Imagine a business with numerous potential customers, each interested in different services. Customers sign up on the website, and each one needs a follow-up. Every sales call must be tailored to the specific service they're interested in. This means making a lot of sales calls, each starting from scratch—understanding what interests the customer, providing information about the service or product, emphasizing its benefits, and so on. Some don’t answer the phone, some are interested but not ready to buy, and some are suddenly irrelevant. You need to track the status of each lead—imagine the complex Excel sheet! Is it even possible to manage this efficiently with so many variables? The answer is yes.

To understand how to do this right, we met for coffee with Shlomi Ben Lulu, the Digital Manager at Reidman College, and heard about an interesting automation process they recently created to maintain contact with incoming leads and build relationships with prospective students.

Before diving into Shlomi’s insights, for those unfamiliar, Reidman College is Israel’s leading college for complementary medicine. It’s a large institution with five campuses across the country, offering training in a wide range of fields.

What led you to turn to smoove?

"First of all, the need to maintain continuous contact with incoming leads. Sometimes it takes a long time to decide to enroll in studies; it can even take a year from the moment someone shows interest until they decide to start studying. We needed a solution that would allow us to build a relationship with these prospects and maintain continuous contact. smoove has the capabilities to meet this need."

What solution did the system provide?

"We created a process where, beyond addressing incoming leads, we also generate personalized content for each prospect. Initially, they receive an email with a video clip of graduates from the program they showed interest in, talking about their studies at the college, job opportunities, and more. We can then see who opened the email, who watched the clips, and based on that, send additional emails with content like articles about the program they were interested in, highlights on why to choose Reidman, and so on."

Shlomi’s process distinguishes between irrelevant leads, incorrect numbers, unanswered numbers, and provides a comprehensive solution for handling incoming leads.

As someone who created the process on our system by yourself, would you say it’s user-friendly?

"I did all the automation design myself, literally sat down and wrote out the entire process and scenarios on paper to organize my thoughts, then transferred it to the system itself. Working on the system is very simple, drag & drop. The key is understanding the differences between the features and continually improving. I’m always checking and refining my process, and I plan to continue enhancing it."

Did you get any support?

"In terms of the actual work, I did everything myself. I got advice and feedback from Dudi at Getyou company on what I wanted to do in advance, and I used Zapier to connect smoove with our CRM system."

Today, Shlomi has control and monitoring of all incoming leads directly through his customer management system. He can see every lead they tried to reach and the process they went through.

How long did it take you to set up this process?

"Two weeks, more or less, from the moment I started until it started working. Of course, I’m not only doing this, but I dedicated at least two full working days to it."

Tips for DIY enthusiasts?

"It’s crucial to consider all possible scenarios. Things don’t always go exactly as planned, and it’s important not to lose anything along the way and provide a solution for every possible scenario."

Results of working with the system

"Previously, leads that reached the telemarketing representatives were ‘cold’ leads, interested parties who hadn’t received any attention, didn’t know details about the college, and the conversations with them were completely different from what happens today.

Today, leads come in much more prepared, people already have knowledge about the programs, which makes the conversations much easier and saves a lot of time and effort. It also allows us to give attention to everyone and retain them. For example, those we used to miss if they didn’t answer the phone now get continued attention via email."

In summary, are you satisfied with working with the system?

"Absolutely. The whole concept of working on marketing automation is correct and recommended, and smoove delivers the solution very well."

Conclusion

If you’re also facing challenges in managing your relationship with leads and potential customers, we invite you to check out our feature page on the website. With our tools, you can start building the automation that suits you right now.