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How To Grow Your Business With An Effective CRM Strategy

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How To Grow Your Business With An Effective CRM Strategy

No business can survive with a dissatisfied customer base. To keep customers, it is now more important than ever for small businesses to have an effective customer relationship management (CRM) strategy and software which corresponds with the business’s goals. Thankfully, this is now easier than ever. CRM software has blossomed over the past few years. While CRM was once the exclusive domain of large businesses, small businesses can now get CRM software like Salesforce or Insightly for a fair price and use it to keep better track of their customers and how they can keep those customers engaged. However, no software can substitute for the human mind. There are too many businesses who think that their CRM strategy can just be left to whatever software they purchased. Every business needs to have a proper CRM strategy — of which the software is just one of many parts. Emphasizing personal communication over technology and placing power in the hands of subordinates are just a few key things which can be done to ensure that a CRM strategy keeps customers happy and a business prosperous

The benefits of a CRM strategy

The first thing that has to be done is to show why a CRM strategy is so important for small businesses. That can be explained by asking one simple question: what is any business’s most valuable asset? The answer is their customers — not property or technology or employees. All of those things are means to an end of getting more happy customers who will come back and spend money. Businesses which can get repeat customers will be better off than those which do not. A study shows that “in a recent 12-month period, businesses with a 40% level of repeat customers generated 47% more revenue than similar businesses with only a 10% level of repeat customers.” And because repeat customers are so important, businesses need to track their desires and purchases so that they can better accommodate them. While this can be done with Google Docs and spreadsheets, such an approach is inefficient and does not provided all the data needed to perform optimally. One of the key points of any CRM software is that it provides an avenue for workers to both understand the company’s approach towards repeat customers and also empowers them to provide information and thoughts which can contribute to that goal. Take a very simple tool which can turn an angry customer into a loyal one: the discount. Any business must be somewhat concerned about employees being too liberal with discounts to attract customers, but they should be a valuable tool which employees can use without contacting management. A CRM system which works both ways can ensure that an employee can hand out discounts to attract customers, while ensuring that management can make sure the discounts are not excessive.

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The best CRM software

So what are some CRM programs which can help your company? There’s a wide variety of software out there, ranging from BoomTown! for a real estate businesses to bpm‘online. My personal favorite CRM software is Zoho.

Zoho

While Zoho has a premium version, its free version comes with many features that are part of any CRM software. It can gather leads, conduct sales analytics, connect to social media, and store critical information which can help a business make sales. Zoho can be used both with a mobile phone and on the computer, ensuring that all employees are constantly connected to Zoho and communicating with one another. None of this is to suggest that Zoho is without its flaws. It’s ideally designed for a very small company with no more than ten employees. It also lacks customization, which may be a problem for a more tech-savvy business. But for a small business which wants to dip their toes into the water of CRM software before plunging right in, Zoho is the best choice to get in, test the capabilities of CRM software, and see how it can improve communications between management, employees, and workers alike.

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BoomTown!

BoomTown! is one of the few CRM tools out there aimed specifically at real estate brokers, though it has wider applications for other sectors. At its heart, it provides a sales automation and marketing solution that allows brokers to select and customize a lead generation website, monitor sales and team success, nurture and track leads, and much more. But it doesn’t come cheap. The software costs between $1325 and $1500 a month, and what’s more, BoomTown! continues to own the marketing site it is renting to you. That means that if you decide to cancel with them, you will lose it all. This includes any blog posts or community spaces you’ve set up or any content you’ve created. This last point might be a reason some users will stay away from using BoomTown!.

bpm’online

For a cheaper alternative, bpm’online offers a comprehensive CRM solution that has won many awards in recent years, including making it to ZDNet’s 2014 CRM watch list. It describes itself as a process-driven solution that allows you to coordinate your marketing, support service, and sales using its online platform. More importantly, it is aimed at both SME’s and large businesses, allowing to scale your CRM operations with ease. One of the drawbacks, however, is that the community of users for this software is still small, which means finding support is difficult and documentation is lacking. It is also not easy to connect to external services to add functionality to your CRM solution.

