I’m currently expressing my business in a CRM. This is more or less a “notes to self” post. This is “pen and paper” work that you will first do on a yellow pad, or in google docs and then express in the CRM of your choice.
This is the order I’m addressing things – it’s how a CRM is/should be deployed in your business.
Here are also things you should know or seek learn:
- How long is your sales cycle?
- Does it vary by source?
- Can we shorten it?
- What is the best lead source?
- In terms of gross #’s
- In terms of % likely to close.
- What is the most likely behavior to cause a referral?
- Quality Work?
Step 1: Lead Follow Up Sequences: First, get one to three plans expressed as activity sets. Following up with & converting leads is important.
You should be testing this sort of thing for statistical significance: when you have 200 leads and 100 go through one process, and another 100 go through another, you might observe different results.
The very first thing you do is create a lead follow up sequence. This is a light weight thing along some fairly straightforward lines example:
- Day Zero: Research client & put in CRM
- Day Zero: Intro email/call
- Send something valuable (lead source).
- First appointment ask.
- Second appointment
- Kill lead.
- Simplifilm Movie
- Book Trailer Customer
- Flowtility Reseller
Step 2: Define Other Activity Sets (Customer or VIP Experience)
You’ll want to then define what happens to customers and express it within your crm. This is to make sure you’re not surprised by routine and predictable events. You’ll want to define outcomes for:
- VIP/Referral sources.
- Customers (how to treat people after the sale)
- Almost Customers (people that didn’t quite close)
- Past Customer – Obvious – people that bought in the past.
- Lead- Someone that still could buy from you, generally someone that is within one standard deviation of your sales cycle.
- Dead Lead: Once a lead, but has been run through the “lead follow up sequence
- Personal- Someone that’s in your personal life that may have some
- Advocate – A fan of who you are and what you do
- Vendor- People you pay.
- Team Member: People that work for you or more or less do.
- Web lead- someone that comes in via the web.
- referral- someone that’s referred to us.
- Sphere- someone in the close sphere of influence.
- outreach- someone that we reached out to and found
- mets (people that I’ve met or had an enhanced relationship with).
- Wants (People I want a real relationship with- most likely to circle)
- Dunbar: xc7uhjN&Uc
- leads: (people that are web leads)
- Software (people in the software space)
- consumer products
- Medical Industry
- YC c
- Animator: Someone who animates, usually for us.
- research needed: people that we email in to research later.
- targets: people we are chasing (that aren’t chasing us)*
- hot: People that are chasing us
- referral source: people that have attempted to refer people to us
- bought video** – people that have bought a video from a competitor.
- WIP- people that have an active deal with us or have within 5 months.
- lost (people we lost)
- Pitched (people we sent a proposal to)
- toxic : People that are toxic and shitty.
There should be a standard for people to go on the mailing list. This is to say: not everyone that you encounter should go on the list. But, if you are a seller speaking to 10+/- people per day, you should be adding 15-20 to your list per selling week (60 or so per month).
You have to define when they go on the mailing list and how that happens.
For us, it’s:
- Anyone that joins the list on purpose (duh)
- Anyone that buys a product (duh)
- Anyone that is a weblead (puts their name in the box, on purpose
- Anyone that grants us permission to send them something with full volition (hey,mind if I send you an article about _________”.
Step 5: Define An Activity Series for Every type of person.
The way we do things is this: I try to reach out to everyone in my CRM once a quarter. Even when it’s something as fairly simple as a “hey how’s it going,” or an intro or a book recommendation.
Everyone gets an activity series that has three or so phases:
- Research (for people that are targets/prey for us):
- Initiation (a fairly intense initiation phase that’s designed to be permanently memorable)
- Incubation (meaning that you are demonstrating stability & commitment-over-time which leads to trust)
Step 6: Define When People Leave The CRM: (And get retired to the mailing list)
You have to improve your CRM regularly. Every year that goes by means that you have to improve the intensity of the CRM. An average salesperson should have roughly 1k-1500 people in their CRM.
And, from economics we know that Gresham’s law means that bad contacts will drive out good ones. What this means is that you have 1,000 contacts in the CRM, and you go 6-9 months without a meaningful interaction with someone you retired them to your mailing list.