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MODULE 2: LEAD MANAGEMENT Module Overview This module introduces the tracking and management features of the Sales module in Microsoft Dynamics CRM. It is rare that two organizations follow the same sales process, even if the organizations are within the same industry. For this reason, Microsoft Dynamics CRM does not dictate a rigid process. Instead it provides a framework around which an organization can build a custom sales process. This module describes the components of the Microsoft Dynamics CRM sales process. It also details the entities or record types Microsoft Dynamics CRM uses to track sales from potential to close. With this information, organizations can determine which aspects of the sales process framework are appropriate for them.

Objectives The objectives are: •

Examine the Lead to Opportunity process and the roles of these records.

Understand how to work with Sales Literature in Microsoft Dynamics CRM.

Explore the steps to create and maintain Competitors.

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Sales Management in Microsoft Dynamics® CRM 2013

Understand the Role of Lead and Opportunity Records In Microsoft Dynamics CRM, a lead represents potential: a potential sale, for example, or a potential contact or account with which an organization might do business. Many organizations implement lead qualification processes, during which leads are contacted, more information is gathered, and at some point a decision is made about the lead's status. Generally, leads should be considered temporary records, with the goal of determining their viability to be a customer. This process of determining viability is referred to as Qualifying and Disqualifying. For example, if a salesperson meets someone at a tradeshow and gets a business card, he or she might not know if this person is a viable customer. It is only after the salesperson has called this person or has followed up in some way that the salesperson can determine if this person’s needs align with what the salesperson and the organization can deliver. Once this is determined, the salesperson can measure how viable the prospect is. If it is a viable customer, the lead would be Qualified. If it is not a viable customers, the lead would be Disqualified. If qualified, the lead would be converted into some combination of Account, Contact, or Opportunity records at the end of the qualification process. Deciding to Use Leads Not all organizations use leads. Some organizations deal with opportunities, that is, qualified prospective sales. Organizations that depend on mass demand generation processes such as advertisements, road shows, and cold calling prospect lists likely use leads. Businesses that have demand generation methods or those that engage in mass marketing campaigns may benefit from lead management because this process helps businesses sift through the data and helps sales departments focus their efforts in the best direction. To decide whether to use leads, determine the following about the organization:

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Invests substantial time and money in generating lists of possible customers. For example, the organization sends mass mailings or conducts cold calling.

Keeps lists of people who are the correct demographic, but for whom it has limited information (such as limited contact information).

Has a process or team dedicated to sifting through these possible customers and contacting them or otherwise filtering them to identify good prospects.

Needs to manage lists of potential customers that must not be mixed in with the Accounts and Contact lists.


Module 2: Module 2: Lead Management If any of these considerations apply, then the organization may want to use leads. Even if the organization does not have large lead generation initiatives, ask if management wants to track the effort that Sales spends tracking and working with prospects. If so, consider using Microsoft Dynamics CRM's lead management features. Best Practice: Use leads to store large amounts of low-value information, such as prospecting lists or attendees from trade shows. Leads are also useful for separating the marketing and sales departments' data sets. In this scenario, marketing qualifies the lead and converts it to an account, contact, and opportunity to further engage sales people. In Microsoft Dynamics CRM, an opportunity is a qualified potential sale. An opportunity tracks a qualified potential sale through the sales closing process. A qualified potential sale indicates that the potential customer has been contacted, information has been gathered about interest, and the organization has determined the likelihood of the customer buying and decided that the potential is worth pursuing. Opportunities can track very detailed information about a potential sale, including the following: •

Competitors for the opportunity.

Products of interest to the opportunity from the product catalog.

Estimated revenue, estimated probability of closing the deal, and the estimated close date.

The associated customer record. Opportunities must always be associated with a customer record, which in Microsoft Dynamics CRM is either an account or contact.

All activities involved in closing the sale. This can include phone calls, letters and faxes sent, appointments, and emails sent. In addition, organizations can track a series of notes about the opportunity.

Lesson Objectives •

Understand the purpose of a lead.

Examine how the leads relate to opportunities.

Define how leads can fit into the entire sales process.

