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Unleashing the Power of ACT - CRM
1. Unleashing The Power of Sage
and ACT
Madingley Hall
26th April 2012
Cambridge House, 91 High Street, Longstanton, Cambridge, CB24 3BS
Telephone: +44(0)1954 789978 Fax: +44(0)1954 782878
Email: enquiries@boldfield.com Web: www.boldfield.com
2. Boldfield Ltd
What is a CRM
What is ACT
Andy Irvine
Managing Director,
Boldfield
Cambridge House, 91 High Street, Longstanton, Cambridge, CB24 3BS
Telephone: +44(0)1954 789978 Fax: +44(0)1954 782878
Email: enquiries@boldfield.com Web: www.boldfield.com
3. Business is Tough
Lots of noise,
Competition
Some customers tightening their belts
In these circumstances your marketing can’t be haphazard
So the answer it to go to market in a systematic way
Treasure contacts – don’t discard them
4. Old & New Marketing
Broad Marketing Narrow marketing
Everyone will want one of these You might want one of these
Impersonal Very Personal
I am talking to everyone I am talking to you
Analogue Digital
Newspapers Internet, e-mail, social media
Tell ‘em once (loudly) Build Confidence
Blast it Over Time
Build Sales Build Relationship
Only in the area for the next 2 days I am always there for you
Little Content Too much content
A newspaper a day Bucket loads on line
5. Is a CRM The Answer?
Contact - Anyone you make contact with;
customer, supplier, prospective customers but primarily about customers
Relationship – Capture all the details about your contacts
Personal information, sector, location, preferences, products interested
in, relationship to other contacts in your database, any marketing
campaign you have included them in, any documents you have sent
them....
Management – Control and view the information in one
location, have the information ready to use – often by
different people
.
6. My Contact
Facebook
Hobbies
Business
History Associations
Opportunities Preferences
My Contact
Location Family
Sector Friends
Contact
Details
8. The Company View
See a company as a collection of
contacts – is people
With inside knowledge of the
Sales
contact within a company you can
profile the decision makers and
take appropriate actions.
Finance
MD
9. The Group View
Create many groups depending on any criteria
Geography, product interest, buying behaviour
Products that they have, networking groups
Groups can be created by
Dynamically
Look up
Manually
Use multiple criteria to focus on key people
10. Managing Opportunities
Record a opportunity against a Quiz
contact
A buyer receives three proposals
Set process stages and the One he rates 7/10
probability of the opportunity One he rates 8/10
being won.
The last one he rates 9/10
Track & follow up
opportunities
Who gets the deal?
Record history against the
opportunity
Record when the activity is
won/ lost with the reason
11. Contact Management Business Benefits
• Customers Receive Superior Service.
• Target Right Customer, Right Time.
• No information is lost and nothing is forgotten.
• Increase Revenue.
• Reduce Costs/Operation Time.
• Work Anywhere, Anyhow, Anyplace, Anytime, 24/7 365
• Stay one step ahead of your Competitors
• Share Information with different Departments
• Better co-ordination between employees
• Effective Sales Calls
11
Notas do Editor
Hello this is
Tendency to dive into the product and talk about features without exploring why business should consider a CRM (will explain that tem in just a moment)Do first point is really simple – what do you do when business is tough, we hear all the time that the business environment is tough – that makes an even stronger case for systematic and effective marketingSomething that’s organised an measured rather haphazardThe simple message is – don’t leave your marketing to chance
When people speak about marketing or advertising they do thing about newspapers, TV or radio – the traditional marketing mediaThese are not that effective for local companies but the great news is that there are lots of other ways of marketing .They key thing that we all have in our favour is that or companies serving a niche so there are opportunities to use our marketing to cut through the clutterIn order to prosper our marketing needs to be tailored and personalised
Quick explanation of the crm term – easy to brush – oh dear – another three letter acronym form the IT industry The key is your contact – so this is personal marketingRelationship – the key here is to keep everything about the relationship in one placeI'm really going to stress that point in a momentManagement – big companies do this really well quick - question on sales – a customer received three proposals – one he ranks as 9/10, one at 8/10 and one at 7/10 – who will win the business – answer – the person who follows up
Just wanted to re-emphasis this idea of a contact – using my little Russian dolls here The idea is simple – to know as much as possible about our clientsAll of the stuff in blue – the “hard” stuff – in many companies all this stuff is scattered around in different systems owned by different people and not systematicDoing it this way means that you are starting the sales process from scratch every timeThe soft stuff in red – is important to – to make sure you understand your prospect and client and can tailor it to them