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How to systematize telemarketing and web sales meetings for inside sales using EMOROCO CRM Lite with CRM 4.0

Hello, this is Matsubara, CRM Evangelist.

"I make 100 phone calls and only manage to get 2 appointments."

"We started a web-based business meeting, but there's no record of what we discussed last time."

"With multiple channels—email, phone, Zoom—it's impossible to keep track of who's progressed where."

The root of these problems faced by inside sales (IS) teams lies in one thing: the separation of a "volume-driven approach" and an "approach that gauges customer interest . "

From a CRM 4.0 perspective, many inside sales failures stem from "managing prospects using numbers (likelihood/score)." The core of CRM 4.0-style inside sales lies in a system that senses, records, and utilizes "what emotional state this prospect is currently in," which cannot be captured by numbers alone, for the next contact.

This article explains how to design an inside sales system using EMOROCO CRM Lite in a CRM 4.0-like manner.

Division of roles between inside sales and field sales – a prerequisite for CRM design

Let's start by clarifying the roles and responsibilities.

Inside Sales (IS): Responsible for identifying, nurturing, scheduling appointments with, and conducting initial sales meetings with prospects through non-face-to-face channels such as phone, email, and web meetings.

Field Sales (FS): Conducts face-to-face business negotiations with prospective customers who have been nurtured by the Sales Team (IS), and is responsible for closing the deal.

In this division of labor model, the "quality of handover" between IS (Information Sales) and FS (Focus Sales) is crucial in determining the closing rate. If the "prospective customer's level of interest, concerns, and motivations perceived by IS" are not conveyed to FS, FS will have to "rebuild the relationship from scratch."

EMOROCO CRM Lite can be designed as a mechanism to handle this "transfer of emotional nuance" from IS to FS.

Field design for inside sales

We will design prospect records specifically for IS (Instrument Sales).

[Field Design for IS Prospect Records]

basic information:
Company name, contact person's name, title, department
• Industry • Number of employees • Area
• Inflow channel (selectable):
Web inquiries / Exhibitions / Social media / Referrals / Outbound calls /
Seminar participation / Free trial / Other
• IS members in charge

Contact management:
・Last contact date
• Contact channel (selectable):
Phone/Email/Zoom/Teams/In-person/SNS
• Next action date and content

Temperature perception management (emotional temperature specifically for IS):
• Emotional temperature (multiple choice):
Hot: Shows an intention to act immediately / Has taken action on its own.
Warm: Interested, responding regularly
Cool: Low response, pending, still comparing with competitors
Cold: No response / Clear refusal

Appointment/Business Meeting Status:
Phase (selectable):
Before approach / Contact made / Nurturing in progress /
Appointment scheduled / First meeting completed / Sales team handed over / Deal lost / Stopped
- Appointment scheduling date - First meeting date
FS person in charge (person to whom the responsibility will be handed over)

IS Narrative (the core of CRM 4.0):
• "Notes on the temperature I felt during today's contact" (text):
Example: "His voice tone became brighter. He said the budget had been secured."
However, there is a possibility that the approval process will be delayed until next term."
Example: "I was turned down last time, but today they called me themselves."
It is presumed that dissatisfaction with competing products has arisen. Now is the crucial moment."

• "Reasons for losing or suspending the deal" (multiple choice):
Price / Competitor advantage / Timing / No budget / Change of contact person / No response / Other

• "FS Handover Memo" (text):
Example: "Concerns identified in 3 phone calls: security and operational burden."
The framework for improving operational efficiency is more impactful than cost reduction.
"It seems that the department heads on the ground have more decision-making power than the president."

Workflow Design – From "Doing a Lot" to "Acting at the Right Time"

The core of IS's workflow design is "automatic detection of the appropriate timing based on temperature perception."

[IS Workflow Design Collection]

[Automation of Call and Contact Timing]

"Phase: Contacted × More than 5 days have passed since last contact"
→ Task: "Follow up contact with Mr./Ms. XX"
Content: "I will contact you after reviewing the content from last time."
I will always update my emotional temperature.
Start with "How are things going since then?"

"When the emotional temperature is updated to a warmer level":
→ Task: "Timing for scheduling an appointment with Mr./Ms. XX - sometime this week"
Content: "Don't miss the moment when the temperature rises."
We will contact you to schedule an appointment within 48 hours.
I propose a 30-minute meeting via Zoom.