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Sales Management in Microsoft Dynamics® CRM 2013

Lead to Opportunity Process Form and Process Ribbon Microsoft Dynamics CRM uses forms that are “process-driven.” The new design allows users to follow a step-by-step process to make sure the correct information is gathered for different record types. The stages in a process can be modified to a specific organization’s needs. The Lead to Opportunity process form also has an auto-save feature where the record is automatically saved each time a field is updated. The form is saved when users click away from the form. The record can still be saved manually by clicking the Save icon in the bottom right corner of the process form.

FIGURE 2.1: LEAD TO OPPORTUNITY PROCESS

Review Default Fields and Functionality on the Lead Form To fully understand the importance of a lead and how it can be used in various business scenarios, understand the fields on the form as well as the functionality that a user can use when interacting with a lead record. Best Practice: Remember that even though the Leads list and Accounts, Contacts, and Opportunities lists are in the same database, consider them as separate data sets. Leads are used to track large amounts of unqualified data; Accounts, Contacts, and Opportunities are used to track smaller amounts of more detailed, qualified data.

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Module 2: Module 2: Lead Management Procedure: Interacting With and Populating Fields on the Lead Form To create a new lead and view its properties, follow these steps: 1.

On the Navigation Bar, click Sales and then click Create.

2.

In the Navigation Bar, select LEAD.

3.

In the Lead form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: o

Topic: This is a required field.

o

Budget Amount

o o o

Purchase Timeframe Currency First Name: This is a recommended field.

o

Last Name: This is a required field.

o

Job Title

o o o o

Company Name: This is a required field. Email Mobile Phone Description

4.

Click Save

5.

In the Contact Information section of the form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: o

Business Phone

o

Website

o

Address

o o

Stakeholders Competitors

6.

In the Details section of the form, enter the following information as appropriate and observe any noted restrictions or requirements as needed.

7.

In the Marketing Information section of the form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: a.

Source Campaign

b. Marketing Materials

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Sales Management in Microsoft Dynamics® CRM 2013 8.

Use the Contact Method section to indicate preferences or restrictions on how the lead can be contacted.

9.

Use the Notes section of the form to add time-stamped notes or attach files to the lead record

10. Click SAVE.

Review the Process Ribbon With the process ribbon, users can follow a step-by-step process to make sure the correct information is gathered for different record types. Additionally, organizations can modify the default process ribbon, create new process ribbons, and use different ribbons for different business scenarios or procedures. Within the process ribbon, each field that a user can interact with is part of a “stage.” The stages and the fields that reside in those stages can be modified to a specific organization’s need. To better understand how a process ribbon can work, review the default Lead to Opportunity process ribbon available on the lead form. The following are the stages and steps to each stage in the Lead to Opportunity process: •

Qualify: o

Existing Contact

o

Existing Account

Note: The Existing Contact and Existing Account fields in the default Qualify stage provide a user the ability to see if the lead already exists as a Contact or Account within Microsoft Dynamics CRM. This can be done either during the creation process or after the lead is created. The Existing Contact field looks at the First and Last Name of the lead to find a match. The Existing Account field looks at the Company Name populated on the lead form to find a matching account in Microsoft Dynamics CRM.

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o

Purchase Timeframe

o

Estimated Budget

o

Purchase Process

o

Identify Decision Maker

o

Capture Summary


Module 2: Module 2: Lead Management •

Develop: o

Customer Need

o

Proposed Solution

o

Identify Stakeholders

o

Identify Competitors

Propose o

Identify Sales Team

o

Develop Proposal

o

Complete Internal Review

o

Present Proposal

Close o

Complete Final Proposal

o

Present Final Proposal

o

Confirm Decision Date

o

Send Thank You

o

File De-brief

Demonstration: Lead to Opportunity Process Form and Ribbon Scenario: Gail Erickson, a Contoso sales representative, places a follow-up call to a lead named Peter Houston. After the telephone call, Gail sends a "thank you" email to Peter. The lead is qualified and ready to be converted into an opportunity.

Lesson Objectives To qualify a Lead to Opportunity, follow these steps: 1.

Log into MT14-WS12-LON-DC1-CRM13-App as ADVWORKS\CRMADMIN using the password Pa$$w0rd.

2.

Open Internet Explorer.

3.

