CRM Orange is born in Huaibei, can you push smart CRM to cost?

Salesforce has become a myth, “Building China’s Salesforce” is also as far-reaching as a myth.

As of October 30, 2019, Salesforce’s market capitalization reached $138.5 billion, and Chinese companies with strong imitation capabilities and innovative genes are still struggling to find CRM at home after nearly 20 years of exploration. The market shines.

CRM is still regarded as a battleground for military strategists despite its dissatisfaction. In the second half of this year, the already quiet CRM market was suddenly overturned by BAT, and the heat was revived, but how the CRM “born in Huainan” got rid of the fate of “Orange and Huaibei is awkward”, truly with the commercial soil of China. Combined with the cultural background, being used by enterprises rather than being supplied is still a test for CRM vendors.

CRM: Manage sales or manage customer relationships?

The huge corporate culture differences between China and Europe and the United States are considered to be the key reasons for CRM’s repeated setbacks in the domestic market.

European and American companies have always attached great importance to the standardization of sales. They have a set of standardized operational procedures and management requirements. They are naturally suitable for CRM. Companies are willing to adopt new technologies and platforms to improve efficiency and save manpower. Salesforce does not need extra energy to educate. market. Domestic sales are more focused on the establishment of relationships, paying attention to being a predecessor, making friends before doing business, and different concepts correspond to different sales processes and undefined sales models. Customer resources are often in sales. In the hands of the company, not the company, Top Sales has the right to speak in the company.

When CRM was born in the soil of American culture, it tried to land in China. In the process of localization, it gradually evolved into a sales management tool, emphasizing field punching, work logs, process management, etc., although they were recognized by the bosses, Instead of providing substantial help to the sales staff, it increased the amount of work they entered and was generally resisted by salespeople.

This also led to the continuous injection of investors’ funds in the field of CRM. The technology of entrepreneurs continued to iterate. However, “Ye is similar, but the taste is different.” The Chinese version of Salesforce is always difficult to find, even practitioners on CRM. The outlook has begun to lack confidence.

“When I decided to do CRM, many people in the team were in conflict. I received more than 20 letters asking me not to do CRM.” Peng Chao, founder and CEO of Plus Technology, recalled, “Because there are many teams.” People are traditionally made by CRM companies. They see that CRM is not easy to sell, it is difficult to land, and the mission of the education market is to be completed.”

On November 1, 2019, the smart CRM was officially launched. At this time, the first business card was added.The product has been released for two years.

At the end of 2017, the smart card products were launched in the market, and quickly became the explosion in 2018. It also attracted the RMB 168 million A round of financing from Sequoia Capital China Fund and IDG Capital.

The success of business card products has been mixed. The good news is that the brand awareness has increased rapidly. The worry is that the label of the “business card” has been affixed since then. Especially after the imitators of many business card products set off the “hundreds of battles”, the impression left on the market is even more ingrained.

“Our initial intention is to create a weapon for sales. The business card is our first product, and let us taste the sweetness of innovation, but what we always want to do is CRM, customer relationship management system, business card. It’s just one of the components of CRM,” explains Peng Chao.

After the business card, the push and push have successively launched a number of product components such as brochures and case libraries. The core logic is to help sales quickly and standardize the value. In addition, the traditional CRM is intended to manage sales rather than manage customer relationships, and does not identify market pain points to meet the real needs of corporate customers. In addition, we hope to create a smart CRM product centered on customer relationship management rather than sales management, and empower sales from the four dimensions of customer relationship establishment, management, realization, and management. Each business card, brochure, and case will be used. Library, documents, articles, posters, video intelligence, combined with traditional sales management systems, corporate malls, to provide enterprises with integrated solutions for empowerment sales.

After the smart business card, can you re-create CRM?

Interpretation and Push Smart CRM

“‘CRM’ solves the problem of value transfer, and ‘smart’ solves the problem of value transfer.” Peng Chao explained the smart CRM product that was just launched.

Peng Chao is a sales person. He believes that the professional ability of domestic sales personnel is uneven, and the biggest difference between senior sales and general sales is the ability to pass on value to customers and to judge the true willingness of customers to purchase. Based on this, we have developed and developed intelligent CRM, which enables sales from the four dimensions of customer relationship establishment, management, realization and management, so that everyone becomes “super sales”.

In the establishment of customer relationship, the promotion of enterprise-level smart business card system can quickly transfer a large amount of information of sales personnel, products and companies to customers. For example, in the initial meeting, the multi-dimensional information such as hometown, education, and other people’s evaluations included in the business card system can help sales people build trust in the customer’s mind and quickly narrow the distance from the customer.Create a “perfect meeting.”

Additional Smart Brochure System displays comprehensive, standardized information on the company and its products, which can be sent to customers in multiple scenarios. According to statistics, the average budget of corporate brochures exceeds 30,000 yuan/year. Due to frequent revisions and spamming, the utilization rate is less than 5%. After the completion of the smart brochure, it is not only easy to modify, but the marginal cost of issuance is almost zero. According to the extrapolation, the number of brochures for the promotion of customers has increased from 114 per year to 700.

In addition, the addition of the case library system contains the past cases of the company, smart folders support PPT, PDF, WORD, pictures and other documents, support sales staff to call at any time, quickly establish customer relationships.

