ysp 2011 fall_forum_session_3

3600 Customer Experience

A 360 Degree Customer Experience

Thriving in a Customer Centric World


A Deep Dive

Session III

In this session, you will learn

How to apply CRM to your sales process.

How to drive more profitable sales.

How CRM Fosters an environment of customer satisfaction.

How to easily create accountability in all departments

How to improve overall sales performance,and deliver what you promised.


CRM benefits: CRM allows you to: Determine the status of all opportunities in the sales cycle

Easily and objectively assess the health of your rep’s/team’s business

Assess rep and team ability to achieve plan on an ongoing basis

Cross sell, upsell

Mine Data


CRM benefits (cont’d)Monitor rep/team activity and performance

Assess frequency/effectiveness of prospecting activities

Mine base to grow existing business

Prospecting/qualifying new logo accounts

Forecasting & planning

Ascertain where rep/team is relative to making monthly plan

Verify probability to close and potential close date


Is the gap between

what the client has now and

what they want

PAIN


Through an effective CRM, you will own the right to present your value proposition…


Why do your customers buy from you?… (SDM 2010)

• Warranty / service agreement, 68%• Price discounts, 39%• Insurance discounts, 31%• Financing / terms, 27%• Promotional Items, 13% • Free equipment, 12%• Free monitoring, 10%Wrong……..


Frustrated. Upset / Uncertain.Mad. Angry. Concerned.Irritated. Disturbed.

Customers Buy Because They are in PAIN!

F.U.M.A.C.I.D.


Diagnose The Pain

One of the best ways to persuade others is with your ears– by listening to them. (Dean Rusk, Former Secretary

of State)

• You help them unveil the true source of pain

• You establish your expertise by the appropriateness and relevance of your questions.

• You establish value and trust


Diagnose The Pain – 2 Questions

Can you state the number one pain of your prospects?

Are you absolutely certain that you are selling the benefits that are correctly aligned with that primary pain?


Differentiate Your Claims

Always sell something that is perceived to be totally unique

Claim that you are the only one that does… (something specific)

Treat your solution as an invention and build your message firmly on your claim


The Sales Process

Documentation – where do you put the information?Assignment – who is going to be responsible for the lead?Presentation – what are they going to deliver?

- How will it be delivered- Determine what they want- Determine what they are willing to spend- Overcoming Objections- Sales or Order Taker

. . . . . . . . . What’s next?

APPEAL TOTHEIR PAIN


Demonstrate Your Gain

Value must outweigh the cost

Financial – ROI (saving money, increasing revenue)

Strategic – quality, faster production

Personal – peace of mind, more fun, pride


The Administrative Process

Assignment – who is responsible for: - the paperwork- scheduling- equipment- installation and follow up?

Close Out – who is responsible for:

- Demonstrating the System

- Collection any remaining payments

. . . . . . . . . Asking for

Referrals?


The Administrative Process

Assignment – who is responsible for: - the filing the paperwork- posting the payments- depositing the money

Follow Up– who is responsible for:

- Making sure the customer is satisfied – can’t be

the salesman

. . . . . . . . . 3 month follow up?

. . . . . . . . . Asking for Referrals?


Peek at Session 3: Applying CRM tactically / A deep dive…

Creating ownership, accountability and focus

How to properly define your company’s value.

How to drive more profitable sales.

How CRM fosters an environment of complete customer satisfaction.

How to easily create accountability in your sales department.

How to improve overall sales performance and deliver what you promised.


References:

Human Sigma

Neuromarketing

Differentiate or Die

Good To Great

Begin with Why

Security Business Institute

Plan


4 Approaches (you can take) to Your Future

......................................Fear Anxiety

........................Positive or Negative Never Set in Stone - Be flexible

.......................................... Requires clearly defined goals

...................... The death of every great plan

Worry

Assumptions

Plan

Procrastinate


Strategic PlanStrategic Planning Cycle

Mission

Where do we want to go?

How do we get there?How do we measure success?

How did we do?

