Welcome,Features Tell, Benefits Sell.You’ve probably all heard this at one point in your career. Let’s assume you are somebody who enjoys the pleasures in life. And you’re in the market for a swiss army knife. Do you want the knife that offers pretty much everything you could wish for (but that’s hard to operate and carry around with)
Or the one that can open your favorite bottle of wine at the end of your hike?Exactly, features tell, benefits sell.We all know this and still we let ourselves be caught in the feature comparison trap. Once a customer asks you can your CRM solution do this, most of us say yes and follow with a feature dump of the 820 features Sugar offers. Unfortunately by the 3rd feature we have lost the customer because the list we started with does not solve his/her problem
My objective today is to arm you with the right information to be able to correctly position Sugar from the perspective of the customer’s business goals and issues that are preventing him/her from reaching their goal. Once you do that you will have correctly positioned the value of SugarCRM and you will have come a lot closer to a successful close.
Did you know that 70% of all CRM implementations fail? So, if you want to be part of the successful 30%, where do you start?
But before we jump into the details, let’s first make sure we are all on the same page here around a common definition of Customer Relationship Management. Plain and simple, Customer Relationship Management (CRM) is how a business attracts and retains customers.
As you focus on gaining and retaining customers, it is important to understand that simply buying a new CRM system won’t magically deliver results by itself. Rather, your company needs to adopt a CRM strategy that includes these key elements:
first, identify your specific goals around gaining and retaining customers
then define your customer-focused CRM processes. These processes need to include all areas in your company that are customer facing. From marketing to sales and customer support. As you do this, you will be able to provide everybody in your organization with a SINGLE VIEW of the customer, ensuring that at all times, anybody representing your company in front of the customer has an understanding and of every interaction your customer has had with your company. They will know everything that’s been going on, why wouldn’t your representatives?
Train your employees so that they empowered and understand you business goals and new processes to get there.
Finally, picka technology that will enable your people to implement the business process changes needed to achieve your goals. By following this flow, you ensure that you pick a technology that will fit around your business processes vs having to change your business processes to fit around the technology.In short, CRM is a business strategy, not just a software solution.
So the key to understanding what features to show the customer is to asking the following 5 questions
SugarCon 2010: Using Sugar to Discover Value
It’s All About
Using Sugar to
Director Product Marketing
Discovery = Asking the Right Questions
“We have two ears and one mouth so that
we can listen twice as much as we speak.”
AD 55–AD 135)
So Many Questions….
5 Key Questions To Start Any Discovery
Can you tell me more about your business and the
issues you face today?
What is your business goal?
What is preventing you from reaching your goal?
What are your people using/doing today?
If you had a magic wand, what would the ideal
solution so that you could reach your goal?
Other Things You Need To Discover