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CRM For The Construction Industry…Lifting The Fog – Part 3


This final installment of our little series has to do with those already using CRM or are very close to implementation. Now that you’ve pulled the trigger and have committed to a brand/system, what next?

While I have no empirical evidence to share, I would say the majority of the CRM systems out there probably offer less than 15% of a difference in features. They all do leads, accounts, contacts, opportunities, tasks, dashboards, email links, allow one to attach documents, make time-stamped notes, set up reminders, etc.

The real challenge in ‘right-sizing’ your CRM is to have an awareness of what exactly you want the system to provide beyond the basics.

One method I suggest is to ‘reverse engineer’ your way towards a solution; focus on functionality as opposed to features. Where exactly is the optimal point to place the fulcrum on this lever called CRM? What do you need your data to tell you?

If you are new to CRM or dusting off a neglected system…here is a list to consider. If you find no value in any of these, at least it may get you thinking of ways you can tweak your current system in order to provide useful and actionable information at the click of a mouse. Currently can your CRM tell you?

— The top five source categories for new opportunities

— The top five source categories for new contacts

— The percentage increase/decrease in the timeline it takes for an opportunity to become a contract

— The percentage increase/decrease in your public to private work

— The best time of day to contact your top prospects

— A breakdown of industry class of your new clients YTD (Subclass)

— A breakdown of industry class of your new prospects last quarter (Subclass)

— A report that gives the CEO a ‘headline update’ of where the company stands with the top 100 clients/prospects in your industry

— The top five reasons why you lost the last 25 opportunities

— Where you stand with a prospect on becoming an approved vendor

— A list of all inactive clients and the amount of time since the last contract

— Win/loss percentage that truly reflects wins vs. losses and not ‘misses’

— A list of all active clients and key contacts, broken down by revenue gained from each, for holiday packages

I could go on and on but these are just a few of the reports I like to create when working on any system, for any client.

In closing, another overlooked item I come across would be the lack of data standards. Without some guidelines, it won’t take long to have a dozen different entries for the same company, duplicate contacts, duplicate opportunities and things can get real ugly, real fast.

If you have any questions, let me know. For a brief, three part series on lifting the CRM, it is quite possible I mist something. (rimshot!)

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Bobby Darnell is the founder and Principal of Construction Market Consultants, Inc. An Atlanta based management consulting group specializing in business development, CRM, sales, marketing and profitability as well as executive placement for the Architectural, Engineering and Construction industry.

Bobby can be reached at bobbydarnell [at] cmconl.com

www.cmconl.com

About the Author

Bobby Darnell is the founder and Principal of Construction Market Consultants, Inc., An Atlanta based management consulting group specializing in CRM, Business Development, Sales, Marketing as well as Executive Placement and Recruiting for the Architectural, Engineering and Construction industry.

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