On the Navigation Bar, click SALES and then click LEADS.

4.

In the Leads view, select and open the lead Peter Houston.

5.

In the Command Bar, click Qualify. If the Duplicate Warning dialog appears, click Continue.

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Sales Management in Microsoft Dynamics速 CRM 2013 6.

On the Opportunity form, in the Topic field, delete the existing value and type "Interested in Mountain Bikes". Enter appropriate values for other fields, and then click Save.

7.

Navigate to the Open Leads view and note that the qualified lead no longer appears in the view.

8.

Change the view to Closed Leads to see the record for Peter Houston.

9.

On the Navigation Bar, click Sales and then click Opportunities. Verify that the new record appears.

Convert Activity Records to Leads Typically, users can generate leads with several methods and sources. For example, leads can be obtained from websites, inquiries, referrals, networking, and responses to marketing campaigns, or from purchased lists. The more information known about leads, the more likely they will become an opportunity and, eventually, a customer. Users can track activities with leads, such as sending and receiving email messages. Microsoft Dynamics CRM tracks the status of these activities and retains the activity history so users can view the open and closed activities for leads. Disqualified leads remain in the database for business-reporting purposes, for example, to later analyze the success of different list sources or assess how much time the sales force spends prospecting leads.

Email to Lead Conversion One way leads can be created within Microsoft Dynamics CRM 2013 is by converting an email to a lead. This can be done in both the Microsoft Outlook interface as well as in the web client. This is helpful for organizations that have new lead information sent to them via a subscription service or perhaps from a company website.

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Module 2: Module 2: Lead Management

FIGURE 2.2: CONVERT TO LEAD FORM

Procedure: Email to Lead Conversion To convert an email to a lead, follow these steps: 1.

On the Navigation Bar, click Create and then click E-mail.

2.

On the Command Bar, click the ellipsis button (‌), select Convert To, and then click To Lead.

3.

In the Convert-to-Lead dialog, specify the details of the new lead as follows: a.

First Name

b. Last Name c.

Company

d. E-mail Address

4.

e.

Open the new Lead option

f.

Close the e-mail form option

Click OK. The new lead record is created

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Sales Management in Microsoft Dynamics® CRM 2013

Qualifying and Disqualifying Leads When it is determined that the lead is no longer a viable customer, the lead must be disqualified. The lead can be deleted. But if it is disqualified, the details of the lead remain in the system. This way, the lead can be reactivated and qualified at any time. If the lead is deleted, the related information is lost. Leads can be disqualified for multiple reasons such as the following: •

A lead is not interested in the company's products or services.

The lead needs a product or service that the company does not provide.

There is potential that doing business with this company or person might not be in the best interests of either party.

For example, different departments may qualify or disqualify leads based on current promotions and marketing campaigns. Leads may not meet the qualifying process for the current campaign, but they may meet the qualifications for future sales or marketing campaigns. By disqualifying them instead of deleting them, you retain the records for future reactivation.

Qualifying When it is determined that a lead is qualified, the process to qualify the lead is as simple as clicking the Qualify button on the lead record. However, understand that qualifying a lead can result in an Account, Contact, and/or Opportunity record being created. The following values on the lead form control the outcome of the qualification process:

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Existing Contact: If this existing contact value is populated and the company and existing account values are not, then the opportunity that is created is associated directly with the existing contact.

Existing Account: If the existing account is populated, the opportunity that is created is associated with the existing account.

Title: This becomes the title of the opportunity that is created.

Name: If the name is populated, and the existing contact is not, this becomes the full name of the new contact. Additionally, if the existing contact value is empty and the company field is populated, this contact is associated with the new account. However, the opportunity is still associated with the account.

Company: If the existing account is blank, this becomes the name of the newly created account.


Module 2: Module 2: Lead Management Disqualifying While disqualifying a lead is as simple as clicking the Disqualify button on the lead form, the user must select a reason why the lead is being disqualified. The list they are presented is a default list which can be changed by an administrator or customizer. Again, it is very important to understand the importance of disqualifying a lead rather than deleting it. If a lead is deleted, not only is the lead record completely removed from the database, but all communications (activities), posts, and notes are also removed from the system. As such, if that lead ever becomes a viable customer again, all information regarding those notes and activities will be gone. This might result in a negative customer relationship management experience.

