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Traditional CRM v Sales Automation

Danny James: You talked a little bit about getting to inventory quickly, and we certainly live in a world where everyone is addicted to immediate gratification. They have to have results now. 

Larry Bruce: We all are, yeah. 

Danny James: And it makes me think of lead time, and when we're getting back in front of the customer, or in front of the customer even for the first time when we're contacting them after they've expressed interest, why is that such a critical time in the sales process? 

Larry Bruce: Well, we've proven in just in our numbers that the contact rate, and then realistically, this is what's funny ... In what traditional CRM has promoted, right, is the only thing we could really track with traditional CRM is I got a lead, and then somebody followed up. I think, right? Because the only way I know is that I look in the CRM, and Billy Bob has put notes in the CRM. Does that mean he talked to him? Or is it possible that Billy Bob just threw some notes in there because he wanted you off his back. 

Danny James: Yeah. 

Larry Bruce: It's impossible, right? And that's the problem. We had no idea whether or not somebody actually contacted and talked with a customer, and what was that contact rate realistic. And what was happening during that contact. Because ultimately, the goal would be to get a lead and then talk to the customer on the phone. That's what we all want to have happen. 

Danny James: Mm-hmm (affirmative). 

Larry Bruce: So being able to do that within five minutes takes a whole new ... You've gotta flip this mindset on its head. The biggest problem in, for traditional CRM versus sales automation is traditional CRM will take that lead, throw it into a queue, assign it to a sales person. Now if that sales person or that BDC person isn't looking right at their computer or right at their desk, at their computer, at that time, then it's going to sit for a while. 

Danny James: Sure. 

Larry Bruce: Until somebody comes back there, right? Or until somebody can do it. Even if it's coming to a mobile phone, and they're alerting you on a text [inaudible 00:02:22], if I'm with a customer, there's nothing I can do with it right now. 

Danny James: Sure. 

Larry Bruce: Now the problem is, is that I got it, Larry Bruce got it, because I'm up, right, in the CRM system. I'm in the round robin. But I'm with a customer. Realistically what you'd want to have happen is if I had a sales secretary, a sales secretary would go find who's available right now. 

Danny James: Sure. 

Larry Bruce: And give it to them, and then say, "Okay, I'm going go stand here while you call them." Now and then make sure you talk to them- 

Danny James: They'll make sure you do it. 

Larry Bruce: Right, they'll make sure you do it. And then make sure you talk to them. And then, I'm going to listen to your, I'm going to listen in on your conversation, and I'm going to make notes about your conversation based on what you guys had. And then from there, I expect something to result from it. Either one, best case scenario, you set an appointment. 

Danny James: Sure. 

Larry Bruce: Two, you need to follow up. Or three, you will stop this process. 

Danny James: Yeah, exactly. 

Larry Bruce: But one of those things had to happen, one of those ... I mean I'm going to want you to tell me what that is, right? So that's what you'd like to have happen, but there's no way traditional CRM can facilitate that process. 

Danny James: Sure. 

Larry Bruce: So sales automation can. That's the beauty of today's technology. Everybody has a cell phone, and there are ... You can route that call to the open sales person, that sales person then can, you can connect that call directly over voice over IP right with that [inaudible 00:03:56] open sales person and record that call. Then I know what contact's exact contact rate is, how well my conversations are going, what my conversations are about and that somebody actually did it. 

Danny James: Exactly. 

Larry Bruce: And then I can force that process of, okay, what's next. 

Danny James: And if somebody wants to work for you, they know that's your process, and if they want to work there, that's the way it's going to happen. But- 

Larry Bruce: That's the way the system forces it to happen, right? So now, sales automation takes traditional CRM to the next level. It's now not just, you have to have a process to implement this tool. The tool actually then does become the process, and now, it's not software, but it is software as a service. 

Danny James: Sure. 

Larry Bruce: It's software, your software, and the service part of it is, we're going to give you an embedded process within it. 

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