"When the emotional temperature is updated to a hotter level":
→ Task: "[Top Priority] Please schedule an appointment with Mr./Ms. XX today."
Content: "Act while the heat is still on."
Temperatures may drop from tomorrow onwards.
We will immediately adjust our schedule and make an inquiry."

"Emotional temperature is cool × More than 14 days have passed since last contact":
→ Task: "Considering switching to nurturing methods for Mr./Ms. XX"
Content: "Stop direct approaches and switch to nurturing."
Change to newsletters, case study articles, and webinar invitations.
We will try approaching them directly again in 60 days.

[Automation of pre- and post-appointment/sales negotiation processes]

"When the appointment date is updated":
→ Task ① (Previous day): "Mr./Ms. XX, pre-appointment preparation check for tomorrow."
Content: "Reread all of the IS narratives."
In particular, check the "words that resonated, concerns, and information about decision-makers."
Sending confirmation and reminder emails for the Zoom link.

"First negotiation completed × Handover to FS not yet set"
→ Task (next business day): "Create FS handover memo for Mr./Ms. XX"
Contents: "Company information, sentiment, concerns, impactful frames, etc."
Record the decision-makers and competitive landscape in the FS handover memo.
We will share all IS narratives with FS."

[Nurturing Workflow]

"Phase: Nurturing × 30 days since last contact"
→ Task: "Send nurturing content to Mr./Ms. XX"
Content: "Based on this prospect's industry, concerns, and interests"
We will send you case studies, materials, and webinar invitations.
"Replies and clicks will raise the emotional temperature."

Dashboard Design – IS Managers Can Get an Overview in 5 Minutes Every Morning

[Dashboard for IS Managers]

[Daily Review View (Every Morning, 5 Minutes)]

"Today's Action List":
Condition: The next action due date is today or past the due date.
→ You'll know immediately what you need to do today.

"Hot x No Appointment" List:
Condition: Emotional temperature hot × Phase: Before appointment setting
→ Top priority prospects that need to be acted on today

List of "Cool × No contact for 14 days or more":
Conditions: Cool emotional temperature × More than 14 days have passed since last contact
→ The target for determining whether to switch to nurturing.

[Weekly Review View (Every Monday, 10 minutes)]

"Pipeline distribution by phase":
Before approach / Contact made / Nurturing /
Appointment scheduled / First meeting completed / FS handover completed
→ Visualize pipeline bottlenecks

"Distribution of emotional temperature":
Number of hot/warm/cool/cold requests
→ To understand the overall mood and atmosphere within the team.

"Action completion rate by person in charge":
Percentage of tasks due this week completed
→ Identify which members are active and which are stagnating.

[Monthly Review View (Beginning of Month, 20 Minutes)]

"Distribution analysis of reasons for lost deals":
Price / Competition / Timing / No budget / No response
→ We will develop improvement strategies for next month based on this month's lost deals.

"Trends in temperature perception":
Warm to Hot Conversion Rate
→ Discover the action patterns that are most likely to lead to appointment scheduling.

"Conversion rates by inflow channel":
Web inquiries/exhibitions/referrals, etc.
Which channel leads most likely to result in an appointment?
→ Used to prioritize investments in attracting customers.

Designing to enhance the "handover quality" from IS to FS—passing on the sense of nuance.

The most important design aspect is the "transition from IS to FS."

Many IS (Information Sales) to FS (Financial Support) handovers only include "company information, meeting date, and basic issues." However, what FS most wants to know is information about the prospect's emotional state, what resonated with them, and what they are wary of.

[Designing the IS handover memo (CRM 4.0-style handover)]

Required information:
① Emotional temperature and its basis:
"Warm. After three contacts, the response speed has increased."
He proactively told me about the likelihood of budget approval."

② Language frames that resonated with me:
"Instead of 'cost reduction,' we should 'increase the time sales staff can spend interacting with customers.'"
I reacted strongly to that expression. "We are aware of the challenges regarding man-hours on site."

③ Information on decision-makers:
"The official person in charge is Section Chief Yamada, but the actual decision-making is done by Department Head Tanaka."
Department head Tanaka seems skeptical about DX. He believes that real-world examples are more effective."

④ Competitive landscape:
"We're comparing it to Salesforce. We have a price advantage."
However, they are concerned about the "peace of mind that comes with a major company."
Presenting case studies is important."

⑤ Caution/Contraindications:
"It seems they have had a bad experience with implementation,
I feel more at ease when they talk about "support for user retention" rather than just describing the features.
"When it feels like a high-pressure sales tactic, the impression quickly turns negative."