Create, Maintain, and Use Sales Literature The Microsoft Dynamics CRM Sales Literature system is a central repository for an organization's sales-related documentation. For example, it provides the sales team with access to sales literature, product brochures, articles, discounts, and pricing structures. Users can view sales literature by directly searching the literature list or view it while working on an opportunity. Sales literature can be associated with either products, competitors, or both. Organizations can make relevant sales literature simpler to find by implementing either a product catalog or the competitors' module, or both, and then relating the literature to the appropriate product or competitor. The sales representative can then look up the relevant literature based on the product or competitor associated with the opportunity. When you work with Sales Literature records, it is important to understand the elements that comprise a Sales Literature record. Sales Literature In Microsoft Dynamics CRM, a “Sales Literature� record can be thought of as a holding place for the actual sales-related documents. The Sales Literature record is essentially a header record for the sales literature documents. One Sales Literature record can have one or more sales literature documents.

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Sales Management in Microsoft Dynamics® CRM 2013 Sales Literature Attachments In Microsoft Dynamics CRM, a “Sales Literature Attachment” is where actual documents can be attached. As such, if a user wanted to add product brochures into the application for a product such as a Mountain Bike, he or she would first create the Sales Literature record named “Mountain Bike XL200 Product Literature” (for example). If there were three different brochures or perhaps user manuals for the bike, the user could create three Sales Literature Attachment records each with its own attached document. Each Sales Literature Attachment record would be directly tied to the “Mountain Bike XL200 Product Literature” Sales Literature record.

Create Sales Literature The Sales Literature area provides a way to add, remove, and manage documents associated with products and services.

FIGURE 2.3: NEW PRODUCT OVERVIEW FORM

Procedure: Create Sales Literature To create sales literature in Microsoft Dynamics CRM, follow these steps: 1.

On the Navigation Bar, click Sales and then click Sales Literature.

2.

In the Command Bar, click New.

3.

In the General section of the form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: a.

Title: This is a required field.

b. Subject: Type the subject or click the Lookup button and select the subject. If no subjects are listed, select Default Subject. This is a required field.

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Module 2: Module 2: Lead Management c.

Type: Select from the drop-down list.

d. Employee contact

4.

e.

Expiration Date

f.

Description: Type any detailed information that must be highlighted in the sales literature.

In the Command Bar click SAVE.

Create Sales Literature Attachments Once a Sales Literature record is created, users can create one Sales Literature Attachment record for each piece of documentation or information.

FIGURE 2.4: SALES LITERATURE ATTACHMENTS

Procedure: Create a Sales Literature Attachment To create a sales literature attachment, follow these steps: 1.

On the Navigation Bar, click Sales and then click Sales Literature.

2.

In the All Sales Literature view, open an existing Sales Literature record.

3.

In the Sales Attachment section of the form, click the Add a Sales Attachment Record button (this appears as a plus symbol (+)).

4.

Enter the following information as appropriate, and observe any noted restrictions or requirements as needed : a.

Title: This is a required field.

b. Author: Type one or more author names into this field. c.

Keywords: List key, searchable words that can be used to help find this attachment.

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Sales Management in Microsoft Dynamics速 CRM 2013 Note: Although a list of keywords can be entered here, Microsoft Dynamics CRM does not allow users to search these keywords easily other than through Advanced Find. d. Abstract: Type any overview of the document. e.

5.

File Name: Browse to a document that you want to be tied to the Sales Literature record.

In the Command Bar, click Save and Close.

Attach Sales Literature to Email After sales literature records have been added to Microsoft Dynamics CRM, users can easily attach them to emails and have each of the sales literature attachment appear as attachment on the email.

Procedure: Attach Sales Literature to Email To attach sales literature to an email, follow these steps:

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1.

On the Home tab of the Microsoft Outlook Inbox, click New E-mail in the New group.

2.

In the To and Subject lines, enter appropriate information.

3.

On the Message tab, in the CRM group, click Set Regarding.

4.

In the Find section of the Set Regarding drop-down list, click More.

5.

