Intro for Interview with Ian Campbell (1/4)
Lidiane Mocko: Hi! This is Lidi Mocko with another Mocko Mondays! And today I have Ian Campbell here with me from the Mission Suite. And we are gonna have a conversation that is supposed to be very helpful for small business owners just so you understand a little bit more about how to use your CRM on your day-to-day, to grow your business. Hi Ian! How are you?
Ian Campbell: I’m well Lidi, thank you for having me on.
Lidiane Mocko: You’re welcome! Let’s talk about small business owners, let’s talk about John. So John has some type of professional services business and he is using every single feature in the CRM. What does it look like?
Ian Campbell: Sure! So John is is an interesting case right? When you look at professional services folks because I was one for a very long time. For about 17 years I was a professional services marketing consultant, right? So I actually got to know John very well because I was hm for a long time. So, I can just I can share a little bit of my story about me because again I was this guy right, so what John’s doing if he’s doing this really really well right? He’s bringing in leads, he’s out there networking, he’s having conversations with people, sometimes he may be get a couple cold calls if he sees something or opportunity that he really wants to go after you know, and he’s really being pretty aggressive in going after leads. The problem is that eventually he lands a client, right? It doesn’t sound like a problem but, at end of the day when you land client as professional services guy or gal, as anybody professional services world, you end up in this kind of mentality where all you have to do and all you should be doing right now is servicing that client, right? And as a result, all of the business development efforts go by the wayside, right? And so eventually you end up in this kind of a roller coaster cycle of business development and it’s said you’re up at the top and you’re making money, because you’ve got a client, but then every client reaches its natural conclusion right? And so eventually, all of a sudden, you’re back down here and then you’ve got to start from scratch right? And business is always going to go through cycles, professional services especially, but what I’ve learned is if John is using a CRM, and doing it effectively, right? And utilizing things like automation in a CRM and utilizing the email marketing capabilities inside of some of these tools. Like I mean, you know that I sell CRM a marketing automation tool. Has all these different things in it so I mean of course, you know I talk a lot about what my stuff can do but there’s a lot of other tools that are out there that you can kind of blend together, even hack together for a lot of times for free. It’s a pain in the rear but you can make it happen it right? So back to your original question of what is he doing if he’s doing this effectively right? So first, he’s diligent about inputting his contacts, so we’ve all seen that stack of business cards on people’s desks that when they ….you know we go out to a networking event we get 10 business cards, and then the next day you’re like, “ Okay, I got to follow up on these but I got to get all this other stuff done first”, and so you set them on your desk. And then the next day you look at them again like, “I got to do those again but I got another networking event tonight, I’ll just wait until tomorrow”. And you get 10 more business cards all of a sudden, that stack is 20. Then you go to a trade show, and all of the sudden you got 50 business cards that you’re coming home or something whatever the case might be, but that stack all of a sudden gets so big that you look at it and then you realize, “I don’t even know where I met half of these people! I don’t know what to do with them, I don’t know if we had a conversation, what that conversation was about or if we talked about getting together again”, so they all go into the trash and you wait until the next time you meet that person right? And so diligence in entering contacts into your database is hugely important, right? And then organizing those contacts so, and I’m not talking like adding people at the super groups or doing whatever I mean a good system can do all that for you. What I’m talking about a lot, but what I do when I talk about organizing is ranking your contacts right? Everybody that you meet, right? For me, I put them in as an “A”, a “B”, a “C”, a “G” for general or “R” for referral partner right, and so everybody that I… sometimes I’ll…if it’s a rare occasion and I actually have a pen on me and I’m prepared for this and I’ll write down on their business card you know… after they walk away, so I remember. Otherwise, I’ll go back later on that evening and I’ll try to get those people into the database as soon as possible, because now all of a sudden you know, being able to know where you met that person obviously the biggest big thing too right? So utilizing those custom fields, those types of custom fields to the CRM, is another thing that John would be doing if he’s doing it well, right?
Lidiane Mocko: So basically, being disciplined about entering the business contacts and segmenting them properly just so you can use them when the time is right, and the segmentation is with court fields that you have or tags, or tags in custom fields?
Ian Campbell: Absolutely, however or whatever your system does right? I know that there’s some tools out there that are tag based, some that are more bucket based, right? Some that are custom field based, however whatever works right? I mean the key thing is, and I tell people is all the time because there are people that that come to me and say, “Well, why should I change to your CRM?” I say, “I don’t know why should you?” Right? I mean, I can give you all of my competitive points, but the key question is why is yours not working, right? Why is yours not working for you? Because just change, as much as I would love to be able to say this, just changing to a new CRM, Mission Suite or anything else, it’s not a magic wand, right? I mean we might be able to do more for the automated follow-up or what-have-you but at the end of the day, your work is the only thing that’s gonna make this thing succeed or fail, right? And so I mean there’s all sorts of things that you can do with, I mean again, whether it’s kind of the 800-pound gorilla of Salesforce, or the or you know one of the these little startup groups or somewhere in the middle like mine, you know there’s a lot of customization and there’s more importantly there’s automation that you can do too, right? When you add somebody new to the database, you want I mean, you want an email to go out to them automatically, right? I mean that’s huge!
Lidiane Mocko: Yeah, that’s what I was gonna ask next! So they’re bringing and entering the context, what happens next you know? Do you have a separate template for referral, and one for general connections versus another one to a potential lead?