never cold call again: using crm to understand buyology

29
Never Cold Call Again Presented by Erik Vermeulen. Oracle, Nairobi, February 2011

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Global business speaker Erik Vermeulen shares the human side of CRM and what companies need to be aware of when integrating CRM solutions with "real" people.

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Page 1: Never cold call again: Using CRM to understand Buyology

Never Cold Call Again

Presented by Erik Vermeulen.

Oracle, Nairobi, February 2011

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What comes to mind when you see.....

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What?StrapColourShapeNumbers

Why?

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Who to talk to.....

Connectors

Mavens

Salesmen

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Reasons For Losing Customers

• 1% Die• 3% Move• 5% Buy from friends• 9% Prefer a different product• 14% Unresolved service problems• 68% Because they feel that

employees are disinterested in giving service

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Top 10 Customer Expectations

• Be Accessible• Treat me courteously• Be responsive to what I need and

want• Do what I ask promptly• Don’t make me deal with poorly

trained employees

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Customer Expectations (cont.)

• Tell me what to expect• Meet your commitments• Do it right the first time• Be socially responsible• Be ethical

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Service = Experience - Expect

The Service Equation

CRM

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The Service EquationPeople expect only two things1. That you know they are there2. That they made the right choice by coming to you to satisfy the need

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Lesson #1

Service aboveeverything else

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There are many ways to skin a cat…..

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Lesson #2

Advocacy beatsSelling

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Lesson #3Understand that

consumers areirrational

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X9 Factor

Trinitron

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Lesson #4

Create Mystery

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Lesson #5

Ruthlessly give away free

information

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Lesson #6

Be authentic and congruent

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Follow me on Facebook: Erik VermeulenFollow me on Twitter: ErikMVermeulenE-mail: [email protected]: www.erikvermeulen.com

Never Cold Call Again

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