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.

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Never cold call again: Using CRM to understand Buyology.

  1. 1. Oracle CRM Seminar<br />The Sankara Hotel, Nairoi<br />3 February 2011<br />
  2. 2. Agenda :<br />08:00 Arrival and Registration<br />08:45 Welcome and Introduction<br />09:00 Never Cold Call Again: Using CRM to understand “Buyology”<br />10:00 Close More Deals Through Actionable Insight, Increased Productivity and Effectiveness<br />11:00 Break<br />11:15 Laying the Foundation for an Effective and Efficient CRM System<br />11:45 Discussion<br />12:00 Wrap-up and Q&A followed by a light lunch<br />
  3. 3. Oracle, Nairobi, February 2011<br />Never Cold Call Again<br />Presented by Erik Vermeulen.<br />
  4. 4.
  5. 5. What comes to mind when you see.....<br />
  6. 6. What?<br />Strap<br />Colour<br />Shape<br />Numbers<br />Why?<br />
  7. 7. Who to talk to.....<br />Connectors<br />Mavens<br />Salesmen<br />
  8. 8. Reasons For Losing Customers<br />1% Die<br /> 3% Move<br /> 5% Buy from friends<br /> 9% Prefer a different product<br /> 14% Unresolved service problems<br /> 68% Because they feel that employees are disinterested in giving service<br />
  9. 9. Top 10 Customer Expectations<br />Be Accessible<br />Treat me courteously<br />Be responsive to what I need and want<br />Do what I ask promptly<br />Don’t make me deal with poorly trained employees<br />
  10. 10. Customer Expectations (cont.)<br />Tell me what to expect<br />Meet your commitments<br />Do it right the first time<br />Be socially responsible<br />Be ethical<br />
  11. 11. The Service Equation<br />Service = Experience - Expect<br />CRM<br />
  12. 12. The Service Equation<br />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<br />
  13. 13. Lesson #1<br />Service aboveeverything else<br />
  14. 14.
  15. 15. There are many ways to skin a cat…..<br />
  16. 16.
  17. 17.
  18. 18. Lesson #2<br />Advocacy beatsSelling<br />
  19. 19.
  20. 20.
  21. 21. Lesson #3<br />Understand that consumers areirrational<br />
  22. 22. X9 Factor<br />Trinitron<br />
  23. 23. Lesson #4<br />Create Mystery<br />
  24. 24.
  25. 25.
  26. 26.
  27. 27. Lesson #5<br />Ruthlessly give away free information<br />
  28. 28.
  29. 29. Lesson #6<br />Be authentic and congruent<br />
  30. 30. Never Cold Call Again<br />Follow me on Facebook: Erik Vermeulen<br />Follow me on Twitter: ErikMVermeulen<br />E-mail: erik@erikvermeulen.com<br />Web: www.erikvermeulen.com<br />

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