Why CRM Training On Why Customer Relationship Management


Good morning everybody. Watch the video below. Welcome to the “Best Of The Best CRM and Infusion CRM Training Course”, (CRM – Customer Relationship Management system.) I hope you are going to get a lot out of today. I’m George Slater and I’m going to be taking you through the whole course.

What I want to do is quickly go through the objectives. The objectives are for everybody here and everybody watching on the DVD’s as we are recording the complete event. What I want to do on the first day is to get you to a stage where you can:

implement a CRM system and in this case we are implementing Infusion,
get a system set up to capture names and addresses,
put in what’s called an auto responder,
get a list and
send an offer to that list so we can actually sell something.

What most people want to do when they get a CRM system is to get it up and running. They’ve bought it because they are probably integrating all their information they’ve held in excel, outlook, maybe a little system like ‘act’ and want to get some money back on their return on investment. So that’s what we are going to do on the first part of the day. Is that OK with everybody? Yes. Is there anything else that you want to do or specifically cover today? We will be going through all the step up points and set up points as we go through it. I will be explaining a bit about what CRM is. So you will have an understanding of it, so you will understand why people using a CRM system do things in the way they do them as well.

Q. Will we be doing anything on sorting and pulling lists? A. Yes. We will be doing a lot on searching and pulling lists. Lists are the most important thing in a CRM system. The base of a CRM system is the list. That’s what the crux of it is. So if that’s OK with everybody we will get on.

The agenda:
– 9.00 am start
10.45 am break
11.00 am restart
12.30 pm lunch
2.45 pm tea
4.15 pm finish
We will try and stick to this as closely as we can.
What is CRM?

I’m not going to try and kill you with power-point slides today. A lot of what we are going to do, is to go through the actual application itself. There will be camtasia videos as well being recorded of the screen as I do them, so you can sit and watch over my shoulder as well.

A CRM system at its foundation is really what is up here as a roller-dex. It’s a list of names that we will be going on to search later on. You can see on the power point there is also a Rubik cube, because what you can do with that list of information is not just serial just going through the front of it. What you can do is turn it around, change it, move it and look at it in all different ways, shapes and patterns of information based on information you have set up within CRM. These were called groups within Infusion but are now called “tags”.

What we are going to look at doing is: how to get people into the application. But just prior to loading them in, we are going to do a little work on setting the application up so that we’ve got the right groups/tags to put people in. So we can delineate them; do some searches on different people in different groups; put people in one group and another group; or put people in one group but not in another group. So you can have all different searches when you go into the CRM system.

Why CRM?

CRM has really come about obviously because of the computer age. Everybody, for example a really good shop owner 60 years ago used to be good at customer relationship management. He or she would know the six or seven hundred people that came into their shop. They would know their family; what they bought; how regularly they bought it; they would know what offers to give them, etc. They would know all that type of information. That’s what a good CRM system should allow you to do.

What we’ve had through the 70’s and 80’s is mass marketing. People have put products together and sold those products on mass and basically the product you got was the product you got. It’s very much like the model T Ford. You got a black one and that was it. You could only have the black ones because they were the only ones they produced.

As the markets changed information has become more freely available, there’s more competition in the market place. A great example of this is the mobile telephone companies – it’s probably the most perfect example. What’s happened there is all the products the companies sell, actually become exactly the same. So people will churn. They will go to the cheapest, or they go to the next one, because it’s really simple for them to do that. There are no barriers for entry. You can have the same telephone number, you can move about.

One to One Marketing

So what a CRM system is trying to do, based on some of the work by Don Peppers and Martha Rogers, is actually turn that around – we need to change back to what we had before. We need to put up walls to stop our customers leaving us. What they looked at doing was building pyramids of information so you have what’s called “One to One Marketing”. That is to say you can make one person one offer. We’ll get as close to that as we possibly can. For example, in copywriting it’s very important to know and understand the people, so you can talk to the lexica of information. If you talk their language in your sales material, you will get more sales. And that’s exactly what you are doing.

