Hardcore Solutions to amplify your CRM.
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This document provides tips for maximizing CRM results in 2014, including overcoming staff resistance, incentivizing CRM use, ensuring proper training, and organizing data collection efforts. It recommends incentivizing staff through commissions, contests and bonuses tied to CRM usage. Further, it emphasizes the importance of making training fun and practical through tools like DealerSocket, and organizing data collection around the right, relevant customer and social media insights. The goal is to collect the right "baby data" to increase sales opportunities and conversions through improved customer engagement.
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Hardcore Solutions to amplify your CRM.
- 2. How to Amplify Your CRM Results in 2014
- 3. Do you struggle with staff using your CRM? Than this presentation is for you.
- 4. April Rain About Me April Rain is a digital marketing and efficiency consultant with a passion for empowering businesses and stimulating sales. After working as head of digital for an advertising agency, April decided to pursue her passion for modern-day marketing by founding Digital Rain Inc. CONTACT INFORMATION April@DigitalRainInc.com PH: 678-752-7745 www.DigitalRainInc.com Atlanta, GA HOSTED AUTMOTIVE EVENTS 20+ PORTFOLIO OF PAST CLIENTS EXPERTISE Digital Marketing ANALYTICS SALES E-Commerce Social Media PROCESS DEVELOPMENT CRM’s WEBSITES SEO & SEM LEAD MANAGEMENT TIMELINES & TITLES 1999-2005 2005-2007 2007-2011 2011- TODAY 50+ TESTIMONIALS ! Alan!Krutsch! Director(of(Marke- ng(and(E2Commerce(at(Apple(Autos( ! Kevin!Frye! eCommerce(Director(at(Jeff(Wyler(Automo- ve(Family( Top ENDORSEMENTS on LinkedIn ! Bob!Melian! Vice(President,(Dealer(Sales(at(Edmunds.com( Chuck Anderson Ford CuneoAdvertising RichfieldHonda MarsonerInc New Car Sales Digital Supervisor Property of Digital Rain Inc. 2014 General Manager CEO @april_Rain “WE CANNOT SOLVE OUR PROBLEMSWITH THE SAME THINKINGWE USED WHEN WE CREATED THEM. “ ALBERT EINSTEIN! @April_Rain Twitter
- 6. Carrot or the Stick Incentivizing The Green Pea Screwed it Up Certifying Becoming an Organizationa l Junky Say NO to Big Data & YES Baby Data Data AGENDA Organizin g
- 8. Reason #1 Salespeople are extroverts.
- 10. not sitting at a computer
- 11. But NOW there has been a mutation! An evolved gene that has created a new species of dealership personnel
- 12. It started 30-35 years ago when an IT college was built next to a…
- 13. A Fraternity House.. Which lead to…
- 14. The Birth of Super Social Geeks a.k.a DealerSocket employee’s, April Rain & most likely everyone Watching this presentation.
- 15. Geeks visit places like Google’s HQ for fun.
- 16. Social geeks take pictures like this
- 17. And pictures like this!
- 18. And this!
- 19. But you are one person and you need to get an entire dealership of extroverts to use DealerSocket, but HOW? You need to start asking yourself the key salesperson question…
- 20. Human Behavior
- 21. = zero benefit What sales think when you say CRM PROCESS TIME AWAY FROM CUSTOMERS BREAK INTERFERENCE Complicated No value
- 22. Risk & Rewards
- 24. Risk Aversion A study of 150 Chicago teachers 96 98 100 102 104 106 108 No Risk RISK Teachers that risked losing their bonus had higher scores
- 25. Solution: Create reward or risk motivation I tested a reward system on my kids
- 28. Incentives Work!
- 29. How to Incentivize or Penalize Your Sales People: Commissions surrounding CRM usage 1 Conditions of employment 2 3 Make it fun, create contests4 Loss of bonus
- 30. SCORES FOR SECRET INSPECTIONS MOST CONSISTANT COMPLETED PROFILE BEST CUSTOMER DESCRIPTION CRM EMPLOYEE OF THE MONTH
- 31. NSPECT WHAT YOU EXPECT
- 32. Conversion Opportunity Sell managers on the use of CRM incentives by explaining the increased opportunities.
