{"id":11814,"date":"2021-03-10T02:39:00","date_gmt":"2021-03-10T00:39:00","guid":{"rendered":"https:\/\/www.minicrm.ro\/blog\/?p=11814"},"modified":"2021-09-22T17:27:27","modified_gmt":"2021-09-22T14:27:27","slug":"tu-ce-masori-activita%cc%86t%cc%a6i-sau-rezultate","status":"publish","type":"post","link":"https:\/\/www.minicrm.ro\/blog\/2021\/03-10\/tu-ce-masori-activita%cc%86t%cc%a6i-sau-rezultate\/","title":{"rendered":"Cum ob\u021bii rezultate \u00een v\u00e2nz\u0103ri folosind un CRM?"},"content":{"rendered":"\n

\u00cen rela\u021biile cu clien\u021bii, performan\u021ba se poate atinge doar dac\u0103 reu\u0219e\u0219ti s\u0103 m\u0103sori acele lucruri care chiar conteaz\u0103 pentru tine \u0219i pentru afacerea ta. Dar cum po\u021bi ob\u021bine rezultate \u00een v\u00e2nz\u0103ri folosind un CRM?<\/p>\n\n\n\n

Dac\u0103 obiectivul t\u0103u este de a cre\u0219te num\u0103rul de clien\u021bi noi \u00een aceast\u0103 lun\u0103, oare ce vei alege s\u0103 m\u0103sori: num\u0103rul de telefoane date de c\u0103tre echipa de v\u00e2nz\u0103ri sau num\u0103rul de oferte trimise? <\/p>\n\n\n\n

Aceasta este de fapt diferen\u021ba \u00eentre activitate<\/strong> \u0219i rezultate<\/strong>: o activitate poate s\u0103 conduc\u0103\u00a0la \u00eendeplinirea\u00a0unui obiectiv, poate s\u0103 aduc\u0103\u00a0un rezultat sau nu. <\/p>\n\n\n\n\n\n\n\n

Telefoanele date de echipa de v\u00e2nz\u0103ri sunt o activitate care poate duce la cre\u0219terea num\u0103rului de clien\u021bi noi. Dar nu este ceva sigur.<\/p>\n\n\n\n

Ceea ce \u0219tim cu adev\u0103rat este c\u0103, dac\u0103 vreau s\u0103 fiu sigur c\u0103 ob\u021bine rezultate \u00een v\u00e2nz\u0103ri folosind un CRM, atunci trebuie s\u0103 trimit mai multe oferte<\/strong>. \u00cen cazul exemplului nostru, voi alege s\u0103 m\u0103sor rezultatele <\/strong>(ofertele \u00eenchise) \u0219i nu activit\u0103\u021bile<\/strong> (num\u0103rul de telefoane date de c\u0103tre echipa de v\u00e2nz\u0103ri).<\/p>\n\n\n\n

Un CRM este cu adev\u0103rat de folos deoarece ofer\u0103 rapoarte exacte despre rezultate, nu doar despre activit\u0103\u021bi.<\/p><\/blockquote>\n\n\n\n

Bine\u00een\u021beles c\u0103 un CRM \u00ee\u021bi poate spune \u0219i c\u00e2te telefoane a dat fiecare membru al echipei de v\u00e2nz\u0103ri \u00een fiecare zi. Dar oare te ajut\u0103 acest tip de raport s\u0103 \u00eembun\u0103t\u0103\u021be\u0219ti un rezultat din v\u00e2nz\u0103ri? <\/p>\n\n\n\n

Bine\u00een\u021beles c\u0103 un CRM \u00ee\u021bi poate spune c\u00e2te lead-uri a generat o campanie de marketing, \u00eens\u0103 acesta nu este un rezultat (nici m\u0103car pentru marketing). Este doar o ac\u021biune. Rezultatul ar trebui s\u0103 fie analizat ulterior \u00een termeni de cereri de ofert\u0103 primite \u0219i \u00een num\u0103r de contracte realizate. <\/p>\n\n\n\n

\"\"
https:\/\/www.minicrm.ro\/tur\/vanzari\/<\/a><\/figcaption><\/figure>\n\n\n\n

A\u0219adar, \u00ee\u021bi ofer aici 4 idei pe care le po\u021bi urma astfel \u00eenc\u00e2t s\u0103 ob\u021bii rezultate \u00een v\u00e2nz\u0103ri folosind un CRM.<\/p>\n\n\n\n

