crm presentation - nbmda annual conference
DESCRIPTION
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 approachTRANSCRIPT
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CRM OVERVIEW & HOW IT CAN WORK FOR YOU
SCOTT THOMASIDLE TOOLS CORP
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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
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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?
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THE 1ST SOLUTION TO MY PAIN
Centralized Information
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THE 2ND SOLUTION TO MY PAIN
Access or Contribute Information from Anywhere
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TODAY
YOU M
AY B
E
EXPE
RIENCIN
G…..
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SALARY LEAKSEARCHING, COLLECTING, WAITING, RE-DOING
Decentralized
Information
Its in my noggin!
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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
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PATCHWORK PROCESSES
Email Based Spreadsheet Based No Reporting Inconsistent User Unique Poor
Documentation Time Consuming
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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
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GETTIN
G STA
RTED,
SETTIN
G UP,
& R
OLLIN
G
OUT
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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?
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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
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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)
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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
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THE C
RITIC
AL “AFT
ER PLA
N”
AND KEYS
TO S
UCCESS
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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
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RECIPE FOR SUCCESS
Leadership Engagement Highlight Excellence Job Descriptions Tie to Metrics No “Free Passes” Adapt System to YOUR Business Embrace Mobility Culture Shift
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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
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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)
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APPLY
CRM T
O YOUR
DISTR
IBUTI
ON BUSIN
ESS
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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
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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
PROACTIVE VS. REACTIVE SALES MANAGEMENT
Sales meetings should be 10% Review & 90% Strategy
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REAL-TIME PIPELINE
Segment by Rep, Division, Geography
Breakdown by Product
Track by Initiative Turn into Forecasts
Based on Stage & Probability
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TRACKING IDEAS FOR DISTRIBUTORS: CUSTOMER DATA
Marketing Funds Spent
Rebate Programs
Trainings Provided
Leads Provided
Product Claims
Merchandising History
Stocked Products
Interaction History
Special Pricing
Certifications
Loyalty Points
Voice of Customer
Centralized
Customer Record
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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
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THE F
UTURE IS
HERE –
THE F
ULLY
INTE
GRATED
“SOCIA
L” ENTE
RPRIS
E
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THE MOST VALUABLE ASSET – SOCIAL TECHNOLOGY FOR BUSINESS USE (ESN)
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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
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THANK YOU!
Scott Thomas
CRM Implementation Services
(919) 455-5987
Get started with basic discovery questionnaires at idletoolscorp.com/services