Ysp 2011 fall_forum_session_3


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Applying CRM - A Deep Dive

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  • BNI, networking, chambers Hired and fired wrong people Hired consultants that didn’t understand your business Let someone else handle it Read Books ESX (Seminars ), Big Show Join and got stuck in Dealer Programs Contemplated selling (giving it away) Stopped Growing Experimented Theoretica, strategic – tactical
  • how a united "corporate mind" and a healthy corporate culture can motivate your employees to "raise the bar," take your company from good to great, and increase customer loyalty.  You will learn PDI – inventory rate yourself on your effectiveness….
  • Generally speaking, the Funnel allows you real time access to do several things including: 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 generate Order Accepted Sales Forecast that include Total Estimated Monthly Order Accepted EMU broken down by: Branch Sales Manager Sales Rep Product category (data, Internet, long distance, local and other) Projected Monthly Order Accepted sales
  • While the Funnel is a great way to identify rep needs and how opportunities are progressing through the sales cycle, obviously, it also helps to monitor rep/ team activity and performance. The number of opportunities in the Qualified stage is a good indicator of the frequency and effectiveness of a rep’s prospecting activities. Having an adequate number of dollars and opportunities in each phase of the sales cycle will help a Sales Manager evaluate the team and the individual reps’ ability to consistently make plan month after month. Note to NACM: Ask: What specific funnel information are you using today to review activity and revenue results? Reviewing this type of information during the one-on-one with the sales rep can prompt a number of discussions, for example: Prospecting habits Who are they targeting? What research are they doing before prospecting What are their opening statements?
  • Earn the Right /
  • Earn the Right /
  • Once You’ve earned the right, The customer must have a need or a problem they need to solve. THEN you can present your Elevator Pitch, 30 second commercial Intro to Session 3: Deep Dive
  • Example: Domino’s Wanted to understand their customer’s true pain: taste? Temperature? Getting it fast? …True pain was: uncertainty of when it would arrive. So: Launched campaign: 30 minutes or less (or its free)
  • Pulse / Market Research / Surveys: motivational variables: fears, desires, expectations, attitudes, satisfactions Ask open ended questions. Seek to understand / get feedback Suspend judgement / Listen deeply / challenge assumptions / inquire and reflect
  • Pretend you are an inventor.. / patent (smallest. Brightest, easiest, Avis, we try harder
  • Transition and Sumarize… highlights
  • Ysp 2011 fall_forum_session_3

    1. 1. 360 0 Customer Experience A 360 Degree Customer Experience Thriving in a Customer Centric World
    2. 2. 360 0 Customer Experience A Deep Dive Session III <ul><li>In this session, you will learn   </li></ul><ul><li>How to apply CRM to your sales process. </li></ul><ul><li>How to drive more profitable sales. </li></ul><ul><li>How CRM Fosters an environment of customer satisfaction.  </li></ul><ul><li>How to easily create accountability in all departments </li></ul><ul><li>How to improve overall sales performance, </li></ul><ul><ul><ul><ul><ul><li>and deliver what you promised. </li></ul></ul></ul></ul></ul>
    3. 3. CRM benefits: CRM allows you to: <ul><ul><li>Determine the status of all opportunities in the sales cycle </li></ul></ul><ul><ul><li>Easily and objectively assess the health of your rep’s/team’s business </li></ul></ul><ul><ul><li>Assess rep and team ability to achieve plan on an ongoing basis </li></ul></ul><ul><ul><li>Cross sell, upsell </li></ul></ul><ul><ul><li>Mine Data </li></ul></ul>360 0 Customer Experience
    4. 4. CRM benefits (cont’d) <ul><li>Monitor rep/team activity and performance </li></ul><ul><ul><li>Assess frequency/effectiveness of prospecting activities </li></ul></ul><ul><ul><ul><li>Mine base to grow existing business </li></ul></ul></ul><ul><ul><ul><li>Prospecting/qualifying new logo accounts </li></ul></ul></ul><ul><ul><li>Forecasting & planning </li></ul></ul><ul><ul><li>Ascertain where rep/team is relative to making monthly plan </li></ul></ul><ul><ul><li>Verify probability to close and potential close date </li></ul></ul>360 0 Customer Experience
    5. 5. PAIN 360 0 Customer Experience Is the gap between what the client has now and what they want
    6. 6. <ul><li>Through an effective CRM, you will own the right to present your value proposition… </li></ul>360 0 Customer Experience
    7. 7. <ul><li>Why do your customers buy from you?… (SDM 2010) </li></ul>360 0 Customer Experience <ul><li>Warranty / service agreement, 68% </li></ul><ul><li>Price discounts, 39% </li></ul><ul><li>Insurance discounts, 31% </li></ul><ul><li>Financing / terms, 27% </li></ul><ul><li>Promotional Items, 13% </li></ul><ul><li>Free equipment, 12% </li></ul><ul><li>Free monitoring, 10% </li></ul>Wrong……..
