crm presentation - nbmda annual conference

CRM OVERVIEW & HOW IT CAN WORK FOR YOU

SCOTT THOMASIDLE TOOLS CORP

OVERVIEW

How I discovered CRM Today you may be experiencing…. Getting started, setting up, & rolling out The critical after plan & keys to success Applying CRM to your distribution

business The Future is here – the fully integrated

“social” enterprise

WHERE MY PAIN BEGAN

Recurring questions – year in year out Which dealers stock our products? Which builders use our products? What competitor products do our dealers stock? How can we get a list of builders to promote our new product? Which dealers have been trained? What does our new dealer pipeline for product X look like? Who are our targets for spring buy and where do we stand? What happens to the leads we get from manufacturers? Which dealers are merchandised? Which builders buy from our key dealers? How many AIA presentations have we done? How much marketing funds have been used and with who, and for what?

THE 1ST SOLUTION TO MY PAIN

Centralized Information

THE 2ND SOLUTION TO MY PAIN

Access or Contribute Information from Anywhere

TODAY

YOU M

AY B

E

EXPE

RIENCIN

G…..

SALARY LEAKSEARCHING, COLLECTING, WAITING, RE-DOING

Decentralized

Information

Its in my noggin!

THE SPREADSHEET RODEO

One Time Use Wasted Time Not Sustainable Stored Inconsistently Versioning One User at a Time Time Consuming

Consolidations Always Start from Scratch

PATCHWORK PROCESSES

Email Based Spreadsheet Based No Reporting Inconsistent User Unique Poor

Documentation Time Consuming

CRM IS A SOLUTION

Centralize Information and provide mobile access

Reduce dependency on spreadsheets & other temporary tracking methods

Improve all types of processes within the organization

Automate - Everything

GETTIN

G STA

RTED,

SETTIN

G UP,

& R

OLLIN

G

OUT

GETTING STARTED - DISCOVERY

Identify or Create Sales Process Identify Repetitive Non-Sales Processes What do you track today? What do you wish you could track? Who would use the system? ERP Integration necessary? What systems & data sources do you have today? What are the key activities of sales, marketing, and

management? What are the information demands of your

vendors?

CHOOSING CRM SYSTEM

Match functionality to needs What can’t you live without? Most are similar Go Cloud / Mobile Talk with Objective Resources Bite off what you can chew Data Migration is Routine

SYSTEM SET UP & CONFIGURATION

Create 2 Teams: Development Team (works with Implementation Firm) User Adoption Team (UAT) to validate design

Teams should be diverse but relatively small

Start with limited number of licenses

Approach from 2 ways: User Needs (Simplicity/Usability) Management Needs (Useful Output)

ROLLING OUT

Phase In Have Training Prepared LISTEN to feedback Pre-establish check points No Lip Service Walk the Talk Use interactive training – DOING IS LEARNING Stick with it

THE C

RITIC

AL “AFT

ER PLA

N”

AND KEYS

TO S

UCCESS

THE AFTER PLAN

More Important than roll out Evaluate every 3 months – Assign This! Add more functionality to the system

based on user feedback Have a plan for quick reaction to user

needs Communicate with users and broadly share

answers & solutions Change CRM as your business changes

RECIPE FOR SUCCESS

Leadership Engagement Highlight Excellence Job Descriptions Tie to Metrics No “Free Passes” Adapt System to YOUR Business Embrace Mobility Culture Shift

RECIPE FOR FAILURE

Inconsistent Leadership Engagement

Wink Wink Sales Management Failure to live in the system

(culture) "3rd Hat" ownership or I.T. Only

ownership Aversion to time and resource

investment Big Brother and counting data Failure to act on outputs Request things the old way Perfectionism

DRIVING USER ADOPTION

Incorporate required processes into CRM Include in job description Accept information one way React and manage by the outputs Highlight documented successes – wins Include critical information in CRM customer records Dispel Myth One: You must be “techy” to succeed Dispel Myth Two: CRM is “Big Brother” Dispel Myth Three: CRM replaces interaction (it

enhances)

APPLY

CRM T

O YOUR

DISTR

IBUTI

ON BUSIN

ESS

SALES TO ACTIVITY BALANCE

A sleep walker will sell more high end products in New England than a pit bull in Alabama

In good times sales will say: “Look how much I SOLD”

In tough times sales will say: “Look how much I DID”

Optimize selling and doing in all economic situations

Proactive Management Managing a Pipeline Calling reps to coach Allocation of resources based on

known “in process revenue” Forecasting on known probability Focused on what could be made to

happen Managing with documented field

data

Reactive Management Managing from Sales Reports Calling Reps for updates Allocation of Resources as a

reaction to the past Forecasting on history (i.e.

guessing) Focused on what already happened Managing with anecdotal data

PROACTIVE VS. REACTIVE SALES MANAGEMENT

Sales meetings should be 10% Review & 90% Strategy

REAL-TIME PIPELINE

Segment by Rep, Division, Geography

Breakdown by Product

Track by Initiative Turn into Forecasts

Based on Stage & Probability

TRACKING IDEAS FOR DISTRIBUTORS: CUSTOMER DATA

Marketing Funds Spent

Rebate Programs

Trainings Provided

Leads Provided

Product Claims

Merchandising History

Stocked Products

Interaction History

Special Pricing

Certifications

Loyalty Points

Voice of Customer

Centralized

Customer Record

TRACKING IDEAS FOR DISTRIBUTORS: INFORMATION FOR SUPPLIERS

Forward Looking Sales Pipeline by Product Project Tracking Sales Promotion Management & Results New Product Introduction Tracking Competitive Landscaping Training Documentation Lead Results Lost Sales Reports w/ Loss Reasons

THE F

UTURE IS

HERE –

THE F

ULLY

INTE

GRATED

“SOCIA

L” ENTE

RPRIS

E

THE MOST VALUABLE ASSET – SOCIAL TECHNOLOGY FOR BUSINESS USE (ESN)

ENTERPRISE SOCIAL NETWORKS

Receive information about your business in one place (one feed) – Rather than chasing

“Follow” Sales Opportunities, Price Pages, Presentations, Leads & Marketing Campaigns

Share information instantly with out email threads

On your Desktop, your tablet, your phone Read your business like a living, breathing

newspaper

THANK YOU!

Scott Thomas

CRM Implementation Services

(919) 455-5987

scott.thomas@idletoolscorp.com

Get started with basic discovery questionnaires at idletoolscorp.com/services