(upbeat music)
- Today is the very best day there has ever been
to be in floor covering business.
- [Narrator] On the floor,
withh john weller.
- For those of you who don't know my name's Jason Goldberg
I own a company in Columbus, Ohio called
America's Floor Source.
We're about a 90 million dollar flooring company.
I started that company 18 years ago.
I'm third generation and I run
a fairly successful flooring business.
So a couple years ago I didn't like the way
we were handling our retail sales leads.
I didn't know a lot about them.
We were managing with pen and paper,
the way that most flooring companies
still manage their leads today.
I looked across the marketplace at various tools
that could solve the problem, a bunch of different CRMs,
but they were either too clunky, too difficult to use,
too expensive, a combination of the three
or just to built to work for a bunch of different things
but not specific enough for what I was trying to accomplish.
So after looking at all those I came to the conclusion,
look if I wanna get what I want and what we need
in the flooring industry I'm going
to have to program it myself.
So I have a guy who owns a tech company,
he used to be my chief technology officer.
I had dinner with him one night.
I told him the challenge and I had,
I had diagrammed this thing out already
so I said, here's what I need to build
and I just gave it to him.
I said, he said I can build that for you.
The intent was to build a very nice,
very functional lead management software
for America's Floor Source but what ended up happening
is he built the tool and we started using it
and I was like holy cow, this thing is awesome.
After about six months I said we are separating this off,
we're making this into a separate company,
this is needed in the flooring business.
It solved all three of those initial challenges.
One, it was extremely easy to use.
Two, it was not clunky at all.
And three, we were able to get it down to a price point
that any retailer could afford.
So it was just by accident I got into the software business.
Now that being said I'm a pretty tech savvy person.
I was a 4.0 student in school, we've built
some other softwares for my flooring company,
we built our own custom
scheduling field management software,
we've built an analyzation software to analyze our numbers
so having to do things like this was not uncommon
but it's different when you're building you know
a piece of software to work within your own company.
When you, we're building a technology company.
Now as a guy who's built companies before
that's the natural, right, I mean,
building a company up and all those things
that go along with it and the strategy behind it
and what you need to get done you know,
that's right up my alley.
So I understand the segment, I'm a third generation
flooring person, I understand technology,
I can't code it but I can certainly describe it
and I understand it well enough to get down the path
of where we need to go.
Specifically how we did it?
I'm the owner of the company,
of a 90 million dollar flooring company.
I have a whole layer of managers.
I took it upon myself to look at every lead
'cause I get a notification on every lead
that comes in the system 'cause I have
those notifications turned on for me.
I picked up the phone.
I called every person who put in one of those leads,
not the customer, but my salesperson.
I would say, hey John, great job on putting the
Jane Doe lead in, I would give 'em a compliment
and then I would say, by the way,
and then I would give them the corrective action.
Next time you talk to Jane ask her how heard about us
and that should be part of your process.
When you're talking to a customer build that in,
hey Jane, how'd you hear about us
and then make sure that gets in the system.
Then I'd explain to them why that was important.
You get that data on a manual lead, 'cause on a digital lead
we're gonna capture that data hopefully automatically.
Then you're gonna give me data that I'm gonna analyze
through the system that's gonna allow me to market better,
which is gonna drive more leads into the system
which overall's gonna make you more money.
And that's what I always tie it back to.
The second thing we do when we're training
is if I've got a salesperson who's put 20 leads
into the system and they're working those leads,
I will purposely go through those leads,
I will find the one that I believe
is going sideways, right, he's gonna lose that deal
or she's gonna lose that deal, I will review the information
in the CRM, I will not pick up the phone
and call my salesperson, I will review it all in the CRM.
Remember I've got the notes, I've got the history,
I've got all the documents, the diagram,
the work order, the quote, before pictures,
I have all those things that I need.
I'll pick up the phone and I'll call Jane
and I'll have a conversation with her
and lo and behold, I'll convert her right on the phone.
Then I'll call my salesperson, I say hey,
since you used the lead management system,
since you used the CRM I was able to call this customer,
I just closed this $9,000 sale for you,
you just made a $900 commission.
And that's one of the other reasons this becomes important.
Look, this is a two-way street.
You expect a salesperson to change the way
that they're doing business.
They're going from pen and paper
and maybe an Excel spreadsheet
to a new system that's easier, but it's changed
and some people don't like change.
Well you gotta expect the same thing
from the management team.
If you're doing what you're supposed to
as a salesperson, shouldn't I do what I'm supposed
to be doing as a manager?
And as a manager should be helping, reviewing,
making sure that this things working as best it can
and ultimately which is the salesperson's goal
and my goal, is to close more deals
so we both make more money and then we utilize
that information as we gather more and more.
Imagine having five leads in the system
or a year from now when you process 5,000.
Before we started using RLM and then after we started,
remember I've been on it for a little over two years
so year number one we had a 36% increase
year over year on sales.
Now remember we went from one year not using one,
so pen, paper, manila folders, to completely digital,
everything running through the CRM,
a 36% increase in sales.
Year Two we had a 13% increase in sales,
now that's system against system so,
we're up against the technology
that we had used for a year.
We're now in year three and we're currently up 22%.
So the gains that you get from a mark
are significantly higher than I say
if you look at just regular industry growth,
whatever that number is, 3%, 5%, whatever,
we're getting double-digit increases
you can see on two of the three years
that I've described, some of those increases
are pretty massive.
And you wanna know what I attribute it to?
We know every lead that we're working on
and nothing falls through where 2 1/2 year ago
to know what anyone was working on
I would have to go out and start talking to 'em.
I was amazed, we work over 500 retail leads,
between my three retail stores in Columbus,
at all times, I think this morning I looked
and we're working 547 leads.
Now you tell me how you manage that with pen and paper
and as a manager and owner, how I possibly
get my arms around that, going from desk-to-desk,
can't do it but you can with the right CRM tool.
(clicking)
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