What should we change? Goals

Results

Measures& Targets

Strategies

DesiredOutcomes

Strategic Planning


Strategic Planning


1. Defining your market (customers).

2. Defining your company.

3. What makes your business profitable.

4. Define how you deliver what you do.

5. Determine how to scale profitability.

What makes you better than the rest?What differentiates you from your competitors?

Identifying the steps to developing a Strategic Plan

Strategic Planning

The Customer


The Business Model The Customer

ValuePropositio

n

Resources& Capabilities

Strategic Planning


You can’t create a strategic

plan until you identify your

customer.

Strategic Planning


Strategic Planning

Who are your customers?

What products or services to you concentrate on?

___ % Residential

___ % CommercialWhat are their Demographics?

___ % Security

___ % Sound & Theater

___ % Automation

Custom or Packages ___ % CCTV

___ % PERS

___ % Sub-Contracting


Who are Your CustomersWho are they?

What do they value?

What do you do to provide great customer service?

How does your work environment support this standard of service?

Where do you need to improve your levels of service?

Do you consistently deliver what you promise?

How do you train sustain, measure and reward employees for delivering exceptional customer service?

CRM Software will allow you to measure:

• who your customers are,

• where they came from,

• what they spent and

• what the sales rep’s closing ratio is.


What should CRM Software do for you?

Customer Relations Management

Who is the potential client?

How did they hear about us?

What type of job is it?

Who will handle them?

What is the status of the lead?

How much was quoted?

Initial Contact Notes

Follow Up Notes


Why did they choose your company?

People Buy From Friends (PBFF).

Not from businesses.


This doesn’t mean that your

business shouldn’t stand out.


The Business Model The Customer

ValuePropositio

n

Strategic Planning


Value Proposition

A promise of value to be delivered and a belief of the customer that the value will be experienced.

A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services.

Strategic Planning

http://en.wikipedia.org/wiki/Value_(economics)



Value Proposition

Creating a value proposition is an integral part of developing a business strategy. It is based on a differentiated customer value proposition.

Satisfying customers is the source of sustainable value creation.

Strategic Planning


Define Your Value Proposition

What makes you better than your competitors?

Why should I buy from you?

This must be compelling!

Must based upon emotion and trust.

Strategic Planning


Customer

ValuePropositio

n


The Business Model


Resources & Capabilities

How can you deliver on your promise?

• What resources do you have? • What unique services do you supply? • Is the cost of delivering what you promised too high for the customer or too risky for you?

Value = Benefits - Cost (cost includes risk).


http://en.wikipedia.org/wiki/Cost-benefit_analysis


What should CRM Software do for you?


Time Management - direct import from Sales Manager.

Alert to Special Needs

Easy Navigation

Automate Billing

Track Service

Edit Central Station Data

Track Client Communications

Manage Common Forms

CRM Software will allow you to:

• lower administrative costs,

• deliver more than what clients expect,

• manage your clients needs and

• save hundreds of labor hours every year.


Resources & CapabilitiesTime is Money!

How Much are you Really Worth?

Your Income$30,000

Income / Hour$14.42

$40,000 $19.23$50,000 $24.04$60,000 $30.00$70,000 $35.00$80,000 $40.00$90,000 $45.00

$100,000 $50.00$110,000 $55.00$120,000 $60.00$130,000 $65.00


How does all of this apply to developing

a 3600 Cutomer Experience?


PotentialCustomer

ValuePropositio

n


The Business Model

Willingnessto Pay


The Sales Presentation


Sales Presentation - Theme

• It should tell a story

• It should be compelling

• It should deliver your value proposition


Sales Presentation - Content 1. Sell Yourself.... people buy from friends

2. Sell the Company..... value proposition

3. Determine their needs

4. Determine their budget

5. Design a system to fit needs & budget.

6. It should answer the most common questions

6. Close the sale

7. Follow up after the installation

8 Follow up again later


• Three ring binder

• Flip chart

• Computer Based Presentation

• Ipad Presentation

Sales Presentation - Vehicle


Client Mangement


CRM - Customer Relations Management

1. Lead

2. Source

3. Go off the CRM List

ysp 2011 fall_forum_session_3

Business

customer experience

customer experience

degree customer experience

customer centric world

sales process

profitable sales

sales cycle

objections sales