Ysp 2011 fall_forum_session_2
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3600 Customer Experience
Customer Relationship Management (CRM)
A Tool or Philosophy?
3600 Customer Experience
Day in the Life of A Security Dealer
3600 Customer Experience
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
3600 Customer Experience
You’ve tried to fix it…
Seminars
Dealer programs
Consultants
Read Books
Trial and error
Sell the thing!
3600 Customer Experience
You’ve tried to fix it…
Seminars
Dealer programs
Consultants
Read Books
Trial and error
Sell the thing!
3600 Customer Experience
6
CRM
Who am I?
3600 Customer Experience
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.
3600 Customer Experience
Why CRM?
In search of organizational effectiveness…
8
ACTION
STRATEGYSTRATEGY
GOALSGOALS
MISSIONMISSION
VISIONVISION
VALUESVALUES
RESULTSRESULTS
3600 Customer Experience
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.
3600 Customer Experience
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.
3600 Customer Experience
CRM… a pictorial
Marketing
Client Relations Sales
Corporate Objectives
Customer Relations
Management
3600 Customer Experience
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.
3600 Customer Experience
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
3600 Customer Experience
Marketing Automation - Better Manage Marketing Efforts
Campaign management
E-Mail management
List management
Key attribute profiling
Outbound call management
Marketing evaluation tools
3600 Customer Experience
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
3600 Customer Experience
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.
3600 Customer Experience
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
3600 Customer Experience
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
3600 Customer Experience
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
3600 Customer Experience
Is the gap between
what the client has now and
what they want
PAIN
3600 Customer Experience
Through an effective CRM, you will own the right to present your value proposition…
3600 Customer Experience
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……..
3600 Customer Experience
Frustrated. Upset / Uncertain.Mad. Angry. Concerned.Irritated. Disturbed.
Customers Buy Because They are in PAIN!
F.U.M.A.C.I.D.
3600 Customer Experience
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
3600 Customer Experience
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?
3600 Customer Experience
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
3600 Customer Experience
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
3600 Customer Experience
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
3600 Customer Experience
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?
3600 Customer Experience
The Administrative Process
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?
3600 Customer Experience
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.
3600 Customer Experience
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
3600 Customer Experience
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
3600 Customer Experience
Is the gap between
what the client has now and
what they want
PAIN
3600 Customer Experience
Through an effective CRM, you will own the right to present your value proposition…
3600 Customer Experience
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……..
3600 Customer Experience
Frustrated. Upset / Uncertain.Mad. Angry. Concerned.Irritated. Disturbed.
Customers Buy Because They are in PAIN!
F.U.M.A.C.I.D.
3600 Customer Experience
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
3600 Customer Experience
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?
3600 Customer Experience
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
3600 Customer Experience
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
3600 Customer Experience
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
3600 Customer Experience
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?
3600 Customer Experience
The Administrative Process
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?
3600 Customer Experience
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.
3600 Customer Experience
References:
Human Sigma
Neuromarketing
Differentiate or Die
Good To Great
Begin with Why
Security Business Institute