In the Look Up Record dialog, select Contact in the Look for dropdown list, enter a contact name in the Search box, and then press Enter.

6.

Select the contact record, and click OK. After a few seconds, the email should be tracked in Microsoft Dynamics CRM, which is indicated by additional options becoming available in the CRM group in the Message tab.

7.

Click Attach Sales Literature in the CRM group.

8.

Click Send.


Module 2: Module 2: Lead Management Microsoft Dynamics CRM and SharePoint: Which to Use for Sales Literature? Many organizations already have a significant library of documents stored and managed in Microsoft速 SharePoint速 document libraries, and may wonder how the Microsoft Dynamics CRM Sales Literature features should be used in conjunction with SharePoint. We recommend a "best tool for the job" approach, and provide some feature comparisons in the following table. Microsoft Dynamics CRM

Microsoft Office SharePoint

Neither versioning nor check-in/check-out capabilities exist for sales attachments.

Powerful and flexible versioning and checkin/ check-out capabilities.

Sales literature can be easily attached to activities associated with accounts, contacts, and other Microsoft Dynamics CRM record types. These can be tracked as part of the comprehensive client history.

Powerful searching capabilities including searching on keywords and metadata.

Sales literature can be associated with marketing campaigns, products, competitors and other Microsoft Dynamics CRM record types.

Can be associated with almost any kind of Microsoft Dynamics CRM record.

These complementary feature sets suggest using SharePoint for the collaborative document creation and management tasks, and as the repository for a document's version history. However, a client-ready published version of a document might be attached to Microsoft Dynamics CRM sales literature, in order to take advantage of Microsoft Dynamics CRM's more highly structured data and its built-in ability to attach that sales literature to customer activities such as emails.

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Sales Management in Microsoft DynamicsÂŽ CRM 2013

Create, Maintain, and Use Competitors Microsoft Dynamics CRM includes a feature with which an organization can compile information about its competitors. With this powerful information, an organization's sales staff can compete more effectively, close on more sales opportunities, and strengthen customer relationships. The competitor information management feature allows organizations to do the following: 1.

Compile a repository of product literature, pricing structures, and product reviews for each competitor.

2.

Track the products that competitors sell and compete with the organization’s products.

3.

Add products or sales literature to help compete with the threat.

4.

Maintain information on how to win against the competitor.

5.

Track competitors by creating relationships between competitors and opportunities.

6.

Track sales lost to competitors by specifying the competitor when a sale is lost. The organization can use this information to assess the opportunities lost to or won against each competitor.

Tracking competitors can be an important part of the sales process. The more information a team has about a competitor's strengths and weaknesses, and the opportunities and threats a competitor presents, the more likely the team is to win sales against that company. Sales literature can be associated with competitors. If a sales representative uses competitors and sales literature while working on an opportunity, he or she can view the literature available to compete with other organizations

Procedure: Create a Competitor To create a Competitor record, follow these steps:

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1.

On the Navigation Bar, click Sales and click Competitors.

2.

In the Command Bar, click New.


Module 2: Module 2: Lead Management 3.

In the General section of the form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: a.

Name: is a required field.

b. Website c.

Currency

d. Ticker Symbol e. 4.

Reported Revenue

In the Address section of the form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: a.

Street 1, Street 2, Street 3

b. City, State/Province, ZIP/Postal Code c. 5.

Country/Region

In the Analysis section of the form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: a.

Strength

b. Weakness 6.

Use the Notes section of the form to add time-stamped notes or attach files as necessary.

7.

On the Command Bar, in the Save group, click Save.

FIGURE 2.5: COMPETITOR FORM

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Sales Management in Microsoft Dynamics® CRM 2013

Lab: Create and Disqualify a Lead Scenario You work at Contoso as a sales representative and receive a phone call from Teresa Atkinson, a potential customer interested in a new product line. To follow the company’s guidelines for lead tracking, you now must create a Lead record for Teresa in Microsoft Dynamics CRM. Later, you receive an email from a sales person regarding Teresa Atkinson stating she was no longer interested in the new product line that will be available this fall.

Objectives •

During this lab, you create a new Lead record for Teresa Atkinson from a view in Microsoft Dynamics CRM.

