How to ensure your CRM system really performs
When evaluating CRM systems, the starting point is not choosing the software with the most features or lowest price, as any good marketer knows, says Patrick Rea or Sales Process Engineering. Marketo, Eloqua, Salesforce.com and others, excellent solutions that they are, are CRM automation tools – but what is the process you’re going to automate, and will it work?
Unless your sales and marketing process matches how customers buy or want to buy, then your new CRM system will deliver poor results.
So the starting point is to develop a sales and marketing strategy and process that works: to define exactly how you will gain market attention in your niche market; then excite prospects’ interest; generate sales contact; close the sale; and then secure repeat business, ideally in a long term customer relationship. It’s a strategic process, comprising a series of effective steps.
To achieve this requires understanding and then matching how customers buy in the real world. There may be series of stages required in order to generate leads and new sales:-
Stage 1: Unaware
| SPE Stage Thinking in the Buyers’ Journey | Vendor Communication required |
| Don’t know who you are and don’t see a need | Describe the problem for which you have a solution. Quantify scale and impact of the problem |
Stage 2: Shown Interest
| SPE Stage Thinking | Comms required |
| Can I have product information? | Summary of product information |
| Can I see the service? | Invite to see a demonstration, a sample or workshop |
| I don’t see a need for it | White Paper on “5 Reasons why (the problem matters & you the Buyer need the solution)” |
| I am not sure how I would use the service | Key areas of application. Benefit statement |
| We can do this already | Paper on “Benefits of (using an external supplier like you)” |
| I’ve seen this before | Paper on why your solution is different |
| What problems do you solve? | Key problems and matching service solutions |
Stage 3: Looking at Solution
| SPE Stage Thinking | Communication required |
| This looks good. How have others used it? | Case studies |
| This looks lengthy/ complex. Will I be able to manage it? | Support options & customer care. ‘Small steps’ introduction to engage the Buyer |
| But how can I integrate with my existing operation? | Paper on “Support for your (existing programme)” |
Stage 4: May Purchase
| SPE Stage Thinking | Communication required |
| Can I afford this? How will I get budget approval? | Cost/ Benefit justification summary |
| How can I persuade my boss/ the Board to purchase | Guarantee. Describe incremental buying process |
Stage 5: Customer
| SPE Stage Thinking | Communication required |
| How do I get started? | “Getting Started” Training Manual (and support team description) |
| How can I get the most out of this? | Development Plan brochure |
Ends… Editor's note: Patrick Rea of UK marketing consultants Sales Process Engineering, Fellow of the CIM (Chartered Institute of Marketing) and CIPR member, City Company of Marketors, registered in the consultants directory.
www.salesprocess.co.uk
T 020 8870 4976
Sales Process Engineering, Marketing House, Lavenham Road, London SW18 5HF
Tags: