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[Music] welcome everybody's time once again for another episode of SLM a radio brought in behalf of the thousands and thousands of members of the Sales Lead Management Association that has to do with sales lead management or sales lead marketing it probably starts here with the S LM a radio show today as always were privileged to have with us the executive director and founder of the SLM a the one and only Jim our mayor hey Jim [Music] thank you Paul Roberts Paul Roberts is our announcer for all things in the final radio channel today we've got a frequent special guest today Paul Peterson he's the general manager and vice president of goldmine his career spans working with sales and marketing systems and processes having developed managed and sold four companies including McDonald's Corporation General Electric Symantec la Van Lines and he now has 16 years a CRM background with goldmine Paul has been a frequent guest on SL Ma in CRM radio and today he wants to discuss the frequent uses for a CRM program from the salespersons perspective now he's already commented in the past and he's given us an interview and the five most important things he's found in business in life you did a program what do you do with the naked sales lead focused down the pathway of marketing myths in ROI how marketing role is to follow the money why CRM is not a settled science and a few more programs and our subject today is using CRM for fun and profit how sales reps can use their CRM to hit quota now Paul and I were talking a little earlier CRM gets a bad rap sometimes it's usually for people with speaking allowance that aren't making photos they're not making quota so they start talking about well I've been too much time on my CRM system than the audit out it out and they give the other sales rep sitting over in the corner sitting there saying I'm making quota I'm using a CRM system I have no complaints about it and I'm happy so Paul is here to talk about the happy salespeople today they'd like their CRM system Paul well we see it a lot that salespeople don't like entering data I think some of that is the way companies have implemented CRM they tend to focus on what they need from the company level and don't always build in the sort of things you need at the sales rep level the other distinguishing factor which you point out people were at quota are just typically very productive people organized and they'll learn how to use any tool you know at their disposal others will will fight it a little bit early in my career I used to get spreadsheets of people who bought our product through distribution if you remember the old days of shrink-wrap software and egghead and you know people would buy a five user box from CDW or ASAP or wherever it might made it been I would scan those lists and it was following this data but I was skiing him and I'd say oh there's a company I know it was a real simple system right but it was basically a big database search find me companies I recognized brands I recognized or something in my territory and then I would try to call that company and find out why they bought five or and see if they could buy more I just you know it would browse through that and that's that was sort of the the benefit to me of getting those reports wasn't that the total at the bottom it was although the line detail so if you're not interested in that detail using a CRM system is going to be you know you're going to be painful so if the rep doesn't see the immediate benefit you're right when I see CRM installations they talk a lot about the database they talk about the reports they talk about how to enter the information how to find information how to transfer things to other people but they don't really talk about the number of hours it's going to save they don't talk about how a sales rep can manage their territory in their business they don't talk about their ability to see what's really on the horizon for them or the fact that they won't really lose track of great prospects when they're ready to buy they don't teach them all that they very often just worry about what's good for the company and when goldmine started you know back in 1989 for most of the 90s it was sales reps who were buying products like goldmine and act and you know a few others right they they were buying them to be individually productive they realized very quickly that if I had a database of all my contacts instead of the old card file of you know to have your current leads up at the front and you cycle through the back if that you didn't get ahold of them right over time it shifted to the company saw the benefit has pointed out right so how do i integrate sales and marketing a very valuable tool because marketing could do all that work how do you get the leads over to sales right so CRM helped integrate those two very the spirit departments sales forecast is a big one especially if your global or have multiple divisions so how do you manage all those spreadsheets you know to combine right so a CRM but forecasted sales and opportunities gives management the ability to get that look at what's going on out in the field and then when it's tied with marketing they can get closed-loop in reporting all incredibly potent things for the company but down at the sales rep level they just viewed as a lot of you know busy work they and I think in most CRM companies you get your leads in CRM right now today that maybe people take that for granted but I remember using you used to get FAQ sheets and things of that sort so I don't ever want to go back to the old days but it offers some perspective that people