We all think of a CRM (customer relationship management) system as a database of customer information.
Consider the detail that goes into a customer or contact profile. You’ve got basics, like name, company info, contacts and even personal notes.
Take the same concept of detail and think about how you can use it to build a profile for the equipment you sell. Think of it as an information hub. In some instances you can become an invaluable supplier to any of your customers, when you track your product in their operation.
Let’s say you are a heavy equipment supplier.
Perhaps you sold a heavy loader to ACME Construction. They’ve trusted you in this transaction and you’ve built a relation of trust.
But, chances are the loader itself isn’t the only potential sales you can make to this customer. What if, you built a hub of information around this equipment, complete with an automated roadmap on when you can provide further service to the buyer? Consider these items and the value if you attach it to a hub of information about the equipment, within your CRM. Here are some ideas:
- Service contracts – If you not only sell, but handle service contracts of what you sell, wouldn’t it be good to know the timing of the service contract? Did they buy up front? Is this an upsell to be done by a separate team? When does it expire? When should you pursue a renewal?
- Service calls – Just when did that pump breakdown last? Which technician did the service? Should you schedule a check on how that replacement part is working out?
- Location – Just where is the equipment being used? Sometimes big machinery moves around within an organization. If you can keep track it helps the people in your field service – and sometimes even helps the operator.
- Updates – Sometimes there are updates or add-ons available for existing machinery. When these become available it’s nice to have that list of loaders you’ve sold, and therefore a list to approach all your customers. Then of course you can record what hasn’t and hasn’t been bought, and keep a record of customer touches.
- Lifespan – Simple, but can you imagine the advantage if you received a prompt within your CRM when a piece of machinery nears the end of an expected lifespan? What if you could remind the customer on time for regular maintenance of the machinery?
- Training and Certifications– Some machinery requires certified training. Perhaps you provide the certifications. Perhaps you have a list of machine operators. Wouldn’t it be great if you could let your customer know when certifications are expiring? How about when new training modules become available? There may be advantage to have training programs or certifications listed with the equipment profile.
With the right kind of data within your CRM, you become a valuable resource to your customer and prove they’re not just a client, but a partner in business.
Jibe Cloud Services (Jibe365) is a Microsoft Partner and a Cynergies Solutions Group company focused on helping our customers achieve a world-class business solution that can help reduce costs and increase profitability by organizing and automating business processes that nurture customer satisfaction, loyalty and retention. For more on Jibe365 or Microsoft Dynamics CRM please email info@Jibe365.com