Some thoughts about CRM systems (2)

Several fellow bloggers who I respect greatly participated in a group blogging initiative this week about Client Relationship Management (CRM) systems.

I think if you read through these posts you will discover some of the key elements of effective CRM systems -- and what to avoid. Certainly, if you are preparing to spend significant funds/implement these systems, read these blogs first.

• Ford Harding (http://www.hardingco.com/blog/)
• Tim Klabunde (http://www.cofebuz.com/)
• Bernie Siben (http://builtenvironment.blogs.com/)
• Bobby Darnell (http://buildingnewbusiness.com/)
• Matt Handal (http://www.helpeverybodyeveryday.com/)
• Mel Lester (http://www.blog-bizedge.biz)

I'm humbled by the thought put into these postings and need time to digest things to see if my previous posting on the topic a few weeks ago needs updating.

Some thoughts about CRM systems

I've always been wary of formalized CRM (Client Relations Management) systems, especially for smaller businesses or larger companies who serve a modest number of important clients (like most non-residential architects, engineers or contractors). Sure, you need good client relationships, but formalizing it within software packages which require data entry and maintenance seems to be putting your energy in the mechanism rather than the actual client relationships, not a great idea in my opinion.

But this weekend, facing a new sales lead management and co-ordination challenge (my sales team dumped the problem right back on me), I decided to reinvestigate the situation, and see if I could find a solution. And I recalled an interesting recommendation by Toronto painting contractor George Zarogiannis of Ecopainting Inc. recommending zohocrm.com.

By Friday evening, I had turned Zohocrm.com on for a test run. (It is totally free for up to three users, and if you wish to add a fourth, you pay only for that person, meaning your cost would be $12.00 per month). It is early going, but appears to solve the immediate lead-handling problem. Inbound inquiries from my website go into a holding file, where they can be reviewed for suitability before they are assigned to sales reps; and then can be tracked through their life-cycle: Exactly what I need in the circumstances.

I posted my findings on remodelcrazy.com and received some interesting responses, the most useful from Rory Swan at Servicez Unlimited in Washington, D.C. He wrote:

I think for most of us. The CRM function will be more simplistic.

• My software ranks the customer from the day the lead is first entered and changes based on factors
• We capture the types of projects that come our way.
• We also look at what jobs are more profitable than others.
• We use the data collection as a way to market to lost bids and follow up with potential clients.
• We enter the data in so that template letters can go out, that have enough customer info for them to seem personalized to that person, but not be difficult to produce.
• Good CRM can tell you
• What jobs are profitable,
• How did a customer find you
• What marketing avenues are working and what is the cost of acquisition
• Did a past client send you any referrals, what was the result of the referral
• A data base for marketing and promotions.
• I keep a 5 year log most homes here are sold and renovated every 5 years
• Maintenance data base to follow up on warranties and new sales opportunities

Good thoughts, and ideas. Not sure what software he is using to handle this stuff, but I'll ask.

Testing zoho.com

George Zarogiannis of Ecopainting Inc. in Toronto visited our booth at the Construct Canada/Home Builder and Reno Expo show on Friday. He has been masterful in using web/Internet marketing to develop his business and leads, and effectively define his market niche. (We first met on the contractortalk.com forums, where he is an active and intelligent contributor.)

He also introduced me to a potentially extremely useful and inexpensive resource, Zohocrm.com, which may provide your business with answers to the question of how to develop a proper client relationship management (CRM) program without burning up your budgets.

Access for up to three users is free; monthly fees beyond that (or for more advanced functionality) are modest, and it has many tools and resources for lead and client tracking. This test form could link to an auto responder, mailing list resources, and the like. I won't replace my current patchwork of tools used to manage initial leads just yet, but certainly would put this service on the list for further consideration and use. I set up the form below in a matter of seconds. If you complete it, I'll send you an advance draft of my chapter on Networking and Association Participation in my upcoming book on Construction Marketing Ideas. (Please allow a few days for delivery.)

Web Form
Company :
First Name :
Last Name :
Email :

"Flipping Telemarketers"?

Amy S.Quinn sent me this email yesterday:

Hi Mark,

We just posted an article "Flip the Script: 34 Scripts and Ideas for Getting Back at Telemarketers " (http://www.insidecrm.com/features/get-back-at-telemarketers-112707/).
I thought I'd bring it to your attention just in case you think your readers would find it interesting. Either way, thanks for your time!"

Clearly, this article's writer spent some time gathering quite a collection of options designed to make a telemarketer's day less than inspiring And the reality is uninspired telemarketing is just that -- it is intrusive, offensive and irritating (and this leads to a spiral of negativity).

The challenge, for telemarketers, is not to "be" a telemarketer -- but to connect on a human level; the best can do this -- if they are working from a script, you don't know it!

(Meanwhile, I have another problem. Why is it that driving for seven hours to a three day trade-show where I won't have much time to sit at a phone and return calls, I receive six messages. I'll somehow find the time later today....) We're at Booth 117, and yes, you can phone me at 613-292-3973.

Effective (inexpensive) CRM

Daniel Smith has introduced me to Highrise, a CRM/contact management program that does things at a cost much lower than others on the market.

It has some intriguing features, including an ability to automatically convert your outgoing emails into contacts (or to file your the copy of your communications in the appropriate file). The system is set up with collaborative and management resources, image and file storage capacities, and other things that seem worth far more than the modest monthly fee (which is zero if you wish to use it on a limited scale).

A few years ago, I paid several thousands of dollars to attempt to achieve what Daniel has in a matter of weeks -- give us some effective collaborative and co-ordination resources so we can effectively track and observe leads, clients, and previous customers, and communicate effectively with them and within our own organization.

These resources are essential if you wish to build a top-notch marketing system for your business. It is important to remember, however, that they do not replace your direct relationships with clients and, most importantly, your commitment to deliver your service with value and integrity.