PRO. Getting the Most Value Out of Your Customers with CRM Energy Circle PRO Webinar Series December 3th, 2014

Transcription

1 Getting the Most Value Out of Your Customers with CRM Energy Circle Webinar Series December 3th, 2014

2 5PM Eastern Wednesdays 12/3/14 Getting the most value out of your customers with CRM. 12/10/14 Home Performance Trends for /17/14 Our Review of Review Management Systems 12/24/14 Twas the Night Before Christmas... 2

3 Improving Google My Biz Support 3

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7 Getting the Most Value Out of Your Customers with CRM Energy Circle Webinar Series December 3th, 2014

8 What We ll Cover What is Heck is CRM? X Reasons Why It is Worth the Effort Determine Your Needs Before Your Software CRM Structure Software Options & Choosing the Right CRM Important Factors for HP Specific Platform Review 8

9 Image Credit: Mike Rogers

10 What is CRM? Customer Relationship Management...a model for managing a company s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support. -Wikipedia 10

11 What is ERP? Enterprise Resource Planning...systems that integrate internal and external management of information across an entire organization embracing finance/ accounting,manufacturing, sales and service, customer relationship management, etc.. -Wikipedia 11

12 When Do You Need CRM? In our opinion: when the simple system breaks down Crawl --> Walk --> Run and You re Ready to Commit 12

13 Simple CRM

14 CRM 201--Excel & Databases 14

15 CRM 301 and Beyond 15

16 Strategy Before Software 16

17 What is Your Point of Pain? Pipeline-Based Not Converting Leads Spending Too Much on Bad Leads Not Enough Data to Know Uncertain Marketing Performance No Source Information Lack of Metrics for Team Unclear Handoffs (marketing -> inside sales -> sales) No Visibility on Capacity 17

18 What is Your Point of Pain? Lifetime Value Based (second job +) Messy Historical Data (past jobs, priorities, equipment age, etc) Lack of Addresses (= costly communications) Staged Retrofit Approach (customer defined schedule) Service Tech Intel 18

19 Today s Software Environment & the CRM/Project Management Conundrum 19

20 Software Options Cloud Mobile Integration SaaS (Software as a Service) Local/Resident/Self-Hosted Contractor Specific (HVAC or Builder) Integrations & APIs 20

21 CRM--Customer Relationship Management Prospects & Customers ERP--Project Management Jobs & Workflow Lead Job Repeat Customer 21

22 CRM Prospects & Customers Proj Mgmt Jobs & Workflow Quoting Estimates, Contracts & Approvals Bulk Sending Communications & Docs Accounting Invoicing Scheduling Jobs, Audits Meetings 22

23 Perfect Integration: The Holy Grail CRM Prospects & Customers Proj Mgmt Jobs & Workflow Quoting Estimates, Contracts & Approvals Communications & Docs Scheduling Jobs, Audits Meetings Bulk Sending Accounting Invoicing 23

24 CRM Prospects & Customers Proj Mgmt Jobs & Workflow Quoting Estimates, Contracts & Approvals Bulk Sending Scheduling Jobs, Audits Meetings Communications & Docs Accounting Invoicing 24

25 Separate But Integrated CRM Prospects & Customers Proj Mgmt Jobs & Workflow Scheduling Jobs, Audits Meetings Bulk Sending Communications & Docs Quoting Estimates, Contracts & Approvals Accounting Invoicing 25

26 Why CRM? 26

27 Today s Marketing Mix 15% 1% 12% Organic Web Paid Web Direct Mail Social Media Print Ads Public Relations Directories Home Shows Community Open Houses Past Customers Referral Program Lead Gen 8% 4% 11% 3% 16% 1% 3% 3% 13% 7% 3% 27

28 Elements of a Plan Tactics Impressions/Visits Cost Conversion Rate # of Leads Conversion Rate Quotes Conversion Rate Jobs CPA Organic Web % 15,000.00% 25% 38 75% 28 $107 Paid Web % 25,000.00% 25% 63 50% 31 $96 Direct Mail % 20 50% 10 75% 8 $373 Social Media % 25 75% 19 90% 17 $89 Print Ads % 50 25% 13 50% 6 $560 Public Relations % 38 35% 13 50% 7 $457 Directories % 13 35% 4 50% 2 $ % % 75 50% 38 $27 Trade Shows % 25 50% 13 50% 6 $640 Community % % 50 50% 25 $20 Open Houses % 26 75% 20 90% 18 $28 Past Customers % 13 90% 11 90% 10 $49 Referral Program % % 47 75% 35 $71 Lead Gen % 8 20% 2 $1,167 TOTAL $293 $ /job 28

