Audit Report:

Raffles Sales
Process

Prinkit Patel • 27.05.2023

 Questions of Audit
● How can we get the best of existing
inquiries?

Problem Areas ● How can we get the best of existing

team size and resources?
● How can marketing process be put on
auto pilot?
 Based on the audit, details of which
are mentioned in upcoming slides,
following can be conservatively
estimated:
● Conversion rate from existing leads

Opportunity can be increased by at least 33% (one

third)
● Little modifications can lead to
increase in lead handling capacity, of
existing team, by at least one fifth (
20%)
● Marketing system can be put under
complete auto pilot in 3 months.
 Outside - In

We started plotting the journey of suspect

from the outermost point in the customer
journey . We evaluated all the intermediate
stages of the process until either the lead is

Audit Approach
converted or junked.
Raffles General Sales Audit
Key Insights
● Accountability of inquiries is not organised as per
the phase of journey. For Example : Messenger
inquiries are handled by X and Whatsapp
inquiries by Y and there is no Z who is
accountable for the process.
● Reply on digital platforms ( whatsapp, fb
messenger & fb comments , instagram, tiktok) are
not standardised.
Recommendations
● Organisational & accountability structure should
be developed keeping the phase of lead in centre.
(Shall be explained in detail in later phase of this
report)
● Answers to standard questions should be
prepared along with link to video explanation of
important questions. Detailed videos shall be
prepared and uploaded on website for the same
Raffles General Sales Audit

Key Insights Recommendations

● Inquiries received on call are told to make a visit ● Inquiries received on call should be filtered
and not added to any follow up system. spontaneously and booked for counselling.

● Currently digital Marketing manager is ● Digital Marketing manager is responsible for

responsible for taking accountability of the meeting 1) Quantity targets of lead 2) Quality
follow up and conversion of leads. Target of leads.

● All the communication with the lead is done ● Communication should be a mix of manual &
manually. Automation. Automation may include : Time
based text messages, emails and calls.
Raffles General Sales Audit

Key Insights Recommendations

● Leads received on website inquiry forms are not
accessible.
● Primary focus of the brand is currently
hospitality.
● Connect lead generation form directly to CRM.
● Shift primary focus of the brand to Quality
(Comfortable and in Depth) Counselling and
make hospitality a secondary objective.
Raffles General Sales Audit
Key Insights
● There are no ongoing remarketing campaigns.
● There is no standardization for every step and
situation in the sales process.
● The meme nepal form is long and has high drop
rate.
Recommendations
● Start regular remarketing campaign, targeting all
the people engaged to our digital assets. (
website visitors, post likes, comments etc.) Show
them ads with an intention to build trust in our
brand.
● Make a detailed SOP for sales along with
recommendations at every step.
● Divide the content of meme nepal lead form into
several steps with a)name b) mobile number in
first step and other details in later stages. Save
data of all the phases, i.e. even if the person does
not complete all the phases.
Raffles General Sales Audit
Key Insights
● There is no process for smooth transition of leads
from telecalling team to counselling team.
● Follow-up of leads at different phases is based on
availability of people.
● Lead assigning to telecaller/counsellor is done by
digital marketing manager. Which is not the best
way.
Recommendations
● Bring telecalling teams and counselling team on
same lead management system.(currently former
is on google sheets & latter on CRM) and make
smooth sop for transition. Also include some time
triggered automatic sms & emails in this process.
● Make and follow SOP for the follow up of the
leads at different phases of the conversion
process
● Leads assigning should be done by the person
accountable for the part of process. For eg
counsellors should be assigned automatically
based on work load and revised only by
counselling lead.
Overall Insights &
Recommendation
 While all the insights and recommendations,
given in previous pages, can be solved
individually; a better approach is to find the

Problem bigger insight that can give a

recommendation that can solve all the small
recommendations at one.
Overview The following page describes the same.
Key Takeaways

Key Insights Recommendations

● There is not detailed SOP for the sales process.
This is affecting productivity and conversion rate
by hampering 1) accountability of team 2)
experience of lead from outside to inside.
● There is no centralised system for managing
leads. Currently : Calls, Telecalling & counselling
have different ways of management. This affects
the quality of attention that every individual lead
gets and thereby affects the conversion rate.
● Make detailed Standard operating procedure for
sales department. Starting from Lead generation
to conversion/drop.
● Select CRM ( existing/ new ) and make it central
to lead management. Completely eliminate
Google sheets and other ways of management.
Next steps

Start SOP for Sales Team of Raffles

The first draft of the SOP can be developed by investing nearly 10
hours.
Shifting to central CRM
First step : Finding right CRM .

Second Step : Modifying it as per our Sales SOP.

Step Three : Help team to adopt it.

 1. Explanation of any queries in
understanding the audit report.

Goals for next

2. Discuss the best way to execute
the recommendations

meeting 3. Discuss Prinkit’s role in

implementation of the
recommendations.