A Real CRM Strategy or Just Tracking Customers?

Exactly what is CRM

The idea itself is nothing new; its roots have been around since trading began. The principle of looking after your customers so that they come back regularly is, after all, merely the basis of good trading. In an increasingly competitive commercial world however, strong customer relationships take on an increasing importance. With the cost of selling to a new customer being five times the cost of selling to an existing one you can't afford to lose established business.

Yes, you still want new markets, and yes, for various reasons customers will still disappear. The important thing is to minimise this loss and make sure the reasons behind it don't stem from something you are doing ? or more significantly something you are not doing.

Which is why good Customer Relationship Management is vital ? and why the process has now been refined to make it more effective than ever.

What does CRM Involve?

In essence, making your customer feel special by understanding his needs and fulfilling those needs in a personal manner which will keep him coming back for more.

Going that extra mile and providing service beyond that which was expected takes your customer to the next stage, where he becomes a 'raving fan' of your business - and you can't have too many of those. Achieve this and your customer suddenly becomes part of your sales force, telling everyone he meets how good you are.

This can actually be achieved without computers and software. A good memory and a card index can keep track of customer's preferences and buying patterns. Newsletter campaigns, post sale follow-ups and special offer mailings can all be organised - given time; except that this is where it so often falls apart. For most companies time is the commodity in shortest supply.

Identifying the Challenge

This is where you find the first steps into CRM. Contact Management or Personal Information Manager software can provide substantial benefits. A database of customers for envelope labelling, simple word processing and calendar functions can save an enormous amount of time. The latest breed of contact manager software can do this quite efficiently across small groups of people, an office based sales team for example. So what's the point of moving to a full CRM strategy? Why not stick with a simple address book style contact manager?

The real secret of selling has always been to 'Think Buying' So consider for a moment, the things that annoy you as a customer:

? Promised return phone calls not made, and information not sent

? Not being informed of possible delays or problems

? That call to tell you when your order is ready ? promised but not made.

? One department in the company having no idea what another department said to you in the last call or letter.

? No one bothering to call to make sure the goods arrived, or are satisfactory. Probably no calls at all ? until of course they want to sell you something else

? No one knowing what they last sold to you ? or when

? No one knowing enough about you to offer you items or services that would enhance or compliment your purchase. Frequently only one person in the company seems to know anything about you! And if they're not available??

Overcoming all this takes more than just contact management software.

The Answer

What is needed is a change in attitude that extends from shop floor to boardroom. Not easy! It takes something special to initiate such a major change, but once up and running the change will feed on its own success.

The CRM solution provides a sophisticated but (and this is important) 'easy to use' computer system which monitors all activity with customers, current or potential. Phone, mail, e-mail and fax all link in. Give everyone in your company who deals with your customers access to that system. Link it to word processors, accounts systems, stock control and manufacturing Now you're starting down the right road to achieving your ultimate goal - customers who become Raving Fans.

Your Information Bonus

The additional benefit to a company implementing CRM, is far superior tracking of sales and marketing activities. Suddenly it becomes easier to identify the most effective sources of business. i.e.

? which Mailshots worked best
? which sector provides your best business
? how many leads turn into actual sales

All this information makes running your company so much easier. Your Sales Manager will also benefit considerably from being able to see sales activity and ratios more clearly. He will probably produce the most accurate sales forecast you have ever seen!

Conclusion

So, should you try to implement CRM or just stick with contact management? That depends on what you want to achieve. If your aim is to look after your customers to the best of your ability, keep those customers, and tower head and shoulders over your competitors, it has to be CRM.

The alternative is to stay with the pack and lose, on average, 50% of your customers every 5 years. Can you afford to do that?

Roy Gough
Alloy CRM
Helping you keep your customers away from the competition

Roy Gough has run and managed businesses for over 30 years. He has experience in finance, automotive, retail, high tech and ecommerce. He uses this knowledge to help businesses to improve their sales and profitability. He currently also sells GoldMine business contact management software, QuoteWerks quotation management tool and Mind Manager the brainstorming and planning tool.

