The Art & Science of Building Better Professional Relationships (CRM)
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Transcript of The Art & Science of Building Better Professional Relationships (CRM)
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Exploring the Art & Science of
Building Better Relationships.
Frank Falcone Founder & CEO, Triggerfox Corporation
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Co-Founder & Program Director
Rotman Centre for CRM Excellence
University of Toronto
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Relationships Matter.
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Why?
Relationship Strength is
King
Co-workers
Looking for a new job or promotion? It’s not what you know, or even who you know, but rather how strong your relationships is with
the people who matter.
Prospects
Winning Business: “All things being equal, people will do business with a friend; all things being unequal, people
will still do business with a friend.”
- Mark McCormack
Customers
Keeping Customers:
Not keeping in touch with a customer in a meaningful way is the #1 reason
why they leave.
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$25 Billion is spent every year on CRM software,
by companies trying to help their employees build
strong relationships with their customers.
CRM Software
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When it comes to building real
person-to-person relationships,
traditional CRM software has
failed.
CRM systems were built to house
transactional data, not
relationship insights.
CRM
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The Problem
Starting, building and maintaining strong
relationships is not easy.
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DISCONNECTED
WEAK TIE
STRONG TIE
2. Building a Relationship
3. Maintaining a relationship
Do nothing
Do something bad
The Lifecycle of Relationships
1. Starting a Relationship
Understanding The Problem:
Michael Wu. PhD
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The Dunbar Limit Understanding the Problem:
How many meaningful
relationships can one
person maintain?
Prof. Robin Dunbar found a
relationship between brain
size of primate species and
their group size.
The Dunbar 150: The cognitive limit to the number of individuals with whom any one person can maintain stable relationships.
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Does the Dunbar limit still apply in modern society?
Michael Wu. PhD
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Measuring Relationship Strength
Time. Do you put forth the proper amount of time in maintaining your relationships?
Reciprocity. Do you give back to your contacts and are proactively generous?
Intensity. How do you keep in touch and with what frequency?
Trust. Are you being genuine & authentic?
Prof. Mark Granovetter, Ph.D. Sociologist at Stanford University
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Relationships get stronger when you regularly share your
time, knowledge, generosity and network connections.
The “Relationship” Secret
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Learn to identify the right triggers to act on
Other examples include… • Prospect is now at the 40% stage of the sales cycle • Customer just sent out an unhappy tweet about our service • There was a major merger at their company
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Make it: • Meaningful
• Unexpected
• Personalized
How you action a trigger matters!
Knowledge Personal Network Your Time Gifts
Handwritten Cards
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”In a world that is being reshaped
by the relentless advance of
technology, what stands out are
acts of generosity and
connection that remind us what it
means to be human.”
– Bill Taylor, cofounder of Fast Company magazine
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Contact Info
Frank Falcone, Founder & CEO
Triggerfox Corporation
Direct: 416-435-5458
@frankcrm