City Barbeque Salesforce Training Guide Updated: 4/1/2015 City BBQ IT support@citybbq.com
What is Salesforce? - Salesforce is an industry leading, web-based CRM (Customer Relationship Management) platform. CRM systems are used to manage a company s current and future customers, organize sales activities internally, and provide insight into customer s sales behaviors. It allows you to track sales opportunities through the various stages of the sales funnel, from cold-lead to executing an order. How will City Barbeque use Salesforce? - We will use Salesforce as a central contact database for customers/clients/vendors, as well as a sales platform to be used for catering. All Marketing and Catering contacts will be entered into Salesforce for central management and to be able to run email communications from the database. Catering will manage their sales activities through Salesforce, across every market, to follow sales leads, provide event quotes/invoices, scheduling with stores and much more. What Salesforce is Not? - While Salesforce has a lot of potential as a platform in general, it is not a fix for all problems or initiatives that we have for Catering or Marketing. Salesforce is not a personnel scheduler, it does not automatically do all tasks it can perform, it does not integrate with the Point of Sale system, and it does not store credit cards. It is important to recognize the scope of how we can and will use the Salesforce platform going forward as we covering the HOW-TOs on using it and brainstorm possible opportunities with the platform going forward. Items Covered: 1. Access to Salesforce 2. Overview of Salesforce Structure 3. Create an Account 4. Create a Contact 5. Create a Lead 6. Create an Order 1. Access to Salesforce You can access Salesforce at our company specific website https://citybbq.my.salesforce.com/ Sign in with your username (citybbq.com email) and password provided by City BBQ Support. If you forget your password you can use the Forgot Password link on the login page to receive a temporary password. There is also a mobile app available for Android and Apple devices called SalesForce1, which can be downloaded for free. This app provides access to all the same features as the full website and uses the same account login.
2. Overview of Salesforce Structure There are numerous modules within Salesforce that can be utilized, but for City Barbeque s purposes, we will only be using a few for general contact and Catering Sales management. Accounts are the top level of the Contact hierarchy and are to be used for the broader classifying of contacts. o Accounts are key for any corporate clients, universities, or customers that will have several points of contact. o You will create an Account first, and then create a Contact associated with the account for a particular person. o A single Account can have many contacts linked to it all contacts must be linked to an Account o Accounts can have Parent Accounts as well, to create a larger Account tree that can be used for reporting ( Ex: Ohio State University is the parent account of Ohio State University Medical Center) Contacts are the customer records for a single person containing their contact information phone number, address, customer demographic info. Etc. o You can create a Contact and choose an Account to link it to if the Account already exists. o All activity history orders, tasks, etc. will be recorded on a Contact s record for easy review of previous communication or orders from them. o Contacts (and Accounts) can be entered completely separate from catering orders and any Sales activities media, vendor, or community contact for Marketing, any store specific contacts, etc. (instead of keeping business cards) Leads are the beginning of the Sales process and will fall into several stages as they progress towards an active Order. o The best way to start a Lead is to create the Account/Contact first and then Convert the Contact to a Lead all Contact information is transferred to the Lead, saving time and has better accuracy. o A lead will start when discussions begin with a customer about catering whether it s a request from the customer or outbound sales from City Barbeque starting the discussion. o Leads gather basic information about the potential sale and clear up any questions around the event the Selling portion of Catering. o Tasks and Activities can be scheduled with Leads for scheduled follow-ups with customers o Different Stages can be assigned as well so all catering personnel know what point the Lead is at in the Sales process. Catering Orders are the final stage of the Sales process. This stage handles Quotes for the customer and the actual execution and scheduling of the catering event. o The best way to start a Catering Order is to create an Account/Contact first, Convert to a Lead, then Convert the Lead to a Catering Order all relevant data is transferred to the Catering Order and it minimizes the manual entry of information. o You can repeat a Catering Order (no Lead required) if desired go to the Contact that has placed an order previously and lookup their Order History to Clone an order.
