Crm and Your Yacht Brokerage

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Quick guide to helping brokerages take advantage of CRM systems and optimize their ROI.

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  • Crm and Your Yacht Brokerage

    1. 1. Lead Management Techniques and Strategies
    2. 2. How are you managing your contacts today? <ul><li>Pen and paper </li></ul><ul><li>Rolodex </li></ul><ul><li>Outlook </li></ul><ul><li>Excel </li></ul><ul><li>ACT </li></ul><ul><li>Online Lead Manager </li></ul>
    3. 3. Leads <ul><li>How long before your leads are answered? </li></ul><ul><ul><li>Minutes </li></ul></ul><ul><ul><li>Hours </li></ul></ul><ul><ul><li>Days </li></ul></ul><ul><li>The quicker a lead is answered : </li></ul><ul><li>the more likely the contact is reached </li></ul><ul><ul><ul><ul><ul><li>MIT Sloan School of Management </li></ul></ul></ul></ul></ul><ul><li>However, average wait is close to 33 hours. </li></ul><ul><ul><ul><ul><ul><li>Purdue University’s Benchmark Portal </li></ul></ul></ul></ul></ul><ul><li>Out of Office Auto Reply does not count! </li></ul>
    4. 4. What Percentage of Your Leads do You Close <ul><li>20 percent of the leads brokers and dealers receive are purchase-ready customers </li></ul><ul><ul><ul><ul><ul><li>Internal Dominion Enterprise Study, matching leads to Boat Registration Data </li></ul></ul></ul></ul></ul><ul><li>Are you closing your share? </li></ul>
    5. 5. Your Lead Sources <ul><li>Online </li></ul><ul><li>Print </li></ul><ul><li>Boat Shows </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Repeat Customers </li></ul>
    6. 6. The Customer Cycle Contact
    7. 7. Your Customer Database <ul><li>The result of your marketing spend </li></ul><ul><li>Expensive. How much do you pay per lead? </li></ul><ul><li>Your businesses most valuable asset </li></ul>
    8. 8. How much do you pay per lead? December Marketing Budget Total # of Leads Price per Lead Total number of boats sold Total Marketing Spend per Boat Sold $5000 100 $50 5 $1000
    9. 9. Contact Information <ul><li>Source of lead </li></ul><ul><li>Updated contact information </li></ul><ul><li>History of conversations </li></ul><ul><li>The boat they want </li></ul><ul><ul><li>Enter a Boat of Interest </li></ul></ul><ul><li>The boat they have </li></ul>
    10. 10. The CRM Basics <ul><li>The key to any CRM system is effectively managing your contacts. </li></ul><ul><li>Does your CRM systems allow you to: </li></ul><ul><ul><li>Index leads </li></ul></ul><ul><ul><li>Create a Contacts Database </li></ul></ul><ul><ul><li>Keep track of conversations </li></ul></ul><ul><ul><li>Keep the conversation going </li></ul></ul>
    11. 11. Track Response Speed <ul><li>How quickly do you respond to leads? </li></ul><ul><ul><li>Keep track of how long a lead sits </li></ul></ul>
    12. 12. Track Response Effectiveness <ul><li>Does your communication impress your clients? </li></ul><ul><ul><li>What is your goal in your first contact? </li></ul></ul><ul><ul><li>What is your next step? </li></ul></ul>
    13. 13. Tracking Conversations <ul><li>Conversations revolve around contacts </li></ul><ul><li>Taking detailed notes </li></ul><ul><li>Help provide continuity </li></ul><ul><li>Your brokerage can work like a team </li></ul><ul><li>Keep the conversation going </li></ul>
    14. 14. Mass Emails <ul><li>Use your contact database </li></ul><ul><li>Personalize emails through mail merge </li></ul><ul><li>Only send relevant information </li></ul><ul><li>Segment your list carefully </li></ul><ul><ul><li>Geography </li></ul></ul><ul><ul><li>Lead Type </li></ul></ul><ul><ul><li>Boat Type </li></ul></ul><ul><ul><li>Price range </li></ul></ul>
    15. 15. Top five system features <ul><li>Access your CRM anyplace </li></ul><ul><li>Automatic lead aggregation </li></ul><ul><li>Unlimited users </li></ul><ul><li>Mass email capability </li></ul><ul><li>Easily export data </li></ul>

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