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GETTING TO KNOWSALESFORCE ESSENTIALSThe small businesstrailblazer’s guide togetting started withSalesforce CRM

ContentsMeet Astro and Friends.INTRODUC T ION: WH Y DO SM A L L BUSINE S SE SCHOOSE S A L E SFORCE ? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3CH A P TER 1WH AT I S E S SEN T I A L S ? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4CH A P TER 2HOW DOE S S A L E SFORCE HEL P M Y BUSINE S S GROW ? . . . . 7CH A P TER 3I S E S SEN T I A L S R IGH T FOR M Y BUSINE S S ? . . . . . . . . . . . . . 10CH A P TER 4HOW DO I GE T S TA RT ED W I T H E S SEN T I A L S ? . . . . . . . . . . 13CH A P TER 5WH AT A RE M Y NE X T S T EP S W I T H S A L E SFORCE ? . . . . . . . . 15As you may have noticed, the style of this e-bookis inspired by the great outdoors and U.S.national parks. Why? Because they express afeeling of fun, adventure, and exploration — andSalesforce is all about empowering people toblaze their own trails and be part of somethinggreater. Pretty cool, huh? If you want to knowmore, check out Trailhead, the fun way to learnabout Salesforce. Get started today.

IntroductionLearn why Salesforce is the#1 CRM for growing businesses.WHY DO SMALL BUSINESSES CHOOSE SALESFORCE?Welcome, small businesses. You areconnect all of the tools you need tothe passionate Trailblazers that fuelrun your business. Our products growinnovation and drive our economy. As awith you, so you never have to worrysmall company, you may have less timeabout scalability. And now you can getLearn why a complete CRM isessential for growth.and fewer resources than your biggermore out of your data through built-incompetitors, but you still find a way tointelligence that provides predictionsHIT THE TRAIL compete with them. The new editionand insights. Today, our customersof Sales Cloud, called Essentials, wasrange from small startups to somecreated with you in mind. Whetherof the largest enterprises, and we areyou’re using spreadsheets and stickyrecognized by industry analysts as thenotes to manage your business or havemarket leader for customer relationshipalready embarked on your customermanagement technology.ACCESS THE GUIDE relationship management (CRM)journey, this e-book will explain howSalesforce can help your business grow.Not only does customer success formthe basis of our business model; itunderscores a culture of constantSalesforce was founded in an apartmentinnovation throughout our company. Asin San Francisco with one goal in mindyour business grows, we’ll continue to— to help our customers succeed.work with you to deliver value. We areOur products can help you find morededicated not only to leading the CRMcustomers, win their business, andindustry but to defining the future ofkeep them happy. We make it easy tobusiness across all industries.3

CHAPTER 1What is Essentials?The latest edition of Sales Cloud is called Essentials,and it includes the must-have CRM features forsmall and growing businesses. Like other SalesCloud editions, it’s built on the Salesforce Customer IMAGE: Home screenSuccess Platform, so it’s secure and scalable, andof walk through ineasy to customize and upgrade as you grow.Essentials You can start using Salesforce Essentials instantly.Setup is simple, and in-app guided tutorials will showyou how to use it. Recommended setup steps helpyou map out your sales path, import your businesscontacts, and collaborate with your teammates. Andwhen you’re ready to learn more, guided learningpaths on Trailhead — the fun and easy way to learnSalesforce — can help you blaze your trail to success.Getting to Know Salesforce Essentials4

CHAPTER 1: WHAT IS ESSENTIALS?With Essentials, small businesses can takeadvantage of the same technologies as largercompanies. Now you can sell faster andsmarter because artificial intelligence (AI) isbuilt in. Einstein Activity Capture automaticallylogs emails, calendar events, and more intoSalesforce, so you can focus on high-impactactivities. With less time spent on manualentry, you can focus on the sales opportunitiesthat grow your business.Getting to Know Salesforce Essentials5

CHAPTER 1: WHAT IS ESSENTIALS?Keeping up with growth can be challengingfor a small business. But Essentials makes iteasy to scale as you grow because you caninstantly connect and share data among all thetools you need to power up your business. Youcan quickly add the apps you need to scaleyour business through the world’s largest appecosystem, AppExchange. We’ve teamed withleading small business-focused partners tobring value right out of the box with automaticintegration for the tools that help you grow.See Essentials in action.WATCH DEMO Getting to Know Salesforce Essentials6

CHAPTER 2How does Salesforcehelp my business grow?Salesforce CRM collects all your customer andprospect information — across websites, email,phone calls, social media, and many moresources and channels. It organizes everything togive you a complete record of both individualsand companies, so you better understand yourrelationships over time.Learn 6 ways CRM helps grow businessby downloading our free online guide.ACCESS THE GUIDE Getting to Know Salesforce Essentials7