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The importance of having a strategy

While these softwares can be incredibly useful, they are only tools, and a poor workman always blames his tools. More than any software, business owners have to lay out a strategy to keep their customers engaged. This strategy requires strong links between both workers and management, so that the workers can let management know the best strategies for satisfying their consumer base and management can make sure all the workers are on the same page for those strategies. In a sense, a sound CRM strategy is microcosm of the business itself. If a business has no real plan to attract customers, or a disjointed plan, it is doomed to fail. Only with constant effort and communication can a CRM strategy be formed — software or no software.

Featured photo credit: CWCS Managed Hosting via flickr.com

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Last Updated on August 25, 2021

Why Personal Branding Is Important to Your Career

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Why Personal Branding Is Important to Your Career

As a recruiter, I have met and interviewed hundreds of candidates who have no idea who they are.

Without a personal brand, candidates struggle to answer the question: “tell me about yourself—who are you?” They have no idea about who they are, what their strengths are, and how they can add value to the company. They present their CV’s believing that their CV is the key to their career success. In some ways, your CV still has its use. However, in today’s job market, you need more than a CV to stand out in a crowd.

According to Celinne Da Costa:[1]

“Personal brand is essentially your golden ticket to networking with the right people, getting hired for a dream job, or building an influential business.” She believes that “a strong personal brand allows you to stand out in an oversaturated marketplace by exposing desired audiences to your vision, skillset, and personality in a way that is strategically aligned with your career goals.”

A personal brand opens up your world to so many more career opportunities that you would never have been exposed to with just your CV.

What Is Your Personal Brand?

“Personal branding is how you distinctively market your uniqueness.” —Bernard Kelvin Clive

Today, the job market is very competitive and tough. Having a great CV will only let you go so far because everyone has a CV, but no one else has your distinct personal brand! It is your personal brand that differentiates you from everyone else and that is what people buy—you.

Your personal brand is your mark on the world. It is how people you interact with and the world see you. It is your legacy—it is more important than a business brand because your personal brand lasts forever.

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I have coached people who have very successful careers, and they come to me because they have suddenly found that they are not getting the opportunities or having the conversations that would them to their next role. They are having what I call a “career meltdown,” all because they have no personal brand.

A personal brand helps you become conscious of your differences and your uniqueness. It allows you to position yourself in a way that makes you stand out from the pack, especially among other potential job applicants.

Don’t get me wrong, having a great CV and a great LinkedIn profile is important. However, there are a few steps that you have to take to have a CV and LinkedIn profile that is aligned to who you are, the value you offer to the market, and the personal guarantee that you deliver results.

Building your personal brand is about strategically, creatively, and professionally presenting what makes you, you. Knowing who you are and the value you bring to the table enables you to be more informed, agile, and adaptable to the changing dynamic world of work. This is how you can avoid having a series of career meltdowns.

Your Personal Brand Is Essential for Your Career Success

In her article, Why Personal Branding Is More Important Than Ever, Caroline Castrillon outlines key reasons why a personal brand is essential for career success.

According to Castrillon,[2]

“One reason is that it is more popular for recruiters to use social media during the interview process. According to a 2018 CareerBuilder survey, 70% of employers use social media to screen candidates during the hiring process, and 43% of employers use social media to check on current employees.”

The first thing I do as a recruiter when I want to check out a candidate or coaching client is to look them up on LinkedIn or other social media platforms, such as Facebook, Instagram, and Twitter. Your digital footprint is the window that highlights to the world who you are. When you have no control over how you want to be seen, you are making a big mistake because you are leaving it up to someone else to make a judgment for you as to who you are.

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As Jeff Bezos, the founder of Amazon, once said, “Your brand is what people say about you when you are not in the room.”

