Mb.08feb2017.pbc crm.v1.3

My name is Mike Basketter

Show of hands. Everyone put their hands up.

Keep your hand up if you are currently in a C-suite position

CEO, MD

Commercial function: account management, marketing, commercial, pricing, product management, sales, biz dev.

IT, Finance, HR

I’m not a geek – techie rather I am a sales and marketing professional – probably here for the same reason.
Build rapport, give them permission to heckle, If I do happen to use a technical term, feel free to call me out but don’t use profanities.

Show of hands. Everyone put their hands up.

Put your hand down if you know what the acronym CRM stands for.
Now, keep you hand up if you’ve ever used CRM (customer or sales database) or worked somewhere where there was a CRM approach
Keep you hand up if in your current position you currently use a CRM (system of some sort)
Keep your hand up if you believe that your current CRM solution could not be improved in some way

Do you want a job?

Got the right people
Got the appetite – a lot of you think it / you could do better.

CRM is:

A philosophy and a business strategy
Supported by a system and technology
Designed to improve human interactions in a business environment

What we are going to do is (using a real example) debunk a myth (i.e CRM is only for big companies with big budgets; more than 500 customers, more than 15 staff).

A story about a business who excels at customer service.

Tell them about the frustration I enjoyed – how does it make me feel. How many of your customers feel like that?

Show of hands. Everyone put their hands up.

Now, keep you hand up if you’ve ever used CRM (customer or sales database) or worked somewhere where there was a CRM approach
Keep you hand up if in your current position you currently use a CRM (system of some sort)
Keep your hand up if you believe that your current CRM solution could not be improved in some way

Do you want a job?

CRM is:

A philosophy and a business strategy
Supported by a system and technology
Designed to improve human interactions in a business environment

What we are going to do is (using a real example) debunk a myth (i.e CRM is only for big companies with big budgets; more than 500 customers, more than 15 staff).

Philip Glenister

For the love of cars…Channel 4
Car fanatic Philip Glenister and renowned car designer Ant Anstead hunt for classic cars to restore.

What are you looking for today – thank you for giving up your time? I would imagine you are sitting here today to get some practical insights, would like to share a case study with you. Local business, small business….

Typical small business
Trading 4+ years
Independent, all makes service/sales/repair
Two mechanics + business owner
Not “doing” CRM other than in an informal / unstructured manner

Business analysis.

Reveal one at a time.

Use gestures – staggered language, pausing, maybe a graph. Would you buy this company. They were running harder and harder to stand still. Balance sheet and P/L. “NOT a small amount of data”

Booking-centric NOT customer-centric. How can we make the customer think of us first. We helped them to become customer centric.

MOT is annual, legal requirement)

Opportunity to touch the car/customer again?

This is not a research exercise – talk about what we helped them to do. Don’t use abstract – add value by telling customers ahead of time

Punch above our weight (reputation / brand)

Retain customers by being front-of-mind (not just MOT)

Greater share of customer spend

Retain customers by managing capacity

Dilemma was: small businesses have a finite capacity for change as you probably all know – small amounts of change are ok but throw too much change at a small business and watch what happens
Kashflow.

Cloud-hosted
Cheap
Simple
Direct replacement

Why I recommended Workbooks – simple and easy to query their customer data. No need to show bullets, just talk. We are one of 2 UK resellers. Voted #1 CRM system by users.

Agency-managed
Cheap
Simple
Enhanced data & querying functionality

Avg. of 2011-2014 (4 years) cf. 2015-2016 (2 years)

Before and after implementing Workbooks
had an upturn of x%.

20% turnover increase (2016 cf. 2014) i.e. taking out the organic growth (new business) in the early years.

% of revenue linked to SMS campaigns. Healthy pipeline. 3 bullets if possible.

*along with enhanced vehicle information (VRM)

Make it seem transformational. Repeat the Workbooks name.

Anthony’s journey was very particular to his business.
None of our clients are like the next.
One size does not fit all / Not one of our projects looks like any other.

So we have a mixture of different stories of different clients and contexts on our website.

You might find some of the case studies interesting

1. Don’t expect the CRM fairy to sprinkle magic dust on your project.

2. Keep it simple – maybe not this simple

But not this complicated - MVP

Interconnections – holistic. Multi-faceted approach.

Be realistic / be realistic about what you can achieve yourself.
You all (presumably) have a day job. Change is difficult to initiate and even more difficult to hang on to.

We do a dozen implementations a year. We will have seen things (felt the pain and worked our way through that to figure out “best practice”).

Get some professional advice / trusted advisor.

Our experience is 10% success of self implementation vs. 10% failure for professional third party implementation.

We have slides / models - ROI models to justify initial spend etc. / Executive sponsorship.

One to one here in a pod
Come to the stand (8)
Drop business card at our stand (we will call you back)
Give us a call
2 hour scoping workshop (at our offices)