Thursday, 12 January 2012

TO BLOG OR NOT TO BLOG - driving sales through your CRM

“ I think we should, but I don’t have time…”

As part of a corporate CRM, the blog is a great way to keep the sales communications plate spinning at the simple push of the return key.

Remember the days of the Newsletter when we used to fell and pulp forests to print and post interesting collections of headline-driven words and illustrated articles to remind clients and prospects of the breadth of service genres we had to offer ?    Well, now we blog it.

I don’t need to tell you how many stamps, trees and envelopes you save and how many dustbins now avoid the thud of the wasted mailing. But, perhaps I do have to tell you how the blog helps drive your CRM and how little of your time (practically none in fact) is required to make it happen.

Words, style, frequency, contents – leave all that to ASPIRUS Words.

By way of an example, let me show you how it works with Sinclair & Rush in Maidstone, Kent. They are a global plastics manufacturer and distributor, fabricating a huge range of product to protect components and goods in the engineering, finishing, HVAC, automotive, electronics and – well anyone needing to cap, plug, package and display work-in-progress, components and merchandising goods.

Materials revolve around the world of Plastic and the varying derivations thereof. Industrial, transit and display applications are limited only by the constraints of one’s imagination. They have a corporate website that umbrellas and collection of sub-sites, each presenting core brands, products and applications.

Customers use Sinclair & Rush products in such different ways that one would probably not recognise the other as having the need to buy from the same manufacturing supplier. On the face of it this presents a massive headache for the sales team – each prospect call being different from the last in terms of need, solution and application.

MD, Peter Boulton, started working with ASPIRUS in the Summer 2011. Having been referred because of a need for writing and communication skills, he soon realised that whilst words were the ultimate product, the actual service is based on a remarkable ability to appraise the corporate environment and build exciting solutions into the communication strategy.

Peter Boulton is a ‘Noah thinker’. A corporate thinker who instead of simply predicting rain, steps forth and builds an ark. Goals are important and their pragmatic delivery essential. His aim is to turn his technical team around, from an outbound sales resource to an inbound sales consultancy.

An effective communications CRM is already being implemented, working the database with a series of generic, brand, industry and application-based mailings and e-mailings, all written by ASPIRUS. Now, the thread that holds the process together and accelerates / supports the individual messaging, is the Sinclair & Rush blog. Each article reflects a product / brand / application and links directly to the appropriate web site page to support the reader’s understanding.

It has just launched and we will use this ASPIRUS blog to follow its progress:

What S&R gain:
1.       Strongly branded regular communications.
2.       A zero cost key stroke presenting an illustrated case study.
3.       Examples of application, problems and solutions.
4.       A tool that removes the need to ‘predict contact timing’.
5.       A growing archive of brand / product examples that the sales team can use to illustrate solution possibilities.
6.       An electronic outbound to inspire application-related inbound.

And at what cost:
1.       A mutually agreeable fee.
2.       Ten minutes only, as part of a monthly marketing agenda – that’s all, as ASPIRUS do all the research and build the article from the half dozen key points offered by the Sales Manager.
3.       Well that is all – you really do not need to use your own time to gain the benefits.

Add life to your own CRM -
call ASPIRUS on 02476 609 104

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