→ FS, after reading this handover memo,
How to initiate an initial business negotiation: "A framework that resonates × the decision-maker's concerns"
It can be designed from

"Recording temperature perception" leads to learning for the entire IS (Integrated System) - Implementation of SoI-PDCA

The ultimate application of IS in a CRM 4.0-like manner is "designing a team's learning cycle."

[IS Team's Weekly SoI-PDCA Schedule (15 minutes)]

Designing 15 minutes on Monday mornings:

Check (5 minutes):
Check the changes in emotional temperature last week.
"What triggered the change from 'warm' to 'hot'?"
"Which actions led to the cooling down of the scene?"

Act (5 minutes):
Decide on improvements to this week's call and contact scripts.
"We'll all share the language frameworks that resonated with us last week."
"Reason for losing the deal: The timing is increasing → Nurturing
Add content

Plan (5 minutes):
Check this week's priority list
"Check all hot, yet unscheduled prospects."
"Each person should be aware of the list of people they need to contact this week."

→ In this cycle, "individual perception" becomes "team learning."
The individual discovery that "that frame worked"
By recording it in EMOROCO's narrative memo
This will become the team's overall "winning pattern."

Summary: From "Quantity x Accuracy" to "Temperament x Timing"

The CRM 4.0 transformation for inside sales involves shifting from managing quantitative metrics such as "number of calls made, email response rate, and number of appointments set" to managing the emotional state of the prospect, such as "what emotional state is this prospect in right now, and when is the optimal timing?"

[EMOROCO Design Checklist for IS (Information Systems)

Field design:
□ Is an emotion temperature (hot/warm/cool/cold) set specifically for IS?
□ Is phase management (before approach to FS handover) in place?
□ Is there an IS narrative field (a memo of the feeling of temperature experienced during today's interaction)?
□ Is an FS transfer memo field designed?
□ Is the "Reason for Loss" field (selection type) set?

Workflow design:
□ Emotional temperature is hot → Will an action task be automatically generated for the same day?
□ Emotional temperature cool × 14 days or more passed → Will a nurturing switch task appear?
□ Will a pre-appointment preparation check task be automatically generated on the appointment setting date?
□ Will a task be automatically generated to create a memo for handing over the FS (Financial Strategy) after the initial negotiation is completed?

Dashboard design:
□ Do you have a top priority list of "hot x no appointments"?
□ Is the conversion rate by inflow channel visualized?
□ Can the distribution of reasons for lost deals be confirmed on a monthly basis?

By starting "IS design centered on emotional impact" with EMOROCO CRM Lite today, you can shift from a battle of quantity ("100 calls → 2 appointments") to a battle of quality ("20 calls → 8 appointments").
EMOROCO CRM Lite Product Page

Related article: [Customer Success x EMOROCO CRM Lite - CRM design aimed at achieving "zero churn" in SaaS and service industries]

Related article: [CRM design to reduce churn rates - Emotional temperature monitoring to prevent customers from leaving without realizing it]

Related article: [What are the "six key factors" of CRM 4.0? — The design philosophy of next-generation CRM realized by EMOROCO CRM Lite]

 

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Person who wrote this article
Shinsuke Matsubara

Arcus Japan Representative Director / CRM Consultant
Click here for detailed profile
He has worked as a system engineer, architect, and consultant at Accenture and other companies, an evangelist at Infragistics (Microsoft MVP for Dynamics CRM (now Microsoft MVP for Business Solutions)), and a solutions specialist at Microsoft (in charge of Dynamics CRM products).He currently leads a service team specializing in CRM, supporting CRM implementation and business launches for companies of all sizes.At the same time, he works as a CRM evangelist, spreading the idea of "true" CRM through events and article contributions.
Having learned CRM at Accenture, and having advocated and globally popularized CRM 2.0 (platform-based CRM) at Microsoft, he is a legitimate successor to CRM and the longest-serving active CRM expert (CRM consultant/CRM doctor), having received an award at Worldwide.
Since then, as a leading expert in CRM who advocates CRM 3.0 (Personalized CRM) and CRM 4.0 (Creative CRM), he has been interviewed and received numerous awards both domestically and internationally from publications such as The Wall Street Journal, Newsweek, TIME, WORLDCOM, Mainichi Shimbun (Weekly Economist), and Nippon Cultural Broadcasting. He has also been selected as a representative company of the Kansai business community by "Keizaikai" for four consecutive years.
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