The CRM system stands for Customer Relationship Management. This is a program for recording the process and stages of communication with customers. There are several dozen programs on the market today, but only a few are widespread and reliable:
Sales Force; ZOHO; Pipe Drive
Here is the key functionality that the sales department is interested in:
- контроль всього процесу продажів – усі менеджери йтимуть за тими етапами продажів, які пропише РОП;
- автоматизація деяких функцій – виставлення рахунків оплату, договорів, комерційних пропозицій. Це заощаджує час менеджерів;
- інтеграція телефонії, email, месенджерів та соціальних мереж у єдину систему – збирання всіх даних в одному місці;
- зручне виставлення завдань кожному менеджеру;
- фіксація особливостей чи нюансів під час роботи з клієнтами;
- створення нагадувань з питань, які необхідно поставити певному клієнту;
- можливість заповнити поля кваліфікації, щоб менеджер швидко зрозумів, чи є клієнт цільовим;
- можливість постійно моніторити ключові показники, виконання плану;
- зручне планування оплати;
- збирання даних для наступної аналітики;
- підвищення результативності менеджерів за ключовими показниками.
A CRM system is considered implemented if all employees work in it without using the usual Excel to create reports. In this case, the sales department has a manual for ROP, as well as regular trainings on working with the software for newcomers to the department.
However, in reality, many sales departments have the following problems:
- керівник не працює у CRM, тому що не вміє;
- рядові працівники не користуються програмою;
- власник бізнесу намагається запровадити CRM, при цьому не готовий брати участь у процесі впровадження та саботує його – потребує звітності в Excel.
How to learn to work in the CRM system
If the software is purchased, the sales force needs to learn how to work with it to get the full benefits. Training can be divided into several steps.
Step 1: Write the Terms of Reference
The ROP must specify what it needs from the system. These are usually the following functions:
- -вся звітність, яку планує збирати РВП з персоналу;
- -короткий опис бізнес-процесів продажів – по суті це схематичне дублювання основних етапів вирви продажів;
- -додаткові поля, за якими проводитиметься вивантаження та аналіз – канали продажів та комунікацій, менеджери, ймовірність оплати, дата планованої оплати, критерії кваліфікації клієнта та причина відмови від угоди;
- -права доступу, які мають співробітники;
- -інтеграція коїться з іншими системами – телефонія, соціальні мережі, скрипти, месенджери;
- -зв'язки із суміжними підрозділами.
Step 2: Staff motivation
If sales managers do not know how to work in a CRM system, they will sabotage its use. Therefore, the RVP should motivate them to switch from paper and Excel records to the selected software.
Motivation can look like this:
payment of additional sales bonuses, but only for those deals that are recorded in the CRM system; payment of a bonus for order in the CRM system. For example, you can check how relevant the card is filled out, how correctly the client's qualifications have been conducted and recorded.
STEP 3. CREATION OF METHODOLOGICAL RECOMMENDATIONS
When the system is set up, the RVP should develop a methodology, a training and training plan. The main task of this stage is to help employees master the software as quickly as possible.
STEP 4. CONTROL OF THE USE OF THE CRM SYSTEM
It is necessary to choose in advance the methods by which the ROP will control the use of the software. For example, control methods can be as follows:\nrequire sales reporting only from the CRM system; check once a week how managers enter data into the program.
FEATURES OF WORKING IN CRM
In order for the use of the program to be effective, the ROP must know about the peculiarities of working in the CRM system.
ESSENCE IN CRM
Work in CRM is divided into working with three entities. First, these are customers and counterparties with whom the sales manager interacts. Working with this entity consists in correctly entering data about them into the system. It is necessary to enter into the client's card both data about him or his company, as well as about the stage of the transaction in which he is. Agreements are the second essence of the CRM system. Several counterparties may be registered within one agreement. The third essence is the tasks and communications that the manager or RVP puts to the deals.\nThe productivity of the manager depends on the section of the CRM system in which he receives the tasks. If the sales department has just switched to new software, it is customary for managers to record tasks in a calendar (as if writing them in a paper diary). In this case, no more than 10-15 tasks are performed during the day.\nIf you enter tasks in the section with counterparties or agreements, you can compile a larger list of cases for each client within the agreement. A manager can complete up to 50-70 tasks during the day. However, with this approach, you will not be able to collect statistics on conversions or sales breakthroughs.\nThe most productive work of a manager is if he works from the "Tasks and Communications" block. He can complete up to 200 tasks per day, and RVP - get statistics.
