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The Elevator Pitch - explaining a CRM in less than 60 seconds

“What is a CRM?” At Motii, if we had a dollar for every time we’ve answered this question, we’d definitely have our piggy banks filled many times over. Despite CRM being the largest and fastest growing enterprise software category on the planet, many are still unable to get their heads around what it is and what it can do for your business.

We get it, if you’re never heard of a CRM before, it can be hard to understand how this piece of technology can possibly possess so many incredible functions that could see your business soar. So, knowing just how great it is, how can you sell the concept of a CRM in less than 60 seconds? Read on, because we have you covered.

The Importance Of The Elevator Pitch

You know how great a CRM is. We know how great a CRM is. But your boss has never even heard of one. Don’t worry, you aren’t alone. 

Let us introduce you to Sandy. She works for a B2B manufacturing business in Singapore and called us to ask for some advice on how to convince her boss that his company quite desperately needed a CRM. 

She knew her boss well enough to understand that she only had a minute of his time and she probably only had one shot giving him the spiel. Sound familiar?

What Sandy needed was a CRM elevator pitch.

So, here’s the advice we gave her.

  1. Start strong

When you’re short on time, you don’t want to waste it setting the scene. 

Instead, start with the crunch line. The one liner that is going to make your boss pause, and stop to listen to what you have to say. For example, “Any company worth its salt these days has a CRM. Those that don’t are left lagging behind the competition”.

It’s direct, to the point and will have your boss listening. 

  1. Define the problem

Now that you have your boss’s attention, it’s time to outline the problem. Essentially, your business is making more work for itself. As a manufacturing business, managing projects, buyers, sellers and other aspects lend itself to error and oversights. With the manual and double-handling, things (read: sales) will inevitably fall through the cracks.

  1. CRM is the solution

Now is your chance to mention a CRM and what it is. 

The clue is in the name: CRM stands for Customer Relationship Management. CRM software helps businesses manage interactions with customers – both current and potential – throughout the sales process. 

And it stores, organises and analyses data to make sure these relationships are managed as best as they can be with every single touchpoint possible.

  1. CRM is a strategy not just software

But wait, there’s more. If you want to sell the CRM to your boss, then it’s important to show how it goes above and beyond anything else on the market.

While a CRM system like Pipedrive has plenty of helpful bells and whistles to link customer information from a variety of sources (websites, call centres, sales reps, marketing departments and more), it’s so much more than just software. It’s a strategy.

It’s a strategic commitment, a pinkie promise, to better understand customers’ needs. 

  1. Describe who and how it will help

OK, by now your boss should be hooked on the idea, but they’re thinking ahead to the extra work this will place on your teammates in the short term.

Now is your chance to show your boss how a CRM will actually have the opposite effect. It will have your sales reps and marketers bowing at your feet (or at the very minimum thanking you kindly).

Sales reps will have all the data and past interactions information they need on a customer. At their fingertips. At all times. And your marketing team will have vital facts and figures to steer their efforts in the right direction. In addition, your support team will be much better placed to provide excellent customer service. 

The whole team wins.

  1. End on a high note 

Your 60 seconds are almost up. It’s time to dispel any doubts that might be creeping in for your boss (if that’s even possible after the way you’ve sold it) and end on a high note.

The good news is, a CRM like Pipedrive doesn’t require a huge outlay of cash or time. Price plans begin at US$12.95 per month to get going. And then there is Motii (that’s us – hello!). As Pipedrive CRM experts, we can help you get up and running with little fuss.

Then, to finish your elevator pitch, look at your watch (59 seconds!), drop the microphone on the floor and confidently swagger away.

Ben Fuller

Co-founder at Motii

Serial successful start-up Founder, and former C-level executive, Ben understands that data and systems are what makes everything tick.

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