o Choose the Catering Menu items ordered and create a Quote to send to the customer for approval. o Assign the store that is to produce the Catering Order and the date of the Event o Create a calendar event in Salesforce and send to the producing store with a completed Drop sheet for the event, all from within Salesforce. Reports can be created on a Custom basis as needed, or can be chosen from an extensive library of system reports. Report needs can be addressed on an ongoing basis. Files will contain any standard Catering files that are to be used by all catering operations Drop sheets, Contracts, etc. 3. Create an Account This will be your first step in most use cases whether you are just entering a customer/contact s information or starting a Catering Order. 1. Search Salesforce to see if the Account already exists by typing the Account s name in the top SEARCH bar if the Account exists it will be listed with an orange folder next to it 2. If the Account doesn t exist Click the ACCOUNTS tab at the top of the screen. 3. Select NEW at the top of the page to start a new Account record. 4. Enter in the information for the New Account all fields highlighted with RED are REQUIRED. o Account Name Make this the name of the Company, University, or name of the customer you are dealing with (if it is a personal event). If it s a backyard cookout, wedding, etc. for a single customer, the Account will need to be in the customer s name, and then you will add their Contact info as a Contact tied to the Account
o Parent Account Lookup existing Accounts to assign as the parent account Great to use for future reporting purposes. Ex. How much business did we get from University of Cincinnati overall (all departments)? o Type Choose appropriate option from dropdown list to classify the type of Account o Industry Choose from dropdown list o Description- Add a description of Account if helpful o Addresses Add if applicable (main address for a Company, individual, or department of larger corp./university 5. When finished, Click SAVE at the bottom of the screen to save the Account 6. View an existing Account to see all information and activity history (Orders, Tasks, Contacts). 4. Create a Contact Contacts are to be used for each individual that you need to contact, whether they are a vendor/partner, media contact, or a customer for a catering order. You can have many contacts for a single Account with different roles. 1. Add/Create a new Contact by going to an existing Account and selecting NEW CONTACT under the Contacts section OR Click the CONTACTS tab at the top of the page and select NEW on the Contacts home page. 2. Fill in the relevant information for the Contact all fields highlighted in RED are required.
o Account Name Lookup existing Account to associate the contact to (automatically filled in if Contact is created from the Accounts page) o Email Opt Out check if the customer doesn t want to be contacted with emails outside of communication tied to a specific catering order (promos, eblasts etc.) o Lead Source assign to the Contact to record how initial contact was made choose from dropdown list 3. Once Contact information is completed, click SAVE at bottom of page. 4. Contact page shows all information along with Contact activity history (Orders, Tasks, communications etc.) 5. Create New Lead Leads are to be used once the sales process has started whether it s initiated by the customer or by a City BBQ Catering team member. A Lead goes through several stages on an order and activity for the Lead should be recorded so all level of Catering operations are aware of what is being done with the customer. 1. Best Method Create an Account, then Contact for the customer Under the Customer s Contact page select the CONVERT CONTACT TO LEAD button. This button will copy all the relevant Contact information over to a new Lead automatically, saving time and improving accuracy. Other Method Go to LEADS tab at top of page and select NEW from Leads page. 2. On the New Lead page, enter in all relevant information for the Lead All field highlighted with RED are required.
3. Once all information is filled in click SAVE at bottom of page. Record Activity for a Lead 1. Change Lead Status as needed choose from drop down list a. OPEN new lead, initial contact is made with customer b. CONTACTED Communication has been started with Customer email, phone, in-person c. NEED FOLLOW UP Catering staff needs to contact the customer with specific items should be scheduled and assigned as a TASK d. CONFIRMED SALE Customer has agreed to move forward with ORDER e. LOST Customer no longer interested in communicating or moving forward with Order. 2. Create a Task a. Choose Create a Task on Lead page use to record calls, emails, or in person information with customer b. Choose a user (City BBQ user) to Assign the task to who did or who will complete the task c. Select the Subject Call, email, other d. Due Date creates a reminder for the Task if it needs to be completed in the future. Set to current date if already completed e. Description Enter description of what was discussed with Customer f. Reminder turn off if not needed g. Attachments attach any relevant files to Task
h. Click Save Task information will be recorded to the Lead record, as well as to the Contact s records. 6. Create New Catering Order Start a Catering Order once it is determined that a customer wants to move forward with an event, or at least wants a quote provided. 1. Best Method Start a new Catering Order from an existing Lead Under the Lead page, select the button to CONVERT LEAD TO ORDER. This will copy over all relevant information from the lead to the new Catering Order. Other Method If Lead stage can be skipped Go to Contact page for Customer and select NEW CATERING ORDER to start blank order. Repeat Order Method Go to Contact page for Customer, go to Order History and select order to be repeated. On Order page, select CLONE with PRODUCTS to repeat the entire order will need to change the event date, and can change order details as needed. 2. Fill in relevant information for the Catering Order all fields highlighted in RED are required.
