Purpose
To provide a structured workflow for Business Development Associates to consistently generate leads, pitch our agricultural machinery, handle objections, close deals, and ensure customer satisfaction — all while maintaining professionalism and tracking performance.
Scope
This workflow applies to all Business Development Associates responsible for promoting and selling Green Guard's agri dryers, washing machines, polishing equipment, and other products as listed.
Tools Used
- Green Guard CRM (internal system)
- Google Workspace (Gmail for emails, Docs for quotations, Meet for virtual demos)
- WhatsApp Business (For quick communication and follow-ups)
- Google Calendar (For scheduling calls and demos)
- Google, LinkedIn, Instagram/Facebook (For lead generation and prospecting)
- Quotation templates & Product Brochures/Links
- Basic accounting softwares
Daily Responsibilities
Business Development Associates must:
- Log into CRM and review today's scheduled follow-ups with existing and potential customers.
- Respond to new leads within 24 hours of assignment or discovery.
- Conduct follow-up calls, emails, and WhatsApp messages as per CRM reminders.
- Generate quotations and order form as required.
Actively generate new leads via:
- Google, Indiamart, Google Maps and prospective leads.
- LinkedIn prospecting to connect with decision-makers.
- Instagram/Facebook outreach.
Update the CRM with:
- Call notes
- Quotation/Proposal status
- Lead tags and areas of interest (e.g., "dryer," "polishing machine").
- Draft and send quotations and order forms to clients.
- Collect advance payments to book the machine.
- Coordinate with the technical or engineering team for demos and client-specific questions.
Sales Process (Step-by-Step)
✅ Step 1: Lead Qualification (FAST Framework)
Use questions to assess if a lead is a good fit.
- F - Fit: Is their agricultural operation (e.g., farm size, crop type, processing volume) suitable for Green Guard's equipment?
- A - Affordability: Do they understand our pricing model and the potential return on investment?
- S - Stakeholder: Are we speaking to the final decision-maker (e.g., farm owner, operations manager)?
- T - Timeline: Are they ready to purchase now, or in a few months?
✅ Step 2: Demo & Portfolio Sharing
- Share case studies or testimonials from similar clients.
- Offer product demos (share pre-recorded videos of the machines in action).
- Collect specific requirements or pain points (e.g., "reduce crop spoilage," "increase processing speed").
- Ask discovery questions and take notes for quotation personalization.
✅ Step 3: Quotation Preparation
- Select the right quotation format based on the client's needs.
- Fill in client name, requirements, machine specifications, capacity, and estimated delivery timeline.
- Clearly mention deliverables, warranty/support period, and payment terms (including advance payment).
- Send the quotation via Gmail and confirm receipt via a brief WhatsApp message.
✅ Step 4: Follow-Up Cadence
- Day 2: Friendly message: "Any questions or feedback on the quotation we sent?"
- Day 5: Add value: "Here's a case study on how a similar business increased their efficiency with our dryer."
- Day 10: Final nudge: "Should we reschedule for next month or modify the equipment configuration to better fit your budget?"
- Track all follow-ups using CRM alerts.
✅ Step 5: Objection Handling
Handle common objections like:
- "Too expensive" → Emphasize ROI (Return on Investment) from reduced spoilage, increased efficiency, and better market prices for processed goods. Offer financing options if available.
- "Need time" → Schedule a follow-up call. Don't push. Ask what information would be helpful for their decision-making process.
- "Already have a supplier" → Offer a free audit or a competitive comparison. Highlight our unique features, after-sales service, or energy efficiency.
- "Later in 6 months" → Offer to lock in the current pricing with a small token advance payment.
✅ Step 6: Deal Closing & Onboarding
- *Raise the final invoice or contract once the deal is verbally confirmed.
- Collect the advance payment to officially book the order.
- Update the lead status in the CRM to "Won/Closed."
- Hand over the details to the operations/delivery team for a smooth onboarding process
Communication Guidelines
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Use client-first language: Always be clear, friendly, and professional.
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Avoid technical jargon: Do not use overly technical engineering terms unless you can explain them in simple, easy-to-understand language.
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Use the right channel: Use WhatsApp for quick updates and follow-ups. Use email for formal communications like sending quotations and order forms.
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Proofread: Always spell-check and review messages before sending.
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Log everything: Log every call, email, or significant contact inside the CRM for future reference.
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Reporting & Performance
Daily & Weekly Reporting
Daily Reporting (via CRM or shared sheet)
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Number of new leads contacted.
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Follow-ups completed today.
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New leads generated.
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Quotations shared.
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Status of pending client responses.
Weekly Reporting (Submit every Saturday to Sales/Reporting Manager)
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Total new leads generated this week.
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Ratio of quotations sent vs. deals closed.
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Number of demo meetings conducted.
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A summary of follow-up statuses.
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Key objections heard from prospects.
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CRM status check: Confirm all leads are tagged and updated correctly.
Performance Metrics
Your performance will be measured by:
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Response time: How quickly you respond to the first enquiry from a new lead.
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Quotation-to-deal conversion rate: The percentage of quotations that become confirmed orders.
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CRM update discipline: How consistently and accurately you update the CRM.
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Revenue generated: Total sales value generated per quarter.
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Lead generation: The volume and quality of new leads you generate.
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Client feedback: Feedback received regarding your professionalism and clarity.
Violations to Avoid
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Not updating the CRM: Failing to log calls, notes, and deal stages.
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Sharing irrelevant information: Sending product details that do not match the client's needs (e.g., sending a large industrial dryer brochure to a small farm).
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Quoting without understanding requirements: Sending a price without first understanding the client's capacity needs, crop type, or operational setup.
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Ignoring scheduled follow-ups: Missing reminders and failing to contact leads as planned.
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Promising unrealistic timelines or prices: Committing to delivery dates or discounts without approval.
Escalation Protocol (Continued)
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For urgent client issues → Escalate to Senior Management/CEO.
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For billing or payment queries → Escalate to the Accounts/Admin Department.
Lead Generation Responsibilities
Business Development Associates are proactively responsible for bringing in leads through multiple channels:
LinkedIn
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Connect with decision-makers in farms, food processing units, FPOs (Farmer Producer Organizations), and agri-export companies.
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Personalize your connection messages and join relevant agri business groups or agricultural forums.
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Follow up with polite DMs or email outreach.
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Identify farms, food processing centers, mills, and agri businesses in target regions.
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Collect their contact information and add it to the CRM.
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Reach out via a professional WhatsApp message or a cold call.
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Instagram & Facebook
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Identify and approach farms or agribusinesses that are active on social media.
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Join Facebook groups relevant to agriculture, farming, food processing, and local SMEs to find potential leads.
WhatsApp Business/Groups
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Share success stories (client testimonials), new machine launches, or special offers in your status.
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Respond to enquiries from WhatsApp groups professionally.
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Keep your WhatsApp profile clean and branded (with the Green Guard logo/info).