1. Using CRM to Build a Dynamic
Sales Culture in a Non-Traditional
Sales Environment
Professional Services SIG
October 22, 2014
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Agenda
Identify steps to create a sales culture in a
professional services industry
Utilize the tools within CRM to accomplish this
Apply a combination of tactics that suit your
company
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Intro
Implementing CRM Dynamics at
WeiserMazars LLP
Prior: 6+ Grant Thornton
Client service experience in the
financial service industry
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Professional Services
The landscape is changing
– Partners now must focus on sales
– Competitive environment
– Focus on fees
– Fewer differentiating factors among competitors
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Marketing / CRM’s Role
Provide the tools
Provide ongoing support/guidance
Lead by example
Highlight wins and success stories
Show the ‘why’
Make it easy!
Provide clean data
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Buy-In Before and During
Implementation
Set-up committee
Executive sponsorship
What is important to the firm?
Identify champions
**Any Talk About a Sales Culture?**
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Buy-In After Implementation
As for feedback (either survey or informal)
Find those champions
Schedule maintenance and customization
Re-brand the system if stale
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Marketing Challenges
“On average, sales and marketing costs average from
15%-35% of total corporate costs. So the effort to
automate for more sales efficiency is absolutely
essential. In cases reviewed, sales increases due to
advanced CRM technology have ranged from 10% to
more than 30%.”
- Harvard Business Review
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Rome Wasn’t Built…
Changing behavior takes time!
Don’t introduce too much, too fast
Takes consistency,
persistence…and a smile!
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Thank You For Your Time!!
Stephanie Koutsares
Senior Manager, CRM
WeiserMazars LLP
(P) 212.375.6885
(E) Stephanie.Koutsares@weisermazars.com
(L) www.linkedin.com/in/skoutsares/
Editor's Notes
The professional services landscape is changing.
First, partners, who were traditionally promoted to the role because of their work ability, are now tasked with sales quote and business development activities.
Partners don’t necessarily have the skill set to do this, nor the knowledge of the CRM tools
Other challenges:
Lots of capable companies who do the same work you do, fewer ‘greener fees’
Few differentiating factors among companies, as more firms are picking service providers based on fees
As marketers and CRM professionals, what is OUR role during these changing times?
Provide the Business development tools// CRM, research, sales
Provide ongoing support and guidance
Lead by example
Highlight wins/success stories (since marketing has a top-down view)
Show the value ‘the WHY’
Make it accessible and convenient (dashboards/advanced finds/links)
Provide clean data – the fastest scapegoat is clean data
Resources: Training, Data Cleansing, Creating User Guides, Creating advanced finds…takes time! And resources!
Demonstrating the value of CRM: “Everything is fine the way it is”
-Meetings with handwritten pipelines
-No reports
** How can marketing “Win the War?”
Leaders in all professional service firms agree on one thing: measuring data, especially when it comes to the bottom line $$$!
You can measure:
Wins
Losses
Why we won. Why we lost
Sales cycle
Average fees
Trends
Usage of the system
Cross selling/white space
Referrals
Benefits of trade associations
Seminars
Campaigns
# of touch points needed to get to proposal status…
To increase CRM adoption and create a sales culture, put your marketing hat on!
Understand Target Audience: each subsector in your firm, including office and title, has different needs, fears and abilities when it comes to CRM
Convenience: Automatic Log-In, Email links, Dashboards, trainings* (more on trainings later); Accommodations for less tech inclined (templates)
Reports: Various formats, pivot tables to tell a story. Teach segment leaders how to ready reports and use them in their meeting! Story from RE.
Celebrate!: Celebrate Wins, Success Stories, Usage stories
Complimentary Sales Training: Integrate the language to that the two appear seemless
Contest
Positive Attitude
Training is the first introduction (or re-introduction) many have to CRM, and is therefore critical!
-Accommodate learning styles: Hands on (by team or one-on-one), quick-start-guides, videos, templates
-Convenient: To find training, materials, attend sessions (or mandate!); Intro from higher-up, phone # for help
-On Going
-Post-Training Plan: Materials, Hotline, follow-ups, homework???? Certificates????
-Market it: Make it fun, interactive, engaging! Brand your materials! Use phrases: “just a few clicks” “easy” “this tool was designed for you”
Google ‘implementing CRM’ and you will find these steps. But what if it is too late?
Schedule maintenance and customization – based on feedback
Resources: Training, Data Cleansing, Creating User Guides, Creating advanced finds…takes time! And resources!
Demonstrating the value of CRM: “Everything is fine the way it is”
-Meetings with handwritten pipelines
-No reports
** All about ease of use
Resources: Training, Data Cleansing, Creating User Guides, Creating advanced finds…takes time! And resources!
Demonstrating the value of CRM: “Everything is fine the way it is”
-Meetings with handwritten pipelines
-No reports
Share what a colleague said to me.
To increase adoption, focus on 100% compliance on 1 or two things, and next yr focus on other CRM aspects.
-Determine what is most important to you and your firm
Resources: Training, Data Cleansing, Creating User Guides, Creating advanced finds…takes time! And resources!
Demonstrating the value of CRM: “Everything is fine the way it is”
-Meetings with handwritten pipelines
-No reports