o Market Market where the order will be placed o Assigned Store Store that will supply the food for event o Stage o Lead/Discussion New order that hasn t been quoted yet o Quoted quote has been prepared and sent to Customer o Confirmed Customer has approved the quote provided o Closed/Won Event has been completed o Closed/Lost Order is closed, customer did not want to complete ( provide reason) o Amount auto-filled based on menu items selected o Event Tags Select all appropriate tags (up to 10) that categorize the event will be beneficial in reporting to learn what areas/types of events are driving the most business. 3. Select SAVE AND ADD FOOD 4. Check the box for all menu items that need to be ordered for event, then choose SELECT at top of page. 5. Fill in the Quantity needed for each selected item. For Spread items, type in the meat and side choices in the Line Description box (Ex. For Traditional Spread > brisket, pork, green, beans). Click SAVE when finished.
6. Back on the Catering Order page, you will see your menu items listed under the Food section. 7. Create a Quote a. Once menu items are added, go to QUOTES section of Order and choose NEW QUOTE b. All Account and Contact information will be copied to Quote verify all items are accurate and change as needed. c. Choose any applicable Service Charges from list will calculate with Subtotal on next screen d. Click SAVE when completed. e. On Quote page, select CREATED PDF at top to send Quote to customer f. On Preview window, select SAVE & EMAIL QUOTE g. The email page will copy over the customer s contact email address. At the bottom of the page, choose SELECT TEMPLATE You can choose a standard email template setup for the type of email you are sending. h. The Subject and Body of the email will populate based on the template, and then you can edit as needed. i. The Quote is already attached as a PDF file, so once the email is finalized, click SEND.
j. The email activity will be recorded to the Quote and Catering Order page as a historical activity. k. Once the customer approves the quote, you can change the Order status to CONFIRMED and move forward with the drop sheet and scheduling with the store. Complete Drop sheet and Schedule with Store- The Drop sheet file is what converts the customer s order to the store s production order. This file will be standard across all markets and will be available under the FILES section of Salesforce 1. Go to the FILES tab in Salesforce and download a copy of the City BBQ Catering Dropsheet.xlsx file. 2. Fill out the Drop sheet with the items ordered by the customer select the spread and meat/side options, plus any a la carte items then Save the file. Schedule Event with Store Calendar Invite 1. Under the Order page that needs to be scheduled, go to the Open Activities section and choose NEW EVENT.
2. Enter the relevant information for the Catering Event to be scheduled with the Assigned Store to produce a. Subject- name of the Catering Event b. Start time that Catering will pick up food c. End Eating time for event d. Location Event address ( more important if Delivery driver is added as invitee) e. Description Any special instructions for event, not covered by drop sheet f. Reminder- Set to desired reminder period ( suggest at least 2 hours) g. Attach File attach the completed Drop sheet for the event h. Add Invitees located in upper right corner search and select the store that is assigned for this event, as well as any other internal contacts that need to have the catering event on their calendar. Suggested shared Catering Market account, delivery driver, Regional Catering Director, Assigned Store. 3. Choose SAVE Event will be sent to each invitee as an email and a Calendar Appointment with the attached drop sheet file to use for prepping the food. Event will also be added to the SalesForce Calendar located on your HOME tab. At this point The event has been finalized and communicated to the customer, the assigned store producing the food, the delivery driver (if applicable), and everything is documented to the Catering Order record in Sales Force. Final Step In the Catering Order, change the STAGE field to Event Completed/Won to mark the event order as completed. If you have any questions or run into any issues related to the Salesforce platform-
Please contact City BBQ Support at 614-573-8639 support@citybbq.com http://support.citybbq.com