CRM: Rocket Fuel for Achieving Sales Success
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Transcript of CRM: Rocket Fuel for Achieving Sales Success
© 2011 Target20, LLC. All rights reserved
NPDA Breakout Session Presented by:
CRM: Rocket Fuel for Achieving Sales Success
Introductions• Your breakout hosts today
• Dan Moyers– General Manager, Target 20 CRM– Perspective from solution provider…
• Definition, realities, solution types / tech
• Michael Giudicissi– Founder and President, Power Shot Training, Inc.– Perspective from owner/sales leader & practitioner…
– Business case/value, process & people aspects of CRM
Our Approach Today – Answer 3 Key Questions
CRM
What?
Why?How?
What?• CRM stands for…–Customer Relationship Management
• How does our friend Wikipedia define CRM?
Good stuff in there, but let’s dial it in for home care!
What?• Now, let’s define CRM relative to home care…
Prospects, Referral Sources, Referrers and Callers/Clients
Build to deep, profitable and mutually beneficial relationships with…
Agency using combination of people, process and technology to…
What?• What is the reality of CRM in home care today?
– Tend to see it tactically – as “a piece of software”– Often think of it in context of contact management– Don’t always see it strategically or holistically– Trailing the business sector in understanding/adoption
…But, WAKING UP TO IT NOW!
What?• So, how should agencies be looking at CRM?– Agencies are just like any other business…
• You sell!• You market!• You serve!• Your relationships with customers are critical• You need sound repeatable business processes• You need to measure and manage
– Put simply, CRM is…• Strategic• Mission critical
What?• What is the CRM continuum within agencies today?
No CRM• “In head”, on
paper, maybe Excel spreadsheet
• Ad hoc usage
Getting there• Contact management
oriented, using a basic contact management tool
• Not everyone in agency using
On their way!• Using a CRM
module in agency management sys, or a specific CRM application
• Consistent usage agency-wide
What?• So, how do you move up the CRM continuum?
• Here are 5 key ingredients…
– 1. Establish leadership within agency around CRM
– 2. Define and commit to business processes– 3. Make sure people are willing to change/adapt– 4. Choose an appropriate CRM technology– 5. Evolve and refine as you go…CRM is a journey
What?• In terms of choosing your CRM technology,
good news…you have lots of worthy choices!
CRM Module
• Add-on module from agency management system vendor
Horizontal CRM Applications
• Generic solutions / platforms
• You then customize them yourself or pay 3rd party to customize them for you
Home Care Specific CRM Applications
• Homegrown• Or, based on
existing CRM platform and already customized to home care
• Then further tailored if/as needed
Why?• What is the value of deploying CRM?– Organization, Discipline, Focus– Close More Business…Prospects, Referral Sources,
Referrals– Protect Sales Rep Investment, Quick Start for New Reps– Drive Sales Process and Methodology– Are You Targeting Your Most Profitable Customers?– Sales Management – Measure performance & ROI
How?– Single, centralized place where information is stored• Areas for Prospects, Referral Sources, Referrers and Referrals
How?– Accessible everywhere – Web browser, Outlook,
mobile devices…
How?– Prospect Management• Categorize, rate, pursue and convert!
How?– Referral Source Management• Categorize, profile, measure impact and track history
How?– Referrer Management• Profile, rate, measure impact and track history
How?– Referral / Inquiry tracking• Understand sources, status, size, timing and details
How?– Working with “Callers”• Relationship w/family member (consumer) important too!
How?– Marketing Source management and tracking• Track various efforts, measure their effectiveness/impact!
How?– Performance monitoring and reporting• Agency and sales rep performance
How?– Performance monitoring and reporting• Lists, create your own reports to answer questions
Wrap Up• Thanks for your time…hope info was useful!
• Q&A (time permitting)
• Learn more about us at…– www.target20crm.com– www.powershottraining.com