Hey, what's up guys, Peter Moriarty here, good to
have you with me choosing the perfect CRM system for your
business. And so that's what we're going to be talking about,
I'm going to be taking you guys through how to make sure that
you have the right setup for your business and how to make
sure that you make really great choices around CRM software. So
what I'm going to be covering off before I jump right into
like how to choose the tool, I first going to go through some
of the fundamentals of you know why CRM should really be the
heart of your business. And then the second section is going to
be how you can use a CRM to deliver really great customer
service, both really, really important. So we are it genius.
If you don't know about us, we help small and medium-sized
businesses with their technology. And we're really
about helping small businesses play a bigger game. And what we
mean by that is, we know that most entrepreneurs have got into
business, wanting to have more freedom, more money, more
flexibility in their life. But for many, they actually end up
chained to their business. And so we want to help unshackle
those chains by including really great technology strategy in
businesses to help you succeed and live the life of your
dreams. Now, how do we do that? Well, we work with Google Cloud,
we're now the number one Australian New Zealand small
business partner for Google Cloud, which is pretty cool. And
primarily we work with a suite of applications called G Suite
or what was G Suite is now called Google workspace. We've
grown in scale the successful business and successful team it
genius run by myself, Scott Gellatly and Regina Moso
who's in the middle of the second photo, there are our
executive team. And we've built up large and substantial team.
And basically, we want to help other small businesses do the
same. And we do that by taking businesses through the growth
roadmap or the technology adoption cycle. And this is
basically our way of chaperoning businesses through the growth
cycle of different stages of business. And as you can see,
they're at different stages, there's different
recommendations on technology, tools, and strategies. And so we
want to make sure you're doing the right thing at the right
stage of business. So let's talk about why CRM should be the
heart of your business, why they should be the absolute middle of
everything that you're doing, and why this is so important for
you to make sure that you get right. Well, let's jump into
some of the things that you may get wrong about CRMs. So when we
start talking about CRM software, what is CRM software?
And and why is it so important? Now, most small business success
is an accident. And why that's an accident, I mean, is because
most small business owners just rely on manual systems, they
rely on people's minds to get things done. And they rely on
people just kind of remembering how to do certain tasks in the
business. And so what happens is, quite often, when someone
actually leaves the business, you end up with a big problem,
because they take knowledge with them, knowledge of systems,
knowledge of customers, and you can end up in a little bit of a
mess. Now, it's really important to implement technology tools to
support your business processes, because that's a key absolute
key foundation in you, the business owner, getting off the
tools, and actually stepping back delegating more, and having
your team do more of the tasks for you. Because really, that's
the only path to freedom is taking what's off you and then
giving them to other people. And so a CRM system, you know, helps
out in multiple areas of the business. And I really believe
this to be the heart of the business, or what should be the
heart of your business to actually help assist you in many
different areas of your business lifecycle. So I'm going to take
you through some of those different areas of the business
lifecycle and how a CRM system can help support those. Think
about the CRM as your kind of database. It's, it's the source
of truth, for everything that's going on in your business, and
everyone really should be referring to it. So first up,
when we think about marketing, I immediately think about
marketing intelligence. And I think about measuring how
marketing can be effective for a business. Now, for many business
owners, marketing is a dark art. And it's kind of you know,
particularly for more technical founders, or for someone who's,
you know, really strong creative, most of their energy
goes towards creating the product that you're creating, or
delivering the service that you're really good at
delivering. And so to use the parlance of Michael Gerber, who
wrote the E myth, you know, you're in technician mode. And
what that means is, you're really great at delivering but
things like sales and marketing and brand and actually promoting
the business is not necessarily a core skill set. Now, there's
no problem with that there's, there's no shame in not being a
whiz in every area of business, everyone has their their
competencies and things that they need a little bit of help
with. But for many business owners marketing is something
that takes a little bit of time to get used to. Now what I
learned early on is in my sales process, I really wanted to at
20th. And you know about the 8020 rule or the Pareto
principle, and that is that in general, about 80% of your
results come from 20% of effort. And if you look at your
marketing, and you look at the opportunities that are coming to
you through your sales pipeline, and you investigate, well, where
are our actual opportunities coming from by identifying your
different lead sources? Well, then you can get a measurement
of what marketing is actually effective. And what
Marketing is not very effective. So this has been something that
we've been doing for a long time. Initially, it was just
manually on a spreadsheet. But then eventually we got to the
stage of actually doing that with a sophisticated CRM system.
