sales pipeline materials checklist - financial … pipelin… · web viewby “manage,” we mean:...

Sales Pipeline Materials Checklist

IMPORTANT NOTE 1: Your compliance department may determine that these messages fall under “Correspondence” rules. For the purposes of this document, we are assuming they fall under the Retail Communications regulations.IMPORTANT NOTE 2: Have the Sales Pipeline Materials document on hand as you begin working through this checklist.

Objectives1. Modify all messages for Lead Generation, Lead Development, Sales

Process, and Red Carpet to fit your office.2. Create Master Speedbutton Groups for Lead Generation, Lead

Development, Sales Process, and Red Carpet.

Sales Pipeline MaterialsThere are many letters, emails, and scripts required to manage a sales pipeline.By “manage,” we mean: apply the proper amount of force to ensure leads move through the pipeline and, when appropriate, buy a product or service.Most of this push is applied through letters, emails, and phone calls. The letters and emails are normally deployed with the Sales Pipeline Speedbuttons:

Lead Generation. Lead Development. Sales Process. Red Carpet.

But, there is a problem. Many of these messages are “generic.” They need to be customized to portray your message.Once we customize these messages, we need to further customize the Speedbuttons that deploy them.Why?

© 2013, 2017 Good Marketing, Inc. All rights reserved. 1

Date Created Last Modified09/03/2013 1/26/2017

By customizing the Speedbuttons, you can reduce many pipeline processes to a single

click of a Speedbutton. The entire process is DONE.


You should read though this entire checklist and make notes for yourself on the recommended changes before you begin editing the Sales Pipeline Materials document.The related document Sales Pipeline Materials consists of the messages and scripts used in the Sales Pipeline Speedbuttons (Lead Generation, Lead Development, Sales Process, and Red Carpet).Each letter and email must be reviewed.The purpose of this document is to walk you through the revision process, as well as suggest changes.Some of these messages contain information in [square brackets]. This is information that would be customized once, and apply until there are personnel, or other significant office changes.Other messages contain merge fields in «brackets like this». Information called for here will be supplied at the time the message is printed or sent. It will either fill in automatically, or you will have to fill it in yourself. Unless there is a compelling reason, do not change these fields.As you go through the Sales Process Materials document, update every letter and email with permanent changes that apply to your office. These changes should not need updating again, unless you have staff changes or other significant office changes. What if you don’t have a team?If you don’t have a Service Assistant (SV) and/or Sales Assistant (SA) you will be required to modify many letters. When you add those positions in the future, it will be ideal for you to edit those messages once again.COMPLIANCE DOCUMENTATION

Changes should be hand written on a printed copy of Sales Pipeline Materials. Each change should then be made in the electronic copy of Sales Pipeline Materials AND THEN through the Document Manager in Gorilla. When the team has reviewed, customized, and updated these documents, the Sales Pipeline Materials document becomes your Compliance Documentation and is ready for submission to your compliance department.IMPORTANT NOTE FOR WELLS FARGO ADVISORS:The documents as they appear in “Sales Pipeline Materials” have been approved by Wells Fargo Compliance. The CAR #s are noted in the footer of WFA version of the letters. But you need to submit your customized changes for each letter to your individual compliance officer along with the original approved version per WFA’s instruction. We strongly recommend you use a different color font for your changes. The easiest way to do that


is turn on “track changes” with this command: CTRL+SHIFT+E. The same command turns “track changes” off.CUSTOMIZATION PROCESS

PHASE 1: CUSTOMIZE THE MESSAGES – CREATE THE COMPLIANCE PACKET . First, you and your team will review the Sales Pipeline Materials document to customize the messages and scripts. Once the changes have been made to your copy of Sales Pipeline Materials, that packet will be submitted to your compliance for approval.

PHASE 2: CREATE CUSTOMIZED TEAM MASTER MESSAGES . Once your compliance packet has been approved, your Computer Operator will go through the next phase, which is editing your messages.

PHASE 3: CREATE CUSTOMIZED TEAM MASTER SPEEDBUTTONS. This process will guide you through editing the Lead Generation, Lead Development, Sales Process, and Red Carpet Speedbutton Groups making them your master process, specific to your office per your changes.

