15-11-2012, 05:43 PM
CRM Technology and sales
CRM Technology and sales - session 5 ppt.pptx (Size: 77.91 KB / Downloads: 26)
Relationship bw Technology and sales
SFA == management of accounts, contacts , opportunities, selling activities, sales operations
Automation is possible == new generation portable hardware
SFA helps – provide value – salespeople must provide insights and solutions to customers – complex business problems
Likely only 25% will have sales technology strategy to be documented
Companies adopting CRM == driving sales innovation curve – simultaneously increasing profitability
Adopting both CRM AND SFA – WILL ONLY GIVE COMPETITIVE EDGE
SFA helps – collect most accurate & insightful customer info. Possible to enable good decision making
But, first establish relationship == IMP!
SFA helps – means to communicate quickly and accurately
Customers and Information
What customer data should be collected?
contact management s/w – ACT, goldmine, outlook – to connect and establish relationship
Customer contact info. – s power – closely guarded
Future of sales success lies in the ability to leverage customer information into establishing and building relationships.
Information is Cumulative
CRM enhance long term ability to serve customers
Discipline in adding information to customer data over the years – consistently
Power of CRM – depends – quality and maintenance of info.
1 rep * 50 contacts * 12 month = 600/yr*15yrs = 5000 contacts
SFA results from need to access well-managed and maintained customer information instantly through geographically flexible media
Information and networking
Point of maintaining good account info. Is to allow proper management of customers regardless of the indv. Involved
Ownership of info. Is for the Employer and not the Sales Rep.
Data ownership is a real issue – external brokers , agents, manufacturers – employ own CRM solutions and report sales progress to clients
Most companies using brokers dnt have CRM
Sales force communication
Headquarters Communication –
Need to communicate to the sales force what tasks to be performed , by whom? , how success is measured
HC to sales channels web, phone, etc.
Sales channels to HC
Con Agra foods – uses Intranet to ensure all employees are aware of company’s initiatives
Custoemr Communication
Ability to inform customers instantly of upcoming marketing Programs – details of deal
Ability to stay connected with customers on a regular basis – means for the sales rep to serve the customer effectively