must be put in CRM.

OneWater Marine spends considerable money and effort to drive leads to the stores. As such, these leads and customers belong to the company, not

the individual sales consultant.

Remember, if it’s not in CRM, it didn’t happen! (at least when it comes to which Sales Consultant and Store is working with a customer)

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100% Process for CRM Success

To ensure the OneWater CRM Application (or any CRM for that matter) provides the most benefits to the sales team, it is essential to follow these simple processes:

• 100% of leads, prospects & customers are added to CRM • 100% of scheduled Follow Up is completed daily • 100% of the leads that arrived today are contacted before closing time

o With a goal of every incoming lead contacted within 15 minutes of receipt • 100% of the contacts added to CRM will have notes (including FORMAT) • 100% of the contacts added to CRM will have the Customer Wants information

entered • 100% of the customers will have a follow up scheduled (and not just the CRM

application default)

CRM Processes

As with any application, good process must come first in order for CRM to be successful. Without robust, easily understood processes, all automation can hope to do is speed up the mess! There are distinct process steps for each of the different uses of CRM:

A. Customer data input B. Pre-sale follow up C. Internet lead follow up D. Boat Show follow up E. Post Sale Follow Up F. New or used unit inventory arrival

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Customer Search

The Customer Search box is on the right side of the header. Using predictive typing, customer matches will begin to appear as you type. To make it easier to determine if the listed name matches your search, in addition to the name, the email address and phone number also appear. The autocomplete search queues off of customer name (first or last).

Customer Entry

Clicking on the icon will bring up the Customer Entry window.

If you are entering a new web lead, check this box. Only do this for web leads, not when you manually enter a customer.

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Customer Entry (Cont’d)

Duplicate Customers If the CRM application detects an existing customer (based on email address or phone number), the customer match will show at the bottom of the screen. You can navigate to that customer match, but the application will not allow you to enter the customer a second time.

If the customer is not already in the system, when you click on the Add Customer button, the application takes you to the Customer Profile Page, to enter the complete customer information.

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Managers Tools

Managers have multiple tools available to them to assist in managing sales activity at their store. They are accessed from the menu header:

Store Activity Page

The Store Activity Page is the screen that allows you to have an overview of all the activity in your store, as it occurs. The page is broken down into two sections:

A. Sales Consultant Activity

B. Activity Timeline

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A. Sales Consultant Activity Panel

All activity in the OneWater CRM for your store is displayed on this panel. The activity is broken down by the various types (such as boat show/event, telephone, email, etc.

Hovering over the Activity graph will display the quantity of each activity that the Sales Consultant has logged in CRM. You can select any date range that you want displayed in the upper left of the panel, and then click “update” to refresh the activity for those dates.

You can choose location, sales consultants, activities and timeline at the top of the screen. When you select one sales consultant, only his activities display below on the Activity Detail.

Sales Consultant Activity Detail Clicking on the Sales Consultants name on the panel above, will display the activity for just that Sales Consultant. Here you will be able to see all the customer activity by that Sales Consultant for the desired time range.

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B. Activity Timeline Panel

The Activity Timeline Panel displays all the CRM activity in your store. You can filter by date range, activity type, sales consultant, etc. As a manager, if you want to view the activity in your store as the day unfolds, simply hit the update button to refresh the Activity Timeline.

You can select any customer to navigate to the Customer Profile Page for that customer..

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Sales Consultant Database Page

The Sales Consultant Database Page is the screen that you use to view and manage the customer databases of your sales team. Here you can see if a new sales consultant’s customer list is growing appropriately as well as manage the number of customers of each type (sold, active, Nurture or inactive). Generally, more than 200 active customers in a Sales Consultants database becomes unmanageable.

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Speed to Lead Page

The Speed to Lead Page is where incoming leads from the various web sources are managed. The lead flow looks like this:

• Lead is generated at third party site (such as boatrader.com, regal.com, etc.). • Lead info is brought into OneWater CRM application and time-stamped

§ Currently Boat Trader and Boat Show leads are brought in automatically. All other leads need to be checked to make sure the customer is not already in the system, and then entered using the add customer feature- with the “Do you want this to be tracked on the Speed to Lead page” checked.

• Lead shows in the Speed to Lead Page • Manager assigns lead to sales consultant. To be efficient on time, bulk assigning is

possible by checking the boxes and assigning leads in one grouping • Sales Consultant receives email letting them know a new lead has been assigned to them. • Sales Consultant performs follow up activity to respond to lead. • If Sales Consultant does not respond to the lead in the prescribed time period, the

manager may then re-assign the lead to another Sales Consultant by clicking on the name.

• Unassigned leads appear in bold until assigned. • Once any lead “ages” over 1 hour, it will turn red on both the sales consultants and

managers views. • A status column will indicate unassigned, un-replied or contacted. • A tool-top on the date/time stamp in received column will indicate response time

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Eliminating Internal Email on Timeline

Any emails between Customers in CRM is captured on their respective timelines. As you could imagine, this can really clutter up the sales activity, and give a false view of activity. Since most of our team will enter themselves as customers in CRM, managers have the ability to have their internal communication filtered out of the timelines as below. Any email between the internal team and actual external customers still shows on the timelines. This option is on the Customer Profile page, ad the bottom of the left panel.