New Age Summit 2006 Presentation

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How to Find, Catch & Keep Good Customers

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  • New Age Summit 2006 Presentation

    1. 1. 2006 Call Center, Marketing and Contact Management Training Summit Presented by: Brent Leary, CRM Essentials
    2. 2. CRM Basics <ul><li>Defining CRM </li></ul><ul><li>Marketing Automation </li></ul><ul><li>Salesforce Automation </li></ul><ul><li>Conclusion </li></ul>
    3. 3. A Customer… <ul><li>A Customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him . He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is a part of it. We are not doing him a favor by serving him. He is doing us a favor by giving us an opportunity to do so . </li></ul>The customer has all the answers…… ... and all the money… Sam Walton C. Sam Walton B. Gandhi A. JC Penney D. Fred Sanford
    4. 4. Do these questions hit home? Having trouble finding customer information quickly? Any issues sharing customer Information across the company? Are you having problems responding to customer requests? Are your customers happy with you? Are you winning deals against your competition? Are your sales folks always in the office? Are you finding enough good leads? Are you closing enough deals? Are you closing deals fast enough? Burning too much time on dead-end leads? Is the pipeline full? A lot of turnover in your sales team? Adding sales people? How’d that email campaign work for you? Lost any good customers lately?
    5. 5. What Is CRM? <ul><li>“ C RM” is a business approach that integrates People, Processes and Technology to maximize the relations of an organization with all types of customers </li></ul>
    6. 6. Defining CRM
    7. 7. Defining CRM – Building Blocks Customer Profiling Campaign Management Lead Management Opportunity Management Contact Management Activity Management Web Self Service Field Service Call Center
    8. 8. Customer Acquisition Process Campaigns Leads Generates Converts into Opportunities Contacts Account Forecast Feeds Into Analyzed to determine success
    9. 9. CRM Basics <ul><li>Defining CRM </li></ul><ul><li>Marketing Automation </li></ul><ul><li>Salesforce Automation </li></ul><ul><li>Conclusion </li></ul>
    10. 10. Marketing Automation: Find <ul><li>Campaign Management </li></ul><ul><ul><li>Build customer profiles </li></ul></ul><ul><ul><li>Determine best way to reach target: Email, Trade show… </li></ul></ul><ul><ul><li>Determine who should handle responses </li></ul></ul><ul><ul><li>Determine how to measure success </li></ul></ul><ul><ul><ul><li>Open rates </li></ul></ul></ul><ul><ul><ul><li>Response </li></ul></ul></ul><ul><ul><ul><li>Cost per lead </li></ul></ul></ul>
    11. 11. Sales & Marketing Challenges <ul><li>The Problem* </li></ul><ul><li>Avg. Business has 7% awareness </li></ul><ul><li>90%+ of market not ready to buy </li></ul><ul><li>Awareness = 6-7 touches per yr </li></ul><ul><li>80% of new sales take 8-15 contacts to gain interest </li></ul><ul><li>Avg. salesperson abandons after 1-2 calls </li></ul><ul><li>50% of all leads buy – in 6-18 months </li></ul><ul><li>Result </li></ul><ul><ul><li>Huge numbers of missed opportunities </li></ul></ul><ul><ul><li>* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute </li></ul></ul>
    12. 12. Lead Generation: Road to the Final Four <ul><li>Pareto’s Principle – Hindsight is 80/20: </li></ul><ul><li>100 Sales Leads </li></ul><ul><li>20 Qualified Leads </li></ul><ul><li>4 Converted Leads </li></ul><ul><li>How much time and money are spent with the 96 before reaching the Final Four? </li></ul>
    13. 13. Marketing Automation Example: Leads Management <ul><li>Leads Management should </li></ul><ul><ul><li>Help identify dead ends quickly </li></ul></ul><ul><ul><li>Set guidelines for qualifying leads </li></ul></ul><ul><ul><li>Identify “next steps” to take </li></ul></ul><ul><ul><li>Identify reasons for not converting leads </li></ul></ul><ul><li>Initial lead information is basic information usually found on a business card </li></ul><ul><li>CRM SOFTWARE helps answer the question… </li></ul>Are we willing to spend the time and money needed to win the sale?
