Balance Budget: $3M
Balance Budget: $3M
Balance Budget: $3M
Balance Budget: $3M
Create New Marketing Plan
Execute Marketing Plan
Check Targets Achieved?.
Improve Marketing Plan
1. Employee Work
2. Document Management
3. Management Reporting
4. Data Entry
1. Campaigns & Correspondance
2. Opportunity Generation
3. Lead Generation
4. Offer Preparation
5. Order Entry
1. Duplicate Work
3. Repetitive Work
What is CRM - Customer Relationship Management?
Customer relationship management is an approach to managing a company's interaction with current and potential customers. It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.
Let's take a look at the role CRM plays in customer-centricity, customer data management and automation.
1. Supports a customer-centric strategy
A CRM system supports a strategy which says that the customer is at the center of everything that you do. This customer-centric strategy must be based on clear goals and a vision of what a meaningful customer experience looks like.
A valuable customer experience is an integral part of CRM, according to Gartner’s report, “Improving the Customer Experience”.
Every time a customer comes in contact with an organization, through any of its channels, the customer has an opportunity to form an opinion – be it good, bad or indifferent. Through time, this collective set of customer experiences forms a picture in the customer’s mind, which in turn, forms the image of the brand its values.
Organizations that are serious about CRM design and maintain a quality customer experience because they recognize that a poor customer experience is a step toward customer churn, whereas a good experience encourages loyalty.
2. Centralizes all your customer data
CRM software combines all sales, marketing and customer service information into one central database.
With 92% of businesses collecting data on prospects and customers, having access to all data in database means fewer silos within your organization - thus helping you achieve customer centricity.
3. Automates customer-facing business processes
Companies have business-facing processes and customer-facing processes.
Business-facing processes are those which make the business run more efficiently such as budgeting and planning whereas customer-facing processes include sales, marketing and customer service.
A CRM strategy focuses primarily on the customer-facing processes and makes them better in terms of meeting the needs of the customer.
The following chart explains a sample what is included in each process:
Software Components of CRM:
CRM : MARKETING / SALES-Salesperson Portal / Offer/ Tender / Customer Service Management / Budgets and Expenses
What are types of CRM - Customer Relationship Management?
CRM can analyze data and generate reports whenever required. There are mainly three types of CRM applications – Operational, Analytical and Collaborative to perform all these activities.
What is difference between ERP and CRM?
ERP stands for “Enterprise Resource Planning.” ERP is designed to improve the efficiency of your business processes to reduce overhead and cut costs. But while CRM focuses on prospect and customer interactions, ERP focuses on all aspects of your business.
What are various components of CRM - Understand the difference between leads, opportunities, accounts, and contacts?.
1. Accounts represent companies that your organization does business with or are customers and will have sundry debtors account.
2. Contacts are people who represent an account. Prospects who could be potential customers also are Contacts. All customers are contacts, but all contacts are not customers.
3. Leads are potential or prospective customers. Leads are recorded and followp done so that an offer can be made by raising customer interest or customer relation and trust.
4. Opportunities are not a specific customer, such as a lead, contact, or account, and therefore require a customer record to be added to the opportunity.
5. Customers can be accounts, contacts, or leads. You can also use relationship roles to define how specific account, opportunity, and contact records are be related to one another in CRM.
Why CRM is important for your business?
CRM is more important than ever to businesses because it can help you to gain new customers and retain existing ones.
In today’s highly competitive environment and with so many products and services to choose from, customers are picky and customer loyalty seems to be a thing of the past.
The moment a new product is introduced into the market, it takes only a few months before that product or service suddenly becomes a commodity, which, in turn, means it’s easy to switch companies.
And despite what you might think, not all customers are created equal.
Some are a drain on customer service teams despite spending very little. Other customers do business frequently, often buy new products and services and may even be strong influencers in their market.
In cases like these, CRM helps prioritize sales and marketing efforts when dealing with different customer groups.
It also gives companies a better way of understanding customer needs and wants in order to improve the way the product portfolio is offered to them. The more you know about your customers, their buying preferences and behavior, the more likely your offer will be on target.
What is Sales force automation in CRM?
Salesforce management systems are information systems used in customer relationship management marketing and management that help automate some sales and sales force management functions. They are often combined with a marketing information system, in which case they are often called CRM systems.
Sales force automation (SFA) is when parts of the sales process are automated by software tools. The automation usually focuses on repetitive, administrative tasks that, while important, can be time-consuming for sales teams to perform.
Sales force automation software eliminates the time consuming but necessary tasks associated with selling, freeing sales reps from the mind-numbing, repetitive behind-the-scene chores, enabling them to what they do best- Sales.
The many components of a Sales Force Automation Software that operated as stand-alone systems/ software are – Account management, Activity and contact management, Event management, Order and contract management, Document management, Incentive management, Lead, pipeline and opportunity management, Time and call management.
Personal selling can be termed as the oral presentation given by the salesperson to one or more than one consumers face to face to sell the product or service. Personal selling is a highly peculiar form of promotion. It is mostly two-way communication, which not only involves a particular individual but also social behavior.
The intention is to deliver the right product to the right customers. Depending upon the complexity of product, personal selling plays an important role. Industries manufacturing technical products like laptops, computers, digital phone, gadgets, etc., likely depend on personal selling as compared to the other manufactures.
The reason behind this is to explain the features of the product, tackle the customer queries and provide the best customer service. The competition in the market has increased today and therefore the importance of the salesperson in the organization.
Salespersons are also called salesman or salesgirl or sales representative and their payment is made as the commission to push the product in the market by motivating the customer through oral conversation.
