Increasing Sales
White Paper
How Surado CRM Can Increase Your Sales
A White Paper for the Sales Professional
Preface
The success of your business is largely dependent on your Sales Team‚ the lifeblood of any organization.
In an increasingly competitive environment, sales teams need to skillfully manage a range of
competencies and toolsets. Presentations, literature fulfillment, revenue forecasting, sales follow-up, lead
generation, cross-selling / up-selling and scheduling appointments and activities are all part of a day's
work. To achieve peak performance, Sales Teams need easy-to-master tools which provide consistent,
accurate and effective results that translate into increased revenues and profitability.
The Surado CRM Sales module empowers sales teams by providing an intuitive system that presents a
comprehensive single view of the customer across your entire organization. Combine this with a
powerful Knowledge Base and automated business rules to create a consistent sales methodology
throughout your entire team. With Surado CRM, your Sales teams are enabled to manage the complete
prospect to customer life-cycle with efficiency and effectiveness.
This white paper only discusses the Surado CRM Sales module. For more information on other Surado
CRM modules and product options, including Contact & Account Management, Marketing
Automation, Customer Service and Integration, please visit www.SuradoCRM.com.
Contents
• Why Do You Need A CRM Solution? .................................................. 2
- Benefits of a CRM Solution for the Sales Team .................................2
• Surado CRM Solutions for Sales Teams ...............................................3
- Key Features .....................................................................................3
- Benefits ............................................................................................ 3
• Opportunity Assessment ................................................................... 4
• Opportunity & Pipeline Management ............................................... 4
• Quote and Proposal Management ......................................................5
• Up-Selling, Cross-Selling Automation ..................................................5
• Sales Methodology Using Business Process Automation ....................6
• Revenue Forecasting and Probability Assessment ..............................6
• Competitor Analysis - Recognizing Strengths and Weaknesses .......... 7
• Leads Management .............................................................................7
• Connect Your Mobile Staff ................................................................. 8
• Reporting and Analysis .......................................................................8
• Conclusion .........................................................................................8
• About Surado ......................................................................................9
- Surado CRM Solutions ......................................................................9
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 1

Increasing Sales
White Paper
Why Do You Need A CRM Solution?
The Sales Process or Opportunity Life-Cycle is the manner in
which you Generate Leads, Qualify an Opportunity, Review "A CRM Solution
Competition, Develop and Present a Value Proposition, Secure that provides a
Agreement Support, Order Fulfillment and not only maintain, but
robust Sales
Build the Relationship.
Module can
To successfully execute the Sales Process, a Sales Team has to provide insights
secure a methodology that makes sense to the organization for
the products and services they provide. It also must be flexible
into inefficiencies
for dynamic changes in business environments. A CRM Solution that can cripple
that provides a robust Sales Module can not only help streamline an organization's
Sales Processes but also provide insights into inefficiencies that
can cripple an organization's growth.
growth."
Benefits of a CRM Solution for the Sales Team
1. Provide a consistent and coordinated sales process across the entire team.
2. Identify and track the real decision makers, focusing energy on those authorized to make the decision.
3. Target resources toward highly qualified opportunities.
4. The team gets a 360-degree view of each customer.
5. Create and track proposals that provide cost justification and customer-oriented value propositions.
6. Know your competition before proposing your solutions and structure your presentation to
emphasize your strengths.
7. Empower sales teams with powerful research and reporting tools.
8. Increase efficiency by integrating with effective third-party applications.
9. Learn from your mistakes.
10. Enable "Bottom to Top" reporting with ease.
11. Maintain contact with your customers, even when on the road.
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 2