PHASE 4: CAMPAIGN SPECIFIC SPEEDBUTTON MODIFICATIONS. Finally, your Computer Operator will create one or more customized copies of the master Speedbutton Groups for the campaigns you are running. This process may or may not be run right away, and can be re-visited any time you have a new campaign or prospecting effort that would necessitate a Speedbutton Group specific to your prospecting efforts. This process will be explained in a separate checklist.

If you are unfamiliar with editing messages or Speedbuttons, review and have handy the ADDITIONAL RESOURCES listed at the end of this checklist.

Phase 1: Customize the MessagesThis will require several hours. But it only has to be done once.You and your team will go through each item in Sales Pipeline Materials. You will make handwritten notes indicating changes required. Then the CO, or person acting as the CO, will make the changes in Sales Pipeline Materials. At this point, you will NOT make these changes in Gorilla yet as compliance may require additional changes.Sales Pipeline Materials, once modified, is then sent to Compliance. You should keep the copy with your handwritten notes until this entire process is complete.


CO Only - BEFORE You Review, Update, and Submitthe Sales Pipeline Materials

Your team will be reviewing all materials that a client or prospect might see. These materials have all been included in the Sales Pipeline Materials. The messages found in the Sales Pipeline Materials are used in the following Speedbuttons:

Sales Pipeline Lead Development Lead Generation Red Carpet

_____ 1) Before your meeting, you need to have the most recent Speedbuttons

CO installed on your system. Download the Speedbuttons from the Software Updates page of the Bill Good Marketing website.

___________2) Download Sales Pipeline Materials from the Document Library on the Bill

CO Good Marketing Users’ website. Make enough copies of Sales Pipeline Materials so everyone has one.

REVIEW, UPDATE, AND SUBMIT SALES PIPELINE MATERIALS

We recommend you assemble the entire team to go through this one-time agenda. Probably allow three hours. That’s a lot, but remember the steps covered in this meeting only need to be done once._______3) Read aloud every document. Where changes are required, make

Team/CO handwritten notes. Customize the letters and scripts to your office.

_______4) Based on handwritten notes make changes in Sales Pipeline Materials.CO

_______5) Submit Sales Pipeline Materials to compliance.CO

Once All Materials Are Approved_____6) Locate each changed message using the Document Manager and make the

CO approved changes. (Making changes in the document manager will update letters in the Speedbuttons.)

_____7) Make any additional changes required by compliance to the scripts in Sales

CO Pipeline Materials. Those scripts are not in the System.


SALES PIPELINE MESSAGES

Following is a list of the letters, emails, and scripts. Beside each, are notes to guide you in making changes:Lead Generation Message Names Recommended Change if change made

if NO change1. Lead Generation-A Hot In

Office ApptIn the Gorilla program, through ToolsOptions Company Merge Fields, make sure you have your company address, company phone, and company directions fields filled out. These fields merge into this letter. If your office is in an obvious location, clear these fields.Also, through Tools Team Management, make sure the Letter Merge Fields are filled out for each FA’s team.If you do not have a Service Assistant, modify the letter accordingly.

2. Lead Generation-A Hot In Office Appt Email

Make the same changes to this Email version as you have made to the “Lead Generation-A Hot In Office Appt” letter.

3. Lead Generation-A Hot Out Office Appt

If you do not have a Service Assistant, modify the letter accordingly.

4. Lead Generation-A Hot Out Office Appt Email


5. Lead Generation-A Hot Tel Appt


6. Lead Generation-A Hot Tel Appt Email


7. Lead Generation-B Cherry Do not modify either of the merge fields in the first paragraph. Instead, you will make campaign specific changes by modifying the Speedbuttons that launch them. If you do not have a Service Assistant, modify the letter accordingly.


8. Lead Generation-B Cherry Email

Do not modify either of the merge fields in the first paragraph. Instead, you will make campaign specific changes by modifying the Speedbuttons that launch them.If you do not have a Service Assistant, modify the letter accordingly.

9. Lead Generation-C Conditional-1 First Letter

Do not change fields in the first paragraph.

10. Lead Generation-C Conditional-1 First Email

Do not change fields in the first paragraph.

11. Lead Generation-C Conditional-2 Sends Resume

Modify paragraph 4 as needed. If you have a brochure instead of a résumé, change that appropriately.

12. Lead Generation-C Conditional-2 Sends Resume Email

Modify paragraph 4 as needed. If you have a brochure instead of a résumé, change that appropriately.