His web site can be found at http://www.alloycrm.com

---

A Coachs Handbook For Sales Managers

This article may be reprinted in its entirety with express... Read More

The Spirit Of Change

A Highly Conscious Approach To Business Management. For more on... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 2

Another key reason why companies suffer from 80/20 performance is... Read More

Promoting Your Private Label at Industry Trade Shows

So everyone thought you were crazy when you announced 6... Read More

Accepting Responsibility for Your Sales Success

That we live in a time of relentless and pervasive... Read More

How To Have A Successful Retail Sales Event

In the 30-plus years I spent working in advertising and... Read More

It?s Time For A Sales Management Revolution

Are you dog tired because of the way you manage... Read More

Sex, Drugs, & Rock-n-Roll at Trade Shows

Here's the Scenario...You're at a trade show. Out of town.... Read More

Discounting Your Way Into Sales Oblivion

I don't even like saying the word d---------g. I have... Read More

How Your 60-Second Elevator Script Can Transform Your Staff, Your Sales, & Your Business

When attending a Chamber of Commerce breakfast networking get-together, I'm... Read More

Moving a Business Relationship from Free to Fee: Turning Strangers to Friends with Power of Freebies

In the last issue I shared with you a technique... Read More

10 Things to Help Your Business When Sales Are Slow During the Holidays

Twiddling your thumbs and waiting for some business to come... Read More

6 Common Mistakes in the Sales Hiring Process

Is lack of sales results, more sales training costs, months... Read More

How to Write a Business Plan Sales Section for a Mobile Service

We all agree one of the most important parts of... Read More

How Do I Manage Workplace Conflict?

Workplace ConflictConflict is an inevitable part of business life and... Read More

Business Career, Executive Coaching Article - Perfection vs. Excellence

"(Howard) Hughes never learned how to convert his knowledge to... Read More

3 Ways to Increase Your Sales

Last week I got a call from Jose, who was... Read More

Whats a Professional Sales Manager?

I was in the depths of a major depression. As... Read More

14 Top Lead Generation Tactics

According to former Harvard Business School professor David Maister, typical... Read More

Poor Performance - Fix it by Coaching

Coaching is about finding out the cause of poor performance... Read More

Snuff Out the Competition Without Leaving a Mark!

Does the competition drive you crazy? Are they relentless about... Read More

The Four ?D?s of Sales Management

Recently I stumbled across some notes that I had kept... Read More

Small Business Marketing: Overtaking Your Competitors

Few businesses keep tabs on competitors, yet such knowledge can... Read More

8 Line Items of a Trade Show Budget

Budget Guidelines for Trade Show MarketingB'techa didn't know - Trade... Read More

The Hidden Competition: Avoiding the 2 Most Common Competitors

There are really only two types of competitor:1. Obvious2. HiddenThe... Read More

How to Beat the 80/20 Rule in Sales Performance -- Part 1

Business executives and sales managers frequently bemoan "80/20" performance on... Read More

Book of Lists Marketing for Pressure Washing Companies

The American Business Journals produces a Book of Lists each... Read More

Sales Competence Isn?t About Quota Performance!

Compounding the problem are two myths regarding measures of competency... Read More

Leadership - How To Turn The Vision Into A Reality

Be clear about where you are now. Audit your strengths... Read More

Sex, Drugs, & Rock-n-Roll: Trade Show Traps and Tips

Sex, Drugs & Rock-n-RollHere's the Scenario...You're at a trade show.... Read More

Management by Osmosis

Sales managers are an interesting breed, effective sales managers are... Read More

Increase Your Sales Accept Credit Cards, Part 2

In part two we will discuss overcoming objections, which credit... Read More

Ten Awesome Ways To Incease Your Sales In Holidays

Everybody thinks that the businesses will slow down a bit... Read More