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Save time, save money, and grow your business with more effective CRM
CRM For Dummies is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help business leaders better understand effective CRM and identify the right solution for their business--but it's about much more than software; effective CRM requires appropriate team structures, intradepartmental collaboration, and process efficiency. Packed with tactics and strategies that will save your company thousands of dollars and man-hours, these chapters answer the most pressing questions that will make the biggest impact on your sales.
Building relationships with current and future customers is the critical point of business. This book helps you bring sales, marketing, and operations together to work toward that common goal, and shows you the tools and techniques that make your efforts more effective.
Define your market segments, buyer personas, and voice
Build an effective internal structure, and choose the right CRM solution
Optimize leads and conduct effective email marketing
Streamline processes, automate where possible, and employ analytics
Your customers are the lifeblood of your company; you need to reach them, engage them, and retain them--without wasting precious time or money. CRM For Dummies gets you up to speed on the latest, most effective CRM tools and techniques to help your business succeed.
Auteur
Lars Helgeson is a pioneer in sales and marketing technology. His CRM platform for small to mid-size businesses, GreenRope, was built from scratch and has grown to include over 3,000 clients in more than 40 countries since its inception in 2011. He is a frequent speaker for small membership organizations and conferences.
Texte du rabat
Automate workflows and processes through CRM Create a holistic mindset with CRM Customer Relationship Management (CRM) is intimidating for new and experienced business owners alike. CRM reaches across every department in your organization, including sales, marketing, HR, and customer service. You need a solution that gives you the ability to look at your business as a whole, rather than as separate departments. With this book as a guide, you can successfully incorporate every aspect of your business into one CRM solution. Inside
Résumé
Save time, save money, and grow your business with more effective CRM CRM For Dummies is the small business leader's guide to managing customer interactions. Customer relationship management is a critical part of any business, and it encompasses everything from business strategy and HR to sales, marketing, events, and more. Solutions exist for businesses of any size, but how do you know which one is right for you? What features do you need? Do you have the people and processes in place to get the most out of whichever one you choose? This book is designed to help business leaders better understand effective CRM and identify the right solution for their businessbut it's about much more than software; effective CRM requires appropriate team structures, intradepartmental collaboration, and process efficiency. Packed with tactics and strategies that will save your company thousands of dollars and man-hours, these chapters answer the most pressing questions that will make the biggest impact on your sales. Building relationships with current and future customers is the critical point of business. This book helps you bring sales, marketing, and operations together to work toward that common goal, and shows you the tools and techniques that make your efforts more effective.
Contenu
Introduction 1
About This Book 1
Icons Used in This Book 2
Where to Go from Here 2
Part 1: Laying the CRM Foundation 5
Chapter 1: Embarking on Your Journey to Complete CRM 7
Bringing the R in CRM to the Forefront 7
Extending CRM to Your Entire Business 10
Knowing the Buzzwords 11
Using Strategies and Tactics 19
Finding Your Success with Complete CRM 21
Chapter 2: Gearing Up Internally for CRM 27
Overcoming Resistance to Change 28
Encouraging and Facilitating Innovation and Collaboration 33
Creating a Consistent and Effective Brand Communication Strategy 38
Working with the Gatekeepers in IT 40
Adopting a Data-Driven Mindset 43
Applying Your Culture to CRM 46
Chapter 3: Choosing the Best Software 49
Choosing between Software as a Service (SaaS) or On-Premise 50
Evaluating Software Vendors 52
Testing CRM Software 60
Making the Final Decision 63
Educating Users on Responsibility 64
Installing the Right Data Security Tools 64
Training Your Staff 65
Part 2: Setting Up Yourself for Success 69
Chapter 4: Organizing Your CRM through Segments and Personas 71
Segmenting Your Market 72
Identifying Buyer Personas 79
Developing Your Best Brand 81
Testing Your Brand 83
Delivering the Right Content 86
Avoiding Content Saturation 90
Chapter 5: Creating Story Arcs and Buyer Journeys with CRM 93
Building Brand Awareness 94
Improving Brand Perception 96
Making the Best Contact the First Time 99
Qualifying Leads 101
Getting Your Leads into Your Funnel 102
Using Workflows to Engage with Your Customers 105
Designing Workflows 109
Closing Leads with Effective Process 113
Using Opportunities versus Consumer Sales Funnels 116
Implementing Process Abandonment 120
Following Up after the Sale 123
Chapter 6: Defining Process and Your Data Model 125
Applying Management by Walking Around 126
Outlining Key Areas 127
Moving from Whiteboard to CRM 127
Defining Contact Data Fields 130
Scoring Your Leads and Clients 132
Part 3: Implementing Your CRM 135
Chapter 7: Setting Up Your CRM Elements 137
Contact versus Account-Based CRM 137
Defining Users and Their Roles 139
Using a Group-Centric Architecture 140
Setting Up Custom Data Fields 144
Storing Files 146
Signing Documents Automatically 148
Bridging Your Online Store and Your CRM 149
Integrating Billing, Quotes, and Invoices 151
Connecting Legacy and Related Software 153
Importing Leads by File 155
Chapter 8: Capturing Leads to Build Your CRM Database 157
Finding the Best Lead Capture Methods 158
Buying Leads from Third Parties 162
Bringing Leads in with Your Website 164
Tracking Sources with Campaign IDs 168
Deploying Signup Forms 170
Deploying Ticketing Forms 172 …