And so your CRM system should be able to take all of your sales
opportunities. And it starts to give you reports on where those
opportunities actually coming from. A more sophisticated
system will also show you the value of deals, and importantly,
the value of closed deals or the value of your successful or won
opportunities, and map those to lead sources. Because you may
have got like 10 leads from one lead source, but if they were
crap leads, or if you didn't sell much to those leads, then
it may not be worth putting your effort into that lead source
anymore. So that's number one important thing for marketing
insights from your CRM system. Next up, let's talk about sales.
And we all know what it's like to work with sales people, or if
you are the salesperson in your business, you probably know a
little bit about this, many salespeople are a little bit
inconsistent on the admin side of things. And that's not
because of any fault of their own, what they really excel in
is typically influence human interaction. And so you can kind
of forgive them for not being the best at doing the numbers
and doing the admin type work. And so what can happen is
salespeople, when they're managing a lot of deals at the
same time, can start to have a little bit of a weird process
for their sales. Now, if you're growing or scaling a sales team,
or even if you're just going from doing the sales in your
business yourself, and starting to delegate and hand that off to
a sales team that you're starting to create, you really
need a really great sales process. Now, that doesn't
necessarily mean that you have to be rigid in the way that you
deliver your sales conversations no matter what product or
service that you're selling. But it does mean that you need some
kind of system for managing your sales, it's going to make it
easier for your staff to be set up and on boarded and trained on
how you actually deliver your sales. But also, you want to
make sure that you're getting insights into what's happening
with your sales. And so some kind of pipeline management is
really important to have in a CRM software, which is going to
allow you to have your team take customers and prospects through
a logical progression of your sales process. So you can see
what kind of stages deals are up to what your pipeline is. So you
can get an idea of that, but also being able to see what is
the logical next step that I need to move a customer to,
quite often we, you know, talk to a prospect, and we've got
them on a single phone call. And we want to get the right to the
end of the race on the first call, right, we want to sell
them straight into our product. Although there may be certain
numbers of stages or hoops that they need to jump through or
different levels of enlightenment, I like to call it
sometimes with your products that you want to take a customer
through a process of and so using a piece of software to
manage your pipeline can make that easier and more effective.
So next up, let's talk about your people. And so something
like a CRM system that talks to your email system, which copper
CRM, the CRM system that we're affiliated with, and happened to
recommend for most businesses, automatically does this which is
really great. Now, you want to track the activity of your
people, so you know, who's getting their work done, and who
might be slacking off. And so a CRM system that requires you to
manually enter your data can be a little bit cumbersome, because
that means that you've got to rely on people entering stuff.
And that's admin work, which remember, salespeople are not
always that great, okay. So having a system that automates
this, and then gives you reports on activity makes much, much
more sense. And so copper CRM automatically connects to Gmail
and Google workspace. And it actually sucks in all of the
activities. So the emails, the notes, the data, any
interactions with your customers, and it actually
brings it into their profile right inside of the CRM
software. So you can actually see it inside the pipeline,
which is super duper helpful. And so what that means is
basically, you end up with a system, where you have people
who are automatically having they're automatically having
their records updated without having to do that manually,
which I love. Not gonna say Fingers crossed, and say, I love
it. It's really, really good. So we've gone through activity for
people. Next up is insights. And this is really more in the
finance area of your business. You want your finance to be able
to accurately forecast. Okay, we have this much in the pipeline,
we know that our conversion rate is about x. So this is how much
cash we're looking to bring in over the next 30 to 45 days. So
forecasting is super important for your business. So you can
have accurate reports on where things are going in the future.