M\u0103soar\u0103 rezultate, nu activit\u0103\u021bi<\/strong><\/h2>\n\n\n\n

Define\u0219te-\u021bi obiectivul \u00een termen de rezultate concrete.<\/strong> De exemplu, pentru v\u00e2nz\u0103ri define\u0219te rezultate ca venituri lunare, num\u0103r de contract<\/strong>e, valoarea total\u0103 a comenzilor<\/strong> pentru fiecare client etc. Nu are sens s\u0103 m\u0103sori num\u0103rul de \u00eent\u00e2lniri pe care le are o echip\u0103 de v\u00e2nz\u0103ri pentru a evalua performan\u021ba acesteia \u00een schimb te po\u021bi uita la ofertele<\/strong> trimise.<\/p>\n\n\n\n

Pentru marketing po\u021bi defini ca rezultate: num\u0103r de cereri de ofert\u0103 primite, num\u0103r de telefoane primite \u00een call center de la clien\u021bi care vor un nou produs\/serviciu, num\u0103r de persoane care vin la un eveniment de v\u00e2nz\u0103ri etc. <\/p>\n\n\n\n

Dac\u0103 ai un CRM bine implementat<\/a>, m\u0103soar\u0103 rezultate, \u00eens\u0103 folose\u0219te datele din activit\u0103\u021bi pentru a formula ipoteze (\u201dAm m\u0103surat num\u0103rul de oferte trimise \u0219i am observat c\u0103 la cele trimise pe email rata de succes este mai mic\u0103 dec\u00e2t la cele prezentate direct clientului, deci ar trebui s\u0103 vedem dac\u0103 cu cumva pentru acest produs \u0219i acest client nu ar fi mai potrivit s\u0103 prezent\u0103m direct oferta\u201d<\/em>).<\/p>\n\n\n\n

Asociaz\u0103 fiec\u0103rei activit\u0103\u021bi un rezultat concret<\/strong><\/h2>\n\n\n\n

\u021ai-ai setat deja un set de activit\u0103\u021bi pe care echipa ta ar trebui s\u0103 le fac\u0103 pentru a ajunge la un anumit obiectiv \/ rezultat. De exemplu \u0219tii c\u0103 pentru a reduce procentul de insatisfac\u021bie al clien\u021bilor ar trebui ca solicitarea acestora s\u0103 fie preluat\u0103 telefonic \u00een 15 minute \u0219i rezolvat\u0103 \u00een 24 de ore. <\/p>\n\n\n\n

A\u0219adar, aceste activit\u0103\u021bi concrete (\u201dSun\u0103 clientul \u00een maxim 15 minute de la primirea reclama\u021biei\u201d, \u201dRezolva cerin\u021ba clientului \u00een maxim 24 de ore la completarea tichetului online de solicitare suport\u201d etc) au ca scop realizarea unui rezultat concret.<\/p>\n\n\n\n

Analizeaz\u0103 toate activit\u0103\u021bile pe care le desf\u0103\u0219oar\u0103 echipa ta \u0219i vezi care dintre ele contribuie cu adev\u0103rat la realizarea unui rezultat concret.<\/p><\/blockquote>\n\n\n\n

\u00cens\u0103 sunt multe activit\u0103\u021bi pe care oamenii din echipa ta le fac \u0219i care, de\u0219i sunt utile, nu genereaz\u0103 imediat un rezultat \u00een v\u00e2nz\u0103ri. Simplul exemplu de a suna un client de ziua lui \u0219i de a-i ura \u201dla mul\u021bi ani\u201d<\/em> este o activitate important\u0103. Duce la crearea \u0219i consolidarea unei rela\u021bii apropiate cu clientul. Dar ar trebui oare s\u0103 m\u0103sur\u0103m c\u00e2te astfel de telefoane se dau \u00een companie? \u00cen mod sigur, nu.<\/p>\n\n\n\n

A\u0219adar, \u00eenainte de pune activit\u0103\u021bi de urm\u0103rit \u00een CRM care ar putea complica inutil sistemul dar care, mai ales, va complica via\u021ba echipei tale de v\u00e2nz\u0103ri, \u00eentreab\u0103-te: \u201dAceast\u0103 activitate pe care vreau s\u0103 o monitorizez \u00een sistem genereaz\u0103 direct rezultate?\u201d<\/em>. Dac\u0103 nu, evit\u0103 s\u0103 o folose\u0219ti.<\/p>\n\n\n\n

Fii sigur\/\u0103 pe datele pe care le m\u0103sori<\/strong><\/h2>\n\n\n\n

Cea mai mare provocare a companiilor care implementeaz\u0103 pentru prima dat\u0103 un CRM este c\u0103, dac\u0103 reu\u0219esc s\u0103 clarifice ce rezultate s\u0103 m\u0103soare<\/strong>, atunci \u00een mod sigur au probleme \u00een a clarifica cum s\u0103 m\u0103soare<\/strong> acel rezultat.<\/p>\n\n\n\n

