Building Products

/Tag: Building Products

The Hunley Group Blog: Building Product Manufacturers: If you can’t measure it, you can’t manage it. KPIs in the CRM.

We asked a group of executives at a building materials client not long ago to provide us with a list of their key performance indicators (KPIs), or the measures they use to drive their company’s performance.  “Uh, we’ll get back to you.” Two months later we received a list of the measures. Yay! But … wait … it was just a list of what to measure, not what the actual goals were, the how-much-of-what-period kind of thing.  Sigh. Now.  I’m sure that’s not you.  But just in case you’re looking for some fresh ideas for how to suss out key insights from your CRM, we’ve got a few for you. Relationship Management Some folks call this call tracking, but let’s call a spade a spade.  Tracking activity from a measurement perspective should let you see that your team is making the right kind of calls on on the right customers - in other words, they’re measuring whether they right things are being to do maintain and enhance business relationships with your most important customers. Calls per week Visits per week Prospect first meetings per week Literature drops per week                                                                [...]

By |2019-09-24T21:05:55-04:00September 17th, 2019|Categories: Blog|Tags: , , , |0 Comments

The Hunley Group Blog: Building Products: Call Tracking. What, Why, & How.

Building Products: Call Tracking. What, Why, & How. Call tracking is one of the most basic functionalities and most prevalent use cases for a CRM.  From a survey of building products companies, this question received more positive responses than any other. Why do we see building products firms mandate call tracking? It’s a memory aid.  If you had 10 customers, you probably wouldn’t need a prompter to recall what you said last and to whom.  When you have 200 customers, with several hundred more prospects, OMG, how can you possible recall what you said to who just last week?  At its most simple, a CRM should remind you what to do and when, and call tracking helps a lot with that.  It’s a targeting tool.  With the fragmentation in building products, with hundreds of dealers and thousands of contractors, builders, and architects, if you’re not prioritizing who you engage with … well, maybe you shouldn’t be in this business:)  If you have your A’s, B’s, and C’s categorized, it’s typical to see a flavor of “A’s should be called upon every month, B’s, every quarter.” So you need to be able to pull trip planning lists of “all A customers I haven’t called on in the last 30 days”. It’s a coaching tool.  One of the most effective uses [...]

By |2019-09-03T21:04:16-04:00August 16th, 2019|Categories: Blog|Tags: , , , |0 Comments