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HOW DOES CRM WORK?
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Let’s look at two examples. Suppose you are a computer systems consultant who typically works with large corporate clients. At a breakfast meeting of the Association of Management Systems Professionals, you met the director or management information systems (MIS) of a major corporation. You spoke for a few moments about his company and exchanged business cards. The director is now a contact in your marketing pipeline.
When you returned to your office, you entered his name and the information into the AtoZ Business Builder (CRM) contact relationship management system on your computer and set a to-do for a follow-up call the next day. He is now in your follow-up pool. You can set his Type or Category as a Follow Up.
The next day, the MIS director’s name popped up on the to-do list displayed on the AtoZ Planner on your computer. You clicked on the “J” (jump) next to his name to go to his record. You called him, got his voice mail, and left a message reminding him of your meeting, briefly describing the kind of work you do, and suggesting it might be to his benefit if the two of you were to talk. Then you set a to-do for him in the Planner for another follow-up three days later.
The MIS director did not return your call, so when he popped up on your to-do list again in three days, you placed another call. This time your reached him, but he didn’t have time to talk. He did mention, however, that some changes were coming in his company that might indicate a need for your services. With this new information, the MIS director is now a prospect rather than just a contact. He is still in the Follow Up pool. You can also categorize him as a Prospect (secondary category).
You now send the MIS director a letter, telling him how you could be helpful to him during this upcoming project. You enclose some biographical information about you, a summary of the type of services you provide, and a list of satisfied clients. A week after sending the letter, you set a to-do to call him again. After three phone calls over ten days, you once again reach him in person. This time you suggest a meeting, and he agrees to meet next week. He has just moved from the Follow Up pool to the Presentation stage (change his type or category).
At the presentation, you spend about half the time asking questions and learning about his company and the upcoming project. Then you describe how you can help him and why you are uniquely qualified to do so. You answer his questions about your background and expertise. At the end of an hour, you ask if he is interested in using you on this project. He asks you to prepare a proposal, outlining what you would do and how much it would cost. You agree, and before leaving you schedule a time with him a week later to go over the proposal in person. At this point, the MIS director is still in the Presentation pool.
One week later, you meet with him to discuss your completed proposal. You explain what you have written and the rationale for your process and pricing. After answering his questions about the proposal, you ask if he is ready to sign a contract with you. He tells you he must discuss your proposal with the CEO before making a decision. You make sure he has all the information he needs for that discussion, and offer to be present at the meeting. He declines your offer but tells you he will decide within two weeks. The MIS director has now moved from the Presentation stage back into the Follow Up pool. You set a to-do from his record to call him in two weeks if he has not called you.
Two weeks pass without the MIS director’s calling you, so you call him. After several days of telephone tag, he tells you that the CEO has not yet had time to meet with him and suggests you try back in another couple of weeks. You set another to-do and do call back after two more weeks go by, and, wonder of wonders, the MIS director says the CEO is in favor of hiring you. You ask him when you can get to work, and he suggests you come to a project planning meeting next Monday. Congratulations! You have just closed the sale.
That the entire process took over two months from beginning to end is not unusual. Much longer cycles than this are common, whether your clients are big companies or single individuals. Follow-up is in the center of the universal marketing cycle diagram for a reason: consistent and persistent follow-up is central to moving a prospect forward to making a sale.
Now for our second example, let’s say you are a career counselor whose clients are professionals in job transition. You gave a talk entitled “Managing Your Career” to the Professional Women’s Network. At the end of your presentation, you asked for anyone who was interested in working with you personally to give you a business card. Three women in the audience—Elsa, Mindy, and Dolores—gave you cards. They are now Prospects in your marketing pipeline.
The following morning, you entered each card to a new record in your AtoZ Address Book and noted where and when you met these women. You sent each a copy of your brochure with a personal note. In each prospect’s Address Book record, you entered a to-do item for one week later to place follow-up calls. They are now in your Follow Up pool. Two days later, Elsa called you. She had read your brochure and wanted to find out how much you charge. The moment you picked up the phone, Elsa was in the Presentation stage.
You asked Elsa to tell you about her situation and explained how you thought you could help. After making sure she understood what she was getting for her money, you told her your rates and asked if she wanted to make an appointment. She said yes. You entered her appointment into the Planner from her Address Book record. You have just closed the sale with Elsa, and you change her to Sale or Closed as a type. And, of course, five days later, you will still call Mindy and Delores, who remain in your Follow Up pool.
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