The consumer wants all kinds of goods and services in the market but lack of interest keeps them away from making decisions or purchasing products. This is where the salesman needs to act as a catalyst and explain the product or service to the customer. He/she should motivate the customer by giving a presentation and he may sometimes act as a consultant. This helps the consumer to make a decision.
In case of technical products, the salesperson plays a more vital role as compared to the promotions. It becomes difficult for the customers to make decision while purchasing high value products with complex nature. The salesperson helps the customers by making personal contact with them and making them understand the quality and utility of the product.
Objectives of Personal Selling
Personal selling contributes in achieving the long-term objectives for the organization.
The following are some of the objectives of personal selling −
To do the complete selling job when there are no other components in promotional mix
To provide service to the existing customers and try to maintain contacts with the present customers
Identify and find new prospective customers
Promote the products to increase sales
Provide the information to the customers regarding the change in product line
Provide assistance to the customers to help in decision-making
Provide technical advice to customers for complex products
Gather the data in relation to market and provide it to company’s management
The reason behind setting personal selling objectives is to make decision on sales policies and personal selling strategies, which helps in promoting the product. The objectives are set for long-term, as it becomes the important element for qualitative personal selling objectives.
The objectives can also be quantitative if they are short-term and it could be adjusted from one promotional period to another. The quantitative personal selling objective is related to sales volume objective. Hence, the sales volume objective should also be explained.
The following are a few sales objectives −
Capture and maintain a specific market share
Increase sales volumes that help the organization to gain maximum profit
Reduce or keep the expenses provided for personal selling within limits
Obtain the percentage of customers as per the set targets
Relevant Situation for Personal Selling
In some situations, personal selling becomes more relevant. The following are some relevant situations −
Product selling is more effective for the following types of products.
Product with high value like machinery, computers etc.
Product in its first stage of life cycle, when it needs more demand.
Product to match consumer needs like insurance policy
Products that need presentation, for example, industrial products
When the products need after sales service
Product with less brand loyalty
Personal selling can be utilized optimally depending upon the market situation.
An organization selling products to small number of buyers
Company selling in local market
Required middle men or agents not available
No direct channel available for selling products
Personal selling is comparatively more adequate to the companies when
A company cannot invest huge amount of money in advertisement on regular basis.
A company is unable to find and make use of relevant non-commercial media in promoting the product.
Consumer Behavior Situation
In case of some consumer behaviors, personal selling can be effective when
The product purchased by the consumer is expensive but it’s not regular.
The consumers need answers instantly without delay.
The customers need follow up in competing pressure.
These are the four situations where personal selling is important. This will help the salesperson to spot the customers and provide product knowledge through face to face presentation. Once the consumer understands the nature of the product, it helps him/her to decide whether to purchase the product.
Diversity of Selling Situation
In our day to day life, we come across different types of selling situations. This depends on the individual selling styles because of the marketing factors. The activities of the salesperson differ as per the situation.
Example − The job of a salesperson selling soft drinks is different as compared to that of a salesperson selling computers. In case of soft drinks, the salesperson is not required to explain the significance or the nature of product but in case of computers, the salesperson has to clarify all the technical requirements.
The categorization of the salesperson is done on the basis of selling styles, creative skill required in the job, complexity of the product etc.
Let us now discuss different kinds of selling positions −
As the name suggests, the job of the delivery salesperson is to deliver the product; the selling responsibility is secondary. Example − Milk, curd, bread, soft drinks etc
Inside Order Taker
The person standing behind the counter is known as inside order taker. He does not help the customers much with suggestions. The main purpose is to provide the product requested by the customer. Example −General stores.
Missionary Sales People
The salesperson does not have the permission to promote an order. Their primary job is to develop goodwill and educate the customers about the products. Example − Medical Representatives.
This type represents those products or services sold to consumer, which are highly priced and need huge investment to purchase. Due to high capital investment by the customer, the salesperson cannot put much pressure to sell.
The salesperson should have a thorough knowledge regarding the product and the patience to discuss and advise the features and advantage of the product.
During the sales process, the salesperson has to be creative. He should maintain the interest with customer without exerting much pressure on the client. Example − Huge Machines, computer systems, etc.
The most important character of the salesperson should be the knowledge relating to the product. The salesperson should have a detailed knowledge regarding the product features, benefits, disadvantages, etc.
Most of the people do not have the required technical knowledge and easily agree to the points of salesperson but there are few customers having knowledge that may influence the decision of purchasing the product. The salesperson should satisfy these types of customers by explaining the product features, installation etc. The salesperson should be well trained to tackle the questions of customers and provide relevant knowledge.
In this category, the salesperson has to sell the product to other business, industry or government organization etc. It’s generally business to business where the salesperson closes the sale in the first or the second call. The sales process is short as compared to business to customer sales.
The salesperson has to be aggressive and highly motivated for the follow up and maintenance of accounts. Example − Wholesale goods, construction products, office equipment etc
Direct Sales People
Direct sale of product involves selling the products and services to the final consumers. The sales process is short and closed in a short period of time. There are many products available in market for direct sales; hence the salesperson is trained to close the deal in the first visit because the consumer will either purchase the product or switch to its competitor. Example − Insurance, door to door sales, magazines, etc.
The selling process consists of several steps; there are few basic steps, which need to be followed for all types of products. The selling process can be for short time or long time, depending upon the nature of the product. A product, which needs huge investment, may take longer time to complete the selling process whereas in case of daily products where the customer is aware of the nature of the product, the selling process ends in shorter time.
Example − Door to door sales, where the salesperson explains all the steps and ends the process in 10 to 15 minutes. However, for heavy machinery, it may take time to present the technical nature and explain the product; it takes more than one visit to complete the selling process.