Lesson 1.2 Glossary. Automation of processes
In the modern world there is an insane amount of various software and if earlier to install some business program you needed to have your own server, specialists who would write the software, synchronize it with your programs, now almost all programs have so-called “cloud” versions, this means that you do not need to spend money on a license to use the software on your hardware, you do not need your own server with 24/7 access, you do not need programmers to configure everything. This principle of work is called SAAS – “soft as a serves” – software as a service. In principle, now we will talk about available services or software for rent, which allows you to save money at the basic stage and covers the main needs for increasing efficiency.
The first term in this block that I would like to pay special attention to is Conversions. Because all automation, settings and sales on the Internet are tied to numbers, and you need to be able to count numbers. You can often hear from someone that he has a CONVERSION of 30%, so here it is. Conversion is a percentage ratio of something to something. For example, 100 visitors came to your site and there were 2 orders and 1 call, so the conversion to orders will be 2%, and to calls 1%. Moreover, an order is not always equal to a sale, just as the calling client is not obliged to order a product from you, and out of these 3 contacts (2 orders and 1 call) you were able to sell only 1 product. So, from all these figures we can get:
A. Conversion of 2% into orders (and this will give you an idea of how well the site itself works, its usability, evaluate the quality of users who clicked on the ad or make some other conclusions)
B. Conversion of 1% into a call
C. Conversion of 3% into contact (2 orders and 1 call)
D. Conversion of 1% into a sale (because only one of the two orders was paid)
So always clarify at what stage the conversion is being discussed.
Simple, End-to-end conversion is often considered to be like 10,000 clicks on the site, of which 500 were sales. Total conversion = 5%. The problem is that this figure tells us about the global effectiveness and does not give an understanding of failures at one stage or another. So I recommend counting conversions at individual stages with a specific goal, so that you can draw conclusions. For example:
A. For 1000 clicks from Google ads, you had 5 sales. Conversion to sales is 0.5%. With this information, you can only throw your hands up and run around the office yelling, “Everything is lost.”
B. But here’s what happens if you count conversion at different stages. For the same 1000 clicks from Google ads, you had 5 orders from the basket and 5 calls. At this stage, conversion to contact = 1%.
Out of 5 orders, there were 4 sales, one dropped out because the data on the site had not been updated for a long time. And here the conversion is 80%
And out of 5 calls, there was only 1 sale, which is equal to a conversion of 20% at this stage, and you can already think about the fact that the manager did not pick up the phone, does not know the product, the connection is bad, or something else.
Why I give such examples – because many who start working on the Internet rely on the word CONVERSION and even begin to count, make claims to companies that their friend has higher (in general, shake the merits). So appeal to this term correctly and count the conversion only if you are going to do something with this information.
Well, and actually any further actions serve to increase conversions)))
Now imagine that you already have your own website. You know what SAAS and conversions are. Fire. Let’s start thinking about how to increase conversions with the help of SAAS))) And before you start investing money in advertising and driving clients to the site, you need to use all available SAAS and marketing tricks.
CRM systems – Customer Relationship Management or customer relationship management system. Yes, you need to build relationships with clients and, just like your partners, it is advisable to count them, understand how many there are and which of them you need to call, meet or forget when.
When selling on the Internet, the lion’s share of costs is marketing – attracting traffic to the site, so, when buying advertising, you pay for the contact of a person to whom you can sell a product or service and this is the most valuable thing you can have. It does not matter what segment you work in B2B, B2C or B2G. Each, absolutely each contact will cost you money and it is very stupid not to keep track of them, not to plan repeat sales, not to bother yourself with the safety of your customer base.
In general, the CRM system in the modern world has long replaced the usual notebook or Excel spreadsheet for accounting for clients and sales planning, modern CRM systems serve many purposes, here are just some of them:
A. Collecting requests from all communication channels. These are phone calls, website requests, chat bots, Instagram or Telegram conversations, callbacks from forms, emails and other channels of contact with the client.
B. Identification of the source from which the client came. And work with end-to-end analytics (we will talk about it in the next videos)
C. Accounting for requests and sales.
D. Planning sales for the next month, quarter or year. Depends on the life cycle of your client.
E. The ability to instantly receive reports on the company’s activities and employee productivity.
And now the whole point for the owners. A configured CRM system helps to implement the correct management triangle, allowing you to delegate, develop and painlessly replace employees. This triangle comes down to “technology, methodology and user”.
