7 Benefits of Deploying Salesforce Sales Engagement [Former High Velocity Sales]
5 min
Perhaps one of the more feature-rich addons to Salesforce’s Sales Cloud, High Velocity Sales (HVS) provides incredible tools for your inside sales team to spend precious time more intentionally and gain actionable insights based on previously unavailable sets of data. If you are not familiar with everything that HVS has to offer and/or are considering investing in the technology for your inside sales organization, here is our guide of what you should be sure to take advantage of!
1. Lead Scoring will help prioritize where time should be spent
If your business sifts through large quantities of leads, whether it be from purchased lists, conferences, mailers, etc., it can be an impossible task for an individual sales agent to identify what is worth pursuing versus what will be a waste of a phone call. Einstein Lead Scoring is designed to provide a numeric (and thus sortable) tally of just how likely a particular lead is to sign on for new business. Drawing insights from your historic conversions from prospect to customer, Salesforce will also provide specific tips about what attributes drive the score, which provides additional detail useful for appropriate conversational topics and routing opportunities to the appropriate skill sets. Spending time on the most valuable leads identified through this machine learning technology will allow your sales users to focus less on those more likely to say “no”, and more on those more likely to say “yes”!
2. Configure Sales Cadences for a normalized, natural flow to the sales process
For businesses looking to make the sales cycle a consistently strong experience for their customers, Sales Cadences can be set up to walk agents through a series of conditional steps based on responses they receive (or that they do not receive).
Has a potential customer not replied to your initial voicemail left 3 days ago? Instruct your users to follow up with a summarizing email. Has the customer indicated they need time to think about a proposal? Schedule a phone call for next week to check in. There are endless possibilities for defining a structure that works best for your organization, including the ability to create Call Scripts or Email Templates for different scenarios that merit follow up or response to a lead.
Sales Cadences are also arguably the most exciting HVS feature from a technologist’s perspective, as they are configured in a fashion like Salesforce’s incredibly popular Flow Builder. Sales Cadence Builder leverages the same logical, drag and drop methodology for configuring what should take place for a variety of paths and outcomes.
3. Work Queues serve as the intelligent version of the old-fashioned to do list
At this point you are probably thinking to yourself, “All of this organization and prioritization of my sales data is great, but how do my users consume it?” Enter the Work Queue, which helps agents by suggesting the appropriate combination of both which opportunities to focus on and what specific action can be taken to increase the odds of closing the business.
In addition to the Salesforce user interface, if you are leveraging an integration between Salesforce and Outlook or Gmail you will also be able to make the Work Queue accessible right from your users’ email application. There is no need to hop back and forth between windows or screens to get details about what step to take next – everything that is needed for the recommended touch point is right there in context, including the ability to launch an email or phone call.
4. Integrate your phones with Sales Dialer
Speaking of originating phone calls directly from Salesforce, HVS comes equipped with Dialer functionality that allows your sales agents to “click to call” those leads with an associated phone number. This is essentially providing a soft phone as there is also the ability to take inbound calls with Sales Dialer. The Dialer component can be added to the utility bar within your Salesforce application for maximizing productivity.
5. Analyze phone interactions with Conversation Insights and Call Coaching
Along with the ability to integrate your phone system comes the ability to analyze your agent's individual phone calls. Connect a recording provider, define keywords to listen for within the conversations, and use the information gathered to determine what language resonates with potential clients.
Taking the insights a step further, Call Coaching functionality provides an app with several dashboard-type pages that track different types of mentions within the calls, including those related to competitors, products, and the like. You can even navigate directly to a specific section of a call to review how the sales agent handled a particular mention without needing to listen to the entire dialogue.
In certain industries that require the observation of outbound calls for regulatory or other reasons, the combination of recordings, keywords, analysis, and call scripts is likely the most robust out of the box option the market has to offer.
6. Deeper analytics come out of the box
As expected with anything Salesforce offers that is branded with the name “Einstein”, HVS also comes with an analytical suite that is built and ready to give you the information you need to guide your inside sales team. As pictured, you can see metrics around Lead, Engagement, and Sales Cadence performance that tell you who your most active sales agents are, which phone interactions are most meaningful, and which agents or leads might have missed the appropriate next step within a Sales Cadence. All this aggregated data enables you to hone the team further on the strongest opportunities to close additional business.
7. Automate your email and calendar integration with Einstein Activity Capture
Perhaps the most common integration with Salesforce is with either Outlook or Google to sync data points like Contacts, Events, and Email Messages. Traditionally, this had been done via Lightning Sync which was included with base Salesforce licenses. With the retirement of that functionality, the new and improved version is Einstein Activity Capture (EAC), which leverages Amazon Web Services to store certain data and subsequently displays within the Salesforce user interface, which is better suited for large volumes of data, particularly emails. You can configure EAC to sync Contacts & Events bidirectionally or unidirectionally, meaning you have control over where your users are originating data. All the information that is captured and logged in Salesforce is related to the appropriate Contact and/or Account based on matching email address.
Salesforce’s Sales Cloud does come equipped with a stipend of Einstein Activity Capture licenses, but it usually does not include enough for larger organizations. You do get those additional integration benefits when purchasing the add-on HVS licenses, however!
