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Increased Production Through Effective Use of Your Commercial Contact Relationship ManagerSchuyler Williamson

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Schuyler Williamson

2

Austin, TexasDirector, KW Commercial

Increased Production through Your Commercial CRM

Please complete an evaluation form found in the back of your program guide.

3 Increased Production through Your Commercial CRM

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What Is a CRM?

Increased Production through Your Commercial CRM4

What Is a CRM?• A tool that facilitates acquiring new

customers and managing customer relationships.

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New Customer Acquisition

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Manage Customer Relationships

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Why Do We Go Through This Process?

• Make more money.

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How Do We Make More Money with a CRM?

• Use it to:• Grow customer loyalty.• Develop contacts in database.• Market the right way.• Innovate.• Be results-oriented.

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Grow Customer Loyalty

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Tactics for Growing Loyalty

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Promote Values over Products• Collect data on your client’s values.• Create campaigns that focus on what they

care about most.

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Reciprocity• Surprise them with something – ANYTHING!!• 10 cents can change our mood• Can of Coke• Mints

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Action Step(s)• Provide clients with

personalized treatment.

• Appeal to a client’s values first.

• Leverage the force of reciprocity.

1. In CRM: a. Add fields for

Description, Interest(s), and Business Priority and be diligent about collecting this data on the first meeting.

b. Set reminders for birthdays, anniversaries, and transaction close dates so you can follow up with a nice gesture.

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Develop Contacts in Database

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Embrace the Power of Labels• Politically active vs. “normal”

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Reduce Buyer Pain• Tightwads are

significant enough to focus on

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Create Urgency through Direction• Can fear work alone?

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Action Step(s)• Embrace the power of

labels.

• Reduce buyer pain with words.

• Create urgency for those remaining stagnant.

In CRM: • Add fields for Client

Relationship (Met vs Haven’t), Grade (A, B,C), Investment Profile (Risky, Average, Careful).

• Develop campaigns that speak to specific audiences. Same message said differently for each Risky, Average, and Careful clients.

• Add field for “Last Transaction Date” and set an alert for when it hits certain lengths of time.Increased Production through Your Commercial CRM22

Market the Right Way

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Schedule Manual Tasks• Organize CRM so

marketing tasks can be conducted by routine daily, weekly, monthly, and yearly.

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Automate the Rest• Adoption is expected to increase by

50%.• 84% of top-performing companies

already adopted. • 53% higher conversion rate.• 75% see ROI within 12 months.

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Relevance Matters• Emails deemed “relevant” returned 18 times more revenue than email blasts.

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Action Step(s)• Schedule manual tasks.

• Automate as much of “touches” as possible.

• Be relevant.

In CRM: • Immediately following a

conversation with a client, set tasks for next call and action item. Additionally, schedule tasks for team members.

• Build campaigns for future, current, and past clients so they feel they are always being thought about.

• Make all responses relevant by creating templates for each type of client and each location a lead can come from

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Innovate

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Use Your Customers• Study of the

“Superstar Customers”

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Think Hands Off• A relationship without

talking?• Growing sales cycle

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Open Your CRM to Your Team

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Action Step(s)• Use your customers.

• Think hands off.

• Open your CRM to the team.

In CRM: • Add a check box to track

whether you have asked them the innovation question.

• Develop surveys to collect updated investor criteria.

• Decide now what information or the way you would open your CRM to your team and grow into that model.

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Be Results-Oriented

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Develop Dashboards• Align everyone.• Map your purchase

cycle and define stages.• Iterate.• Drill down on reports.• Integrate tasks.• Make it pretty and

mobile.Increased Production through Your Commercial CRM34

Extrapolate Data and Shift• Are you attracting enough leads?• How well is conversion rate on leads?• How much is projected income?• Where is income coming from?• How are campaigns performing?

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Action Step(s)• Develop dashboards.

• Understand and shift.

In CRM: • Decide what

information you want to brag about then build those reports.

• Meet regularly to review goals, cut unproductive projects, and evaluate new projects.

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Questions?• Use it.• Take baby steps.• Listen to it.

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Thank You!

Please complete an evaluation form found in the back of your program

guide.