Am o poveste care ilustreaz\u0103 mai bine aceast\u0103 idee.<\/p>\n\n\n\n

Am lucrat pentru o companie care \u00ee\u0219i implementa primul CRM. Au \u00een\u021beles la un moment dat s\u0103 m\u0103soare rezultate \u0219i nu activit\u0103\u021bi \u0219i, ca urmare, au decis ca \u00een departamentul de v\u00e2nz\u0103ri s\u0103 analizeze nu doar c\u00e2te oferte se f\u0103ceau zilnici \u0219i c\u00e2\u021bi clien\u021bi deserveau pe zi (cu r\u0103spunsuri la email \u0219i telefon etc). A\u0219a c\u0103 au monitorizat apeluri \u0219i emailuri. Rezultatele au fost incredibile: fiecare om din v\u00e2nz\u0103ri deservea peste 200 de clien\u021bi pe zi \u0219i f\u0103cea \u201ddoar\u201d 10-15 oferte. <\/p>\n\n\n\n

De fapt, cum s-a dovedit mai t\u00e2rziu, mare parte erau apeluri scurte doar pentru verificare pre\u021buri (num\u0103rul de contact era pe site). Apelurile relevante erau mult mai pu\u021bine. \u00cens\u0103, timp de aproape o s\u0103pt\u0103m\u00e2n\u0103, echipa de management a fost debusolat\u0103 pentru c\u0103, se pare, echipa de v\u00e2nz\u0103ri era \u201dfoarte ineficient\u0103\u201d.<\/p>\n\n\n\n

A\u0219adar, de fiecare dat\u0103 trebuie verificate datele m\u0103surate<\/strong>. Altfel, acestea pot duce la decizii de management eronate cu impact negativ major pentru afacere.<\/p>\n\n\n\n

M\u0103soar\u0103 \u00een timp real. Sau nu mai m\u0103sura deloc.<\/strong><\/h2>\n\n\n\n

Dac\u0103 e\u0219ti la conducerea unei companii care nu mai e start-up, \u00een anul 2021 nu mai ai voie s\u0103 iei decizii pe baza rapoartelor de v\u00e2nz\u0103ri de acum o lun\u0103<\/strong>.<\/p>\n\n\n\n

Orice CRM din pia\u021b\u0103 trebuie s\u0103 \u00ee\u021bi livreze rapoarte actualizate la zi<\/a>. \u0218i asta \u00eenseamn\u0103 \u0219i c\u0103 cei din echipele de marketing, v\u00e2nz\u0103ri sau suport clien\u021bi trebuie s\u0103 respecte regula actualiz\u0103rii datelor \u00een CRM cel mai t\u00e2rziu la 24 de ore.<\/p>\n\n\n\n

La viteza cu care evolueaz\u0103 pia\u021ba, a lua decizii opera\u021bionale pe baza unor rapoarte \u00een excel pentru date de v\u00e2nz\u0103ri sau marketing de acum o lun\u0103 este aproape inutil. <\/p>\n\n\n\n

Va trebui s\u0103 te preg\u0103te\u0219ti s\u0103 implementezi un sistem CRM modern \u00een care ai rapoarte la cerere, \u00een timp real, online (disponibile oric\u00e2nd \u0219i de pe orice dispozitiv) \u0219i securizate (acces securizat, arhive, back-up). <\/p>\n\n\n\n

A\u0219adar, dac\u0103 m\u0103sori rezultate, atunci f\u0103-o corect \u0219i verific\u0103 datele.<\/strong> \u0218i apoi solicit\u0103 rapoartele \u00een timp real, disponibile oric\u00e2nd \u0219i de pe orice dispozitiv. <\/p>\n","protected":false},"excerpt":{"rendered":"

Un sistem de management al rela\u021biei cu clien\u021bii (CRM) te poate ajuta foarte mult dac\u0103 este \u0219i folosit eficient. Cum po\u021bi folosi un CRM astfel \u00eenc\u00e2t s\u0103 m\u0103sori rezultate concrete \u0219i nu doar simple activit\u0103\u021bi \u00een compania ta?<\/p>\n","protected":false},"author":71,"featured_media":11883,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[28,376],"tags":[453,450],"class_list":["post-11814","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-management-sfaturi-afaceri-mici","category-minicrm-sfaturi-implementare-crm","tag-management","tag-setare-obiective","post_format-post-format-gallery"],"yoast_head":"\nCum ob\u021bii rezultate \u00een v\u00e2nz\u0103ri folosind un CRM?<\/title>\n<meta name=\"description\" content=\"Un articol de la MiniCRM Romania despre 4 idei care sa te ajute sa masori si sa obtii rezultate in vanzari folosind un CRM.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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