Once the lead has been created, disqualify the Lead record.

Exercise Scenario Perform the following steps to create a lead: •

Create and save new lead with the following information: o

Topic: New Product Line

o

First Name: Teresa

o o o

Last Name: Atkinson Company Name: Adventure Works (sample) Job Title: Salesperson

o

Rating: Warm

o

Purchase Timeframe: This Quarter

o

Identify Decision Maker: true

High Level Steps

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1.

Create a new lead for Teresa Atkinson

2.

Add an account record to the lead.

3.

In the process ribbon update information in the Qualify stage.

4.

Add a phone call activity, and disqualify the lead record.


Module 2: Module 2: Lead Management Detailed Steps 1.

Create a new lead for Teresa Atkinson a.

Log into MT14-WS12-LON-DC1-CRM13-App as ADVWORKS\CRMADMIN using the password Pa$$w0rd.

b. Open Internet Explorer. c.

On the Navigation Bar, click Sales, and then click Leads.

d. On the Command Bar, click +New. e.

In the Lead form, enter the following information as appropriate and observe any noted restrictions or requirements as needed: i.

Topic: New Product Line

ii.

First Name: Teresa

iii. Last Name: Atkinson iv. Company Name: Adventure Works (sample) v.

Job Title: Salesperson

vi. Rating: Warm f. 2.

On the Command Bar, click Save.

Add an account record to the lead. g. In the process ribbon, in the Qualify stage, click Existing Account to see if there is already an account created for Adventure Works (sample).

3.

h.

If Adventure Works (sample) exists, select the account.

i.

In the process ribbon, in the Qualify stage, click Existing Contact to see if there is already a contact created for Teresa Atkinson.

In the process ribbon update information in the Qualify stage. a.

In the process ribbon, in the Qualify stage, click Purchase Timeframe, and then select This Quarter.

b. In the process ribbon, in the Qualify stage, click Identify Decision Maker. c.

Press Ctrl+S to save the record.

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Sales Management in Microsoft Dynamics® CRM 2013 4.

Add a phone call activity, and disqualify the lead record. a.

In the Collaboration Pane, click Activities.

b. Click Add Phone Call. c.

Click Direction to change the phone call to incoming.

d. Click 'You must enter a description', and type “Teresa called and changed her mind.”

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e.

Click OK.

f.

On the Command Bar, click Disqualify and select No Longer Interested. The Lead record you selected is now disqualified.


Module 2: Module 2: Lead Management

Module Review Using leads within Microsoft Dynamics CRM allows organizations to clearly separate companies with which they have little or no prior relationship from those companies with which they do have established relationships. Remember that the goal of tracking leads within the application is not to accumulate a long list of names. Having a long list of names that you never follow up with provides little to no value. The goal of lead management should be to continuously cultivate a list of prospective customers and, through the process of meeting and talking with them, determine their viability as a customer. This module focused on the creation, management, and the processes used to determine their viability. Additionally, this module described how competitors and sales literature can supplement the use of the Sales module for Microsoft Dynamics CRM users.

Test Your Knowledge Test your knowledge with the following questions. 1.

Are Lead records required for the sales process? ( ) Yes ( ) No

2.

True or false: You can attach a sales literature document to an email? ( ) True ( ) False

3.

Which of the following can be converted to a Contact? ( ) Account ( ) Competitor ( ) Lead ( ) Opportunity

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Sales Management in Microsoft Dynamics速 CRM 2013 4.

Which of the following records represents a potential sale in Microsoft Dynamics CRM? ( ) Competitor ( ) Lead ( ) Opportunity ( ) Sales Literature

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Module 2: Module 2: Lead Management

Test Your Knowledge Solutions Module Review and Takeaways 1.

Are Lead records required for the sales process? ( ) Yes (√) No

2.

True or false: You can attach a sales literature document to an email? (√) True ( ) False

3.

Which of the following can be converted to a Contact? ( ) Account ( ) Competitor (√) Lead ( ) Opportunity

4.

Which of the following records represents a potential sale in Microsoft Dynamics CRM? ( ) Competitor ( ) Lead (√) Opportunity ( ) Sales Literature

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Sales Management in Microsoft Dynamics速 CRM 2013

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