The Why, Where and How of using your CRM starting TODAY!
By Stephanie York, Executive CoachThe number one complaint I receive from clients is about having a CRM and not using it enough or at all. Is it the CRM's fault? Does the CRM trick you every day and show up late for work? Does it hide when you come into the office? No, I didn't think so. Robust, useful, necessary those are what a CRM is, great at hiding, not so much. Getting a new program can be very tricky for a business owner. You saw your business one way and now the new program is changing everything and you are going to have to change with it.
People have so many different reasons to not get the CRM up and working for them. Not enough time, too complicated, I am not good with computers, I have to "put out fires". When I meet with my clients they are very honest with their reasons. These reasons have taken on a life of their own and become the hurdle to using this amazing new tool. The intent is there to use this product, they paid for it and know it will help but intentions cannot make you successful. Action, or as Tony Robbins calls it "Massive Action" does.
Let's get to the top three reasons people do not use their CRMs. I believe you will find that no matter what your reasons are they will fit into one of the three categories, "why" you run your business, "where" you run your business and "how" you run it.
1. Problem: You don't know Why - This is a big one, many books are written on it and I have really long conversations about my client's why. For our purposes we cannot search the soul and find you meaning to life in this short forum. However, we can start scratching at the surface of why you bought a CRM and how that HAS to affect your daily success. Did someone tell you that a CRM was necessary to be successful? Did you buy one because it looked good? Do you know why you are using it?
Solution: Stop looking at the CRM as someone else's solution. It is yours, you own it and you have to use it. Yes it can be the best tool you ever bought but not if you don't start and keep going.
Set aside a regular time each and every day to work on the database. This is best if you block out the first half hour or hour of everyday to work on one thing, one tiny aspect. Here is a list of potential items to focus on. Pick one, get started, learn it and keep going.
a. Tasks - go through your contacts and make sure you have tasks set up for each and every one of your leads, loans, referral partners and contacts. If they do not need to be contacted do not create a task for them.
b. Set up groups, make sure you have everyone in every group you want them to be in for marketing purposes.
c. Learn how to send an e-mail.
d. Learn how to set up an e-mail template, create one for quick e-mails to the database.
e. Turn on a marketing campaign. Mortgage Planner CRM has some amazing ones ready to be turned on, they work for you. Learn about them and get started right away.
2.
Problem: You don't know Where - This sounds a little goofy but the fact is many of the clients I start with have a lot of contacts in the CRM and they have some leads lying around on the desk but they really don't know where the business is.
Solution: Start getting organized about how you run your business. Find out where your leads, loans and everyone else is inside the CRM and get them set up on a regular contact system.
1. Get a loan process in place, there is one in the CRM. Find out what the steps are and get it set up for your business.
2. Run a pipeline report and know exactly how much business you have in the CRM right now and at any given point.
3. Get all of your prospects into the CRM. If you have to create an intake form with the required information lines on it and then have a place you put leads then get it done. Then during your blocked out time each morning you can enter them into the database.
4. Always be aware of how many leads you have and how many loans are in the pipeline for the next two months. This is your money and you have to track it.
5. Find your referral partners in the CRM and schedule regular contact with them. This means a call or an appt. with them must be in your tasks and your calendar. They have your business. Set them up on a marketing campaign. Know where your business is!
3.
Problem: You don't know How. Yep, the big one. Of course you don't know how, it's why you are reading this article, you want to know how to fix this problem. The much bigger issue is you will not be able to make any positive changes to your use of a CRM until you really change the how.
Solution: If this is your first attempt at databasing, or for some "real" attempt, then you are going to have to change the how in your brain. I don't like to use big psychology words often but for this it has to be done. In the book, "7 Habits of Highly Successful People", Steven Covey talks about paradigms and shifting them. Page 23 states "a paradigm is a model, theory, perception, assumption or frame of reference. In the more general sense it is the way we "see" the world." Today too many of us see the world framed in e-mails, voice mails and meetings ( even facebook and twitter). These are forms of communication not systems to run a business. In order to really use a successful business system you must shift your paradigm/view to see through the CRM/program using it to run the business and turning to the e-mails and voicemails to do just communicating. Outlook does not manage a database, it delivers and sends e-mails.
a. First thing, every day, you turn on the CRM. It should be the first thing on, last thing off and reviewed and used all day long, not e-mails, not the voicemails. You turn on the CRM and start your day focused on what your virtual assistant has for you today. You control the day, you stay focused and then you can start communicating. Change your view.
b. First thing everyday review your tasks, figure out when is the best time to do those and block out an event in the calendar to make the phone calls you must make. Plan your day for the tasks and appts.
c. Create a checklist for yourself at the end of each day. Number 1 on the checklist should be "Turn on CRM and check for tasks.". Have this available every morning on your keyboard when you walk in. Changing habits can be difficult but it can be done with a plan.
d. Put the sticky part of a post it note in the corner of your computer screen that says CRM on it, cut off the lower half. This will help to remind you to always have the CRM on and always go back to it.
One last small problem I am not going to address to the fullest extent. If you are still saying you are no good on the computer or you stink at technology or any of the other myriad of excuse phrases then go take a class at the local college, go online and learn. The world will not care if you could not learn the computer, your competition took the 10 minutes a day it takes to learn what they need, it is your turn. Reach out, there are a lot of resources to learn from and no one likes excuses. Saying you cannot use technology only reinforces that thought.
Your CRM is the best employee you will ever have, it is a virtual assistant that can get you
started first thing every day, laser focused on all of your high priority activities that will bring you wealth and success or you could not even turn it on. The ball is in your court.
Stephanie York, Executive Coach, DES Coaching
coaching@descoaching.com, (805)701-8508