    8. 8. 360 0 Customer Experience F rustrated. U pset / Uncertain. M ad. A ngry. C oncerned. I rritated. D isturbed. Customers Buy Because They are in PAIN! F.U.M.A.C.I.D.
    9. 9. Diagnose The Pain <ul><li>One of the best ways to persuade others is with your ears– by listening to them. (Dean Rusk, Former Secretary of State) </li></ul><ul><ul><li>You help them unveil the true source of pain </li></ul></ul><ul><ul><li>You establish your expertise by the appropriateness and relevance of your questions. </li></ul></ul><ul><ul><li>You establish value and trust </li></ul></ul>360 0 Customer Experience
    10. 10. Diagnose The Pain – 2 Questions <ul><li>Can you state the number one pain of your prospects? </li></ul><ul><li>Are you absolutely certain that you are selling the benefits that are correctly aligned with that primary pain? </li></ul>360 0 Customer Experience
    11. 11. Differentiate Your Claims <ul><li>Always sell something that is perceived to be totally unique </li></ul><ul><li>Claim that you are the only one that does… (something specific) </li></ul><ul><li>Treat your solution as an invention and build your message firmly on your claim </li></ul>360 0 Customer Experience
    12. 12. The Sales Process 360 0 Customer Experience 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 TO THEIR PAIN
    13. 13. Demonstrate Your Gain <ul><li>Value must outweigh the cost </li></ul><ul><ul><li>Financial – ROI (saving money, increasing revenue) </li></ul></ul><ul><ul><li>Strategic – quality, faster production </li></ul></ul><ul><ul><li>Personal – peace of mind, more fun, pride </li></ul></ul>360 0 Customer Experience
    14. 14. The Administrative Process 360 0 Customer Experience 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?
    15. 15. The Administrative Process 360 0 Customer Experience 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?
    16. 16. Peek at Session 3: Applying CRM tactically / A deep dive… <ul><li>Creating ownership, accountability and focus </li></ul><ul><li>How to properly define your company’s value. </li></ul><ul><li>How to drive more profitable sales. </li></ul><ul><li>How CRM fosters an environment of complete customer satisfaction. </li></ul><ul><li>How to easily create accountability in your sales department. </li></ul><ul><li>How to improve overall sales performance and deliver what you promised. </li></ul>360 0 Customer Experience
    17. 17. References: <ul><li>Human Sigma </li></ul><ul><li>Neuromarketing </li></ul><ul><li>Differentiate or Die </li></ul><ul><li>Good To Great </li></ul><ul><li>Begin with Why </li></ul><ul><li>Security Business Institute </li></ul>360 0 Customer Experience
    18. 18. 360 0 Customer Experience
    19. 19. 4 Approaches (you can take) to Your Future Plan 360 0 Customer Experience ......................................Fear Anxiety ........................Positive or Negative Never Set in Stone - Be flexible .......................................... Requires clearly defined goals ...................... The death of every great plan Worry Assumptions Plan Procrastinate
    20. 20. 360 0 Customer Experience Strategic Plan Strategic Planning Cycle Mission Where do we want to go? How do we get there? How do we measure success? How did we do? What should we change? Goals Results Measures & Targets Strategies Desired Outcomes Strategic Planning
    21. 21. 360 0 Customer Experience Strategic Planning
    22. 22. <ul><li>1. Defining your market (customers). </li></ul><ul><li>2. Defining your company. </li></ul><ul><li>3. What makes your business profitable. </li></ul><ul><ul><ul><li>4. Define how you deliver what you do. </li></ul></ul></ul><ul><ul><ul><li>5. Determine how to scale profitability. </li></ul></ul></ul>360 0 Customer Experience What makes you better than the rest? What differentiates you from your competitors? Identifying the steps to developing a Strategic Plan Strategic Planning
    23. 23. The Business Model <ul><li>The Customer </li></ul>The Customer 360 0 Customer Experience Value Proposition Resources & Capabilities Strategic Planning
    24. 24. 360 0 Customer Experience You can ’ t create a strategic plan until you identify your customer. Strategic Planning
    25. 25. 360 0 Customer Experience Strategic Planning Who are your customers? What products or services to you concentrate on? ___ % Residential ___ % Commercial What are their Demographics? ___ % Security ___ % Sound & Theater ___ % Automation Custom or Packages ___ % CCTV ___ % PERS ___ % Sub-Contracting
    26. 26. Who are Your Customers 360 0 Customer Experience Who are they? What do they value? What do you do to provide great customer service? How does your work environment support this standard of service? Where do you need to improve your levels of service? Do you consistently deliver what you promise? How do you train sustain, measure and reward employees for delivering exceptional customer service?
