Achieve Your Crm Value? Engage!
What is CRM Value, and why do you need it? The concept of CRM Value was introduced in the mid-’90s. The idea behind this concept is that a business should make an accurate forecast of their future sales based on their past sales. A CRM Value system is designed to provide the tools necessary for a business to make those forecasts.
Many components make up a CRM Value system, but there are a few important to any business, and the CRM value lies in leveraging these components. Let’s take a look at these components and how they can benefit you as a business owner:
Engage! This is just a fancy name for getting to know your customers. By doing so, a business has a better understanding of who their customers are, where they go and what they want. This is the heart and soul of CRM Value. By knowing all of these details, a business can better focus their marketing efforts on their customers and direct them to the action they want.
How will you define your CRM value? The book provides a framework based on a “what if” scenario. Suppose that you’ve implemented a customer self-service portal and you’ve used social media marketing to generate leads. Now suppose that a group of your sales reps has been trained on the features and benefits of using the self-service portal, but none of them has ever actually tried it or benefited from it.
Customer Relations – CRM will help you develop and maintain relationships with your customers! The more a business interacts with its customers (directly or indirectly), the more information about their needs, wants, beliefs, and preferences. Through this information, a business can better serve its customers by providing the product, the price, the service, and the emotional support that they need to continue to use the product. CRM helps a business define its customer, build loyalty, and influence purchasing decisions.
You’ll find that the benefits of using the product far outweigh any of the perceived risks. Imagine a successful sales rep training his sales team on the self-service portal product to find that his team prefers to use the fax to file their sales orders or simply fill out online forms. The rep must then work through the inherent cultural issue with the reps, which might mean that he fails to install the value of using the product fully! The same principle holds for using cold calling or “telemarketing” tactics. No matter how many times a sales rep or sales manager rails against telemarketers as “psychologically damaging” or as a “sales poison” or whatever, if they fail to deliver on time or otherwise do not make very favorable first impressions, the rep will never gain a true perception of their value as a part of the sales team.
The author points out some things that all of us as sales professionals could use, but few of us are motivated to make the changes needed to get them. The book’s overall theme is that we need to evolve as professional marketers and salespeople to realize our CRM value truly. This requires that we step outside of our comfort zones. We need to be willing to go outside of our strengths and invest in training or better technology or even just a better conference room, to name a few examples.
The strategies taught in this book are tried and true methods that have been shown to work time again. The author hooks her readers with a high level of personal experience as she shares what has worked for her and what hasn’t. The bottom line is that by utilizing these strategies and putting them into practice every day, you can quickly become a much more successful sales professional and actually achieve your car value!