It also stops the churn rate. Once you connect with a client and no other company can replicate that offer to them because the offer is a one to one offer that you are making, it stops them moving and churning. It’s seven times more expensive to get a new client than sell to an existing one. There’s really high profit in doing that.
What you will see is an organization using the pyramid chart. They use the CRM system to go: this is our customer base; the top customers buy the more expensive products and there’s only a few of those but often they represent in terms of money (turn pyramid upside down onto it’s tip so the base is at the top) the greatest profit. So what organizations look at doing is slicing up their data bases (and this is where we start to use groups), so they can make different offers to each group.

Banking is a very good example of this where they have a lot of people down here (in the lowest tier) with small amounts in their account. They don’t go to the bank. The bank forces them down the ATM route; they do everything with them on an electronic means; they don’t really want to talk to them; they don’t really want the people coming into their banks; they don’t want to do anything with them. The bank will cut them off and give them a certain service; the only way those people can get to the bank is by looking online or going electronically.

Developing products within CRM

Then you move all the way up to the scale to the top customers, or your big business customers. The banks do want a one to one relationship; they will have a relationship manager that personally comes to see them. They’re a completely different client to the ones at the bottom of the pyramid.

What they want to do here is build value into each of the layers, because the lower layers are still very important. So they make offers to the people in the different categories. They do not make the same offer to everybody because they are completely different clients. That’s what the customer relationship management system is doing – it’s giving you the ability to chop and change those clients; find out what the clients are doing; and sell to them.

What happens within a CRM system is that people start doing a certain thing; start buying a certain product from you; start asking about something. What this allows you to do is question – if this person buys/does this and has a certain profile, let me search for everybody else who has got that profile and I’ll make an offer to them as well. That’s how you can develop product with CRM. The first products will be what you think you can actually sell them. After a while you will notice trends happening. Then you can go back and search the CRM for that.

That’s the work (by Don Peppers and Martha Rogers). It’s a very good book, well worth reading if you want to read through it called “Managing Customer Relationships”. It’s a book I highly recommend. I will go through a few other books later on.

Infusionsoft CRM for Small Business August Update

This is the video and transcript for the Infusionsoft CRM for Small Business updates

Simplify and Connect – August Release Notes

We listen to our customers, and have improved the following software features.
0:00 – 2:56 – feedback from customers, Partners, and Infusionsites
2:56 – 3:48 Learn how to convert all old templates to the new responsive and easy to work with version
4:54 – New Features in this update

5:32 Campaign Builder Navigation

Get right to work with streamlined Campaign Builder navigation
Campaign Builder navigation has been refreshed.
Updated, modern look and function
Prominent, noticeable Publish button
Modern, easier-to-understand “breadcrumb” navigation replaces clunky “Back to campaign/list” buttons
New Actions button replaces confusing “Campaign” button

7:32 Invoice & Quote Updates

Make it simpler for your customers to pay you with modern, personalized invoicing and quotes
Updated look & feel, including updated international tax information
Expanded default setting options for both Invoices and Quotes
“From” Email Address; Email subject; Email body; Email closing
Terms & Conditions on Invoice or Quote page
9:20 – International tax settings to enable compliance with local tax laws in the US, Canada, UK, Australia, and New Zealand

11:10 – Contact Record

Connect in context. See each customer’s local time, language and weather so your team is ready to make a personal connection from the start.
Automatically capture a contact’s international time zone & language* any time they complete an Infusionsoft form or make a purchase through an Infusionsoft-hosted page
*Languages currently included are: English, Deutsch, Español, Français, Português

Customer Problems Addressed

– I already worked on several campaigns before I realized I could click on that button to find all these other options. It’s hard enough to figure out my marketing without things being hidden in plain sight.
– I clicked the Back button, because that’s what I’m used to doing – but then some of my work was gone. I forget to click “back to list” all the time because I can’t get to the regular menu.
– I can make my emails look clean and modern but my invoices are left looking old and outdated, not to mention that I have to go through a cumbersome process to build templates in order to make simple wording changes.
– It is so painful for me as an international Infusionsoft user. I have to make all kinds of manual changes to calculate taxes so I’m in compliance with my local government requirements. Not to mention that it’s irritating to not have access to global time zones on my contact’s records or even know what language they speak!