    14. 14. The Hunter: Old School Lead Generation <ul><li>You spend thousands every year to develop relationships </li></ul><ul><li>• Sales calls and meetings </li></ul><ul><ul><ul><li>Trade shows and seminars </li></ul></ul></ul><ul><li>• Conferences, social events, etc. </li></ul><ul><li>New business development efforts are costly but critical </li></ul><ul><ul><ul><li>Advertising and marketing </li></ul></ul></ul><ul><ul><ul><li>Lead generation </li></ul></ul></ul><ul><ul><ul><li>Networking, partnering, etc. </li></ul></ul></ul><ul><li>Business cards often represent the most qualified contacts </li></ul><ul><li>• They result from face to face interaction </li></ul><ul><li>• Include complete contact information </li></ul><ul><ul><ul><li>Your contact’s heard your story. He knows about you! </li></ul></ul></ul>
    15. 15. The trend is being driven by your customers … the Internet is THE place they go to find products & services and more importantly YOU! The Internet continues to grow in popularity among consumers searching for information about products & services … as preference for yellow pages and newspapers declines More and more, the Internet is where YOUR customers are
    16. 16. Small Business Continues to Move Online Small business is evolving from just being online to doing business online Increasingly, customers expect small businesses to respond quickly!
    17. 17. Social Computing – Web 2.0 – Business Web <ul><li>Social computing is a social structure in which technology puts power in communities, not institutions. </li></ul>
    18. 18. Search: From Hunted to Hunter – What’s Your GQ? <ul><li>5.3 billion internet searches were performed in February 2006 </li></ul><ul><li>Average web user performed 43.1 searches </li></ul><ul><li>Businesses of all sizes are expected to spend $5 billion dollars advertising on search engines </li></ul><ul><li>When your site is shown in both organic and paid results for a search, searchers click one of your listings more than 90 percent of the time </li></ul><ul><li>43% of search engine users are seeking local merchants to buy something offline </li></ul>
    19. 19. AA aaa SEO + SEM + SMO = CRM! del.icio.us
    20. 20. Blogging + Podcasts + RSS = REACH! Blogging Podcasting RSS
    21. 21. Blogs give companies a human face
    22. 27. Only the Beginning…. <ul><li>53% surveyed have downloaded or listened to a podcast at least once, with 41% claiming to have listened to podcasts on more than one occasion </li></ul><ul><li>65% said they listen to podcasts for BOTH personal AND business interest </li></ul><ul><li>60% of respondents said info on business or technology topics currently delivered as traditional white papers or analyst reports would be more interesting as podcasts . And 55% of them would be more likely to consume white papers if they were delivered in this manner </li></ul><ul><li>27% said podcasts already influence work-related purchase decisions </li></ul>Knowledgestorm survey of 3,900 B2B purchasers
    23. 28. CRM Basics <ul><li>Defining CRM </li></ul><ul><li>Marketing Automation </li></ul><ul><li>Salesforce Automation </li></ul><ul><li>Conclusion </li></ul>
    24. 29. Salesforce Automation: Catch <ul><li>Managing Opportunities </li></ul><ul><li>in the Sales Cycle </li></ul><ul><ul><li>Identify sales stages and milestones </li></ul></ul><ul><ul><li>Define what each sales stage means </li></ul></ul><ul><ul><li>Identify what tasks are performed (and by whom) </li></ul></ul><ul><ul><li>Identify how sales opportunities should be valued </li></ul></ul>
    25. 30. <ul><li>What are your sales challenges? </li></ul><ul><li>Not responding quickly enough </li></ul><ul><li>User Adoption is low due to input process </li></ul><ul><li>Not getting information in timely fashion </li></ul><ul><li>Not sharing information effectively </li></ul><ul><li>Too much time spent in the office doing paperwork and not with customers and prospects! </li></ul>Common Challenges – CRM & Contacts
