Source PDF: SOP_Sales_and_CRM_Manual.pdf
Standard Operating Procedure (SOP): Sales Manual -
Consultative Sales for DNA Testing
Document Title: Sales Manual SOP
Department: Sales
Prepared By: Chantal Sciberras
Date: 01/08/2025
Version: 1.0
Purpose
This SOP outlines the consultative sales approach to be adopted by all sales team members
handling DNA testing inquiries. The aim is to increase conversions by tailoring pitches, building
trust, overcoming objections, and using updated, client-focused sales materials.
Reference Material
Clear Communication: State benefits simply, avoid jargon.
Persuasion Skills: Show how our test is the right fit for their situation.
Negotiation Skills: Be flexible when needed, especially for high-value or repeat
clients.
Persistence: Don't drop the lead after one call-schedule follow-ups.
Adaptability: Match your style to the client (emotional vs. logical buyers).
D. Efficient Deal Progression
User Manual
Designed for training and orientation purposes.
INDEX
What is CRM?
Customer Relationship Management (CRM) is a strategy that companies use to
manage interactions with customers and potential customers. CRM helps
organisations streamline processes, build customer relationships, increase sales,
improve customer service, and increase profitability.
Like any modern technology, the Customer Relationship Management software(s)
and service(s) that we know and use today was conceptualised and evolved over
the past. From being a collection of paper cards to becoming the sophisticated
digital customer database that every modern business relies on.
At our company, mastering the use of our CRM found at our Automated Trading
Platform or ATP, is a performance requirement.
The main feature to note is the two main sections applicable to Sales and
Administration Departments respectively.
<SALES
Available to Customer Service
Representatives (CSR) in order to be
able to create, save, quote and follow
up new sales enquiries of potential
customers.
ADMINISTRATION>
Available to Administration employees
(ADMIN) in order to be able to process
new orders, inform customers by
following up the status of existing
cases and conclude the service
accordingly.
EDL International, LLC
New Requests
When a customer approaches us for the first time looking for information on the
testing services we can provide, this would be saved as a new request on to CRM
and every entry will be called or referred to as a new sales LEAD.
Clients may contact us via different channels which are available on each Brand
Website:
Saving a New Lead
Click on HOME >> Go to Left Side Task Menu >> Click on NEW LEAD
The following Screen will display:
Click on Brand Logo >> If the field is not auth updated, select from the drop
menu.
Title >> Please select from the menu.
First Name >> This is a must have from the customer. Check spelling.
Last Name>> if unknown please enter ANON (abbreviation)
Telephone >> Country code starting with 00 (No + or spacing)
Email >> Single address only, No spacing before/after, Check spelling.
Notes >> Detailed description of actions taken and products offered.
Information within the red dotted boxes are a MUST whereas the green
highlighted area is not required at this stage.
Click on SAVE CHANGES to ensure information is saved on to the ATP New
requests Section.
EDL International, LLC
Action /Process a New Lead
When the lead is saved we are to continue to process this lead, by contacting the
customer back or send the promised quote by email. In order to be able to do so,
You will notice that the clients dossier will gain more fields such as:
➔ Dossier Tabs:
Edit / Notes / Emails / Status Log / Documents
(Your work will mainly be based on the EDIT tab)
➔ Product Offered:
The service offered is to be selected from the drop down menu.
➔ Follow Up Date & Auto Follow Up:
ATP is able to send automated reminders to customers via email in order to
close the sale. A future date is to be selected from the calendar (1 Month
ahead) and the box Auto Follow up is to be ticked. This feature is to be
used only when we have found a service we can offer to the client
and we have provided a quote by email. If no email address is available
this feature won't be of use. In such cases or if No product was offered, you
may leave the fields blank.
➔ Notes: You may add additional information on further actions taken such as
SENT INFORMATION EMAIL or FORWARDED TO AGENT, which may be
selected from the predetermined list of notes, alternatively you can also
write your own notes by using the free text field.
➔ SAVE CHANGES: When all of the above have been done, its important to
click on SAVE CHANGES, you will notice that your notes will be placed on
the notes history sidebar meaning that the information has been saved
correctly. BE AWARE of Hinting messages on the top centre of your screen
due to information missing or badly centre.
➔ ACTIONS:
In order to finalise the clients new lead, we are to select one of the four
available FINAL actions as per the purple arrows on image. This will instruct
CRM to shift the clients LEAD or Dossier from the NEW REQUEST section on
that desired section.
➔ Each ACTION breakdown will be explained after the image (Scroll down)
EDL International, LLC
CRM & ATP USER MANUAL
The CRM & the ATP are where all the Leads and Cases are set up and actioned accordingly.
Not all cases on the ATP will be linked to a Lead. Leads are created when a "Sales" request is
made by a potential client.
