crm: rocket fuel for achieving sales success

© 2011 Target20, LLC. All rights reserved

NPDA Breakout Session Presented by:

CRM: Rocket Fuel for Achieving Sales Success

Introductions• Your breakout hosts today

• Dan Moyers– General Manager, Target 20 CRM– Perspective from solution provider…

• Definition, realities, solution types / tech

• Michael Giudicissi– Founder and President, Power Shot Training, Inc.– Perspective from owner/sales leader & practitioner…

– Business case/value, process & people aspects of CRM

Our Approach Today – Answer 3 Key Questions

CRM

What?

Why?How?

What?• CRM stands for…–Customer Relationship Management

• How does our friend Wikipedia define CRM?

Good stuff in there, but let’s dial it in for home care!

What?• Now, let’s define CRM relative to home care…

Prospects, Referral Sources, Referrers and Callers/Clients

Build to deep, profitable and mutually beneficial relationships with…

Agency using combination of people, process and technology to…

What?• What is the reality of CRM in home care today?

– Tend to see it tactically – as “a piece of software”– Often think of it in context of contact management– Don’t always see it strategically or holistically– Trailing the business sector in understanding/adoption

…But, WAKING UP TO IT NOW!

What?• So, how should agencies be looking at CRM?– Agencies are just like any other business…

• You sell!• You market!• You serve!• Your relationships with customers are critical• You need sound repeatable business processes• You need to measure and manage

– Put simply, CRM is…• Strategic• Mission critical

What?• What is the CRM continuum within agencies today?

No CRM• “In head”, on

paper, maybe Excel spreadsheet

• Ad hoc usage

Getting there• Contact management

oriented, using a basic contact management tool

• Not everyone in agency using

On their way!• Using a CRM

module in agency management sys, or a specific CRM application

• Consistent usage agency-wide

What?• So, how do you move up the CRM continuum?

• Here are 5 key ingredients…

– 1. Establish leadership within agency around CRM

– 2. Define and commit to business processes– 3. Make sure people are willing to change/adapt– 4. Choose an appropriate CRM technology– 5. Evolve and refine as you go…CRM is a journey

What?• In terms of choosing your CRM technology,

good news…you have lots of worthy choices!

CRM Module

• Add-on module from agency management system vendor

Horizontal CRM Applications

• Generic solutions / platforms

• You then customize them yourself or pay 3rd party to customize them for you

Home Care Specific CRM Applications

• Homegrown• Or, based on

existing CRM platform and already customized to home care

• Then further tailored if/as needed

Why?• What is the value of deploying CRM?– Organization, Discipline, Focus– Close More Business…Prospects, Referral Sources,

Referrals– Protect Sales Rep Investment, Quick Start for New Reps– Drive Sales Process and Methodology– Are You Targeting Your Most Profitable Customers?– Sales Management – Measure performance & ROI

How?– Single, centralized place where information is stored• Areas for Prospects, Referral Sources, Referrers and Referrals

How?– Accessible everywhere – Web browser, Outlook,

mobile devices…

How?– Prospect Management• Categorize, rate, pursue and convert!

How?– Referral Source Management• Categorize, profile, measure impact and track history

How?– Referrer Management• Profile, rate, measure impact and track history

How?– Referral / Inquiry tracking• Understand sources, status, size, timing and details

How?– Working with “Callers”• Relationship w/family member (consumer) important too!

How?– Marketing Source management and tracking• Track various efforts, measure their effectiveness/impact!

How?– Performance monitoring and reporting• Agency and sales rep performance

How?– Performance monitoring and reporting• Lists, create your own reports to answer questions

Wrap Up• Thanks for your time…hope info was useful!

• Q&A (time permitting)

• Learn more about us at…– www.target20crm.com– www.powershottraining.com