Transfer value is only the first step. The intelligent radar system that pushes smart CRM further helps sales personnel to judge the real-time delivery effect of value.

Peng Chao once did a test in the circle of friends, he sent a push ad, as expected, and the number of praises hit a record low. Nobody’s praise in the circle of friends does not mean that there is no demand for the product, but if the feedback is not received, it is impossible to judge the customer’s intention, and it is impossible to follow up the intention in real time. For sales, the biggest trouble is to have no clues to speculate on customer intent and wait aimlessly.

With the help of the intelligent radar system, whether it is a business card, a brochure, a case library, or a smart folder, all the browsing trajectories of the customer will be recorded and promptly fed back to the salesperson. The salesperson can judge accordingly. The customer’s intention to make a decision to continue to follow up or give up, can also give a more reasonable offer for the intended customer.

After the smart business card, can you re-create the CRM product?

In the business relationship of customer relationship, the enterprise library system, brand poster system and short video delivery function included in the smart CRM are equivalent to creating a large-capacity, daily updated resource pool for the sales staff, including the value. Type of business news, big V views, professional tips, festival posters, interesting topics, promotional videos and other information, sales staff can call on demand, send to customers at any time or publish in the circle of friends to brush the “presence”, also support fools Create personal style posters and short videos to help salespeople create personal IP. Similarly, the radar system records the customer’s browsing trajectory and provides real-time feedback. In this way, the smart CRM is used to reduce the frequency of sales people meeting and increase the transaction probability.

Additional introduction has begun to build a mall for customers, whether it is a small program mall, or H5 mall, and the smart CRM system is open. Customers can browse business cards, brochures, short videos and more.After that, directly enter the mall to purchase, the process of realizing the customer relationship is smooth and unimpeded.

“An ideal state is that a salesperson took a short video while on vacation at the seaside, and recommended the company’s products by the way. After the short video delivery function was released, some customers went to the mall immediately after browsing. Single.” There is a push to describe the staff.

The promotion of the mall system allows every employee in the company to have a store, all the performance has a clear attribution, but the same customer may have contact with more than one employee, plus smart CRM “one-to-one lock” The customer function is developed for this situation. Even if the locked customer is successful in other people’s transactions, the lock customer can enjoy a certain commission share, further clarifying the internal division of interests, avoiding internal friction, and focusing on customer relationship. Realization.

In addition, intelligent customer relationship management is also one of the modules to promote smart CRM, mainly including BOSS management system and customer relationship construction task system, and can also support one-click handover of customer relationship during sales.

Competing for the Blue Ocean

“The need to manage sales is there.” Peng Chao said, “So we also do the traditional sales management module.”

In the traditional sales management module, there are 28 sales management components, except for the common functions such as hard-working cards, logs, and data reports. In addition, the management components such as action pictures, personal PK, and transaction reports are activated. The team’s sense of competition and operational awareness constantly mobilize the team atmosphere and inspire team morale. The push-pull management desk allows managers to see at a glance the progress of the current performance, and the corporate cockpit supports the three-dimensional, multi-dimensional presentation of customer data.

After the smart business card, can you re-create CRM?

“What we are doing now is what we have to do at the beginning, the business card is our first component, the brochure is the second, the case library is the third, and each component behind is perfecting us. CRM, now, we have finished the sales management module, the mall module, and the CRM module. It is time to officially tell others what to do.” Peng Chao said, “We want to create a unique Chinese. A customer relationship management system that can be used.”

At this time, the external market is changing. After Baidu launched the CRM open platform “Love Fanfan” in July this year, Alibaba announced that it has reached a strategic cooperation with Salesforce, and Tencent has also taken CRM twice.

After the traffic dividend peaked, private domain traffic was increasingly valued. Peng Chao said bluntly, “The essence of private domain traffic is customer relationship management.Reason. “The giants are vying to arrange CRM, both for the planning of the industrial Internet, and for the consideration of traffic trends, and hope to extend to the refined operation, and the promotion of smart CRM is just helping companies to build their own private domain from 0 to 1. Traffic pool.

After two years of accumulation, the team has been expanded from the initial 17 to 350, and the number of customers has exceeded 30,000. The channel has been built and trusted, and the product barriers of smart CRM have also increased. The moat is deeper and can no longer be easily imitated like a smart card. However, as a startup company, the road to fighting in the CRM market has just begun.

In the field of to B SaaS, Chinese companies can’t replicate the brilliance of Salesforce, and CRM is still considered one of the most promising circuits. Salesforce has built CRM into an aircraft carrier, which is equipped with sales automation, sales and other subdivisions, and in the European and American markets, there are also CRM listed unicorns outside of Salesforce, not to mention domestic companies. Absolute numbers and differences are large enough. There is still unlimited imagination in the blue ocean of CRM, and there are many market segments to explore.

Two years ago, when the first push of smart business cards was introduced, the first time that “business cards should be used by enterprises, not for personal use” was put forward, and a brand new track was opened, which was first revealed; two years later In addition, the concept of “CRM should manage customer relations, not sales” was put forward again, and smart CRM was officially launched. At the same time, as a startup company that closely cooperates with WeChat Ecology, it has been included in the Tencent SaaS Ecology “Thousandsail Plan”. This time, the push before the new starting point is waiting for the market to draw a new growth curve for it, and update the label of its “smart business card” to “smart CRM.”