Clear the Clutter: How to “Spring Clean” Your CRM

Clear the Clutter: How to
“Spring Clean” Your CRM
Featuring Wes Schaeffer, Owner of The Sales Whisperer

Watch the live recording here:
http://www.infusionsoft.com/
webinars/crm-cleanup

You will learn how to:
• Clean up the mess and eject excess emails
• Tame tags and get rid of old products
• Retire affiliate resources & commission programs
• Tidy up custom fields
• Get connected with the “C” in CRM and lead score
logically
• Design a CRM dashboard and get trash old templates
• Eliminate the tower of tasks
@Infusionsoft @TheSalesWhisperer #cleancrm

Meet Wes
• Owner of The Sales
Whisperer®
• Using, selling and training
on CRM since ‘98
• ’07 - Rated the #1 CRM
trainer when Dell
deployed Salesforce
• ’08 - Became an ICC
• ‘12 – Released “The
Definitive Guide to
Infusionsoft,” now in its
2nd edition

To clean…
“Out of clutter, find simplicity. From
discord, find harmony. In the middle of
difficulty lies opportunity.”
- Albert Einstein

Or not to clean…
“If a cluttered desk is a sign of a cluttered
mind, of what, then, is an empty desk a
sign?”
- Albert Einstein

You MUST de-clutter!
In order to bring on affordable, efficient
and effective help.

Make a Mess
• Masterpieces are NOT created in a clean
kitchen
• Having a mess isn’t bad if you do something
about it
• Step 1 to CRM spring cleaning is…

Eject excess emails
in your inbox.

Eject Excess Emails in Your Inbox
• Unsubscribe from stuff you don’t consume
– Can’t remember the last time you read an email
from a sender… unsubscribe
• Swipe & Deploy (S&D)
– Send to separate email folder
• More manageable, more focused & more
productivity

Tame the Tags
• Tagging is a common way to segment your
contact in many CRMs
– Helps you sort and send relevant communications and
offers to prospects/customers
• Tags can pile up and become useless
– It’s never to late to update
• Avoid deleting, try consolidating and renaming
• Create relevant organizational structure

Tame the Tags Cont…
• Customer tags
– Straightforward
– Create a tag for each of your products that are applied
when a contact buys that product
• Prospect tags
– Creating consistency with what action the prospect
took that the tag represents
• Guidelines for deleting tags

Purge Past Products
• You don’t want to scroll through pages/rows
of old products (either does your staff or your
prospects)
• Two things you can do:
– 1. Delete old products and subscriptions you don’t
offer anymore
– 2. Hide the old products from your storefront

Retire affiliate
resources &
commission
programs.

Affiliates
• Most have 4 key components:
– List of affiliates themselves
– Commission programs
– Affiliate resources
– What you are selling through affiliates

Affiliates Cont…
• They are people too
• Reengage using education
• Announce new products or share a training
calendar
• Get them excited about promoting to their
lists

Commission Programs
• Review the key components of your commission
programs
– How much to pay?
– Set amount or percentage?
– Pay levels?
– Pay for leads, sales?
– Cookie expiration lengths?
• Split things up

Resources
• Include:
– Banner ads
– Emails
– Landing pages
– Social media content
• Keep the products/services they sell updated
• “Inactive” commission program

Clean Up Custom Fields
• Custom fields can be a source of pride and
productivity
• You shouldn’t make custom fields just because
you can
• Get rid of them AFTER you export the data
with CONTACT ID (Protect contact data at all
times)

Connect with the
“C” in CRM.

Connect with the “C” in CRM
• Contacts are PEOPLE with wants, needs, fears and
desires
• Communicate in a consistent, relevant manner
• Fire things up:
– 1. Do a search for neglected contacts (contacts that have
not heard from you and/or don’t have an updated contact
record within in a certain amount of time)
– 2. Send them a quick message with a special offer to get
them reengaged

Logically Lead Scoring
• Better CRMs enable you to tract activities that
your contacts take and assign a score to those
activities
• This helps you focus on hot leads (versus “tire-
kickers” who need more time to do their own
research)

Logically Lead Scoring Cont…
• New users usually create dozens of actions or have no idea what to
do
• Here are some lead scoring criteria to consider:
– Free report download (in last 7 days)
– Demo – Registrant
– Demo – Attendee
– Demo – No Show (Subtract points)
– Subscribe to newsletter
– Unsubscribe to newsletter (Subtract points)
• Check that your CRM allows setting for expiration on lead scoring
and subtracting points

Design Your Dashboard
• Dashboard ensures you are operating within safe
and healthy parameter to help you reach your
target
• Leading CRMs let you customized your dashboard
• No right or wrong way but if you reference
something more than once or twice a day, it
should be on your dashboard

Trash Tired Templates
• Your CRM has several features that help you
speed up your correspondence and contact
connections
• Chances are your CRM has added new
functionality in this area

Trash Tired Templates Cont…
• Stuff to review:
– Social media functionality?
– Integrated web forms?
– Thank you pages?
– Email templates?

Terminate the
towers of tasks.

Terminate the Tower of Tasks
• Good news: CRMs can automate the creation of your tasks
• Bad news: They can create a lot of tasks automatically that
are hard to manage
• Don’t be afraid to use the DELETE button if you are bogged
down
• 30 to 45 days overdue as DONE
• Set aside time
• Assess your workflow

Questions?
@Infusionsoft
@TheSalesWhisperer
#cleancrm

Clear the Clutter: How to “Spring Clean” Your CRM

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Clear the Clutter: How to “Spring Clean” Your CRM