take for granted that now all your leads are popping up in your CRM systems hopefully right you're getting I still seem far too much use of email as opposed to an activity list of like your all your new leads for the day I'm a list driven person we've talked about that new leads that come into your website or that marketing has qualified that's a great list to have and so that's the first thing I do in the morning is check that list look at any new leads that have been assigned to me now I'm a manager so I don't get as many as my team but that's where I've got my team get through that list early that's where your money is get the calls and then do your administrative stuff later in the day or make the optional calls later in the day but try to get to those leads first thing in the morning especially if your prospects are hitting their desks to so from the corporate viewpoint they look at as a central repository of information I think you use the term corporate memory in the past marketing lists forecasts to workflow but what about the sales rep let's get down to what's in it really for them use this system this presumes that your CRM has been set up it's been somewhat tailored to the business to ideally get the sales reps leads that's the first thing and I think most companies wanna you don't want to do that right so what I sort of came up with there would i look at CRN helping the sales rep as a sales professional I call it the three builds you want to build rapport with whoever you're about to talk to you want to build trust so that after that chat the customer has some evidence of how you work I believe that's important in sales and then you want to build your your book of business so what can I do other than just respond to things that are presented to me right so build rapport build trust and build your book of business those are okay three B's so expand on the build rapport portion what I like to do whether if I get a phone call I'll quickly type in the person's last name try to get their name and car company and look them up if I get a new leaf I call it scanning the record so get on that contact and or account record whatever it is and scan it now what I mean by that is little things like is it Bob is it Robert what's the title where they located you know I there's some custom fields that your companies put in there that indicates they're a government customer you know just scan that record real quickly to see what's going on and then I typically look for when was the last time we interacted with them so that hopefully means that people are recording so this is why you record your history this is why you record when they visited the website so I can look at it and say is this somebody who just hit my website today and now they're calling me could be an indication of somebody very urgent to get some information right could be a good buying sign or I looked at one this morning I hadn't heard from this person since 2015 now I know you know it's like wonder what they've been doing but I knew that they were running an older version of our product obviously and so it's time to catch up or or in specifically if I noticed you're a new visitor to the website so if you go to goldmine and fill in a form for us it will tell me that you viewed a video or that you requested a call or that you downloaded so I have something to connect your phone call to your past business and I think there's a marketing term for when you get that disruption hey I'd like to buy a record but I'm not near a record store now I have to remember that till I get there right there's a disruption between your thought and desire and need identification and when you fulfill it so I like to connect the user to what something they did oh I last saw that you were talking to Kevin on my team what can I do to help write it it helps you establish that bridge and we're so rather than trying to warm up to somebody talking about the weather or hey I seen her in Green Bay what about those Packers right you know what I mean is that that's kind of a phony force thing but if you talk about what the user did it lets you pick up the thread is what I call it so that's right I say you know I saw I see you visited the web site or by scanning the records some of the activities I see you called my support department and you're aware of what's going on I look for forecasted sales just to see is there something pending that my team is working on when somebody calls so that because if there's a support issue you may not be able to sell tool until you get them out of that if there's a forecast at sale you may want to realize this is a continuation of that sale and is it your sale or is a colleague's you want to look for buying signs or signs of trouble that the customer is unhappy or whatnot so that's what I call scanning the record and then kind of connecting the dots between what I see on the record real quickly in terms of what I think the account position is and then using that as a branch to talk to the customer about what can I do to help them next based on based on that well everybody likes to be remembered right I was with my cousin in Las Vegas a month ago and he had this restaurant that he used to go into all the time and he hadn't been there for three or four or five months and we went into the restaurant and they they immediately as we walked through the door they said I want mr. Campanella good evening Karen and we'll have your normal table upstairs overlooking the balcony is that okay and oh by the way your regular server is taken over a business one of our businesses in another city so we've got a new one for you I mean I was stunned he had