Increasing Sales
White Paper
Surado CRM Solutions for Sales Teams
Surado CRM provides an easy means of building an intimate profile of each customer account and
managing every stage of an opportunity life-cycle, from initial contact to presentations to contract
negotiations to sale, all the way through fulfillment and post-sales service and support activities.
With Surado CRM, sales professionals can manage customer accounts and opportunity life-cycles
with ease.
Key Features
• Opportunity Management
• Forecasting & Pipeline Analysis
• Lead Generation & Routing Contact &
Account SALES
• Sales Team Management AUTOMATION
Management
• Quotes & Proposals
• Competitor Intelligence
• Campaign Source Tracking
• Automated Business Triggers
• Sales Rep Productivity Analysis
Marketing Customer
• Knowledge Base Automation Service
Benefits
• Easy-To-Use Integration
• Rapid Implementation
• Easily Customizable
• Simple to Forecast, Plan & Strategize
• Fully Integrated with other Surado CRM Modules,
including Marketing and Customer Care
• Seamless Integration with Microsoft Outlook, Word, Excel
• Integrates with Popular PDAs
• Disconnected Solution for Mobile Sales Staff
• Empower Sales Staff with Powerful Reporting tools
• Web Access
• Win/Loss Analysis
• Literature Fulfillment
• Cross-sell and Up-sell Analysis
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 3

Increasing Sales
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Opportunity Assessment
Before you embark on any opportunity, you must be sure of
the potential sales volume and the reasonable probability of
securing the sale. The first thing an Account Manager must
do is to qualify the opportunity. Surado CRM provides the
ability to customize even the most sophisticated assessment
criteria. Answering the following questions early in the sales
process will eliminate unnecessary risks before embarking on
an expensive sales project with little or no return.
• Do you understand the customer's needs?
• Does your solution match the requirements?
• Is there sufficient funding available to finance the project?
• Are you going to be able to deliver in the time-
frame requested? "Surado CRM provides
• Is this project a high priority for the customer?
• Do you know your competition for the opportunity?
the ability to
• Do you have a strong value proposition? customize even the
• Do you have the necessary know-how and resources most sophisticated
to execute?
• Do you know the customer's decision criteria?
assessment criteria."
• Do you know who the decision makers are?
Opportunity & Pipeline Management
When a sales opportunity presents itself, it is important to be able to build an intimate profile of the
opportunity, including complete visibility of sales history, milestones, probability and account manager(s)
responsible for the successful closing. Once this has been done, sales opportunities can be reviewed in
powerful ways:
• Quickly forecast opportunities through pipeline visibility by sales stages.
• Review opportunities by Account Manager, Sales Groups, Product Lines,Time Periods, Probability and
other custom fields.
• Analyze trends, cycle timelines and win/loss ratios.
• Management can review and compare performances by Account Managers and Sales Teams.
• Account Managers and Management can review quotas.
• Provide efficient collaboration between team members by providing a clear and consistent approach
to sales methodologies and customer information tracking.
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 4

Increasing Sales
White Paper
Quote and Proposal Management
Many CRM systems provide a means of tracking an opportunity but do not provide the ability to create
and track detailed line items that form the basis for a proposal or quotation. Surado CRM provides a full-
featured Quotation system with the ability to import thousands of products or part numbers that can
make up a proposal.
In the end analysis, your sales team should be able to quickly create a quote or proposal to be e-mailed,
faxed or printed and mailed to the client. Surado CRM not only provides this ability, but also
automatically creates opportunity records for quotes or proposals transmitted.
Utilizing the Surado Integration Module, a sales proposal or quotation can easily be converted into a sales
order and all relevant information transferred automatically into back-office financial systems.
Up-Selling, Cross-Selling Automation
Surado's Sales and Marketing Modules are tightly integrated. This enables Marketing and/or Sales
Managers to quickly data mine existing clients for cross-sell and up-sell opportunities. Cross-sell and up-
sell initiatives help maximize the value of existing
clientele by analyzing their purchasing habits and
targeting particular products or services.
Surado's Marketing Module is closely tied to Sales
Automation in order to generate the highest response.
The goal is to be able to target the right
audience with the right product or service followed
by an aggressive follow-up either through automated
e-mails and/or follow-up calls by Sales Executives.
The end result is a high return on the initiative that
" Target the can be tracked on a real-time basis during the
campaign period.
right audience
with the right product or
service followed by an
aggressive follow-up."
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 5

