Ysp 2011 fall_forum_session_2

3600 Customer Experience

Customer Relationship Management (CRM)

A Tool or Philosophy?


Day in the Life of A Security Dealer


CRM… Tool or Philosophy?

The four components of a successful CRM

How to avoid the perils of CRM

How CRM can aid in target marketing your best fit customer

How to build a productive, efficient, and effective sales effort


You’ve tried to fix it…

Seminars

Dealer programs

Consultants

Read Books

Trial and error

Sell the thing!


6

CRM

Who am I?


What is CRM?CRM is a Business Strategy not a technology.

Based on Two Tenets:

1. Learning more about customer needs and behaviors enables firms to develop stronger more profitable relationships.

2. Stronger relationships will increase sales and promote better retention of key customers.


Why CRM?

In search of organizational effectiveness…

8

ACTION

STRATEGYSTRATEGY

GOALSGOALS

MISSIONMISSION

VISIONVISION

VALUESVALUES

RESULTSRESULTS


Why CRM?

IdentifyBasic contact information is not enough

You must identify each customer INDIVIDUALLY

Link their information across the organization

Each interaction represents a new opportunity to learn more about their habits, preferences and value to the company.


Why CRM?

DifferentiateCustomers represent different levels of

value to the company.

Customers have varied needs.

You must be able to prioritize sales and service efforts around Most Valuable Customers (MVC’s) and Prospects (MVP’s).

Tailor your efforts based on knowledge of individual customer needs.


CRM… a pictorial

Marketing

Client Relations Sales

Corporate Objectives

Customer Relations

Management


Client relations?

Decommoditize / Personalize

Ultimate goal of CRM: Deal with each customer on a one-to-one basis

Achieve that which was routine at the “mom-and-pop” grocery store. Customers were immediately recognized, addressed and serviced on the basis of their last interaction and potential value to the company.


Organization & Sales

• Complete control of your pipeline

• Sales forecasting (rollups)

• Account and activity management

Current and historical account detail

Lead distribution

Workflow

• Sales cycle management

Real time rolling forecasts and pipeline analysis

Detailed reporting

• Sales force mobilization

Access anywhere, anytime over any connection with any device

SOLO Server – Laptop Sync of data


Marketing Automation - Better Manage Marketing Efforts

Campaign management

E-Mail management

List management

Key attribute profiling

Outbound call management

Marketing evaluation tools


Customer Care Satisfaction and Loyalty

Workflow Integration

Automate pre-determined business rules across all channels, departments and employees

Effective management of every customer issue throughout it’s lifecycle, from initial logging through final resolution

No “falling through the cracks”

Personalized customer feel

Contact Management

Data at the fingertips

Real-time view accessible by the entire organization

Service Level Agreements

Automatic triggering of escalation events

Customer Accuracy

Enhanced Reporting


Two Types of Marketing:

Push Marketing:

proactively REACHING prospects through high touch activities such as seminars,

workshops, one-on-ones

Pull Marketing:

(aka Rainmaking) ATTRACTING prospects to you through positioning, networking, industry expertise,

or broadcast activities.


The marketing /selling continuumSelling Strategy

Mar

keti

ng

str

ateg

yInconsistent Consistent

Con

sist

ent

Inco

nsis

tent

Failure

Minimal YieldHigh

performance results

Inconsistent sales opportunities

3600 Customer ExperienceAir Cover MUST precede and support the

infantry


CRM benefits: CRM allows you to: Determine the status of all opportunities in the sales cycle

Easily and objectively assess the health of your rep’s/team’s business

Assess rep and team ability to achieve plan on an ongoing basis

Cross sell, upsell

Mine Data


CRM benefits (cont’d)Monitor rep/team activity and performance

Assess frequency/effectiveness of prospecting activities

Mine base to grow existing business

Prospecting/qualifying new logo accounts

Forecasting & planning

Ascertain where rep/team is relative to making monthly plan

Verify probability to close and potential close date


Is the gap between

what the client has now and

what they want

PAIN


Through an effective CRM, you will own the right to present your value proposition…


Why do your customers buy from you?… (SDM 2010)

• Warranty / service agreement, 68%• Price discounts, 39%• Insurance discounts, 31%• Financing / terms, 27%• Promotional Items, 13% • Free equipment, 12%• Free monitoring, 10%Wrong……..


Frustrated. Upset / Uncertain.Mad. Angry. Concerned.Irritated. Disturbed.

Customers Buy Because They are in PAIN!

F.U.M.A.C.I.D.


Diagnose The Pain

One of the best ways to persuade others is with your ears– by listening to them. (Dean Rusk, Former Secretary of State)

• You help them unveil the true source of pain

• You establish your expertise by the appropriateness and relevance of your questions.

• You establish value and trust


Diagnose The Pain – 2 Questions

1. Can you state the number one pain of your prospects?

2. Are you absolutely certain that you are selling the benefits that are correctly aligned with that primary pain?


Differentiate Your ClaimsAlways sell something that is perceived to be

totally unique

Claim that you are the only one that does… (something specific)

Treat your solution as an invention and build your message firmly on your claim


The Sales Process

Documentation – where do you put the information?Assignment – who is going to be responsible for the lead?Presentation – what are they going to deliver?

- How will it be delivered- Determine what they want- Determine what they are willing to spend- Overcoming Objections- Sales or Order Taker

. . . . . . . . . What’s next?

APPEAL TOTHEIR PAIN


Demonstrate Your Gain

Value must outweigh the cost

Financial – ROI (saving money, increasing revenue)

Strategic – quality, faster production

Personal – peace of mind, more fun, pride


The Administrative Process

Assignment – who is responsible for: - the paperwork- scheduling- equipment- installation and follow up?

Close Out – who is responsible for:- Demonstrating the System- Collection any remaining payments

. . . . . . . . . Asking for Referrals?



Assignment – who is responsible for: - the filing the paperwork- posting the payments- depositing the money

Follow Up– who is responsible for:- Making sure the customer is satisfied – can’t be

the salesman. . . . . . . . . 3 month follow up?. . . . . . . . . Asking for Referrals?


Peek at Session 3: Applying CRM tactically / A deep dive…

Creating ownership, accountability and focus

How to properly define your company’s value.

How to drive more profitable sales.

How CRM fosters an environment of complete customer satisfaction.

How to easily create accountability in your sales department.

How to improve overall sales performance and deliver what you promised.