- 33. 10,000 EMAILS 25% CTR 2500 VIEWERS 1.5% ENGAGEMENT 37.5 CUSTOMERS COME IN FOR AN OIL CHANGE & 2 BUY A NEW CAR
- 34. 11,200 EMAILS 25% CTR 2800 VIEWERS 1.5% ENGAGEMENT 42 CUSTOMERS COME IN FOR AN OIL CHANGE (12%INCREASE) & 3 BUY A NEW CAR (33%INCREASE)
- 35. THE GREEN PEA SCREWED IT UP
- 36. Employees RESIST what they don’t understand. TRAINING IS ESSENTIAL
- 37. FACT: Extroverts don’t like meetings
- 38. This is what most CRM trainings look like
- 39. Learn from DealerSocket, This is what CRM training CAN look like
- 41. TRAINING Works!
- 43. Create a training checklist by role.
- 44. Create a certification for staff members that complete all courses.
- 45. ORGANIZING
- 47. New to DealerSocket? Create a launch checklist
- 49. Set Key Reports
- 50. Baby Data
- 51. It’s not about more data it is about collecting the right Data.
- 56. Social sharing is the new word of mouth
- 57. Additional Tips
- 58. Cheep site to chek to make sur ur peeps spelz good
- 60. 48 Incentivize Your Staff1 Ensure Training2 Organize Your Efforts3 Summary: Collect Relevant Customer Data 4
- 61. Mentioned Resources . DealerSocket University SnagIt Teamwork Basecamp Mavenlink Grammerly CEU360 Hubspot Marketo Google Drive Velsoft Hootsuite SproutSocial Shoutlet
- 62. @April_Rain Rain.April /AprilRain Connect With Me On Social Media April@digitalraininc.com http://www.slideshare.net/Digitalraininc THANK YOU
Editor's Notes
- Who’s in the workshop? City? Roles? Brands
- About Me
- Green chair approved
- Agenda
- Is there anyone here that doesn’t struggle with getting everyone to use the crm? So the reality is most company’s do and here’s why: Insane thinking! Lets look at the average dealership personal
- are extroverts, They have ADHD,
- They tell stories and the moment the phone rings or some steps on the lot their sales man super power jumps into action, adrenaline is pumping and they are alive.
- CRM doesn’t do that. A computer put sold units on the board Customer Fields cant close a deal Dashboards don’t high five them Reports don’t pass out Saturday Spiffs
- But NOW there has been a mutation an evolved gene that has created a new species of dealership personal
- that stemmed from about 20-30 years ago an IT collage
- was built next to a frat house and all those techies hooked up with partiers and the result was
- The birth of social geeks- These super humans will both talk your ear off and love a good process! They thrive in a sales atmosphere while geeking out on technology they look like this.
- But you are 1 person and you need to get an entire dealership common everyday variety extroverts that had normal parents to use dealersocket. So you need to start asking yourself the Golden salesperson question.
- Here is the entire math mathematical answer to why it is such a struggle to get employees to use the CRM. A sales person sees training, process, time away from customers, interference with breaks which equals zero benefit. Who cares if they can better identifying the customer, improve follow up and addressing the customers needs or getting credit for be backs? That is not how their mind functions they are immediate gratification animals they are filled by risk and reward.
- As the Marquis de Sade taught us long ago, penalties are far more motivating than rewards. Economists argue that we are more inclined to avoid actual loss than to strive for conditional benefits.
- In a study of 150 public-school teachers in Chicago Heights, Illinois, University of Chicago economist John List split the teachers into two groups and told both that their bonuses would be linked to student test scores. Teachers in the first would receive a bonus at the end of the year if student test scores improved. Members of the second group received a check for $4,000 in September and agreed to return the money if test scores failed to rise by June. Loss aversion worked: Teachers who faced the threat of having to refund their bonuses produced student test scores that were about 7 percentage points higher on average than the scores of students with teachers in the conventional bonus plan. http://www.inc.com/magazine/201304/issie-lapowsky/get-more-done-dont-reward-failure.html
- Risk adversion So constantly asking sales to utilize the crm with no incentive has no more effect than me asking my 7 year old to proactively clean thier room everyday.