been in for three months they must have had 5,000 customers come through that restaurant remember Campanelli when he walked through the door yeah I am I'll speak to somebody now I have the I've been with goldmine actually it'll be nineteen years here in June a customer will say I remember speaking you are I remember your voice i boy it just it does it makes you feel great one of the greatest stories and it was kind of made up was I was in New York City staying in Times Square I took a client of mine to a steakhouse called Broadway Joe's I think it's on 43rd Street or something but we walked into the restaurant and I have I've never met the maitre d before he obviously knew the reservation he walked up and said mr. Peterson welcome let us let me get you to your table and my client was like wow hearing your name it just catches you off-guard and you immediately warm up that's that kind of rapport thing if I can identify something that the client did it shows that I know a little you don't want to be creepy right but it shows that hey I know how you've been reacting with our company that something's going on and I can start to step through that with the client what was a big difference between the client calling you and then you calling him back and say hi Jim what is it you wanted right and I know we talked a couple years ago and I think you've got installed product verses that comment of Jim it's been since December of 15 since we talked but I've seen your record and I know you still have when our our earlier versions and you were talked to customer service a couple of weeks ago and you've been on our website several times and people feel they expect to be connected today they expect you to be recognized and today nobody expects to be anonymous more so than ever before so I hadn't really thought about how CRM systems build that rapport but the certain certainly the information is there in the record to do that if the rep chooses to use it I'm speaking to somebody today she was new to the company but I great quickly I said well how's your boss Robin doing and picked up like you so now sort of brought her into the into the fold because I had to head the record up on goldmine real quickly I could see who who's last work with egos Oh Doug that was his name right I was able to give that to her so I you know right away because all of those little bits were in front of me in CRM I could feed her back information about her own company that she didn't know yeah well all things being equal they buy from people they know and all things being unequal they buy from people they know so your ability to know something about them makes a big deal when this thought and that was that for sales people who are very anxious to qualify a lead it's the death by a thousand cuts kind of thing that people keep we qualify every lead whereas in CRM if you've got five qualifying questions and three are filled out don't ask for the first three you might want to confirm them move on to getting the the data for the fourth and fifth right right you don't have to start all over I can see oh I can see spoke to Kevin and you were talking about buying a CRM system in June great is that still true and you know what what's next on your list right so from a salesperson qualifying don't repeat every question right to try to build on the bits of an information you have and that also helps build rapport because the customer realizes I don't have to react splain this just because I'm talking to you a new person what about building trust every sale situation I always remember Rackham and you know spin selling and mastering the major accounts a land that was always look for that advance right what's the next thing we can do you know am I gonna talk to you after you've read my proposal or am I gonna set up a visit what are we gonna do next so that you're advancing the sale and not staying static right so the idea is that after every phone call you're thinking about what do I want to do next based on the what the person is just asked you to do and make sure I can take care of that reliably so is it I'm gonna send you an email with additional information I'm gonna have my colleague call you to go over the technical aspects or we're gonna meet we're gonna we're gonna talk next Tuesday you know at 9:00 a.m. whatever those things are get that recorded so that it's on your list and your list of things and I am amazed at how many people will comment to me about oh my gosh I got that within minutes of our phone call well I just I just registered at the website you're calling me you know a couple of minutes later right fast response timely response is still a differentiator today too many too many sales reps wait I'll do it later as opposed to do it right now and so I call that building trust because what you're doing now is you're telling the customer great well based on this I'm going to recommend I do this or that or you've asked for this and then you you need to fulfill it now if you're doing that all day it gets hard right unless you have a list of tasks you know or in CRM so you should be able to set that follow-up right away and say whether it's a task or an assignment for somebody else these are all things I know I can do easily in gold mine I haven't viewed all CRN's but the idea should be I have a technical guy I don't pretend to answer the technical questions but I'll get them and then I'll get my my technical assistant to help right but I'll schedule a task in the CRM so that he sees it it can be set to even alert them like Paul call today you know whatever so the idea is to whatever the next steps are that you put them in a place where