The key to growing your business is in understanding your customer. Not only in the ways they connect but also how they choose to do business with you. Your business needs to forge lasting relationships with them if you want to stay at the top of their minds. The right customer relationship management system helps you get to the heart of your prospects’ data and uncover their reasons they engage with you. A viable customer relationship management system can help you identify, segment, and align your business to better intuitively meet every customer’s needs.
Who’s your prospect?
In a remote village just shy of Malta, a farmer ran a dairy business, and people traveled from far and wide to buy his cows’ milk. Eventually, the milk demand became so great that the man charged a higher price to afford more animals to increase production. The travelers stopped coming. When he lowered the price, the villagers came around again, and the farmer sold much milk.
The anecdote expresses the farmer had a product and a service that helped people. When they needed food to eat the dairyman had the solution. He understood what the villagers wanted and then he successfully scaled his service to meet it.
Step One: know your prospect
For your business to thrive, it’s important to understand the buyers it can best serve. If your buyers do not participate in your present messages and offers, it may be time to first, reframe the personae you ‘ve determined to be your true buyer in a way that better represents the clientele you want to help.
Your customers have a problem they believe you can solve.
A CRM like Hubspot can provide you the info about how your prospects interact with you through an API that you can implement as you build your business.
The reason that drives your customer’s choices
Boston Company Parlor Skis knew it had a problem many startups have: an existing customer base but no system to gather the information about their behavior. The business’s founders wanted to learn their customer’s individual motivators that made them purchase the kinds of skis they did.
The two-man entrepreneurial team ran their business out of renovated funeral home and began a tracking system to identify the skis people bought and if they’d requested customization.
By using a CRM like Hubspot, they determined their customers were outgrowing the town where the company was, but through isolating their fans’ interests, the company duo discovered the customer who bought their customizable skis were also relocating from the town. This location info gave the company founders something they desperately needed: how to sustain their business when they charted the right information. While they no longer wanted to waste time to try and manually figure it all out.
What their customers were buying, was where Parlor Skis already had data. How they engaged with their business was the crucially missing patterns they needed to understand. Their skis fans were still buying their product—they simply didn’t know Parlor Skis could ship their customizations anyplace.
Step Two: identify your prospects’ truest motivations
Parlor Skis’ solution to syncing their customization to better help their clients: identify your prospect’s strongest patterns by using a CRM like Hubspot that can reveal their truer underlying behaviors.
Your customer’s choices are actually patterns that reflect their wants and from a position of cognitive bias.
Prospects go about their days interacting with businesses and other people and that is before they’ve started their day. What they’ve eaten or not eaten for breakfast, their responsibilities they have to meet before, and how they’ll get back to do them all again the next day collectively have an influence on how they will interact with other stimuli throughout their day—and how they’ll engage with you.
Maybe they will tell you their exact needs but it is more likely they will give the briefest answer to a question or as an immediate choice they make.
It isn’t that they’re untruthful; they’re sharing based upon the experiences they may have had prior to connecting with you. This cognitive bias is something your business can become aware about and then take steps to better recognize by working with a CRM to help and hone in on your customer’s truer wants.
Step Three: segment prospects and group by their behaviors you learn
Parlor Skis applied CRM messaging and a set it and listen model that revealed patterns in their fans’ interactions that uncovered insights about their interests that proved invaluable. Another startup, like Parlor, used the strength of automation to solve a dilemma of individualized engagement that evolved between the unique needs of two different clients: parents and babysitters.
Child sitting company UrbanSitter needed a system that could help them communicate the process of connecting families to people who could sit for them both long term and for last-minute unexpected scheduling.
The brand used the automation savvy of email service MailChimp to shuttle two different messaging series to its customers. Through segmentation, UrbanSitter could onboard each prospect as they moved through the stages of their lifecycle.
By adding an email sequence, the Brand removed the guesswork similarly to Parlor Skies with one significant tweak: it combined email into its CRM to streamline its brand to customer network, then used A/B testing of headlines and in their marketed messaging to further observe its clienteles’ engagement. The result was UrbanSitter saw a 260% increase in their conversations.
Step Four: split test
To achieve the boost in conversions, UrbanSitter had to dive deeply into its customers’ engagement. However, it had to deliver a unique conversation for each client. The babysitters needed a welcome that observed the sometimes delicate process of onboarding with a new family. While families needed assurance they’d have a go-to place and platform that understood the rigors of parenting 24/7. UrbanSitter created different email sequences and information silos it shuttled to each client.
Welcome emails personalized to each family saw a significant boost in client response. Conversations that the Brand had with babysitters experienced a dramatic shift from basic introductions to highly aspirational content about what to do next. Babysitters received details about screening and setting up the appropriate legal documentation (filing W2 forms, the correct forms of ID). The Company made certain families were sent reminders that it was available to reach whenever a need arose so it could fulfill expectations.
The split-testing of headlines and body in both the subject lines and conversation proved successful: UrbanSitter grew client memberships while increasing member retention. Today, it continues to spearhead its creative muse thorough giving timely and educational inspiration to two uniquely different types of customers.
The growth of your business centers on the foundation of automation and integration in your messaging with your Brand’s core identity that is on par with the product or service you have.
CRM lets you get started from the customer base at the present.
First: determine your prospect.
When you already have a prospect, begin refining your messaging to bring them to your product or service.
Second: identify how they engage with you underneath the platitudes and input on your calls to action.
You will begin to see certain things they respond to and others less. The patterns they engage you with can result as their truer motivations. It’s also when you can deliver more personalized messaging to serve them greater, the more you use your CRM to observe.
Third: at this stage begin to segment as soon as possible. Size of your audience doesn’t matter. How they interact with you on a more transparent level, does.
The CRM you use will help you navigate where you are as you build your customer’ journeys.
Fourth: it’s time to split test where your messages speak to your customers and use the info gleaned from the engagement to improve your business’ efficiency and bottom line.
Hubspot can take you each of the steps or stages.
Use MailChimp or a similar email service to help you tune in to the customers who interact with you as you refine the steps to create customer loyalty.
Consider tapping into your analytics with a platform like Google to learn the touch points your customers are signaling most.
And remember, the goals of your business always centers on the customer, first.