29 Cost Per Acquisition 29

30 Customer Lifetime Value (CLV) is defined as the total dollars flowing from a customer over the entire relationship with that customer. (minus the cost to acquire) 30

31 Lifetime Value LTV in HVAC 1. First tune-up sold $89 converts to annual maintenance agreements for ten years 2. Maintenance agreement sold $200 average/year over the next 10 years = $ One demand service call every 5 $400 average = $ IAQ & Accessory sales over 10 years = $1500 x 2 = $ System Replacement once in ten $8500 avg. = $ Total Revenue = $14, Average gross 45% after commissions = $ Less $300 acquisition cost = $ Lifetime value 31

32 The Use Case for CRM Prospect Targeting Lead Management & Scoring Lead Nurturing Marketing Measurement Team Tasking Pipeline Management & Forecasting Sales Results Tracking Lifetime Customer Relationships 32

33 Home Performance Funnel Prospect Stimulated to a Lead Consideration (Education) Conversion to Audit Evaluation of Audit Results Consideration (ROI, Financing) Sell the Job Complete the Job Perceived Value of the Job Position for Phase 2 Rinse and Repeat 33

34 Identify Your Particular Stages Top of Funnel Prospects Leads Middle of Funnel Qualified (Opportunity) Audits Bottom of Funnel Quoted 34

35 Setting up the Funnel Stage Prospects fit target audience Leads expressed interest Opportunities quoted Jobs work in progress Customers sold first job 35

36 Prospect Targeting Acquired Lists Targeted Addresses (List purchase) Event Signups Subscribers Goal: Convert to Lead Engagement Action ( or video) Signup Call 36

37 Lead Nurturing & Scoring Stage Criteria Ranking Prospects fit target audience by Housing Type by Geography by Demographics by Engagement Leads expressed interest Opportunities quoted Jobs work in progress Customers sold first job by source by project size by financial capacity by $ value by schedule by lead rank by followup schedule by $ value unqualified qualified (sales ready) hot hot medium mild high medium low 37

38 Marketing Measurement Sourcing of Leads Automated Manual 38

39 Team Tasking 39

40 Pipeline Management & Forecasting Dollar Value x Expected Close Date 40

41 How to Choose Software 41

42 Thoughts on Criteria for HP Customizable Lead Stages Audit as part of sales process Flexible Customer Record Fields House and energy system info, diagnostic data, etc If Project Management/Workflow is Critical... Easy Integration or Inclusion Data Portability Always 42

43 Thoughts on Choosing Software Cloud (Software as a Service) Sector Specific Customizable Data Fields Additional Functionality Cost Monthly Subscription Low Cost Powerful Integrations--web, mobile, , etc Data Portability Home Performance Generic HVAC Insulation Ratings/Audits What Data Do You Need? Lead Source Housing Type, Diagnostic Data, Etc Internal Software Development Skills? Vendors to support? Customization and Development # of Users Contracts Low Risk Trials, Give it a Try! 43

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46 Specific Platform Review - Salesforce 46

47 Specific Platform Review - Solve360 47

48 Specific Platform Review - Zoho 48

49 Specific Platform Review - Insightly 49

50 Specific Platform Review - Nutshell 50

51 Salesforce & Solve 360 in Detail 51

52 Food for Thought: Cool Possibilities Full Website Integration forms populate CRM CallRail source data & recordings Social Selling automatic linking to social profiles Integration Opens and click throughs Deep Product Integration Zoho (Campaigns), Surveys, CRM Marketing Automation Drip campaigns Review Management & Tracking 52

53 Recommended First Steps Be clear about your core needs-- Strategy Before Software Pipeline Mgmt Sales Tracking Project Mgmt Repeat Biz Define basic structure Choose a product Test it Commit 53

54 Contact Peter Troast Energy Circle

55 Specific Platform Review - SugarCRM 55