Potential clients have a number of ways to reach us, by phone, by email, by Live chat. They can
also reach out by using our company website features such as "Have Us Call You" by clicking on
the Need Assistance? Request Call Back icon or, by using the CONTACT US tab and leaving a
massage using the Contact Form.
When clients use the website features, Leads are automatically created. When requests are made
by phone, email or Live Chat, the leads are manually created.
Below you will find a step by step guide on how to manually create a lead, to concluding a lead.
CRM - LEADS
The CRM is found as an add-on feature of the
ATP and can be found under the Leads Tab:
To create a new Lead click on the first tab New
Requests. Here you will see all the leads created
by your colleagues and online requests.
You will notice that this tab also has tabs with
different countries. France, Italy, Spain & Germany,
where all the non-English speaking leads will end
up to be actioned by the CSR person manning
those languages.
When creating a lead, depending on the country
selected is where the lead will end up.
The English Main tab is where all the leads for all
English speaking countries are found.
Create the lead by
using the Task Menu
dropdown on the right
hand side of the menu
bar.
Select "Create Lead" from the dropdown.
This will open a tab ADD NEW LEADS - Select the
brand and start filling in the data which would be
the potential clients Contact Details and contact
method.
In the Notes box, input the clients request and
SAVE CHANGES
1
The lead is now saved. From here you can add any additional details such as the product
offered and more notes.
You will see that the lead now has 5 tabs:
Edit - to input or remove information
Notes - Is where you will find your saved notes
Emails - Is where you will find your sales drafts
Status Log - Is where you can see who has actioned what on the lead
Documents - Is where you can upload Documents
With the above tabs you will mainly be using notes and emails to action the lead after it has been
created.
Going by the information the client has provided, you should know which sales draft to send
the client.
Sales drafts are there to save time. On most occasions the sales draft is enough to send as it is,
however, sometimes the client would have asked different or more specific questions. Always
make sure all questions are answered to avoid the client coming back saying "but you didn't
answer my question" and generating more emails than needed.
All sales drafts are normally prepared & created by your sales manager for you to easily find on
the dropdown.
Go to the EMAILS tab and press on the Compose Email icon. A pop up window will open:
Select Template: 1st select the country, once selected then select the draft needed:
The next step is to check the information is correct and add any missing information that needs to
be added to tailor the draft to the client's questions.
You will notice that your lead now has a LeadID, which is used to find the lead when your client
responds to your sales email.
2
The next step after sending the client a sales draft is to go back to the EDIT TAB.
Set a follow up date:
Contact Details: Click on the field Follow Up Date and select a date (normally 5 to 7 days
from the date the sales draft was sent)
Tick the Auto Follow Up box
Press Save
Scroll down to the bottom of the page and press on FUTURE FOLLOW UP
The lead will now move to the Future Follow Up tab where it will stay until the next action such
as a follow up email being sent. The CRM will send you a Follow Up Notification to remind you
to follow up on the lead to your main inbox.
Once a follow up email is sent, you can either choose to resend another follow email using the
same instructions as above, or you can conclude the Lead by scrolling below and pressing
CONCLUDED.
Responding to a call back request.
A lot of clients choose this option because they would prefer having the information spoken to
them over a call to help them decide if they would like to move forward or not.
If a client decides to move forward, then that client can either be redirected to the website to
purchase the test: If this is the way the client wants to purchase the test, then scroll to the bottom
of the lead and press CONCLUDED.
However, you will find some clients who would prefer to pay over the phone. Once the payment
has been taken instead of concluding the lead, scroll to the bottom of the lead, tick the box Link
to ATP and press ORDER PROCESSED.
Make sure you have collected the shipping address, full name of the receiver, email address and
telephone number of the client. Always repeat back what you have entered on the lead to make
sure there are no errors before pressing ORDER PROCESSED.
Once Order Processed has been pressed your lead will move to the ATP where you will need to
fill in the payment details on the payment tab in full and mark as paid (Only mark as paid when
you have confirmed a successful transaction). Press SAVE and action the New Order.
3
easyDNA (EAS)
HomeDNAdirect (HDD)
International Biosciences (IBD)
WhozTheDaddy (WTD) 1. Endeavour Lab (EDL)
Genetic Testing Lab (GTL) Labs 2. Feragen/KOKO (DOG)
Affinity (AFF) 3. Dna Diagnostic Centre (DDC)
Sample Coll at Home
Sample
Sample Collection via GP or
EDL > Labs
Lawyer = Case Ref No
New Order E D
D
ATP D O
D
EDL L G
C
Client
Sample >EDL
KIT = Ref No = Case Ref No
NEW LEAD(CRM)
EDL
Call / Email /Chat Results by email PDF to client
ATP = Automated Trading Portal
Same as>
CRM = Customer Relation Management
Connected to Our Websites