GETTING THE DESIRED ROI FROM YOUR CRM · GETTING THE DESIRED ROI FROM YOUR CRM. DAVE BETCHER VP,...
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GETTING THE DESIRED ROI FROM YOUR CRM
Transcript of GETTING THE DESIRED ROI FROM YOUR CRM · GETTING THE DESIRED ROI FROM YOUR CRM. DAVE BETCHER VP,...
GETTING THE DESIREDROI FROM YOUR CRM
DAVE BETCHERVP, Consulting Services @ Lasso
15+ years working with Builders,Developers & Agencies
WHAT DOES A LEAD COST?
Community 1
Number of Closings 100
Average number of monthly leads (online/walk-in) 75
Average home price across all communities $500,000
Gross Revenue $50,000,000
Mktg budget 1%
Avg mktg spend $500,000
Total # of Leads 1,800
Cost Per Lead $278
THE REAL NUMBERS
Why EVERY lead is important
ARE YOU USING YOUR CRM TO GET A RETURN ON YOUR INVESTMENT?
Questions to ask:
Strategy, People, Processes
ASSESSING YOUR CURRENT SITUATION
WHAT DOES CRM MEAN TO YOUR ORGANIZATION?
• Your Vision• Corporate Goal Alignment• Improving Customer Experience• Cohesive Approach
The three Es ofcustomer experience:
Easy, Effective, Enjoyable.
ARE YOU THINKING MORE ABOUT
YOUR CUSTOMEROR YOURSELF?
CRM is not software run by one department
DO YOUR LEADERS SHARE YOUR CRM VISION?
EXPECTATION REALITYAvoid a Fractional ExperienceMap customer buying process
DO YOU UNDERSTAND THE WHOLECUSTOMER BUYING PROCESS?
DO YOUR PEOPLE USE CRM BECAUSE THEY HAVE TO, OR WANT TO?
Sales MethodologyUsing real language that
relates to the buyer
DOES THE WAY YOU SELL MATCH THE WAY YOUR
CUSTOMERS BUY?
CONSISTENT SALES AGENT ENGAGEMENT
A KPI IS A MEASURABLE VALUE USED TO EVALUATE SUCCESS
• Written contracts• Calls out• Appointments• Activities completed• Emails sent• First visits
TYPICAL SALES KPI TYPESKPI % of Sales Teams
Using this KPI
ACTIVITY-BASED SELLING IS BUILT OFF THE PREMISE
THAT SALES IS A CASCADING CHAIN OF CONTROLLABLE BEHAVIORS THAT LEAD TO
A DEFINED OUTCOME
LAGGING INDICATORSThey track how you’re doing, but only in
terms of what has already happened (and are, therefore, not real time).
Examples: Closed sales, contract price, close rates and sales cycle length
LEADING INDICATORSThey are controllable behaviors that show
you what’s happening right now and whether you are on pace to hit your goal.
Examples: New leads, new appointments, first visit, activities completed
LEADING VS. LAGGING INDICATORS
• Define your structure• Get input• Define weighting
DEFININGYOUR OWN SALES METRICS
Slide 18 – Align your sales teams
• Review Operating Metrics• Scorecards
ALIGN YOUR SALES TEAMS
• Public view• Review regularly
MONITOR AND COURSE CORRECT
• Invest in training• Technology• Capable hires
GROW FROM ASTRONG FOUNDATION
DAVE BETCHERVP, Consulting Services @ Lasso
15+ years working with Builders,Developers & Agencies
