CRM systems for small business

CRM systems

Transcript

1. CRM  Systems  for  Small  Business   Mike  Dunk   GemSmart  Limited  
6. “The  overall  goals  are  to  find,  a@ract  and  win  new  clients,  nurture   those  the  company  already  has,  enDce  former  clients  back  into  the   fold  and  reduce  the  costs  of  markeDng  and  client  service”    A  tool  to  help  manage  your  sales  opportunity    pipeline  with   the  aim  of  increasing  the  Return    for  your  Investment   in  sales.  
7. Sales  =  Revenue   UlDmate  aim  of  any  business  is  to  deliver  increasing   PROFIT  (or  INCREASE  MARKET  SHARE)  
8. Everyone  in  Business  is  in  Sales  
11. •    Goals   •    Economics   •    Measures  
12. What  are  the  key  Business  ObjecDves?   What  is  the  Budget  for  the  business  (even  at  the  top   level)?    Can  you  afford  to  win  new  customers?    Can  you  afford  not  to  do  so?    How  much  will  you  invest  in  building  revenues?   How  will  you  Measure  success?  
13. Face  to  Face  Dme  with  your   prospects/customers   As  a  percentage  of  your  working  day  how  much  Dme  do  you   honestly  admit  to  wasDng  or  allowing  other  people  to   waste?  
14. Face  to  Face  Dme  with  your   prospects/customers   As  a  percentage  of  your  working  day  how  much  Dme  do  you   honestly  admit  to  wasDng  or  allowing  other  people  to   waste?   Most  people  will  confess  to  a  third,   probably  more  like  >  50%  
15. Iswot?  
16. Iswot?   Is  wot  I  am  doing  now,  or  about  to  do,   going  to  help  me  achieve  my  goals?  
17. Why  do  people  Buy?   Either:   They  have  a  known  requirement  that  your  product/service  is   able  to  fulfil  at  a  price  that  is  acceptable  to  them  (and  YOU)   Or:  
18. Why  do  people  Buy?   Either:   They  have  a  requirement  that  your  product/service  is  able  to   fulfil  at  a  price  that  is  acceptable  to  them  (and  YOU).   Or:   They  are  unaware  that  they  have  a  parDcular  requirement   and  you,  (or  your  team),  are  able  to  convince  them  that  your   product/service  was  what  they  required  all  along!      
19. Features  v  Benefits   Important  BUT  these  are  more  relevant  at  later  stages  in  a   sale.   People  buy  for  emoDonal  reasons!  (SomeDmes  they  will  seek   logical  reasons  to  support  their  decision).   Around  85%  of  buyers  are  not  looking  for  a  soluDon  to  a   problem.   The  other  15%  are  probably  already  talking  to  companies  who   might  provide  them  with  a  soluDon.    
20. People  will  buy  to  either  gain  reward  or  to  avoid   loss   People  will  buy  when  they  have  a  “PAIN”.   It  is  logical  that  you  should  be  prospecDng  in  the  “don’t  know   they  have  a  problem  or  that  a  pain  exists”            
21. E   Pitch   Value   ProposiDons   Sales  Messages   Offers   Concise   Pervasive   E  Value  Based   (Economic)   Technical  Based   (Technical)   CR2A   SoluDon  Selling   Divide   Economic  /  Technical   Targeted     £  Financial  CR2A   Targeted  
22. Closing      -­‐  A  Qualified        opportunity   Winning    -­‐  What  selling            is  all  about   Contact   Nurturing   -­‐   Someone      who  is      interested  in      buying   Lead   GeneraDon    -­‐  Someone            who  is            interested   Target   MarkeDng   -­‐  Who  we          would  like          to  sell  to  
23. Target   Marke2ng   Lead   Genera2on   Contact   Nurturing   Closing   Winning   List  Selec2on   &  Research   Generate   Interest   Agree  Ac2on  
24. ProspecDng  –  GeneraDng  Leads                       Target   Marke2ng   Lead   Genera2on   Contact   Nurturing   Closing   Winning   Database   ‘Warm’   Lead   Interested   ‘Hot’   Lead  
25. Microso(  CRM   Salesforce.com   Goldmine   Sugar   Oracle/Sieble   Powercall   V  Tiger   Lagan   Zoho   Maximiser   SmarBouch   Netsuite   Sage   EverydayCRM   “Bespoke”  Development  
27. Select  the  CRM  that  meets  your  business   requirement.   It  can  be  a  card  index  system,  an  Excel  spreadsheet,   a  low  cost  “Open  Source”  applicaDon  or  a  highly  complex   expensive  (£40/user/month-­‐  Salesforce.com).   We  chose  EverydayCRM  as  having  used  “Corporate”  systems   for  20  years  I  needed  something  simple  and  easy  to  use.  
29. RPD-­‐  Slides  that  demonstrate  the  Everyday  CRM  
35. 1.  Everyone  in  Business  is  in  Sales   2.  Define  your:  Goals    Economics    Measures   3.  Sell  your  camel  at  ALL  levels  to  a  prospect   4.  Increase  your  “Face  to  Face”  Dme.  Remember  “Iswot?”   5.  Work  on  your  “Elevator  Pitch”  and  “Value  Proposi2on”   6.  Select  a  CRM  that  meets/matches  your  business  requirements   7.  Work  to  a  structured  Sales  Process  that  suits  your  business   8.  People  will  buy  on  emoDon.  Define  their  real  PAIN