If you’re a SMB Don’t get fooled by Facebook’s new Branding ads 

Sorry to be grumpy but when I see an advertising company, which is what the company Facebook is, not the thing, I get annoyed.

Basically branding for small to medium sized, and even massive, companies does not work in 99% of cases. There is no proven repeatable system out there that shows you how to brand and make a return. None. Stats prove most consumers can’t remember branding. Good ads yes branding no. 

If branding did have a “system” that worked there would be a que of sales reps outside your door saying you need to implement the “whatever branding series”.  

Unlike something like a “dunning letter series”  where you use a seven step system of letters to pull in bad debts,  that has a known outcome based on proven, tested and repeatable systems. 

Branding, however, is full of fluff (actually a branding word used in law) and bubble – like, “oh your Pantone color is so important”, “your ads must have lots of white space” and “let’s sign the contract and go out for a chai latte”. Yea right. Let me give your a tip. When dealing with a Branding company ask for a scheduled ROI against which you will pay their bills and watch the blood drain from their faces.

When they say, and they will, nobody does that. Well point out that literally since they built the pyramids that is how builders are paid. Building work is done, a quantity surveyor surveys the work and works out the payment due in stages and then the payments are made. Simple.

Now I’m not saying good images, good copy, the use of professional video, having a code of company colors and fonts and placing you stuff in the right places is not good. I’m saying they are not what you should focus on. Or over pay for.

Branding as an outcome of direct response is fine. But as a small to medium sized business every penny counts and I challenge anybody to give me a good ROI on branding.  I’ve asked hundreds of CEOs to do so and never had one “show me the money”.

And here is the rub. When you get on this branding band wagon its like the “King has no cloths fable” you keep taking the cool aid and buying the invisible clothes until some little punk, normally a small agile competitor, shouts “he’s got no clothes on” and nicks all you business. 

Here are one or two examples of this in everyday business.  

Oh we need a beautiful looking email/newsletter template. Then spend hours getting just right. 

Trouble with that is. No proof, in fact the opposite. That fancy email template do nothing to help you get recognition or sell anything. Also they are annoying to read on a mobile and often get stopped by spam bots. Whereas a plain, simple, short and well worded email get great results. 

I see this happen all the time and I just put it down to ego. Some person wants their email to be beautiful thinking that is best for the reader. Well it’s not it’s just your ego. 

Adverts. We want a beautiful ad with beautiful pictures and lots of white space and glamor.  See them all the time and they suck at selling or making clients react. And by react I mean buy something. 

Whereas well written text intensive ads with great before and after pictures, which any company should have, and a call to action like ” call now limited stock” work brilliantly.  

I used to work for yellow pages. We had a system that tracked phone calls to ads. Every year the graphic designers would get their prizes for the best ad. Always beautiful one page $75,000 one. 

Trouble was when you looked at the call rates. Which is where the business comes from. In bound client calls. The small say quarter page text intensive ad with before and after and call to action got about 8 times the number of calls than the big “ego” ad.

When I pointed that out to management I got told to say nothing. Problem is over time those big ego ads got cut. Rather than go for better text intensive ads clients just stopped using yellow. 

For proof you only have to see what has happend. Google Adwords which only have about 147 characters of space and is used by millions of small business has made Google one of the biggest companies in the planet and still growing. 

Yellow pages around the world have all shrunk in size, got much smaller ads and now almost all mandate you put a track able number in then so they can prove value. 

If branding worked then Google’s main revenue would be banner ads and side bars. It’s not, it’s is so small an amount of their revenue I can never find it reported. 

So please please please. Focus your valuable time on the copy, building your list, engagement and cut back on the “branding” cool aid. I know it might make you feel good and all those well meaning never been in business themselves “here’s my free advice” think it’s good. But “the king is wearing no clothes” when it comes to SMe branding.

If you sell online then take note of this Alibaba article

Article in Australian by Glenda Korporall. 

States that Australian goods made up fifth biggest group of products sold online into China Not sure where USA, NZ ,U.K. Or Canada ranked but would be up there. 

But if you want your goods sold over there then you need to act.

