SALES. A MANUAL FOR BEGINNERS AND ADVANCED

Alexey Ermilov CEO

IKRA Creative Agency

http://fb.com/alexerm

http://ikradigital.ru

This presentation will help you to implement and start using CRM, accelerate, simplify and make your work more efficient.

SMALL BUSINESS

What is a "small business"? Small business is a team of profile specialists including designers, programmers, copywriters. As for managers – we can meet them less often. Their work often recedes into the background. I looked on the internet about CRM and realized that a lot of people think they don’t need managers at all. If we talk about CRM, it can include almost everything.

WHAT WE NEED

What type of CRM do you use? And what else do you want from it?

I have enough. Why CRM?

Types of CRM

Your brain

1C / SAP / etc.

The individual SaaS

Commercial off-the-shelf (COTS)

The mailer TXT file / Excel

A cellphone

FUNCTIONALITY RELIABILITY CONVENIENCE AND

SIMPLICITY INTEGRATION

Your brain – – + –

A cellphone – ○ + –

TXT file / Excel – ○ + –

The mailer ○ + ○ ○

1С / SAP / etc. + + – +

COTS + + + +

The individual SaaS + + + +

CRM is needed when there’s more than 1 client in the history

of the company.

CRM = ORDER

CRM is the order where you don’t need to spend time misunderstanding and which can be conveniently and flexibly set for you. At the moment when you have more than 1 client, it would be more convenient for you to use CRM to have the relevant data and to take measures to improve sales or a product. There are own characteristics for different types of business. And I will focus on the sector of service.   Initially it’s necessary to make a correct sales funnel. In our case it looks like this: (see next slide)

The Contact

Further details

Estimates

The contract

In progress

The HOLD mode

Sold / Failure

THE FORMATION OF SALES FUNNEL

The deal > The task

Every deal must have a further task

All leads

Adding information Formal selection of deals "Your potential deal" The distribution of functions The efficiency of the lead generation channels Reduction of operating expenses

1. THE CONTACT

When you have the information about a potential customer, it’s necessary to place it to the stage “The contact". You can get the information from everywhere, for example by mail or by phone. It’s important to bring there all the leads from all the channels you actually use. In this case a person A should enter the information about the contacts and a person B should process the another information hereinafter. For tracking the deal after entering the information about the contacts it's necessary to set the task, such as "Contact and specify details of deal.” Why it’s useful: If at the stage of The Contact you move the deal to Failure. It means the channel the leads come from is not actually you need. If we speak about the site, it’s a signal to figure out and correct something. Every company has a lot of inappropriate offers (non-potencial deals) that doesn’t fit you according to certain options and it could be your extra operating costs.

Sale before the announcement of the price To show the interest To clarify details To stand out from the others The analysis of the product

2. FURTHER DETAILS

Sale must be occurred before the announcement of the price, the price is just a formality. Despite this, the client often wants to know "how much and how fast you work." At this stage we need to stand out from the others and to present the company. When we update the items, we can speak about the references and present the company at the same time, so we always have this step before the announcement of the price. And it’s up to you – to have meetings or telephone conversations.   Why it’s useful: If you lose the client at this stage, there’s something with your product. For example, you develop the online stores. You began to clarify the details and realized that the customer wanted the complex integration but you had only standardized online stores.

The price / The quality

Success Failure

3. ESTIMATES

This status becomes relevant at the time of announcement of any price by the manager - whatever that is relevant to the request. We adhere to the position that we can afford to say the price on the creative work without the presentation and further details when in extreme cases. For example, we gently say, “The project like this costs like this” and such a project is similar to your one but they’re different. So you can continue to present your possibilities. But remember – don’t speak about your decision too quickly. Why it’s useful: If you lose a client at this stage, you have problems with your prices or your product. It is necessary to work on The Price / The quality.

 

4. THE CONTRACT

The bureaucracy, the reliability

Success Failure

Active flow of customers We work with > Account manager

The upselling at the moment of completion

Monthly support

Extra payments

The average term of the project (easy to determine)

5. IN PROGRESS

Why it’s useful: The flow of active clients may sometimes run low and at the moment when there’s a few customers at this stage, you should worry about finding new ones. Also, this step helps the account managers to pay more attention at the clients to work with upselling and work on form and adjust expectations.

To resume work after a while

6. THE HOLD MODE

Focus and work

Failure

Why it’s useful: This status says the deal will move to Failure but it’s important to pay attention to this project after a while. It’s a good idea not to move it to Failure at once. We move the projects that can distract from the main chain of order processing. We can call it «our dispersal field».

THE SALES FUNNEL

Further details

The Contact

Estimates

The contract

In progress

The HOLD mode

Sold / Failure

The average term of the project

CHEATS

Keep in touch

Learn about new projects

Learn about the projects you’ve already worked on

Offer additional services

Add them to the mailing list

Congratulate on holidays

Invite them to a conference

7. SOLD / FAILURE

The contact

Cold calls

Fake projects

Development of the field of activity

COOL THINGS

More f ields

Working position

Type of deal

The channel of attraction

Type of works

…

COOL THINGS

Contraction of names

Site > ST Support > SP Identity > ID . . .

COOL THINGS

THANK YOU!

CONTACTS

Alexey Ermilov

IKRA Creative Agency

http://fb.com/alexerm

http://slideshare.com/alexerm1

http://ikradigital.ru