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The Hunley Group Blog: Building Products Manufacturers – Put your Dealer (Contractor) Locator on steroids

  Building Products Manufacturers - Put your Dealer (Contractor) Locator on steroids   If there’s anything ubiquitous about a building materials company’s website, it’s a dealer locator. (Or contractor locator. Or both. How about we just call it a “Locator” for this post?) Now, what would you like your Locator to do for you? Well, if you put in a postal code, you’d like it to return a list of the closest dealers or contractors closest? What else would you like? Let’s think about that for a minute; hmm ... Well, first you’d like that list to be current and accurate. You’d like to maintain the underlying database that gets polled to be easy. Or maybe even zero effort on your website. You’d like to be able to prioritize your best (or preferred) dealers & contractors so they show up first You’d like to rotate through those favorites so everyone gets a shot at the top You’d probably like to be able to let your contractors and dealers choose which ZIPs they show up in, not just which they’re closest to, since their shop might be pretty far from the chichi neighborhoods most likely to make big purchases. You’d like to let your customers connect directly with your partners, but have some control over knowing that they did You’d like [...]

By |2020-02-23T19:41:12-05:00February 23rd, 2020|Categories: Blog, Building Products, CRM, General|Tags: , , |0 Comments

The Hunley Group Blog: Building Product Manufacturers – Put yourself in the master spec with the right architects

Put yourself in the master spec with the right architects Chasing specifications is an elbow-grease necessary part of the game in the world of commercial construction.  But it is tres laborious and time-consuming. And if you’ve got to try to get into a spec from the start, or flip a competitor’s spec, it’s pretty inefficient. So how do you get in there, to begin with?  Ah, right. The master specification. Now maybe you can get listed in MasterSpec or SpecLink and hope to pick up a whole slew of projects.  But a great many shops - particularly the big houses like Gensler, HKS, SOM, and HOK - don’t use a third party; they write their own. Well, You can boil the ocean and go after every architect out there and seek to get listed.  There are only 20,000 architectural firms in the US; you should be able to knock that out by next quarter, right? If only there were a better way.   First, let’s start by doing some manual targeting  You could use an ENR list to pick the biggest, or SpecShare to pick the architects who are listing the most specs that list your product.   Get those firms loaded to the CRM, and flag them as top priority firms.  Assign them to the appropriate territory manager, then track [...]

By |2020-02-12T10:36:45-05:00February 9th, 2020|Categories: Blog, Building Products, CRM|Tags: , , |0 Comments

The Hunley Group Blog: Building Product Manufacturers: Part 2: Finish Winning the Game of Specifications

The Great Game of Specifications, Continued ... In a previous post, we started to layout how you could leverage a CRM like Salesforce to raise your game in pursuit of specifications market success.  We discussed how to Capture, Conserve, and Flip. Now we continue with: 4. Maximize 5. Hold 6. Bid 7. Close 4. Maximize:  Find cross-sell & upsell opportunities for other products in your catalog Last time we talked about how to capture, qualify, and flip a spec your way with efficiency gains delivered by Salesforce.  Now let’s move into growing your share of wallet on a given project. Do you manage multiple product lines?  Have different business units that leverage independent sales teams? What better way to grow your business than by seeking to maximize your share of wallet?  Train your reps to look for corollary products on a project they’re chasing, and toss a bone to their colleagues. Make it worth their while by using the CRM to track those lead creations by paying them a spiff on the cross-sell!   5. Hold:  Defend your own specs So you’re in the spec now, one way or another.  But it could be months or years until the subs are ready to bid your product category.  And that offers the bad guys (and aggressive GCs) plenty of windows to [...]

By |2020-02-04T10:48:09-05:00January 26th, 2020|Categories: Blog, Building Products, CRM|Tags: , , |0 Comments

The Hunley Group Blog: Building Product Manufacturers: Winning the specifications game with a CRM

Winning the specifications game with a CRM The Great Game of Specifications Winning at the great game of specifications in commercial construction is complex, laborious, and simply … trench warfare.  There are so many moving pieces to keep track of that it becomes almost mind-bending difficult to really excel.   Fortunately, tracking large databases and automating complex processes is exactly what a CRM is designed for.  At Hunley, we’ve been working to perfect this process in Salesforce.com for fifteen years; we break it down into seven elements: Capture Conserve Flip Maximize Hold Bid Close Capture:  Grab every project as it emerges There’s a giant, swirling sea of construction projects out there.  They range from a trivial renovation in a rundown strip mall to the construction of a new World Trade Center.  And they may come onto your radar when they’re a concept-stage twinkle in the eye of a developer … or mid-construction when subcontractors are already being selected. The key is to capture each one as soon as it emerges.  A substantial majority, naturally, will come to you through the Dodge or ConstructConnect databases - that can be automated to flow straight into Salesforce, with automated assignment to the territory manager covering that geography.  And any project a rep, a contractor, or an architect surfaces for you should go straight in [...]

By |2020-01-12T19:13:46-05:00January 12th, 2020|Categories: Blog, Building Products, Construction, CRM|Tags: , |1 Comment

The Hunley Group Blog:: Is your CRM a failure?  Is it the CRM, or is it you?

Is your CRM a failure?  Is it the CRM, or is it you?   Wow.  More Than a 50% Failure Rate So we ran a little survey.  Polled about 1,000 executives and sales users on their perceived CRM success.  And less than 50% considered their CRM a win.     So We Asked Some More Questions.  And It Got Really Interesting. While we were at it, we also surveyed the group on their adoption of CRM best practices.  Wow. It turns out there’s a very strong correlation between whether those frustrated with their platform were adhering to those best practices.   The reality?  It’s not whether a CRM will work for you; it’s whether you know how to make it work for you. Grouping the Key Questions Adoption.  Adoption means your user set has embraced the CRM as an embedded tool.  Users adopt a system that is an indispensable productivity tool for users, that management can’t function without, and that management mandates use of. Organizational Commitment.  You've almost certainly heard the adage, “if it isn't in the CRM, it doesn't exist!” Cliché by now? Yeah. Well, it’s true. Successful embrace of a CRM does not happen by osmosis. It happens because the management team is determined that a CRM is a mission-critical system.  They’ve ensured that all users are trained and [...]

By |2020-01-09T22:09:35-05:00December 15th, 2019|Categories: Architecture, Blog, Building Products, Construction, Engineering, General|Tags: , , |1 Comment
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