Increasing Sales
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Sales Methodology Using Business Process Automation
Support of Sales Methodology, which guides account managers through each step of the sales process,
can be useful to even the most seasoned salesperson. Methodologies also ensure a consistent and proven
series of tested steps that ensure the highest possible closing rates. Surado CRM provides out-of-the-box
sales methodologies that can be adapted to third-party sales methodologies.
Business process automation not only allows sales team managers to define the various sales stages and
the steps necessary to take the client to the next level, but Surado CRM also provides individual Account
Managers the flexibility to add their own intermediate steps to those defined by management, to help
them execute a winning strategy.
Surado CRM provides a consistent, automated approach
for streamlining sales operations. From capturing leads
from your web site and automatically routing them to
the appropriate sales team member for follow-up,
creating business rule processes that automatically
schedule distribution of literature to creating follow-up
activities, Surado CRM will help provide you with the
support you need to employ consistent, winning sales
methodolgies across your entire team.
" Surado CRM provides a
consistent, automated
Revenue Forecasting and approach for streamlining
Probability Assessment sales operations."
Once a sales opportunity presents itself, Surado CRM
provides the ability to track every stage of the
opportunity by client, vertical product or service, source, account managers, size of opportunity, potential
closing date and current probability, and detailed line items. Once this information is entered into the
system, Surado CRM empowers Account Managers to forecast revenue; review goal attainment levels,
entire pipelines and sales cycles and target the most probable clients with the highest priority. The end
result is being able to place the highest priority on follow-up of your best prospects.
Powerful analytical tools allow managers to review customer leads and target the most profitable
accounts. Integrated Internet Resources increase efficiency by researching customers and competitors.
Research items can be easily linked to an account for quick and easy retrieval.
At any moment, managers can review what is in the pipeline grouped by Account Manager, Sales Team,
Sales Stage and/or Product Lines. This real-time information allows them to analyze forecasts and progress
toward company goals to create a winning sales team.
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 6

Increasing Sales
White Paper
Competitor Analysis - Recognizing Strengths and Weaknesses
With Competitor Intelligence, identifying competitors is simplified. Track Competitor Strengths,
Weaknesses, Ratings and Past Performance while monitoring Win/Loss statistics to better position you
and your team in the future.
Whether an opportunity is won or lost, standardized reason codes and descriptions can be established to
track the results. Knowing your competitors, including strengths, strategies and solutions proposed for
specific projects can be critical in helping you develop a winning proposal. It is not enough to have a
good product and a fancy presentation--you must be able to address how your solution is a better fit to
the customer compared to that of your competition. Reports monitoring won/lost opportunities help
ensure optimum on-going results.
Leads Management
Leads can be generated by a variety of means, including from the Internet, referrals or purchasing
targeted mailing lists. Once leads have been procured, it is critical to be able to quickly provide the
leads to your Sales Account Manager based on their
specialty, territory, etc. so they can follow-up when
opportunities are hot.
Managing the procurement and timely distribution of
leads is extremely important in securing a sale. Surado
CRM provides an essential tool that enables managers
to automatically distribute leads based on various
criteria and track the results. This tool provides
managers a clear picture of who is harvesting and "Managing the
making the most out of the leads distributed to procurement and timely
them. With this knowledge, managers can automatically distribution of leads
route leads to the best person on their team to is extremely important in
maximize results.
securing a sale."
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 7