you're going to be it's not haphazard you're setting the expectation and then you deliver and I think that that exhibits your ability to follow through to a prospect or a customer that that you're interested that you you do what you say and I think those things carry over when it comes time to negotiate or when you it's time to talk about why you shouldn't go with the the competitors product I think then they they have some basis to judge who you are because Trust is really based on your ability to quickly as you say either respond to the task or set the follow-up tasks and calls and that can all be done at the CRM system so it takes it off me fix it off my the pressure for me to remember what I'm supposed to do this done right and then set the activity lists or calendars etc and then you're saying respond quickly I'm a zero as Andy Paul talks about in his book zero time selling people expect to be to get information right away if you say well I'll put you in touch with our since engineer 90% of them expect somebody to reach them out to them that day if not solve the problem that day if they want a quote they very often expect the quote that day not a week from now not two weeks from now when they're : Li forgotten you they expect to happen now and then it all comes back from the trust every time you do one of these things you're saying you're building trust that your some of that could be relied upon to deliver what they need right and the other the other piece is that they're thinking about you right now getting your follow-up message or your quote to them in that same envelope right if they wait a day or two now they've got to start rethinking about you but once again if it's if it says well basically this information it's going to take me a day to pull that together as long as you're honest about the exit but then meet that right then then I think you're okay and the client can expect it but otherwise yeah move things along as quickly as possible why they're thinking about about you and I I still believe it's a differentiator not all people not all sales reps follow through like that well it's a it's a given fact that the customer's needs has a tendency to cool in their mind the longer it takes for somebody to respond absolutely it takes them too long and especially if they miss miss the date I need some repairs in my house the guy showed up a neighbor he's got a big company he showed up that he showed up the next day and looked at it he said I'll have a bid for you on Friday that was eight weeks ago I've already given a bid to somebody else for $10,000 job and my neighbor keeps saying I've got it yeah I know you tell Jim I'm gonna stop by and do that well guess what he lost the $10,000 job and he asks me I'm going to tell him you didn't follow through and I can't trust you and then sales people will complain about oh they didn't even give me a chance or whatever but that that's exactly but the kind of experience that from a sales perspective you know you don't understand you can't sell if you're not responding so that's it's just a very curious thing that you get busy you're responding to other fires burning but when there's a new lead I I occasionally have to approve a discount for my team I give them a fairly liberal you bit but I like to not so much say no but is to understand what we're getting out of the deal I always believe discounts should be a quid pro quo right I'll write you something off if I get a bigger order than I expected or we get it sooner so all those things and it helps us kind of keep me real well sometimes I'll get them at after hours my UK rep will send it to me or sometimes I'll get it I'll be in the middle of something I respond incredibly quickly and I've told my team if I don't respond and the time you need text me and let me know right away and I'll I'll review it and do that I keep them going as well right I don't like my things on my side does to slow them down I we implemented a mobile quote system for our internal use of goldmine where if I'm out in the field doesn't have all the functions of the quoting software but it has the most important one which is I can view the quote I can look at any notes and I can approve it while I'm remote so that's a benefit to me as a manager because now I'm helping my team my team who wants to get this out and try to get the sale done right so that's a benefit to them so we implemented that my company didn't give it to us we implemented it on our own because that made a huge difference for how am i creating urgency for the customers business there's no doubt that CRM systems properly used for the benefit of the sales rep always benefits the sales rep in helping them make quota which brings us to the your third item here the build the book I think that's a term you use build your territory build the book on a daily basis your you should be responding to new leads that are in the system first thing right that get that going then there are usually some follow-up items that you have to make now most salespeople they'll remember the active deals and they may have a personal list but but how do you start to dig below you know the tip of the iceberg as they say so you've got all these memes in your database or your territory are you calling them right are you looking for people that you haven't heard from in 90 days that bought from you once or customers that we take for granted so which is one of the reasons those CRM was existed right things they said oh you the average business loses 50% of their customers over five years was the the loyalty effect and the idea was that customers were taken for granted I always said well calling up