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CRM Presentation - NBMDA Annual Conference

CRM Presentation - NBMDA Annual Conference

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The NBMDA (North American Building Material Distributor Association) is made up of high quality distributors serving the building community. I was asked to speak about how CRM systems can be used to enhance their business and provide some advisement on how to best approach

The NBMDA (North American Building Material Distributor Association) is made up of high quality distributors serving the building community. I was asked to speak about how CRM systems can be used to enhance their business and provide some advisement on how to best approach

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CRM Presentation - NBMDA Annual Conference

  1. 1. SCOTT THOMAS IDLE TOOLS CORP CRM OVERVIEW & HOW IT CAN WORK FOR YOU
  2. 2. 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
  3. 3. 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 promote our 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?
  4. 4. THE 1ST SOLUTION TO MY PAIN Centralized Information
  5. 5. THE 2ND SOLUTION TO MY PAIN Access or Contribute Information from Anywhere
  6. 6. SALARY LEAK SEARCHING, COLLECTING, WAITING, RE-DOING Decentralize d Information Its in my noggin!
  7. 7. 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
  8. 8. PATCHWORK PROCESSES  Email Based  Spreadsheet Based  No Reporting  Inconsistent  User Unique  Poor Documentation  Time Consuming
  9. 9. 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
  10. 10. 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?
  11. 11. 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
  12. 12. 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)
  13. 13. ROLLING OUT  Phase In  Have Training Prepared  LISTEN to feedback  Pre-establish check points  No Lip Service  Walk the Talk  Use interactive training – DOING IS LEARNING  Stick with it
  14. 14. 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
  15. 15. RECIPE FOR SUCCESS         Leadership Engagement Highlight Excellence Job Descriptions Tie to Metrics No “Free Passes” Adapt System to YOUR Business Embrace Mobility Culture Shift
  16. 16. RECIPE FOR FAILURE  Inconsistent Leadership Engagement  Wink Wink Sales Management  Failure to live in the system (culture)  "3rd Hat" 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
  17. 17. 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)
  18. 18. 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
  19. 19. PROACTIVE VS. REACTIVE SALES MANAGEMENT Proactive Management Reactive 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  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
  20. 20. REAL-TIME PIPELINE  Segment by Rep, Division, Geography  Breakdown by Product  Track by Initiative  Turn into Forecasts Based on Stage & Probability
  21. 21. TRACKING IDEAS FOR DISTRIBUTORS: CUSTOMER DATA Marketing Funds Spent Rebate Programs Trainings Provided Leads Provided Product Claims Merchandising History Stocked Products Centralize d Customer Record Interaction History Special Pricing Certifications Loyalty Points Voice of Customer
  22. 22. 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
  23. 23. THE MOST VALUABLE ASSET – SOCIAL TECHNOLOGY FOR BUSINESS USE (ESN)
  24. 24. 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 email threads  On your Desktop, your tablet, your phone  Read your business like a living, breathing newspaper
  25. 25. THANK YOU! Scott Thomas CRM Implementation Services (919) 455-5987 scott.thomas@idletoolscorp.co m Get started with basic discovery questionnaires at idletoolscorp.com/services

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