The document discusses how to create a sales culture in a professional services firm using CRM tools. It recommends identifying steps to build a sales culture, utilizing CRM tools to accomplish this, and applying tactics tailored to each company. Specific tactics include understanding target audiences, providing training and support, celebrating successes, and collecting feedback to customize CRM implementation over time. The overall goal is to change partners' behaviors and focus more on sales and business development through an effective CRM system.

1. Using CRM to Build a Dynamic
Sales Culture in a Non-Traditional
Sales Environment
Professional Services SIG
October 22, 2014

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Agenda
 Identify steps to create a sales culture in a
professional services industry
 Utilize the tools within CRM to accomplish this
 Apply a combination of tactics that suit your
company

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Intro
 Implementing CRM Dynamics at
WeiserMazars LLP
 Prior: 6+ Grant Thornton
 Client service experience in the
financial service industry

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Professional Services
 The landscape is changing
– Partners now must focus on sales
– Competitive environment
– Focus on fees
– Fewer differentiating factors among competitors

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Professional Services

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Professional Services

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Marketing / CRM’s Role
 Provide the tools
 Provide ongoing support/guidance
 Lead by example
 Highlight wins and success stories
 Show the ‘why’
 Make it easy!
 Provide clean data

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Marketing Challenges
 Partners of various computer proficiencies
 Resources
– Time
– People
 Demonstrating the value of CRM

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There is good news!!
CRM is 100% Measurable!!

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To Create a Sales Culture, Think
Like a Marketer!
 Understand your target audience
 Convenient
 Reports
 Celebrate!
 Complimentary Sales Training
 Contests
 Positive Attitude

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CRM Training
 Learning styles
 Convenient
 Ongoing
 Post Training Plan
 Market it!

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Buy-In Before and During
Implementation
 Set-up committee
 Executive sponsorship
 What is important to the firm?
 Identify champions
**Any Talk About a Sales Culture?**

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Buy-In After Implementation
 As for feedback (either survey or informal)
 Find those champions
 Schedule maintenance and customization
 Re-brand the system if stale

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CRM Tools
 Customized Dashboards
 Customized Advanced Finds
 Email Links
 Insightful Reports
 Goals

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DEMO
Microsoft Dynamics

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Marketing Challenges
“On average, sales and marketing costs average from
15%-35% of total corporate costs. So the effort to
automate for more sales efficiency is absolutely
essential. In cases reviewed, sales increases due to
advanced CRM technology have ranged from 10% to
more than 30%.”
- Harvard Business Review

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Rome Wasn’t Built…
 Changing behavior takes time!
 Don’t introduce too much, too fast
 Takes consistency,
persistence…and a smile!

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Thank You For Your Time!!
Stephanie Koutsares
Senior Manager, CRM
WeiserMazars LLP
(P) 212.375.6885
(E) Stephanie.Koutsares@weisermazars.com
(L) www.linkedin.com/in/skoutsares/