- Although let look at reward based systems. On the board “oh yes I spiff my children” so they keep their on the prize and productivity goes up
- How would you structure that? Hiring contract Personalized notes Manager involvement Prepare them with training Make it fun SELLING YOUR GM ON INCENTIVES Calculate lost opportunities First you need to make CRM management a part of your hiring contract. For existing employees have them resign that managing a CRM is a function of their job. For security sake include legal disclaimers about how information can be used and remind them that each record is property of the store. Second is that is a condition for them to implement correct data. But if you stop there I can guarantee you will not see any increase in results. Second step is to monitor and follow up. People respect what others inspect. Managers need to sample test by looking up a customer record estimate 10 minutes after they left and look at the notes do they look relevant to what the customer looked like in the store. Example if the sales person spent 40 minutes with the customer they should have more notes than name and email. The key here is personalization. The cycle feeds itself. If the salesperson is required to accurately fill out the CRM then they wont skip processes in the engagement, they will ask better questions, ask more questions, they will learn more about the customer and have a greater chance to sell the customer and if they don’t the quality of the follow up and marketing will be better. Salespeople feel more equipped to do follow up calls when they have something to go off of. Further Examples: Make it a condition of their spiff or salary: If CRM is not consistently filled out per touch point then a % of bonus is loss Make fun: Contests for obtaining all three pieces of contact info Most interesting additional personal comments (appropriate information). On the reverse side sales people that consistently put incorrect information or minimal get written up, doent get priority shifts or lose part of their bonus.
- Create the employee CRM requirement Doc. Calculate lost opportunities Decide on the program that fits your culture more competive and positive more fearful of management? Risk based reward based. Have it turn key ready to get the buy in: and then run this calculation: 1,000 leads a month X 80% we engage with on some level that’s 800 people but due to lack of email, phone, address or name we have a reduced ability to follow up. If the reception clocked 60 people or groups walk ins in Saturday but the CRM shows 30 records for new or existing if they were be backs. So we have 30 customers unaccounted for. If current studies show people only visit 1.4 times before they purchase then we have lost trackability and follow up for 30 people that statically should have bought from us. If we have 1000 leads and we are selling 130 cars we are averaging 13% with sales people asking better questions, filling out the CRM so we can follow up and market to the prospects and including more detailed information as what they are interested in then it is likely that we would bring out percent up to 18% so that’s 5 more cars a month for easy math at a gross of 2,000 per car don’t you think following a better process and a couple hundred dollars is worth $10,000? But that plays out further, right now our customer database is about 20,000 records we only have about 10,000 with active emails and when we market to those customers see the average 3.5 % click thru rate that is about 350 people and out of that we get about 2 leads that come in and buy a car but imagine if we had all 20,000 than we get 700 people and 4 sold cars but even better if we had notes associated and we could target specifically by needs, interests, area, ect then we would supase the national average and 6% CTR which is 1200 and 2% conversion would be 24 new sales all from gathering better data and using accuraly. So one system could generate up 30 additional sales and increase service marketing. Now this model may be selling a bit strong but the reality is lack of information is going to foundation of sales how can you manage big data if your not in a position manage your own data?
- Create the employee CRM requirement Doc. Calculate lost opportunities Decide on the program that fits your culture more competive and positive more fearful of management? Risk based reward based. Have it turn key ready to get the buy in: and then run this calculation: 1,000 leads a month X 80% we engage with on some level that’s 800 people but due to lack of email, phone, address or name we have a reduced ability to follow up. If the reception clocked 60 people or groups walk ins in Saturday but the CRM shows 30 records for new or existing if they were be backs. So we have 30 customers unaccounted for. If current studies show people only visit 1.4 times before they purchase then we have lost trackability and follow up for 30 people that statically should have bought from us. If we have 1000 leads and we are selling 130 cars we are averaging 13% with sales people asking better questions, filling out the CRM so we can follow up and market to the prospects and including more detailed information as what they are interested in then it is likely that we would bring out percent up to 18% so that’s 5 more cars a month for easy math at a gross of 2,000 per car don’t you think following a better process and a couple hundred dollars is worth $10,000? But that plays out further, right now our customer database is about 20,000 records we only have about 10,000 with active emails and when we market to those customers see the average 3.5 % click thru rate that is about 350 people and out of that we get about 2 leads that come in and buy a car but imagine if we had all 20,000 than we get 700 people and 4 sold cars but even better if we had notes associated and we could target specifically by needs, interests, area, ect then we would supase the national average and 6% CTR which is 1200 and 2% conversion would be 24 new sales all from gathering better data and using accuraly. So one system could generate up 30 additional sales and increase service marketing. Now this model may be selling a bit strong but the reality is lack of information is going to foundation of sales how can you manage big data if your not in a position manage your own data?