Never cold call again: Using CRM to understand Buyology.
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Never cold call again: Using CRM to understand Buyology.

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Global business speaker Erik Vermeulen shares the human side of CRM and what companies need to be aware of when integrating CRM solutions with "real" people.

Global business speaker Erik Vermeulen shares the human side of CRM and what companies need to be aware of when integrating CRM solutions with "real" people.

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Never cold call again: Using CRM to understand Buyology. Never cold call again: Using CRM to understand Buyology. Presentation Transcript

  • Oracle CRM Seminar
    The Sankara Hotel, Nairoi
    3 February 2011
  • Agenda :
    08:00 Arrival and Registration
    08:45 Welcome and Introduction
    09:00 Never Cold Call Again: Using CRM to understand “Buyology”
    10:00 Close More Deals Through Actionable Insight, Increased Productivity and Effectiveness
    11:00 Break
    11:15 Laying the Foundation for an Effective and Efficient CRM System
    11:45 Discussion
    12:00 Wrap-up and Q&A followed by a light lunch
  • Oracle, Nairobi, February 2011
    Never Cold Call Again
    Presented by Erik Vermeulen.
    View slide
  • View slide
  • What comes to mind when you see.....
  • What?
    Strap
    Colour
    Shape
    Numbers
    Why?
  • Who to talk to.....
    Connectors
    Mavens
    Salesmen
  • Reasons For Losing Customers
    1% Die
    3% Move
    5% Buy from friends
    9% Prefer a different product
    14% Unresolved service problems
    68% Because they feel that employees are disinterested in giving service
  • Top 10 Customer Expectations
    Be Accessible
    Treat me courteously
    Be responsive to what I need and want
    Do what I ask promptly
    Don’t make me deal with poorly trained employees
  • Customer Expectations (cont.)
    Tell me what to expect
    Meet your commitments
    Do it right the first time
    Be socially responsible
    Be ethical
  • The Service Equation
    Service = Experience - Expect
    CRM
  • The Service Equation
    People expect only two things1. That you know they are there2. That they made the right choice by coming to you to satisfy the need
  • Lesson #1
    Service aboveeverything else
  • There are many ways to skin a cat…..
  • Lesson #2
    Advocacy beatsSelling
  • Lesson #3
    Understand that consumers areirrational
  • X9 Factor
    Trinitron
  • Lesson #4
    Create Mystery
  • Lesson #5
    Ruthlessly give away free information
  • Lesson #6
    Be authentic and congruent
  • Never Cold Call Again
    Follow me on Facebook: Erik Vermeulen
    Follow me on Twitter: ErikMVermeulen
    E-mail: erik@erikvermeulen.com
    Web: www.erikvermeulen.com