Client relationships are critical for every Equipment Dealer organization where typically 80% or more of their ongoing revenue comes from existing customers. The key question for Equipment Dealers is how they can improve the way that they do Account Management with the resources and insights into the data that they have. Fullscope has created an Equipment Dealer Solution with Microsoft Dynamics 365 (the next version of Microsoft Dynamics CRM Online) that focuses on Sales, Marketing and Customer Service productivity and insights.
1. Visualize your Sales History
In most Equipment Dealers order or sales history is available in the back office system. With access to this system, the Sales Team can get to the rows of order history data and sort through it for their own customers. It is difficult to see any trends. Ideally the Sales Team wants easy access to this information but also in a more visual way. “Seeing” the trends by Sales vs Rentals vs Service Calls of how this customer is actually buying can be very insightful for them. Providing the visual and the data will help the team spot opportunities to go back to the customer.
2. Get Visibility across the Entire Account
One of the first steps for Equipment Dealers looking to improve Account Management is getting a look at what is happening across the entire Account. When you are working with larger organizations that have multiple divisions or departments it is critical to be able to see a summary of all the Equipment or Open Opportunities at an Account. Below the Abraham Construction Account can be viewed in a Hierarchy that there is a roll up of all the Open Revenue (Opportunities) along with an Equipment count at each location.
Having some detailed visibility into the Equipment that a customer has (both your equipment and the competitor) and all the related Technical Information, Trade Information, Usage, Opportunities and Service Calls as well as Customer Service Agreements and Warranty information can help the sales team much more productive and informative when interacting with customers daily. They can also use this information to follow up at the right time whether it be a competitor’s equipment coming off a lease or rental or one of your equipment sales is starting to get a higher usage and ready for replacement.
4. Know the People
At the Contact level, you may want to segment individuals by “Executives” and “Staff”. In many organizations, the Sales Team is comfortable meeting with the staff but not always connecting with the Executives. For “Executives” you may want to make sure that there is at least a quarterly meeting or call on the Account so having visibility into the activities can be key.
You have the option of having an automated way to execute a follow up program that is consistent with the customer segmentation.
Want to see a brief demonstration of the above business capabilities? Watch our Equipment Dealer Solution video that highlights how we have leveraged Microsoft Dynamics 365 to help Equipment Dealers better manage their customer relationships.
Interested in how you can implement these 4 Best Practices for your organization? Contact Us