Optimize CRM to Increase Sales

Optimize CRM to Increase Sales Steve Waltz Senior Engagement Leadership swaltz@innovia.com

Agenda Understand what is CRM & ERP How Selling is changing How Sales Management needs to adapt to CRM Define what needs to be automated How should your organization use CRM as a team

What is ERP and CRM? ERP is Enterprise Resource Planning. A business management solution that companies use to manage their accounting and finances, supply chain, and operations. CRM is Customer Relationship Management. In a nutshell, CRM lets you store and manage prospect and customer information, like contact info, accounts, leads, and sales opportunities, in one central location. ERP and CRM are not dependent on each other.

Can CRM help your company grow sales? CRM allows you to access your information on customers, prospects, and leads on a single platform immediately so everyone in your business has access to the latest information. CRM can help you build stronger relationships with your current customers, win new ones, and accelerate business growth. Salesforce.com reported a 37% increase in sales revenue after CRM was implemented.

Understanding Salespeople Harvard Business Review states 2 qualities make a good salesman: 1. Ability to feel. Empathy 2. Need to conquer. Strong ego drive “the sale is the conquest”. This is needed since the nature of selling is more failure than success. 2 main drivers that Salespeople want: 1. Clarity of task “No one likes to be told what to do, but they do need to know what to do..” 2. What to you expect me to do? What are your expectations.

Ways that Top Salespeople impact Sales Positive attitude, team player, get stuff done (follow up) They own it. Being a person of Excellence Grow by learning, reinventing themselves, understanding Change New Opportunity using CRM Specific sales activities can lead to specific results Utilize activities for to do’s and having sales campaigns Call planning, putting steps in place that lead to getting to a goal

Sales Management for the last Century Train Salespeople Fire Salespeople Assign Territories Define Sales Process Assign Quotas Pay Commissions Sales Contests Sales Meeting

Sales Management for the new Century Contacts Campaigns Pipeline/Sales Funnel Opportunities Metrics Data Account Management Sales Activities

Has your Business model adapted to technology? The Car Dealership: 1. Mostly Family Owned 2. Older Salespeople teaching older ways 3. Have an “Internet Department” using old model 4. Buyers don’t want to buy the way their parents and grandparents did. They are using web for info, not dealers

Changing Framework for Sales Management When is the last time you looked at your business model? Reports, how many are being used? 3 is typical Technology: CRM, ERP, Power BI Focus on what you can control Simplify your sales process

Opportunity vs. Micro Managing Looking at the data can be very addicting. Don’t fall into a culture of inspection vs. coaching Using the data for compliance = anxiety. Huge coaching opportunity with sales reps on account planning and productive sale activities.

Choosing the right Metrics What metrics will be used on measuring sales? Revenue, closing rate, number of calls, market share, number of activities….. Can you manage the Metric? Don’t just tell salespeople to increase sales or meet their quota, show them how to use the data to achieve it. Focus on what is important. What objectives make sense. What can you do to reach it. Let’s make a plan…

Utilize Ideal Language for Success What does Success look like? What is going to stop us from getting there? What do you need? Do your people get it? If I asked others about your goals in your company, what would they say? Build the ROI…. Discuss each step to get there.

Defining and Automating Chaos Do you have any Sales Process? Sales forgives all sins doesn’t work anymore. Understanding the need for Account Planning. Choosing what accounts, prospects, and what you want to accomplish is vital.

What can you control and Why should this matter to you What can you control and Why should this matter to you? Very simple, you cannot control revenue or the outcome of business results.

What can you control? You can control the Business Objectives and Sales Activities.

Chart of Success 1. Identify the results you want to achieve with the salesperson. 2. Select and Quantify best objectives i.e.; new prospects, current customers, new products, current products, increase margin. 3. Link Objectives: Select activities that make most sense and manage them relentlessly.

Putting together a plan Breakdown into 3 Categories: 1. Business Result Increase Revenue, Market Share 2. Sales Objective New Products, New Customers, Close rate, Customer Retention, Territory Coverage 3. Sales Activity Product Training, Call Planning, Prospecting calls, Account Planning, SMART Goals

Samples of creating a plan We want to increase revenue by adding new customers. An activity would be to increase the number of prospecting calls. We want to increase revenue by selling more into our current customers. Activities could be account planning and product training. Account planning is enhanced by using SMART Goals.

The goals that you should create should be SMART.

Account Plans Each account should have list of key contacts. Activities (notes and follow up) SMART Goal for Key Accounts. (Drivers and Barriers) Planned activities to get to next step Top Accounts with SMART Goals should be reviewed with manager and peers regularly Quarterly/Annual Reviews with key accounts

Stop’s and Start’s of CRM STOP START Focusing on Outcomes Focusing on the Manageable Using Data as a motivator Using Data to coach Asking for More Activity Identifying the Right Activity Using CRM Leveraging CRM

Thank you NAV 2017 updated webinar with CRM we did in May 2017 Contact me at swaltz@innovia.com or 574-344-2155 with any questions or follow up.