13. Lead Generation-C Conditional-3 Team Intro

This one can be tricky. Be careful. First, delete any paragraph that does not apply.On remaining paragraphs, DO NOT mess with gender pronoun merge fields.If you don’t like the term “Sales Assistant,” you can change it in the third paragraph to “Relationship Manager” or whatever. But do not change the field «SalesAssistant»

14. Lead Generation-C Conditional-3 Team Intro Email

Like the letter version, read this one carefully and address each area. First, delete any paragraph that does not apply.On remaining paragraphs, DO NOT mess with gender pronoun merge fields.If you don’t like the term “Sales Assistant,” you can change it in the third paragraph to “Relationship Manager” or whatever. But do not change the field «SalesAssistant».

15. Lead Generation-C Green Cherry-1 First Letter

Do not modify any of the fields in the first paragraph. Probably no changes are necessary.


16. Lead Generation-C Green Cherry-1 First Email

Do not modify any of the fields in the first paragraph. Probably no changes are necessary.

17. Lead Generation-C Green Cherry-2 Sends Resume

This letter is identical to Lead Generation-C Conditional-2 Sends Resume that you modified earlier. Copy the changes you made from there to here.

18. Lead Generation-C Green Cherry-2 Sends Resume Email

This letter is identical to Lead Generation-C Conditional-2 Sends Resume Email that you modified earlier. Copy the changes you made from there to here.

19. Lead Generation-C Green Cherry-3 Team Intro

Identical to Lead Generation-C Conditional-3 Team Intro. Make the same changes here.

20. Lead Generation-C Green Cherry-3 Team Intro Email

Identical to Lead Generation-C Conditional-3 Team Intro Email. Make the same changes here.


Lead Development Message Names Recommended Change if change made

if NO change1. Lead Development-A Hot In

Office ApptIn the Gorilla program, through ToolsOptions Company Merge Fields, make sure you have your company address, company phone, and company directions fields filled out. These fields merge into this letter. If your office is in an obvious location, clear these fields.Also, through Tools Team Management, make sure the Letter Merge Fields are filled out for each FA’s team.If you do not have a Service Assistant, modify the letter accordingly.

2. Lead Development -A Hot In Office Appt Email

Make the same changes to this Email version as you have made to the “Lead Development-A Hot In Office Appt” letter.

3. Lead Development -A Hot Out Office Appt


4. Lead Development -A Hot Out Office Appt Email


5. Lead Development -A Hot Tel Appt


6. Lead Development -A Hot Tel Appt Email


7. Lead Development -B Cherry Do not modify either of the merge fields in the first paragraph. Instead, you will make campaign-specific changes by modifying the Speedbuttons that launch them.If you do not have a Service Assistant, modify the letter accordingly.

8. Lead Development -B Cherry Email

Do not modify either of the merge fields in the first paragraph. Instead, you will make campaign-specific changes by modifying the Speedbuttons that launch them.If you do not have a Service Assistant, modify the letter accordingly.


9. Lead Development -C Conditional Opportunity

Should need little or no change.

10. Lead Development -C Conditional Opportunity Email


11. Lead Development -C Green Cherry Letter


12. Lead Development -C Green Cherry Email


13. Lead Development -D Client Pitch And Miss


14. Lead Development -D Prospect Pitch And Miss



Sales Process Message Names Recommended Change if change made

if NO change

1. Service-Sales Process-Confirm Second Appointment


2.Service-Sales Process-Confirm Second Appointment Email


3. Service-Sales Process-Confirm Appointment


4. Service-Sales Process-Confirm Appointment Email


5. Lead Development-D Client Pitch and Miss


6. Lead Development-D Prospect Pitch and Miss


7. Values-Etiquette-Thank You-It Can Get Hectic


8. Values-Etiquette-Thank You-Thanks For New Account



Red Carpet Message Name Recommended Change

if change made if NO

change1. Service-Red Carpet-First

MessageShould need little to no change.

2. Service-Red Carpet-Team Introduction

First, delete any paragraph that does not apply.If you don’t like the term “Sales Assistant,” you can change it in the fourth paragraph to “Relationship Manager” or whatever. But do not change the field «SalesAssistant».

3. Service-Red Carpet-SV Intro Account Set up

If you do not have a Service Assistant, this letter will need to be heavily changed to reflect the contact information of the primary service contact in your office.

4. Service-Red Carpet-SV Intro Transfer In Process


5. Service-Red Carpet-Transfer Done


6. Service-Red Carpet-Welcome Kit

As a “Thank you” gift, we strongly recommend you send the Homefile® Financial Planning Organizer. But if you choose not to, remove the following paragraph from the letter Service-Red Carpet-Welcome Kit: The Homefile® Financial Planning Organizer Kit helps you organize important financial documents such as auto titles, bank statements, medical records, mortgage papers, and more. The Homefile includes 22 file divider cards to help you file important financial information. Each category has clear guidelines on what to save, how long to keep it, and when you no longer need it. Quick-Find Index lets you file or find any of 200 different kinds of paperwork in seconds.

7. Service-Red Carpet-I Have A Friend Referral



8. Service-Referrals-Laminated Business Card Referral

This letter is designed to send out a laminated copy of the FA’s business card with account numbers on the back. If this is not prudent or not possible with your firm you may also try sending a card with…

Current year’s calendar FA’s disaster/emergency contact info Important events for the upcoming year Anything designed to make the card a useful tool the

client will keep on their person at all times.If you use any other option than the account numbers, the text of this message will need to be changed to reflect that.


Scripts

Script Name Recommended Change if change made if NO

change1. B Red Cherry Call Back

ScriptReplace company name and FA name with the appropriate information for your office.

In the “After the Close” section, type in your team’s contact information.

Campaign-specific changes will be made in later version. As such, do not change info like <<Info sent>> or << Spell out action the prospect should do>>.

2. B Still A Red Cherry Replace company name and FA name with the appropriate information for your office.


3. C Green Cherry Follow-Up Replace company name and FA name with the appropriate information for your office.


4. C/D Phone Drip Replace company name and FA name with the appropriate information for your office.



PHASE 2: CREATE CUSTOMIZED TEAM MASTER MESSAGES

These steps will walk you through permanently changing the messages used in the Lead Generation, Lead Development, Sales Process, and Red Carpet Speedbutton Groups to be more specific to your office.Through the Document Manager edit each document that needs to be changed. Follow the steps below. Make certain that you “Save and Exit” each message once your changes are complete.

1. Change letter text following the mark-up on the completed Sales Pipeline Materials.

2. Replace [text in brackets] with office-specific text listed on the completed Sales Pipeline Materials.

3. If you are a partnership, the Plural version of each message must be edited after you have edited the Single version.


PHASE 3: CREATE CUSTOMIZED TEAM MASTER SPEEDBUTTONS

These steps will walk you through permanently changing the Lead Generation, Lead Development, Sales Process, and Red Carpet Speedbutton Groups to be more specific to your office:

1. When new Speedbuttons are imported, the Output Channel for all messages is set to “Printer” by default. This means you will need to change any message in a Speedbutton designed to be sent as email.

For each email message, do the following:a. Open the email version of the Speedbutton or Speedbutton

including email steps.b. Select the Message Step designed to send the email message.c. Change the Output Channel to “Email."

d. The Message Subject should auto-populate when you choose the Email option. You can use this default or specify your own.


2. Apply the above steps to each of these Setup Message steps:


3. Finally, you will adjust the Assigned Staffgroup for each Objective and Action in order to best fit your office. You will need to go through each Speedbutton in Lead Generation, Lead Development, Sales Process and Red Carpet and complete the following steps:

a. Identify all of the Objectives and Actions as you will be editing each.


b. Open the first item and read the Description to see what steps the assigned Staffgroup is expected to complete with the Objective or Action.

c. Check what Staff Group the item will be assigned to by default.

d. If needed, re-assign the item to the appropriate Staffgroup for your office’s process. If not, choose Cancel and leave the Objective or Action alone.


Now that you have your office-specific masters you can use those in your prospecting efforts and customize for individual campaigns. You will only need to change these masters if changes are made to your team or office information, in which case, you will repeat the steps in this checklist to alter and seek approval for all of your changed messages.ADDITIONAL RESOURCES

If you are unfamiliar with editing Messages or Speedbuttons, these resources online may be of assistance:

BGM University for Gorilla 4.x: Creating and Editing Messages BGM University for Gorilla 4.x: Creating and Editing Speedbuttons Knowledgebase for Gorilla 4.x: How to Edit a Message in Gorilla

4.x Knowledgebase for Gorilla 4.x: How to Edit a Speedbutton in

Gorilla 4.x


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