    26. 31. Example of a Small Business Sales Cycle Marketing Collateral 10 % Likelihood of winning Needs Analysis 20 % Likelihood of winning Presentation 40 % Likelihood of winning Proposal 60 % Likelihood of winning Contract Submitted 80 % Likelihood of winning Closed Lost Negotiation 90 % Likelihood of winning Closed Won
    27. 32. Managing Sales Opps: Standardized Reports <ul><li>Before – Too much time spent: </li></ul><ul><li>Determining stage of sales opportunities </li></ul><ul><li>Value of sales opportunities </li></ul><ul><li>Generating sales reports </li></ul>After – Sales opportunities are defined and updated in real-time for all users to see
    28. 33. Sales Pipeline: Estimating When Sales Opportunities Turn into Cash <ul><li>CRM applications provide: </li></ul><ul><ul><li>Better handle on expected cash flows </li></ul></ul><ul><ul><li>Better analysis capabilities </li></ul></ul><ul><ul><ul><li>Expected vs. Actual </li></ul></ul></ul><ul><ul><li>Realtime updates </li></ul></ul><ul><ul><ul><li>As sales opportunities are updated, forecasts are updated </li></ul></ul></ul><ul><ul><li>Automatic roll-up </li></ul></ul><ul><ul><ul><li>Individual forecasts are rolled-up and included in management forecasts </li></ul></ul></ul>CASH FLOW Did I get everyone’s forecast spreadsheet? All opportunities updated? CRM application with realtime sales opportunity updates CASH FLOW
    29. 34. CRM Basics <ul><li>Defining CRM </li></ul><ul><li>Marketing Automation </li></ul><ul><li>Salesforce Automation </li></ul><ul><li>Conclusion </li></ul>
    30. 35. In general <ul><li>Identify (and document) issues/challenges </li></ul><ul><li>People make it happen </li></ul><ul><li>Learn the Metric System </li></ul><ul><li>Review your customer facing processes (Strategy first , technology second ) </li></ul><ul><li>Respond to all inquiries appropriately (Silence isn’t golden) </li></ul>
    31. 36. In general – cont’d <ul><li>Functionalize your website (lead gen, lead qual, self service, etc.) </li></ul><ul><li>Identify routine tasks associated with processes </li></ul><ul><li>Identify milestones in your sales process (forecasting) </li></ul><ul><li>Review your use of data services </li></ul><ul><li>Get Help! </li></ul>
    32. 37. CRM Timelime…. Contact Management Individual usage PC based Mobile CRM Handheld Accessible from anywhere CRM Suites SFA, MA, CSS: Workgroup Server based Early 1990s Mid 1990s Today CRM On-demand Browser based Early 2000s
    33. 38. KPI’s: Key Performance Indicators <ul><li>Customer Service/Support </li></ul><ul><li>Reduced cost of providing service </li></ul><ul><li>Reduced training costs </li></ul><ul><li>Reduced average call time </li></ul><ul><li>Customer Service/Support </li></ul><ul><li>Inc. customer retention rate </li></ul><ul><li>Improved new agent performance </li></ul><ul><li>Marketing Automation </li></ul><ul><li>Reduced customer acquisition cost </li></ul><ul><li>Reduced advertising cost </li></ul><ul><li>Marketing Automation </li></ul><ul><li>Inc. conversion rate </li></ul><ul><li>Inc. number of campaigns </li></ul><ul><li>Inc. customer loyalty </li></ul><ul><li>Sales Force Automation </li></ul><ul><li>Reduced training cost </li></ul><ul><li>Reduced administration costs </li></ul><ul><li>Reduced communication costs </li></ul><ul><li>Reduced rep turnover </li></ul><ul><li>Reduced order errors </li></ul><ul><li>Sales Force Automation </li></ul><ul><li>Inc. avg. revenue/sale </li></ul><ul><li>Inc. customer retention rate </li></ul><ul><li>Inc. close rate/win rate </li></ul><ul><li>Inc. # sales opportunities </li></ul><ul><li>Improved new rep performance </li></ul>Cost Reductions Revenue Enhancements
    34. 39. New tools of the trade del.icio.us
    35. 40. Pyramid Of Customer Loyalty
    36. 41. Thank You! <ul><li>Brent Leary </li></ul><ul><li>[email_address] </li></ul><ul><li>Corporate Website </li></ul><ul><ul><li>WWW.CRM-ESSENTIALS.COM </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>WWW.BRENTLEARY.COM </li></ul></ul>
    37. 42. <ul><li>Sundays @11AM on 1160AM WCFO Atlanta </li></ul><ul><ul><li>OR </li></ul></ul><ul><ul><li>www.BusinessRadio1160.com </li></ul></ul>For More Show Info: www.BusinessTechnologyRadio.com

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