CHAPTER 2: HOW DOES SALESFORCE HELP MY BUSINESS GROW?A 360-degree view of your customers and prospects can help you:Track your full sales cycle.Increase referrals and business fromPersonalize for better customerexisting customers.experiences.workflow so that you can track every stepWhen you understand your customersSixty-six percent of consumers and 72% ofof your sales cycle from open opportunitybetter, it’s easier to see cross-selling andbusiness buyers are likely to switch brandsto close. With customer informationupselling opportunities and win newif they’re treated like numbers insteadand interactions automatically logged,business from them. Salesforce also givesof individuals.* So understanding youryou and your team will know the latestyou the tools to help your customerscustomers’ challenges, goals, and needs isstatus and next steps with that prospectevery step of the way and keep themimportant if you want to maintain a strongor customer so you’ll never drop thehappy with better service — fromrelationship. Salesforce provides context toball. With full visibility into the customeremail to web to social media. Andevery interaction so you can reach out withrelationship, you’ll know what’s needed tohappy customers are likely to becomethe right message to the right person at theclose deals fast.repeat customers.right time, and on the right channel — acrossSalesforce allows you to set up your salessales, service, and marketing.Identify and prioritize new leads.With Salesforce, sales can identify thehottest leads and focus on the bestopportunities. Marketing can spotprospects that need more nurturing andprime them to become quality leads.With complete, accurate, easy-to-accessinformation about clients and prospects,both sales and marketing can bemore successful.Getting to Know Salesforce EssentialsWith full visibility into the customerrelationship, you’ll know what’s neededto close deals fast.* Salesforce Customer Relationship Survey conducted 2014-2016 among10,500 customers randomly selected. Response sizes per question vary.8

CHAPTER 2: HOW DOES SALESFORCE HELP MY BUSINESS GROW?Average Percentage Improvements Reported by Salesforce Customers: * 30%Lead Conversion 30%Sales 35% 35%Sales ProductivityCustomer Satisfaction 38% 25%Find out which Salesforce solutions can help yourbusiness grow by talking to a growth expert.CONTACT US: 1-800-667-6389* Source: Salesforce Customer Relationship Survey conducted 2014-2016 among10,500 customers randomly selected. Response sizes per question vary.FasterRevenueDecision-MakingGetting to Know Salesforce Essentials9

CHAPTER 3Is Essentials right formy business?Salesforce has CRM solutions for companies ofall sizes. We understand that small and midsizebusinesses have unique challenges, which is whywe created Essentials. You can get set up and getall the benefits of CRM in no time, while knowingyour technology investments will scale as yourbusiness grows.What should I look for in a CRM system ?ACCESS THE FREE GUIDE Getting to Know Salesforce Essentials10

CHAPTER 3: IS ESSENTIALS RIGHT FOR MY BUSINESS?Essentials is designed to:Start instantly.Scale as you grow.Small and growing businesses pressed forScale as you grow. Because Salesforcehelp your customers every step of theis built for companies of all sizes, you’llway. And you can further extend thenever outgrow your CRM. It comes withpower of Salesforce by integrating withthe marketing and customer serviceAppExchange apps built specifically fortools you need to understand andsmall businesses like yours.time and resources need to get startedfast. Salesforce makes it easy and fun to getgoing with Trailhead. After a simple sign-up,you’ll be instantly launched into Salesforce.Our interface, called Lightning, is easy andintuitive for users to navigate. Helpful guides,in-app product tips, and a setup assistant willhelp you and your team quickly customizeEssentials to your business.Sell more.Intelligence is built into Essentials, soyou can sell smarter and faster. EinsteinActivity Capture syncs Salesforce withyour email to gather all activities andcustomer communications so your teamdoesn’t lose time to manual data entry.And because sales doesn’t always happenat the desk, the Salesforce app andBecause Salesforceis built forcompanies of allsizes, you’ll neveroutgrow your CRM.Salesforce Inbox are designed to help youdo business anywhere, anytime.Getting to Know Salesforce Essentials11

CHAPTER 3: IS ESSENTIALS RIGHT FOR MY BUSINESS?Is my business a fit for Essentials?Salesforce offers solutions for businesses of all sizes andindustries. Use this handy checklist to see if the Essentials editionis right for your company. Check out Essentials edition if you:Want to get started with SalesforceWant to automate your sales workflowHave five salespeople or lessDon’t need to customize extensivelyto fit your businessHave a tight budgetGet started with the basics of Salesforce.HIT THE TRAIL Getting to Know Salesforce Essentials12

CHAPTER 4How do I get startedwith Essentials?Getting started with Essentials is simple — all youneed is your email to get started.Start a free trial of Essentials.SIGN UP 1Begin by entering your name and email.After you submit, your business’s Salesforce instance isautomatically created. You’ll be greeted with your firstwalk-through, showing how to get set up.2Follow the Trailhead-guided walk-throughs.Dive right into your new Salesforce instance with theTrailhead-guided walk-throughs to help you learn howto set up Salesforce for your business.Getting to Know Salesforce Essentials13

CHAPTER 4: HOW DO I GET STARTED WITH ESSENTIALS?435Learn how to use SalesforceCustomize Salesforce forContinue your journeyto manage your customerrelationships.your team.with Trailhead.The Setup Assistant will guide you on theAnd when you’ve mastered all theEach walk-through is designed toright path to customizing Salesforce andin-app walk-throughs, continue yourhelp you and your team quickly learnmaximizing user productivity.Salesforce learning journey withhow to use Salesforce to manageTrailhead to maximize your Salesforceyour customer relationships. Helpfulinvestment for your growth.tips on each screen explain whatto do and cover definitions so thatanyone working within Salesforce canunderstand what each term meansand is on the same page and path togrowth.Getting to Know Salesforce Essentials14