Best Practices: Following-Up

Monday, May 19th, 2008

In sales it is common to want to keep in contact with your prospects. This is really easy to do with a combination of two tools in Heap CRM: event templates and e-mail templates (and to a lesser degree event regeneration).

Event templates allows you to create a large number of events and tasks automatically whenever you create a lead, opportunity, customer or archive. E-mail templates allow you to use the same e-mail over and over again but customizing with variables. Let's give it a go with a couple of scenarios.

Scenario 1:

Let's say you follow-up with every lead generated by your website within 1 day by phone, by e-mail in 14 days and by a different e-mail in 30 days.

I'm going to start by creating a couple of e-mail templates. I'm using a few variables (a discussion of these is beyond the scope of this post, but I recommend you take a look).

Alright, now let's create a event template called "New Website Lead."

What's important here to notice is that tasks that I have to do (eg. the phone call) are right along side the tasks that Heap has to do (eg. the e-mails). When I complete the phone call, I'll check it off. When Heap automatically sends the e-mails, it will check them off. This means you can have a "drip campaign" along side any other events in an event template.

Scenario 2:

You meet a new prospect and create the lead using techniques described in the first best practices using your cell phone.

From your conversation with the new prospect you realize that he is "High Value Commercial" lead. So you want to fire that event template upon his import into Heap. Just add the following to the e-mail you sending to Heap:

[template:High Value Commercial]

With just that addition you are now sending an entire drip campaign, a number of follow-up phone calls and mail marketing campaign.

Note about Templates:

The two scenarios we covered today are about firing an event template when creating a lead, opportunity, customer or archive. While this is the most common use, you can also fire an event template after a prospect is created. In fact, you can fire a number of different event templates on the same prospect if you choose.