SYNTHESIS WORK ON CRM

During the working day on Marketing in Namur, we, in subgroups started to reflect on the process to manage our customers. There are recognized phases to guide our customers from one to the next. The advantage of personalizing this process is unquestionable. See below the result of our collective work.

PHASE	PROCESS ROUTINE	RELATED ACTIVITY	COMMENT
Contact	Identify prospects from targeted clients pool		Have newsletter reach the network
	Get involved in physical network (business clubs)
	Contact with prospect through organized events
	Contacts through providers (training structures,..)		Contact training organisms
	Manage web site contacts (recall)		Be present on partners websites
	Get and/or buy list of potential customers from providers
Create relation	Communicate to client through appropriate social network with regularity	Propose discovery activities
	Recall old contacts and clients
	Get with client for drink or breakfast
	Sustain relation with relayers (providers of clients)
	Sustain relation with Ambassadors and Influencers
Customer’s need	Recognise client’s needs and personalize the offer according to those needs	Enroll customer in basic training programs	Analyze client’s need through a table during meeting. go to meeting with 2 experts
	Listen more; talk less. Have customer write its needs
	Give client an insight what we can do
Offer personnalisation	Create solutions resolving customer problematics (objections)
	Prepare offer with inspirational texts
Selling phase	Checking point if necessary – follow up
	Get contract signed,send email of appreciation and celebrate with client
Service delivery	Have the client to provide all needed documentation and prepare roadmap with client		Materialisation and delivery of service
	Define with client which expert will be involved and clarify with client overall implication (ressources, documentation)
Post selling	Evaluation of customer satisfaction	Enroll customer in advanced training programs, and School of leaders
	Improve training material with experience
	Drive customer to TSG certification process, to COSE and TSG

CONTRIBUTION FROM MKT DEPARTMENT

CRM is more than software, and is related to other branch of MKT department

Products
Communication
Brand

Let the customer limit itself, by stopping wherever it feels it is its place but find as soon as possible need of customer. It is a philosophy of business centred on the customer. Business culture shall be supporting MKT. CRM is now supported by technology of information and communication. It is about creating deep relationship with best customers in the long run.

CRM IS USED TO:

Identify types of customer
Design MKT personalised campaigns
Deal with customers in a unique way

ADVANTAGES:

Centralised client information
Help not have incorrect or not actualised client data
Centralised data from various sources
Make information available to authorized collaborators bettering customer attention
It is of help to have dynamic customer profile

DON’T BOTHER CUSTOMER BUT:

Inform
attract
convince
Win client’s love or heart

STRUCTURE KNOWLEDGE RELATED TO CUSTOMERS:

Personal datas
Sell processes
after selling services
Psychographic variabilities (tendencies, interests, opinions)

CRM:

How they buy
Identify types of customers
Personal datas
Personal treatment
Design MKT campaign
Interaction in business processes

STANDARD CRM IS NOT SOLUTION; It requires adaptation to need of the business. If CRM too complex, people will not follow it

GENERIC STAGES:

Identify customers
Inform and attract
Sell
Serve
Satisfy
Gain loyalty
Develop relation
Create community of users

MUST HAVE FEATURES:

Managing contacts
Setting reminders
Editing calendar
Managing tasks
Generating simple reports

GENERAL SAMPLE OF CRM

UNQUALIFIED LEADS – DO BUYER PERSONA TEAMWORK

Long list of unqualified leads – Have a big pool to dig into
In real life, face to face
Congresses and events
Social media
Content MKT (Newsletter, blog posts)

QUALIFIED PROSPECTS

Decision making and buying power?
Need analysis (Get information intelligently)
How urgently product is needed
Why the interest?
What is the problem the product would solve

SELLING PROCESS

Create selly interactions, and track them
Relationship building
Organise meeting (video call or physical)

CREATE PROPOSAL

Recall of needs exposed
Expose adaptation of product to client needs
Draft of sell proposal
Tight follow up through automatic notifications

NEGOTIATION PHASE

Discern where there is need for more emphasis on negotiation
Get to win-win situation with the customer

DEAL TO SALE

Payment process
Administration of documentation related to client
No deal records

PRODUCT DELIVERY

Delivery process
Feedback

FOLLOW UP

Getting customer to enter the cycle at a different stage
Get the client to recommend to peers

SELLING PROCESS

PROSPECTION

Ask yourself “ why my actual customers buy my product”?
Ask yourself “which factor make the actual customer decide to buy”?
Prospect belongs to objective market?
Criteria to classify potential customers
Already customer of business?
Old customer?
User of the type of product we sell?
Which volume of purchase can customer do?
Is customer solvent?
In markets of individuals
In markets of organisations
- What they do?
- Who has the power to decide?

PLAN SELL PRESENTATION

Respond quickly to need of customer
Establish objectives
- What are the expectations of selling presentation
Plan the presentation
- Generic or personalised
Contact with customer
- Presential
- Web
- Phone
Reach 3 basic objectives
- Get mutual agreement with customer
- Attract all its attention
- Generate interest towards product
Contact
- Get positive first impression
- Indicate time of meeting
- If someone else has to be present
- Social contact before business contact
Get attention of customer
Demonstrate product
- Focussing on reference from older customer
- Focussing on customer benefice
- Placing questions
- Combination of some of the above

ARGUMENTATION PHASE

Presentation
- Don’t recommend product without knowing customer need
- Ask to get information
- Ask to try to discover need
- Ask to confirm need discovery
- Resume what has been said
Investigation of customer situation
- You need it before meeting customer
Find out problem and fit product to problem
Develop strategy
- Informative presentation
- Persuasive presentation
- Reminding presentation
Demonstration
- Select characteristics you want to show
- Establish where and when of demonstration
- Decide how customer would participate
- Adjust demonstration to need of customer
- Balance exposition with demonstration
- Dramatise or act if you feel it necessary
- Do checking questions
Negotiate objections
- Negotiate is win-win situation
- Find best solution for both parties
5 categories for negotiating objections
- Direct negation (Say to client this is not right)
- Indirect negation (Say to client this is partially right)
- Question (when you transform resistance in a question)
- Superior benefice (Bring when client finds a missing benefit)
- Demonstrate product
- Offer a trail
- Testimony of third party
Transaction phase
- Objection related to product need
  - If client doesn’t need product, nothing to do
  - If it is strategy:
    - Demonstrate product is good investment
    - Present a trial
- Objection related to product
  - Cause being product positioning
  - Cause being product unpopular
  - Not good according to actual users
- Objection related to messenger
  - Resolve by emphasising on product benefits
  - Say actual offer will be bettered
  - Give it a try
- Objection related to price
  - Limitation for financial possibility
    - Simplify product
  - Impulse
    - Take it or leave it
    - Go through superior benefits again
  - Half way
    - Neither you nor me
- Objection related to time
  - Give short time to client to analyse the offer
  - Comment later higher price, brand notoriety

CLOSING PHASE

Factors of help to get contract
- Emphasis on benefits registered to produce emotion on client
- Negotiate difficult points before trying to close
- Avoid to surprise client in this phase (don’t have client to react adversely
- Have client to actively participate in overall selling process
- Ask for client agreement many times if necessary (don’t let go at first negation)
- Pay attention to moments of possible closing
Methods to close a contract
- During presentation have client reveal will to buy
- Close after a synthesis of benefits
- Close from assumption (how would you pay)
- Close from concession (additional element, payment fraction,…)
- Close from negotiation of unique problem
- Close from limited selection
- Direct closing (only after clear interest on product

CONTRIBUTION FROM MKT DEPARTMENT

GENERAL SAMPLE OF CRM

SELLING PROCESS

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