2. crm- sales automation (1)

Planning and Implementing CRM Projects

Selling Process and CRM Session 2MBA-I, II, V, VI

BY : Waqas Mazhar Email: [email protected] Hour: 11:00-12:00 Friday BA5124: CRMChapter 3Book: Customer Relationship Management: Concepts and Technologies by Francis Buttle From Sales Volumes to Sales Productivity Evaluating sales managers on high volumes Profitability of sales Sales productivity includes cost associated with generating sales and serving customers Do more with less

From Individuals to Team No one person possesses the knowledge and skills needed to identify and solve customer problemsTeam work between sales and marketing or other departments

Personal selling approaches Stimulus Response Selling Mental States Selling Need Satisfaction Selling Problem Solving Selling Consultative Selling

Stimulus Response Selling Various stimulus can elicit predictable responses

Stimulus Response Selling Continued affirmation: a method in which a series of questions or statements furnished by the salesperson is designed to condition the prospective buyer to answering yes time after timeQuestions and objections from the buyer can usually be anticipated and addressed before they are magnified during buyerseller interaction

Mental States Selling formula approach to personal sellingBuying process is mostly identical and that buyers can be led through certain mental statesAIDA (attention, interest, desire, and action).Relies on highly structured sales presentation

Need Satisfaction Selling This approach is based on the notion that the customer is buying to satisfy a particular need or set of needs.Focus on customer rather salesperson Using questioning and probing technique Customer is more active in preliminary part of meeting Problem-Solving SellingExtension of need satisfaction approach Developing alternate solutions to satisfy needs Educating customers about impacts of existing problems

Consultative SellingIt is a process of helping customers reach their strategic goals by using the products, services, and expertise of the sales organization.Strategic orchestratorBusiness consultantSales Process

Traditional Selling Steps 1. Prospecting: Method by which salespeople search for new customers and potential customers. methods of prospecting: Referrals, networking, bird-dogging, cold canvassing

Traditional Selling Steps 2. Pre approach: Research on prospect or customer Activities: talking with gatekeeper, rehearsal, reviewing previous correspondence

Traditional Selling Steps 3. Approach: Gaining initial rapport with customers Activities: opening small talks, handshake, eye contact, introductory approach, elevator pitch

4. Presentation: Demonstration sales proposal

Traditional Selling Steps 5. Overcoming objections Price, budget, external input, timing

6. Close: Getting commitment to buy Asking at the end for closing sales

Traditional Selling Steps 7. Follow up: Make sure that customer is satisfied

Territory Management: Minimum Account Size: Cost per call: Direct selling expenses Geographical considerations Break-Even Sales Volume: Minimum size that customer should be pursued BE= (cost per call x number of calls to close) Sales cost as percentage of sales

Territory Management: Sales FunnelCategorize an prioritize sales opportunities

Unqualified opportunities:Possible need existsNeed is not yet verified

Territory Management: Sales FunnelQualified Opportunities: Need verifiedConformed intentions to buy Budget and identified time frame

Best few opportunities: Selling process started

Sales Force Automation Sales-force Automation Sales-force automation is the application of computerized technologies to support salespeople and sales management in the achievement of their work-related objectives.

SFA enables companies to collect, store, analyze, distribute and use customer-related data for sales purposes

SFA enables sales representatives and their managers to manage sales pipelines, track contacts and configure products, among many other things like sales reports. ToolsHandheld: palmtops LaptopsTablet PCsMobile phones

SFA Software Functionality Account Management: Gives complete view of contacts, contact history, completed transactions, current orders, shipments, enquiries, service history, opportunities and quotations.Keeps track of all obligations

SFA Software Functionality Activity Management:Aware about complete or pending activities Activities: preparations of quotation, scheduling call, follow-up enquiries

SFA Software Functionality Contact Management: Building, sharing, and updating contact list making appointment, time setting

Contract Management: Manage contracts life span by shortening approval cycles Renewing contracts

SFA Software Functionality Documents Management: Managing documents like brochures, product specifications, price lists, competitive comparisons Incentive Management: It eliminate to re-enter data into spreadsheet

SFA Software Functionality Lead Management: Create assign and track sales leadsLead expire or converted into opportunityAnswers following questionsAt what step in sales cycle do we lose most of our prospects?How many sales appointment did Yousif have with Techco? How many were cancelled SFA Software Functionality Opportunity Management: Record of potential sales Allows sales persons to estimate their future bonuses and commissions Report on progress of opportunities

SFA Software Functionality Order Management:Convert quotations and estimates into correct priced order Quotation engine, price module, and product configuration

SFA Software Functionality Pipeline Management: Managing entire sales cycle

SFA Software Functionality Sales Forecasting: Time series analysis, regression models

Territory Management: Manage, create, adjust and balance sales territory to have equivalent workload Match sales coverage to market opportunities