Now that you know what tools are working together under the hood, I can explain how I put them together to create some of my own systems.
Live Transfer System
This is the system that started it all. We had a small call center of 3-4 people who would take lead information and pass it along to our sales team via email. Without any structure, leads didn’t have enough detail, we couldn’t track who was receiving leads, we couldn’t market to prospects and data was scattered throughout the company.
I created a private site with several webforms using Gravity Forms for different call scripts. The call center agent would follow the script that had conditional logic so it would open additional scripting depending on how the prospect responded. If the lead was disqualified, a denial script would pop up. If the prospect ended the call prematurely, the agent would save and continue and schedule a follow up in their calendar. If the agent submitted the lead, they would choose from a drop down list of available agents and hit submit. Gravity Forms would send a notification to the sales agent with the lead details formatted in a table.
We could then export the data and determine how many transfers each agent was doing in a day. The agent could also keep track with their personal submission count page that would refresh every day. Every time an agent submitted a lead, the email was sent to our email marketing system so they would receive special offers. We used Zapier to send the data to Google Sheets and broadcast it on a TV in the call center so every agent could see their lead count in real time and see how they compared.
Eventually, we had more leads so we started live transferring to other companies. I created an additional webform for each company so we could modify the script based on their criteria. I also posted to their CRMs and sent an email notification to their agents using the CONFIGURE ROUTING option in NOTIFICATIONS. If their supervisor requested a list of all the transfers we sent for the month, we could export the data and send them a list. We also limited the websform to only send leads during their business hours and stop once the order was filled.
By doing this we were able to scale our call center with minimal training and accommodate a wide variety of clients and circumstances. We also were able to market to the leads that we already spoke to and follow up via text and email so we were able to increase sales. We could also determine who our most productive call center agents were and make adjustments to our processes and scripts based on data.
Lead Management and Distribution System
Once we put the Live Transfer System in place and streamlined that process, our sales agents started getting a lot more leads so we had a new problem on our hands. We tried other CRMs and lead managers, but the costs cut into company profits and a lot of sales agents didn’t use the software, plus we had to adapt our workflow to fit the software, which wasn’t always elegant. We needed a way for sales agents to manage their leads that was inexpensive and easy to customize and easy for our users to understand.
I changed the webform for internal leads so that each submission would create a lead custom post. I created meta boxes and custom fields using Piklist and mapped all the fields we were collecting from Gravity Forms. I then created custom templates that were tied to status. When a lead was in the new lead status, if they would view the lead, they would see a printable lead sheet. Once the lead reached a verification status, a printable verification script would replace the lead sheet. To help our sales people with their pitch, the script would automatically calculate savings, based on the information the call center agent entered. There were additional templates and scripts as the lead went down the pipeline.
I also noticed that if we distributed too many leads to one person at once, the person would often missed a scheduled appointment. I changed the webform so that when a lead post was created it would be published at the appointment time and send out an email at that time.
I customized the lead list view to show emails and phone numbers. The email address was clickable and would generate a new follow up template depending on what the lead status was. Our phone system also had click-to-call so all the phone numbers in the CRM became easier to follow up on. I also added additional fields in the quick edit screen and made columns sortable, so a sales person, could filter their leads based on status and then start click to calling down the list. I repurposed WordPress comments for notes, so that sales people and their managers could comment on a lead and see the full string of comments with timestamps. The list view would show the most recent comment.
When a salesperson would leave, I could reassign their leads by changing the post “author” using the bulk edit feature native to WordPress and use an export template to extract emails so I could send an email, letting the prospect know their file was reassigned.
We were also able to see how many leads each person received and if they were meeting their quotas for follow ups. Each person was only able to see their own leads with the ability to color code them, except for managers, they could see and reassign anyone’s leads.
There was also an export template so that once the prospect became a client, we could move their data to our processing system.
Due to its simplicity and low cost, it replaced our existing CRM and was more widely used than the other expensive CRMS we would try to implement. It’s flexibility also meant that we were able to keep development in-house, so we could make changes more easily and ultimately understand what features we really needed. This allowed us to experiment with processes and workflows so we could increase production. By having the data centrally located, we were able to remarket to existing customers and hold sales people accountable. During the time that we switched to another system, we saw production drop by as much as 50% due to lack of reporting and transparency in the other system. Once we switched back, production once again increased.
Personalized Proposal System
Management noticed the quality of proposals we were sending to prospects varied dramatically depending on the level of experience of the salesperson. We needed a way to monitor and improve the quality of all proposals and ensure that each prospect was given due diligence. We hired one person with a plethora of experience to price and prepare proposals for our sales team so we needed a way for that person to process a lot of proposals as quickly as possible. We also needed to ensure that as many prospects were reading and responding to the proposal.
I created two webforms to standarize the process. The first was a proposal request form for the sales person to fill out. When the form was submitted, an email notification would be sent to the pricing desk manager with a link that would open and dynamically populate the second form.
From there the pricing desk manager could either deny or approve the request. For a denial, I created a conditional workflow step in Gravity Flow that would notify the salesperson. For a denial, we also send the prospect a letter, so the assistant tasked with sending the letters would see a task in their Gravity Flow inbox.
If the proposal was accepted, then additional fields would open in Gravity Forms for the pricing desk manager to enter 3 options. Upon submission, the form would create a personalized proposal custom post draft in a separate public WordPress install with Zapier and a user input task in Gravity Flow would be assigned to the pricing desk manager. The manager would then go to the separate WordPress install and publish the post and set a four digit code so the post was password protected. In the input field, that is hidden in the original form, they would enter the four digit code and the URL of the personalized URL.
Once that workflow step is completed more steps were triggered in Zapier, a text message and email notification is generated and sent to the prospect with a link to their proposal. The sales person is also notified via email of the URL and passcode. A task is also created for their assistant using Gravity Flow to print out the proposal. The proposal webpage has a print.css file to make the proposal printer-friendly.
A delayed task is also created in Gravity Flow to send an email on behalf of a manager’s Office 365 email account asking the prospect about their experience.
As a result of this proposal system, we had more proposals going out than ever and therefore, more deals closed. The system kept with three different employees operating in sync at all times and created a queue for each person so that older requests were processed first. Prospects were impressed with the personalized url ourdomain.com/prospect-name they would receive and open rates increased due to the timely email and text message reminder. We were also able to generate a lot of positive reviews due to a link that would go out in the feedback email that would come from the manager at the end of the process.