Berger & Associates
Customer Relationship
Management And
Business Retention Strategies
 Condition
As a sales manager, corporate executive or business owner, you are
likely to be faced with many challenges. Some of those may be associated
with your field sales organization and its overall performance and
profitability. You have done an effective job of recruiting, hiring and
training the most qualified candidates for the job. You also designed and
implemented a sales compensation plan that will drive the desired behavior
and ensure the long-term success of your company.
Problem
Despite your having done an effective job of hiring, training and
deploying your field sales resources, you continue to experience
higher-than-acceptable levels of customer turnover. While your sales reps
are effective at developing new customers, the amount of repeat business
as a percentage of total revenue is on the decline because your
competitor, among other things, is doing a better job of building
long-term strategic relationships. You may also be utilizing a customer
relationship management (CRM) software application, but not to the extent
that it becomes a strategic business tool. You are not achieving the
desired levels of revenue and profit, and if left unaddressed, these real
business issues will only worsen.
Solution
At Berger & Associates, we are acutely aware of the cause-effect
relationship associated with high levels of customer turnover. While your
sales team members may be meeting expected levels of revenue, your sales
costs as a percentage of total revenue are increasing due to the high cost
and longer sales cycle attributed to acquiring new clients. And those new
laptop computers loaded with CRM software are being used as expensive
paperweights. That is a scenario that no company can afford to ignore.
As your strategic partner, we
will establish a clear understanding of your business strategies and
overall revenue and profit objectives. We do this in order to determine
the appropriate actions to take to reverse any negative trends attributed
to your sales organization. We will also conduct an in-depth review of
your current customer relationship management and business retention
strategies to determine their overall scope and effectiveness as measured
by such benchmarks as revenue growth, cost of sales, length and timing of
business development cycles, customer turnover rates and others. This
process may also include your information technology, inside sales and/or
customer service functions, as well. As appropriate, we will develop and
implement customer- and business-specific strategies designed to enhance
these processes and achieve the desired business results. Both top- and
bottom-line performance improvement is possible with this approach.
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