    27. 27. CRM Software will allow you to measure: • who your customers are, • where they came from, • what they spent and • what the sales rep’s closing ratio is. 360 0 Customer Experience What should CRM Software do for you? Customer Relations Management Who is the potential client? How did they hear about us? What type of job is it? Who will handle them? What is the status of the lead? How much was quoted? Initial Contact Notes Follow Up Notes
    28. 28. Why did they choose your company? <ul><li>People Buy From Friends (PBFF). </li></ul><ul><li>Not from businesses. </li></ul>360 0 Customer Experience Customer Relations Management This doesn’t mean that your business shouldn’t stand out.
    29. 29. The Business Model <ul><li>The Customer </li></ul>360 0 Customer Experience Value Proposition Strategic Planning
    30. 30. Value Proposition <ul><li>A promise of value to be delivered and a belief of the customer that the value will be experienced. </li></ul><ul><li>A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services. </li></ul>360 0 Customer Experience Strategic Planning
    31. 31. Value Proposition <ul><li>Creating a value proposition is an integral part of developing a business strategy. It is based on a differentiated customer value proposition . </li></ul><ul><li>Satisfying customers is the source of sustainable value creation. </li></ul>360 0 Customer Experience Strategic Planning
    32. 32. Define Your Value Proposition <ul><li>What makes you better than your competitors? </li></ul><ul><li>Why should I buy from you? </li></ul><ul><li>This must be compelling! </li></ul><ul><ul><li>Must based upon emotion and trust. </li></ul></ul>360 0 Customer Experience Strategic Planning
    33. 33. <ul><li>Customer </li></ul>360 0 Customer Experience Value Proposition Resources & Capabilities The Business Model
    34. 34. Resources & Capabilities <ul><li>How can you deliver on your promise? </li></ul><ul><li>•  What resources do you have? </li></ul><ul><li>•  What unique services do you supply? </li></ul><ul><li>•  Is the cost of delivering what you promised </li></ul><ul><li>too high for the customer or too risky for you? </li></ul><ul><ul><ul><ul><ul><li>Value = Benefits - Cost (cost includes risk ). </li></ul></ul></ul></ul></ul>360 0 Customer Experience
    35. 35. 360 0 Customer Experience What should CRM Software do for you? Customer Relations Management Time Management - direct import from Sales Manager. Alert to Special Needs Easy Navigation Automate Billing Track Service Edit Central Station Data Track Client Communications Manage Common Forms CRM Software will allow you to: • lower administrative costs, • deliver more than what clients expect, • manage your clients needs and • save hundreds of labor hours every year .
    36. 36. Resources & Capabilities <ul><li>Time is Money! </li></ul>360 0 Customer Experience How Much are you Really Worth? Your Income $30,000 Income / Hour $14.42 $40,000 $19.23 $50,000 $24.04 $60,000 $30.00 $70,000 $35.00 $80,000 $40.00 $90,000 $45.00 $100,000 $50.00 $110,000 $55.00 $120,000 $60.00 $130,000 $65.00
    37. 37. How does all of this apply to developing a 360 0 Cutomer Experience? Cutomer Experience? 360 0 Customer Experience
    38. 38. <ul><li>Potential </li></ul><ul><li>Customer </li></ul>360 0 Customer Experience Value Proposition Resources & Capabilities The Business Model Willingness to Pay
    39. 39. The Sales Presentation 360 0 Customer Experience
    40. 40. Sales Presentation - Theme <ul><ul><ul><li>• It should tell a story </li></ul></ul></ul><ul><ul><ul><li>• It should be compelling </li></ul></ul></ul><ul><ul><ul><li>• It should deliver your value proposition </li></ul></ul></ul>360 0 Customer Experience
    41. 41. Sales Presentation - Content <ul><li>1. Sell Yourself.... people buy from friends </li></ul><ul><li>2. Sell the Company..... value proposition </li></ul><ul><li>3. Determine their needs </li></ul><ul><li>4. Determine their budget </li></ul><ul><li>5. Design a system to fit needs & budget. </li></ul><ul><li>6. It should answer the most common questions </li></ul><ul><li>6. Close the sale </li></ul><ul><li>7. Follow up after the installation </li></ul><ul><li>8 Follow up again later </li></ul>360 0 Customer Experience
    42. 42. <ul><li>• Three ring binder </li></ul><ul><li>• Flip chart </li></ul><ul><li>• Computer Based Presentation </li></ul><ul><li>• Ipad Presentation </li></ul>360 0 Customer Experience Sales Presentation - Vehicle
    43. 43. Client Mangement 360 0 Customer Experience
    44. 44. CRM - Customer Relations Management <ul><li>1. Lead </li></ul><ul><li>2. Source </li></ul><ul><li>3. Go off the CRM List </li></ul>360 0 Customer Experience
    45. 45. 360 0 Customer Experience