Some of the key topics that Craig and I discuss in this episode are the development of online and mobile CRM, why CRM implementations fail, and Craig’s suggestions on how to get started with integrated marketing automation and CRM.
My guest on this episode of Accelerate! is Craig Klein, Founder and CEO of SalesNexus, an integrated CRM and Email Marketing Automation platform, generating leads for small and medium sized businesses.
Why Craig decided to start his own business and why he felt there was a need for a better CRM product.
SalesNexus was the first company to offer an online solution to have the total CRM experience on the web and mobilize the experience on the Palm Treo.
Craig describes the killer sales app as one that would let salespeople talk to customers, do what they do, and just have all the data end up in the right places.
Craig’s suggestions on the easy way to use any CRM tool.
CRM installations have a 50% failure rate — The Achilles’ heel is not the technology, but that sales people don’t adopt it.
How to drive adoption of CRM by even your top performing salespeople.
Craig describes how companies invest in high-end CRM solutions, hire 2-3 full-time people to run the technology, and can’t show a return on their income.
SalesNexus adds the basics of marketing automation into a CRM, so a smaller business with 10-100 sales people and one or two marketing people can use marketing automation in a way that fits their sales process.
Most sales organizations are terrible at managing leads. Leads that don’t buy, get thrown out. If those leads are put into a simple nurturing program, they typically produce a 15-25% sales increase in the next 6-12 months.
Start improving your lead follow-up with simple steps, such as how long it takes you to respond to a lead — a behavior you can actually control.
What’s your most powerful sales attribute?
Good questions and listening.
Who is your sales role model?
Dave Blanchard, the empathy master.
What’s one book that every salesperson should read?
The Greatest Salesman in the World, book by Og Mandino
Today I begin a New Life: Og Mandino for the 21st Century, book by Dave Blanchard
What music is on your playlist right now?
Ray LaMontagne, Muse.