AGREEMENT AND CLIENT CARD
Each counterparty must receive an individual card from CRM. In it, the sales manager must write down the customer's data. Ideally, a CRM should include:
- -Назва компанії;
- -робочий телефон особи, з якою розмовляв менеджер;
- -мобільний телефон;
- -робоча адреса пошти клієнта;
- -адресу корпоративного сайту;
- -місто, де розташована компанія;
- -посада особи, з якою розмовляв менеджер;
- -оборот підприємства на місяць;
- -розмір чистого прибутку;
- -сфера діяльності;
- -загальна кількість працівників.
All communication is displayed in the client's card. The manager saves correspondence, call records in the card, sets tasks and notes already completed ones. Thanks to the fact that all information related to a specific client and project is collected in one place, the RVP can quickly assess the stage of the sale and note the key mistakes of the employee.\n\nIn order for the RVP to be able to assess how correctly the manager maintains the customer card, he must check it for compliance with the following criteria:
- заповнені усі кваліфікаційні поля;
- поруч із розмовою менеджер коротко описав його суть;
- визначено та записано тип клієнта;
- вказано мотив до покупки;
- вказано потребу клієнта;
- всі листування та дзвінки занесені в CRM, дзвінків за допомогою особистого телефону не робиться.
CREATION OF BASIC REPORT\n\nYou can create reports using the CRM system. The simplest report that will show the performance of managers is a dashboard. Managers' names, execution of the monthly plan for the current day, actual successes of the manager expressed in money are collected here.\nThe second report of the CRM system that must be implemented is the payment plan for the week. The report also collects the names of all managers, the names of their clients, their lineage and activity. The main task of the report is to monitor the progress of the transaction and the estimated payment. Managers and RVPs can use this report to see which customers are planning to make a payment in the near future, and thus adjust the execution of the monthly plan\nIt is important to set benchmarks in the middle of the day. These are 2-3 points (for example, at 11 am, 2 pm and 4 pm) when managers report the results for the day. The task of the ROP is to remind managers about their plans so that all payments are received by the end of the day.
ADDITIONAL POSSIBILITIES OF THE CRM SYSTEM
One of the interesting features of the software is the gong. Every time a manager closes a deal or receives a payment, he strikes a gong. The rest of the department's employees learn about his success. Thanks to this, collective joy appears in the department during the execution of the general daily plan.\nAnother useful feature of the CRM system is the rejection of operations. The manager has a lot of unclosed projects with a long agreement at work. To close the deal, the manager is forced to call back such customers and find out if they plan to make a purchase. This takes up working time. To save it, the manager has to clean the customer base. In the CRM system, it is possible to refuse deals. This will reduce the length of the agreement and lead to an increase in sales.
The manager needs to find overdue contracts without assigned tasks in CRM. Such clients are promising, but not experienced by the manager. Having received information about them from the CRM system, the RVP will be able to transfer customers to another, more interested manager. In order to quickly find overdue deals, the RVP can set up a corresponding report in CRM.
Each manager has the opportunity to visualize their sales breakthroughs within the CRM system. For this, RVP must first prescribe the stages of sales - both in general and when working with individual aggregators and cities. When a manager divides his customers into groups. according to the sales stage, general statistics are formed. The manager can see what proportion of all his clients are at the stage of qualification, sending a KP, payment. By collecting similar reports from each manager, RVP can compare several employees with each other and calculate which stages of sales cause more difficulties.
The CRM system will help check zigzags in the execution of the plan. For example, a manager made a plan last month but didn't follow through, or he doesn't report on interim performance indicators. Then the ROP needs to understand the reasons for the zigzags. He can do the following in CRM:
separate reporting for new and current clients;\nset plans for intermediate performance indicators;\nimplement KPIs and tie the payment of bonuses to the achievement of intermediate performance indicators.\nIn the CRM system, you can create a portrait of the target customer. All customers can be categorized by ABCXYZ analysis. Then it is necessary to single out the general criteria that all clients of categories A, B and C meet. Having identified the criterion, the ROP can enter a mandatory task for all managers in the CRM: when communicating with a new client, check them for compliance with the criteria and immediately assign them to one of the groups.
