CRM OVERVIEW & HOW IT CAN WORK FOR YOU

Transcription

1 SCOTT THOMAS IDLE TOOLS CORP CRM OVERVIEW & HOW IT CAN WORK FOR YOU OVERVIEW How I discovered CRM Today you may be experiencing. Getting started, setting up, & rolling out The critical after plan & keys to success Applying CRM to your distribution business The Future is here the fully integrated social enterprise WHERE MY PAIN BEGAN Recurring questions year in year out Which dealers stock our products? Which builders use our products? What competitor products do our dealers stock? How can we get a list of builders to promoteour new product? Which dealers have been trained? What does our new dealer pipeline for product X look like? Who are our targets for spring buy and where do we stand? What happens to the leads we get from manufacturers? Which dealers are merchandised? Which builders buy from our key dealers? How many AIA presentations have we done? How much marketing funds have been used and with who, and for what? 1

2 THE 1 ST SOLUTION TO MY PAIN Centralized Information THE 2 ND SOLUTION TO MY PAIN Access or Contribute Information from Anywhere 2

3 SALARY LEAK SEARCHING, COLLECTING, WAITING, RE-DOING Decentralized Information Its in my noggin! THE SPREADSHEET RODEO One Time Use Wasted Time Not Sustainable Stored Inconsistently Versioning One User at a Time Time Consuming Consolidations Always Start from Scratch PATCHWORK PROCESSES Based Spreadsheet Based No Reporting Inconsistent User Unique Poor Documentation Time Consuming 3

4 CRM IS A SOLUTION Centralize Information and provide mobile access Reduce dependency on spreadsheets & other temporary tracking methods Improve all types of processes within the organization Automate - Everything GETTING STARTED - DISCOVERY Identify or Create Sales Process Identify Repetitive Non-Sales Processes What do you track today? What do you wish you could track? Who would use the system? ERP Integration necessary? What systems & data sources do you have today? What are the key activities of sales, marketing, and management? What are the information demands of your vendors? 4

5 CHOOSING CRM SYSTEM Match functionality to needs What can t you live without? Most are similar Go Cloud / Mobile Talk with Objective Resources Bite off what you can chew Data Migration is Routine SYSTEM SET UP & CONFIGURATION Create 2 Teams: Development Team (works with Implementation Firm) User Adoption Team (UAT) to validate design Teams should be diverse but relatively small Start with limited number of licenses Approach from 2 ways: User Needs (Simplicity/Usability) Management Needs (Useful Output) ROLLING OUT Phase In Have Training Prepared LISTEN to feedback Pre-establish establish check points No Lip Service Walk the Talk Use interactive training DOING IS LEARNING Stick with it 5

6 THE AFTER PLAN More Important than roll out Evaluate every 3 months Assign This! Add more functionality to the system based on user feedback Have a plan for quick reaction to user needs Communicate with users and broadly share answers & solutions Change CRM as your business changes RECIPE FOR SUCCESS Leadership Engagement Highlight Excellence Job Descriptions Tie to Metrics No Free Passes Adapt System to YOUR Business Embrace Mobility Culture Shift 6

7 RECIPE FOR FAILURE Inconsistent Leadership Engagement Wink Wink Sales Management Failure to live in the system (culture) "3 rd Hat at" ownership or I.T. Only ownership Aversion to time and resource investment Big Brother and counting data Failure to act on outputs Request things the old way Perfectionism DRIVING USER ADOPTION Incorporate required processes into CRM Include in job description Accept information one way React and manage by the outputs Highlight documented successes wins Include critical information in CRM customer records Dispel Myth One: You must be techy to succeed Dispel Myth Two: CRM is Big Brother Dispel Myth Three: CRM replaces interaction (it enhances) 7

8 SALES TO ACTIVITY BALANCE A sleep walker will sell more high end products in New England than a pit bull in Alabama In good times sales will say: Look how much I SOLD In tough times sales will say: Look how much I DID Optimize selling and doing in all economic situations PROACTIVE VS. REACTIVE SALES MANAGEMENT Proactive Management Managing a Pipeline Calling reps to coach Allocation of resources based on known in process revenue Forecasting on known probability Focused on what could be made to happen Managing with documented field data Reactive Management Managing from Sales Reports Calling Reps for updates Allocation of Resources as a reaction to the past Forecasting on history (i.e. guessing) Focused on what already happened Managing with anecdotal data Sales meetings should be 10% Review & 90% Strategy REAL-TIME PIPELINE Segment by Rep, Division, Geography Breakdown by Product Track by Initiative Turn into Forecasts Based on Stage & Probability 8

9 TRACKING IDEAS FOR DISTRIBUTORS: CUSTOMER DATA Marketing Funds Spent Rebate Programs Trainings Provided Leads Provided Product Claims Merchandising History Centralized Customer Record Stocked Products Interaction History Special Pricing Certifications Loyalty Points Voice of Customer TRACKING IDEAS FOR DISTRIBUTORS: INFORMATION FOR SUPPLIERS Forward Looking Sales Pipeline by Product Project Tracking Sales Promotion Management & Results New Product Introduction Tracking Competitive Landscaping Training Documentation Lead Results Lost Sales Reports w/ Loss Reasons 9

10 THE MOST VALUABLE ASSET SOCIAL TECHNOLOGY FOR BUSINESS USE (ESN) ENTERPRISE SOCIAL NETWORKS Receive information about your business in one place (one feed) Rather than chasing Follow Sales Opportunities, Price Pages, Presentations, Leads & Marketing Campaigns Share information instantly with out threads On your Desktop, your tablet, your phone Read your business like a living, breathing newspaper THANK YOU! Scott Thomas CRM Implementation Services (919) scott.thomas@idletoolscorp.com Get started with basic discovery questionnaires at idletoolscorp.com/services 10