CRM ApplicationsAn Introduction to Microsoft Dynamics CRM system

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Improving Sales Rep Productivity

When was the last time you had a customer service problem with a company (e.g., cable, phone, etc.)? Did they have a common

customer data base so that every time you talked with someone they knew what was going on?

What would you think about a company if more than one salesperson calls you—and that salesperson or customer service rep doesn’t know anything about the other calls you have received from that company? Or your answers?

Lack of central knowledge base on customers or prospects. No CRM.

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What’s more important?

Efficiency Doing things right

Effectiveness Doing the right

thing

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Where can sales people waste (or save) time?

How can CRM help with information gathering, creating value, and growing relationships?

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Old School//New School

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Wouldn’t your dating be much more efficient and effective if you had better data in the first three stages?

The same is true in sales.

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How do these three principles improve sales effectiveness?

Get more of the right prospects into the funnel to begin with.

Develop a trusted advisor relationship with the customer.

Take a holistic view of the client—including all of the contact points from the team. Avoids situations where the

customer thinks or says, “I just talked to someone from your organization yesterday. Didn’t anyone keep any records?”

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Working Smarter & Faster

Bad example: Equinox Fitness

Index Cards

Imagine tracking customer objections from every sales call.

What could companies learn?

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1. List the most likely objections people may have. 2.Create a short rationale paragraph for why each objection is not valid or any other ways to overcome these objections. 3.Practice saying these out loud so you are confident the next time you talk to a prospect with objections. 4.Sprinkle your presentation with these rationales to preempt objections.

Class Exercise

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Avoiding Potholes1. Don’t use CRM just to check

up on sales reps. They’ll figure it out and

they don’t like entering data for data’s sake.

2. Don’t implement a system that’s hard to use. That’s why Microsoft

makes sense. It’s familiar.

3. Don’t ignore the core problems of sales reps. What info do they need

to gain insight, stay on track, make presentations, and close? Relevance matters.

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Workflow Workflow (flow of work)

includes the information needed to get the work done at each stage of the sales process.

Effective and efficient workflow means that everyone who interacts with the client has access to the 360-view of the customer throughout the process. Source: Binaro.com

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Our CRM System What suggestions do you have for tabs/fields that could be

added to a CRM system to facilitate the sale of tickets at your institution?

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