Increasing Sales
White Paper
Connect Your Mobile Staff
Your sales team needs "anytime, anywhere" access to critical account, opportunity and product
information in order to gain competitive advantage and close sales. Surado offers complete offline access
to customer account information through a separate disconnected solution.
Sales professionals "on the go" no longer have to deal with the frustration of partial or missing account
information. Armed with complete customer data, sales professionals are always equipped to take
advantage of unexpected opportunities.
Easy synchronization features help keep your mobile staff up-to-date with the rest of your organization.
Surado also synchronizes contact and schedule information using Palm™ and Pocket PC OS devices
including PDAs and mobile telephones. Utilizing a patent pending synchronization technology called
Surado Always-In-Sync, mobile sales staff are no longer required to manually synchronize their systems to
corporate servers. It is done automatically the moment mobile staff connect their laptops to corporate
servers. The end result is that managers always have real-time data at the corporate level from all sales
account managers for accurate daily, weekly, monthly, quarterly and yearly performance and forecasting
reports. For mobile staff, laptops are always up-to-date with the latest leads and opportunities, not to
mention updated account information at their fingertips.
Reporting and Analysis
Empower your employees with tools that enable them to analyze their own performance on a real-time
basis, resulting in improved customer service across all touch points. The power to measure performance
not just for a selected few, but for all employees, allows them to be more responsive.
Surado provides powerful next-generation business analytics and reporting tools necessary to provide a
comprehensive view of your customers. The benefits are faster generation and distribution of reports,
more informed decision-making, rapid deployment of changes, increased efficiency and ROI resulting in a
reduction in total cost of ownership.
Conclusion
In today's competitive environment, Sales teams need to be armed with knowledge. Knowledge about
their products, their customers, their opportunities, their competitors and the methodology behind a
successful winning strategy. The next step is to be able to consolidate all of this knowledge in a way that
is easy to access even for the most computer novice Sales Account Manager. The result is a winning
combination - the power of knowledge and the ability to access it anytime. This is what Surado CRM
Sales is all about; automating in ways that are not only efficient but also effective, enabling you to Know
Your Customers and Keep Them for Life!
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 8

Increasing Sales
White Paper
About Surado
Surado Solutions, Inc., founded in 1995, is a privately held company that provides a full spectrum of
products and services in Customer Relationship Management (CRM) and E-Business solutions.
Surado Customer Relationship Management (CRM) Solutions
As an emerging innovator in Customer Relationship Management (CRM) software, Surado is committed
to providing powerful, versatile and sensible solutions that help companies know their customers and
keep them for life. Surado’s CRM Solutions help organizations increase sales, build customer loyalty and
reduce costs while providing better customer service. Our CRM solutions serve a wide range of vertical
markets including financial services, healthcare, government and manufacturing.
Surado’s Enterprise CRM Solution targets the mid-market and supports major functions as core
components of its enterprise suite including sales, marketing, customer service and customer support.
Product advantages include a high degree of customization, fast integration with third party applications
and advanced security options. Designed to meet the expanding and changing needs of growing
businesses, it provides flexibility, scalability, reliability, robustness and an open architecture while
enabling fast and easy integration with third-party and customized applications through its powerful
Integration Module. To give mobile users a real competitive advantage, Surado provides a powerful
disconnected version that allows full and complete access to customer information—even on the road.
And by simply connecting laptop to server, Surado Always-In-Sync™ automatically synchronizes both
ways between mobile user laptop and server.
For more information, please visit www.SuradoCRM.com, call 1-800-4 SURADO (1.800.478.7236),
or drop us a note at suradocrm_info@surado.com.
Surado Solutions, Inc.
2060 Chicago Ave. • Suite C5
Riverside, CA 92507
USA
Surado, Surado CRM Solutions, Surado Enterprise CRM and Surado Always-In-Sync are trademarks of Surado Solutions, Inc. All
other company and product names are trademarks or registered trademarks of their respective companies.
1-800-4 SURADO • www.SuradoCRM.com
Copyright © 1996-2003 Surado Solutions, Inc. All Rights Reserved. Surado and Surado CRM Solutions are trademarks of Surado Solutions, Inc. 9