Customer Relationship Management (CRM) and Impeccable Customer Service!

Not long ago we talked about the importance of implementing CRM systems. As a winner in your industry, I hope you critically analysed your own processes and the available products out there and took immediate action.

This week we will be following up on the topic and adding to it, just like a builder will add the walls on top of a solid foundation for a multi-storey building.

 Let’s take two stories as an example:

1. Buying a Luxury Car – When you go to test drive a luxury car, let’s say a Jaguar or something similar, a good salesperson will be asking questions to get to know you; to get an understanding of who you are, what you like and more importantly what you don’t like, so that he / she can utilise this knowledge to persuade you to buy that expensive but lovely car. One sales agent I know of asks the question: What kind of music / artists do you like? When you do purchase the vehicle and return to the dealership to pick-up your new car, a stack of cd’s with all your favorite music is waiting for you!

2. Le Meridien Hotels – one of the well known, luxury hotel chains, has a unique service to ensure their clients always return to their hotels, anywhere they go in the world. So how do they get their clients to be so loyal? When you first go to one of their hotels they ask you a bunch of questions, silly things like what kind of pillows do you and your partner like (feather, downe, etc), how you like your eggs, do you like orange juice or apple juice, how do you take your coffee, etc. Silly questions right? Well, should you choose to stay with Le Meridien again, no matter where in the world you stay, when you walk into your room you will have your favourite pillow on the bed and when you wake up, your breakfast in bed will consist of your eggs prepared the way you like them, alongside your preferred morning drink, etc.!

Now the simple question you may ask, as a fellow salesperson, is how in the world did they know all this information and remember it? I can’t even remember a person’s name, let alone his / her partners name or where they work, let alone their kids’ names!

Well let me tell you that this is where the best salesperson leaves the rest trailing behind.

Just imagine, you maintain as much information about your prospective buyer or seller and even if they don’t do business with you now, you keep in touch with them (via email marketing as discussed in one of our earlier blogs) and when they do come to discuss their options with you in a year or two, you’re able to say:

“Hi Paul & Wendy! How is [insert kids names here]? Are they still at [Name of school]? Etc. And did you get my [Birthday Card /Anniversary of Purchase Letter]? . . .”

If I talked to you like that, would you feel a rapport between us? Would you like to do business with me? I hope you say yes!

How do you achieve this in your business?

Step 1: Build a strong foundation for your business with a good real estate specific CRM system.

Step 2: Capture the Data! You will need a process where you are able to capture the required information while you are on the move. This can be achieved by a paper based form which you fill out as soon as you have spoken to a prospect (buyer or seller). This information can be entered into the CRM by yourself or by your PA so as to maintain the accuracy of your CRM system.

Step 3: Implement the process. Time and again we have seen many agencies implement a fancy CRM program and even design a very good system but do not follow through. This is where your CRM supplier has to play an integral part to coach / consult with you to ensure the implementation is successfully carried out over the first 90 days. As soon as the Agency has been using the system continuously for over 90 days, it becomes second nature and the chances of falling back to the old ways of doing business will be reduced.

A Quick Brightfox Plug!

Brightfox is one of the world’s leading providers of CRM software and online marketing solutions for the property industry. We have a suite of software applications to suit individual agents, small, medium and large agencies, multi-office agencies, property developers, investment networks and retirement village developers and managers. We would welcome the opportunity to show you how we can help your busines, so please do not hesitate to contact us.

Action Plan:

• If you have not finalised a CRM system as yet, please do so. And when you are talking to your supplier, please enquire on whether they provide a consulting / coaching system to ensure successful transformation of your business processes.

• Decide on what kind of information that you would like to obtain from your prospects (buyers / sellers) and put it in a form / CRM • Start collecting information today!

• Put a plan in action for sending cards to your prospects / clients for birthdays, anniversaries, etc.

As always, please let us know your feedback on this or any other idea, as your feedback helps us to continuously improve these strategies. And don’t forget to pass these insights on to your friends / colleagues and help share the success!

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