For example, you already have many connected technologies, because on the Internet you work only with technologies: a website, mail, business cards, phones, social networks, email newsletters and you can look for a person who knows how to work with an Instagram account, Facebook, email newsletters, a phone and everything that you have. But you will always have a personnel problem, if an employee leaves – a collapse, convulsions, a stop in the company’s activities. Or you can collect all incoming data from different sources in one place and you will no longer need a technically savvy person, but you will need a simple salesperson who will work only from a customized CRM system according to your methodology, will not be an indispensable keeper of sacred knowledge and will not be able to refer to the fact that he did not see the message on Instagram, because at that moment he was talking on the phone with another client, now your manager will not be able to shirk responsibility!
Now let’s move on to the terms that are used when working with CRM systems:
Integration – setting up the transfer of data from one source to your CRM system. For example, you have a feedback form on your site and when the fields Full Name, Phone Number are filled in, you need the CRM system to also transfer Full Name, Phone Number, from which form the data was filled in, the responsible person to be automatically assigned or the event you need to occur.
Import – transferring data to the CRM system from any site, application, another CRM system.
Export – output of the necessary data from the CRM as an Excel file, PDF
Lead. Many people confuse leads with applications, requests, contacts and in general – any contact is called a LEAD. This is not surprising – in marketing, a lead is any contact received, but in CRM, a LEAD is a technical name. Everyone has a different approach to working with leads, but I strongly recommend calling all incoming requests leads until you understand what they can be attributed to. For example, an incoming missed call from a website is a lead, but after you called back and realized that this is a potential customer “John”, now it becomes a contact.
So, in each CRM system there are several entities:
A. Lead.
B. Contact.
C. Company.
D. Deal.
Any request through any communication channel, getting into the CRM system is called a lead until you touch it. Let’s imagine that for any request (email, call, application from the site, you have automatic lead creation configured in the CRM system, without any automation like – create a contact and a deal if an order came from the site). For example – you had a call from a client, you picked up the phone and in the CRM system, while you were talking, a lead was created – an incoming call. If it was a client, then you create a contact, since during the conversation you learned the name of the caller and you have his phone number. And if it was some kind of advertising campaign or someone dialed the wrong number, then you dispose of this lead as low-quality, because you do not need extra junk contacts in the CRM system. Or another example. In the chat on the site, someone asked the question “is the product in stock” without introducing himself, there are no contacts of the person and, accordingly, the lead cannot be made a contact – there is not enough data, there is no way to contact the person.
Contact – A person, a potential or existing client about whom there is the necessary data (phone, email or other)
Company – this entity is often used in B2B trade, wholesale, this is an organization to which several contacts can be attached.
Deal – it can be associated with a contact or a company. In principle, this is the same as a sale. For example, you sold a product to some contact and you know that in 3 months he will need another such product, you close one deal after the first sale and immediately create another one, but in 3 months and set a reminder for yourself. The CRM system itself will remind you about everything.
In general, CRM systems can be completely different, niche, for example, for medical clinics, with advanced capabilities or, on the contrary, very limited. But we will talk about this in another video.
So. Let’s imagine that you have a website and a CRM system as a data collector. Now we need to achieve maximum convenience of communication with the client and make sure that all data falls into the CRM. To do this, you need to close the basic needs of customer communication. For the most part, there are only three of them – a live conversation for extroverts or people who want to clarify information at the moment, correspondence / chat for those who are uncomfortable talking or do not want to talk, but have questions, or an order without communication with your employees. Thus, you need:
Telephony. Yes, yes, let’s start with the basics, the site should have a phone number and preferably with a city code or 8800 for long-distance calls. IP, SIP, VoIP, etc. The cost of renting or buying a simple city number with call forwarding to mobile phones is not expensive. If you work throughout the country, use 8800 numbers, if in one region, use a regional number with a code. What does connecting IP telephony give you:
A. All calls are recorded.
B. When calling from an unknown number (a new client), a new contact is automatically created in the CRM system.
C. When a client who is assigned to a manager calls, the call goes to the manager, not the secretary or anyone else. There is no confusion.
D. If the manager goes on vacation or quits, calls continue to go to another employee, clients are not lost.
Callback form. They can be in the form of a simple button on the site, or in the form of a pop-up window in the middle of the screen, POP UP – a pop-up window. With the ability to choose the time of the call and are free for the client. This is a mandatory attribute of any modern site that allows people who come to your site during non-working hours (for example, early in the morning or in the evening) to get advice by phone, since they have some questions.
Chat bots. So that a person can communicate with you in correspondence.
Messengers (WhatsApp, Telegram, etc.) – at your discretion.
And remember, data from all communication channels must get into the CRM system. So before choosing, check whether there are free integrations or not with your CRM system.
Thus, the ideal scheme looks like this: A site on which feedback forms are installed, a pop-up for a free call back, a phone number, a chat bot and all data go to the CRM system from which the work is carried out.
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