In her book, Becoming, Michelle Obama writes about the importance of having a personal brand and her journey to defining her personal brand. She wrote that:

“if you don’t get out there and define yourself, you’ll be quickly and inaccurately defined by others.”

When you have a personal brand, you are in control. You know exactly what people will say about you when you leave the room.

The magic of a personal brand is that gives you control over how you want to be seen in the world. Your confidence and self-belief enable you to leverage opportunities and make informed decisions about your career and your future. You no longer experience the frustrations of a career meltdown or being at a crossroads not knowing what to do next with your career or your life. With a personal brand, you have focus, clarity, and a strategy to move forward toward future success.

Creating your personal brand does not happen overnight. It takes a lot of work and self-reflection. You will be expected to step outside of your comfort zone not once, but many times.

The good news is that the more time you spend outside of your comfort zone, the more you will like being there. Being outside of your comfort zone is where you can test the viability of and fine-tune your personal brand.

5 Key Steps to Creating Your Personal Brand

These five steps will help you create a personal brand that will deliver you the results you desire with your career and in life.

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1. Set Your Personal Goals

What is it that you want to do in the next five years? What will your future self be doing in the next five to ten years? What is important to you? If you can answer these questions, then you are on the right path. If not, then you have to start thinking about them.

2. Create Your Unique Value Proposition

Create your unique value proposition by asking yourself these four questions:

  1. What are your personality features? What benefit do you offer people?
  2. Who are you and why do people enjoy working with you?
  3. What do you do and what do people want you to do for them? How do you solve their problems?
  4. What makes you different from others like you?

The answers to these questions will give you the information you need to create your professional story, which is the key step to creating your personal brand.

3. Write Your Professional Story

Knowing who you are, what you want, and the unique value you offer is essential to you creating your professional story. People remember stories. Your personal story incorporates your value proposition and tells people who you are and what makes you unique. This is what people will remember about you.

4. Determine Which Platforms Will Support Your Personal Brand

Decide which social media accounts and online platforms will best represent your brand and allow you to share your voice. In a professional capacity, having a LinkedIn profile and a CV that reflects your brand is key to your positioning in relation to role opportunities. People will be connecting with you because they will like the story you are telling.

5. Become Recognized for Sharing Your Knowledge and Expertise

A great way for you to promote yourself is by sharing knowledge and helping others. This is where you prove you know your stuff and you gain exposure for doing so. You can do this through social media, writing, commenting, video, joining professional groups, networking, etc. Find your own style and uniqueness and use it to attract clients, the opportunities, or the jobs you desire.

The importance of having a personal brand is not going to go away. In fact, it is the only way where you can stand out and be unique in a complex changing world of work. If you don’t have a personal brand, someone will do it for you. If you let this happen, you have no control and you may not like the story they create.

Standing out from others takes time and investment. Most people cannot make the change by themselves, and this is where engaging a personal brand coach is a viable option to consider.

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As a personal brand coach, working with my clients to create their personal brand is my passion. I love the fact that we can work together to create a personal story that defines exactly what people will say when you leave the room.

Other People’s Stories

Listening to other people’s stories is a great way to learn. In his article, 7 TED Talks About Personal Branding, Rafael Dos Santos presents the best Ted Talks where speakers share their stories about the “why,” “what,” and “how” of personal branding.((GuidedPR: 7 TED Talks About Personal Branding))

Take some time out to listen to these speakers sharing their stories and thoughts about personal branding. You will definitely learn so much about how you can start your journey of defining yourself and taking control of your professional and personal life.

Your personal brand, without a doubt, is your secret weapon to your career success. As Michelle Obama said,

“your story is what you have, what you will always have. It is something to own.”

So, go own your story. Go on the journey to create your personal brand that defines who you are, highlights your uniqueness, and the value you offer to the world.

Featured photo credit: Austin Distel via unsplash.com

Reference

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