And finally, what all of this is coming down to if you've noticed
a theme in this already, it's to bring your business to a place
of making data based decisions. As I said, At the start of this
program, most businesses really use button numbers to run the
business or they use their gut in their field. And that's
useful in certain situations. But it shouldn't be how you make
every single decision in the business. database decisions
means that you're collecting accurate data from the way that
the business is actually operating. And you're making key
strategic decisions.
Based on that data and based on what that data is telling you,
and so I recently was auditing one of the new businesses that
we've started a partnership with. And we looked at all the
different deals that have come in over the past 12 months. And
from that lead source deal tracking, we were able to see
which lead sources were more profitable than others. And
something really interesting that we found was that
partnerships were really low. And some partnerships had only
brought in like one deal for the whole year. And if you think
about the energy required to maintain and manage a
partnership, it might be like, you know, three, or four or five
meetings over the course of a year to manage a relationship
with someone, if they've only brought in one deal over the
course of the year, that maybe it's not the best use of time to
focus on that partnership anymore. Or perhaps it's
something that could be maximized by trying a different
strategy with that particular partner. Now, the key thing is
here, those decisions were based on data that we had on what the
actual dollar results were on the business that was coming in,
through, setting that up with tracking our sales. And so
that's what we're looking to do here is make data based
decisions. So I want to say big thanks for joining this video
learning about CRM. today. If you are a small or medium sized
business owner, I recommend you head along to our YouTube
channel. And check out our playlists for the different
stages of technology adoption, based on where you're at in your
business right now. Basically, we want to help all small
businesses, whether you're a one man band, right up to large
organizations who are scaling and growing quickly to make sure
your technology strategy is in place. And it's going to help
support the growth of your business. Now, we've got
playlists set up on YouTube for each stage of business that
you're at, so you can get the best of those technology
strategies. And if you're interested, we have an exclusive
transfer in offer for small businesses who are using Google
workspace. And what you get access to is a google classroom
with professional training on everything to do with Google
workspace. Not only do you learn how to use all the different
applications, and you can share this with all of your team as
well, there's also certifications there. And so the
aim for this is really for you to use this for your team and
for your business for you to make sure that everybody is
competent with the tools that you will have already invested
in. Now if you're interested in running a remote team scaling
and remote business, we've got all of our videos on how to grow
and scale your business in a COVID world up there inside the
Google Classroom available for free. We used to give those only
to our customers are but we've decided to make those available
for free for everyone. So get your get on there, get your team
on there as well and get access to all of the benefits. Now what
do you need to do headlong to the link here, there is also a
link below this video. And that will give you access to our
classroom lessons, you get access to our team, the
important thing is that it doesn't cost you anything extra.
If you're currently paying Google directly for your
workspace account, you just switch your billing to us. And
you don't pay any extra we buy it at wholesale. So we just
charge the same rate that Google does. And then from there, you
get access to all the extra benefits of working with it
genius, as a thank you for being a customer of ours. So if you
haven't already gone there, please head long. And if you
have anything that you'd like to chat to our team about, you can
connect with us directly via our chat. And our team will be more
than happy to help you out with anything that you need in the
Google world. Thank you so much, guys, we will catch you in the
next one. Make sure you've got notifications on if you want to
get in touch with our team jump on the link below. If you've not
yet transferred your billing to it, genius, great time to do
that get access to the classroom. We're uploading new
videos in there every couple of weeks. And it's really being
fleshed out to be awesome. We did last year, an eight week
series on running your business remote, basically going
completely open book on six years of completely remote
management of our business. We now have 55 or employees across
the group. And so yeah, basically we want to, you know,
share with you guys how we actually run the business, how
we've been successful, we don't can't promise you'll be
successful. We're just sharing what we know, and what works for
us. And yeah, all of that is inside the classroom. So if
you're interested in checking that out, well, it should be I'm
sure angels listening. So if it's not, we'll be soon. But
yeah, we just gave the go ahead to upload all of that exclusive
content there. And I'll catch you guys on the next one. Peace
out and see you later.