customers can be dangerous because you get into customer service but what if you what if you could categorize your customers in your CRM give them give them some level I think peppers and Rogers call the most growable customers so let's say you have a customer there one of your biggest customers of course it's obvious you're gonna follow up on them and if they call in you know who they are but what about those anonymous customers whose names you may not recognize because another national brand they've bought from you once or twice but you maybe you haven't heard from them question is could they buy more could they be agro about and unless you're talking with those people about their total need for your category of products and services you don't know how much of their business you're getting so that's that's the first thing is find some way to identify growable customers one example I use to help is the your fishermen Jim your field yeah occasionally okay oh yeah you get a nice walleye that's under sized what do you do it's it's yeah you know you kiss it yeah you don't take it but you say oh I hope I'll see you next year when you kiss it full on the lips and throw it back in the water yeah out you go and I hope I'll catch you again well marketing is a lot like that leads come in we talk to them they're not ready to buy and off they go right we they go off into some sort of limbo I like to talk about labeling them my future prospects so here's somebody you've talked to they could buy your products and services just aren't ready now for whatever reason how do I keep in touch with those right so a CRM system by having follow-up lists maybe a little code we call them future prospects it says I'm gonna try to talk to those people not rely on them to call me back but I'm gonna try to reach out to them and say hey we've said let's touch base in in two months you know here we are so you have a book of business that says these are these future prospects people that I'm gonna keep track of I'd like marketing to keep marketing them but I've already gotten some information so I know they're I know that a prospects I need to need to work on their urgency or their timing I need to think about something that will bring the table I think that future prospects angle is salespeople move very quickly from you're not ready to buy now great I'm gonna put you over here in this pile and then they never get back to that pile your CRM system by letting you set a follow-up maybe it's agreed-upon with the client or you just say hey it sounds like I'll call them before your end before their lease is up or something like that and then you have future prospects to followup on these lists are also thought of as nurtured lists and future prospero like future prospects even better than nurture lists but yeah well yeah nurture lists which market but that's that's that drip campaign where you're trying to create the urgency right and so mine mines a little bit different drip marketing is still applicable it's that the salesperson has already talked to them so we use drip marketing if you download a white paper even if you may not have expressed interest in my product yet right so we'll we'll try to entice you to come to a webinar or a little product announcement and hopefully convert you write a sales person who spent time on the phone with somebody establishing some rapport collecting some information learning about it should then be thinking about this this is a great way to build your pipeline because not every deal is this quarter some deals will be in two quarters so that's a great way to set and it cannot be honest with yourself and say they could buy for me in six months I need to make sure I call them so that if that deal happens in six months I'm there right so it starts to build your pipeline over time which is a very very hard thing for many salespeople to do because you're so reactive to what's going on right now very interesting yeah I like the way you take a little bit different approach approaching it from the sales reps perspective on these three builds thank you Paul we've been speaking with Paul Peterson the general manager and vice president of goldmine software he's tackled the subject using CRM for fun and profit and how sales reps can use their CRM to hit quota Paul has hit the three B's he calls him the building rapport building trust in building your book of business he did a great job today and we look forward to all coming back and sharing more of his wisdom in the future we know you rely on your CRM system and it's usually a love-hate relationship most CRM systems Mullis face at their expense they're hard to understand people don't use them properly and you're probably paying for features that the unit even want if that's your case and maybe it's time to simplify it's time to get more from your crm once you go back to the original trust goldmine we helped pioneer the industry after all goldmine CRM is well it's simple it's affordable and it's proven if all those sound appealing to you if you're just tired of the CRM headaches that you're getting from trying to implement something that's just too complicated too expensive and too much for you to figure out then why not go back to the original visit goldmine today goldmine com [Music] you've been listening to another episode of SLM a radio brought in behalf of the thousands and thousands of members of the Sales Lead Management Association it has to do with sales lead management or sales lead marketing it probably starts here with the SLM a radio show part of the ever-growing list of programs on the funnel radio network for at work listeners like you [Music]