CRM: CUSTOMER RELATIONSHIP MANAGEMENT

Transcription

1 Module 4 CRM: CUSTOMER RELATIONSHIP MANAGEMENT Using CRM Technology to Help You Sell 2011 Participant Handbook Presenter: Russ Lombardo PEAK Sales Consulting

2 Russ Lombardo President PEAK Sales Consulting Co-sponsored by: CRM Using CRM Technology to Help You Sell The 3 Key Ingredients for Successful Selling Selling Skills Sales Process Sales Technology CyberSelling Builds CyberSellers CyberSellers know: 1. What Selling Skills to use 2. When to use skills within a Sales Process 3. How to use CRM Technology to help with their Selling Skills and Sales Process

3 Why CRM Technology Follow-Up Faster answers to issues and questions Corporate awareness of customer status & history Fast, efficient support and service Consistency Develops loyalty, encourages customer retention Managing Your Sales Process

4 Sales Process Report P - Prospect Improving Cold Calling Have a goal (What is the desired outcome) Ask questions (Use survey format) Make Warm calls (Qualified & Researched leads) Use a script (But do NOT read it) Don t take No personally No is an acceptable response Don t give up. Takes 6-7 calls to get through

5 Initial Contact First Impression Be Prepared Use Research Build Rapport Body Language Positive Attitude Organization Measuring Productivity What Have You Done Lately? Measure Activities Prioritize iti Resource Planning Assists Management Schedule Your Work in Your CRM System Activity Reports

6 E - Engage How to Listen Ask open-ended questions Ask clarifying questions Don t interrupt or impose your solutions Don t ask disruptive questions Keep an open mind How to Listen (continued) Create an experience of what the speaker is describing Notice what is not being said Feelings, expressions, gestures, posture, emotions, etc. Listen for main topics ( My point is ) Practice at home

7 Qualifying The BART System Budget Authority o ty Requirements Time Frame Tracking BART Information Ranking Report

8 A - Acquire Closing The CLOSE is actually the OPENING of a new relationship. Yet, most sales people (62%) never go for the close! How to Close Know when to close Choose the right words Notice Buying signs Direct & Indirect Don t take No personally The first objection is usually not the real one Seal the deal

9 Handling Objections Don t get defensive Get to the heart of the objection Use Value to handle the objection Objections are signs of interest Create a knowledge-base Types of Negotiating I Win No one loses Win-Win Tracking Wins & Losses Forecast your opportunities in your CRM system Map them to your sales process Quota status & progress Plan your territory and business Identify areas for improvement

10 Tracking Wins & Losses Forecast Report Won/Lost Report

11 K - Keep Know Your Database Know your audience by categorizing your database New leads Existing customers Lost prospects Segment each category by profile Purchase behavior (when, how much, why, etc.) Demographics Company/Individual information Customer Segmentation Uniquely market to each profile and personalize: Customer Type = Prospect Industry = Engineering Interest = Training or Consulting State = CA or AZ

12 Report Using a Filter Personalized Blast Kick Starting Your CRM Strategy Find out your customers needs Analyze existing processes Gt Get everyone involved Get executive commitment & support Take a phased approach Pilot before rollout

13 Kick Starting Your CRM Strategy (continued) Provide adequate support Provide training Fund adequately Staff appropriately Get expert help CyberSelling For more information about Sales Processes, Selling Skills & CRM Technology, get the book at:

14 Thank You! Russ Lombardo PEAK Sales Consulting Thank you to our 2011 Sponsors!