Bringing that back to CRM basis. Sell you products (entry level) on Alibaba and then deliver sales materials in packaging to client. Totally ok. I used to do this with EBay. Following Andrew Lock’s lead system. 

Basically sell products to get a client. They (%) follow the sales material in the package you send and get onto your database. Them sell them more. They are then your client as well as Alibaba’s. You can do this on eBay and Amazin. The great thing is you first interaction is a new client giving you money:)

N.B mostly I also sell the bigger thing on the platform as well if I can. This system busts allows you to market that to them rather than a third party.

Amazing study on relevance of links in Google Ranking

This is a must watch video and read the study.

In short it shows/proves links and high quality links are one of two factors that drive your google Seoul. The other is quality content.  

Nb as I’ve said for years it’s always content , content and content. Text content, image content and video content. Delivered at the right time, I.e don’t talk about valentines at Christmas. Properly indexed. Yes that dies mean adding title, description, meta tags, alt tags and transcriptions and now structured data to your content.

Plus links 

See their video here they link to the study if you want the full mind bending stuff.

Structured Data Video on an OptimizePress Blog Post

Structured Data Video on an OptimizePress Blog Post


If you are looking to get yourself a copy of OptimizePress please us my link below.

Any if you need a demo of Infusionsoft please use

In the demo I talk about how putting the structured video code seems to help the SEO of the main video.

The steps are grab the code, change the bits of info as the video. Description, URL for Video, Thumbnail URL, time of video, date of upload and the number of views. All easy to get off Youtube.

Hope you find this of use.

Please subscribe, comment and share.

Regards George


<script type=”application/ld+json”>
“@context”: “”,
“@type”: “VideoObject”,
“name”: “One Truth 818 Anti Ageing Skin Serum”,
“description”: “ Actor Katherine Kennard talks more about her year using One Truth 818 Anti Ageing Skin Serum.
So I am going to talk to you about One Truth 818 Anti Aging serum for about 6 months.
I liked to say about how happy I am about the Product.The main reason is the last two jobs that I did. Which was the first day that I used it. I was having rashes around my eyes. An issue I have had for the past two years.I know it is an internal issue, but I believe the One Truth has strengthened the skin around that area. Also I am no longer getting these rashes. And I could not be any happier!I really enjoy using the product. In the summer time I put a little around me eyes and loads around my neck and this area.I also put it on my hands. I am turning 45.I will not put it underneath Sun screen as that is a little too much.
I put a little on during the day on I put it on during night time.Either way its worked really well. In winter time I was putting it underneath other stuff.I now feel confident to put it on and go out with out any make up.My skin and I have had major issues all my life and so to be 45 and walking out feeling confident about my skin is Huge.Thank you to the guys at Chase – Chris and Rachael and I recommend it to everybody.
“thumbnailUrl”: “”,
“uploadDate”: “2016-07-07T08:00:00+08:00”,
“duration”: “PT3M05S”,
“contentUrl”: “”,
“interactionCount”: “565”

Plumbers and Gasfitters CRM

Plumbers working on their own need just to look at a very simple CRM. However anything that uses a booking system and company contracts for service and maintenance should seriously look at using a good CRM system to maximise sales and minimise their costs.

Keeping client records and photos of installations of the installations and quotes for new equipment and then follow up is a great way to greatly increase the profit from a plumbing business. As well as cutting costs by knowing what was installed and needs to be fixed under warrantee or not.

Infusionsoft is a great sieve for this and can be used to track all types of information running through the business such as jobs, diary, email, client notes payments and other data. Clients can also be put into customer follow up campaigns and customer satisfaction surveys.

For a demonstration I recommend jumping over to their site and requesting a demo. Always best when doing this to have a clear clear idea of what you want out of a system. Such points as how many clients you have on record, what is your sales process like now and how do you want that to change. For instance from ad to phone call to quote then sale – changing to – from website or social media to online sale to phone confirmation of arrival time and then customer follow up and maintenance contract.

You can ask for a demo by following this link Plumbers and Gas Fitters CRM Demo

Infusionsoft Sales Forms with PayPal and Multi Currency

Many Infusionsoft users and small businesses want to sell products from their CRM. Using sales forms is one way. Fast and simple without need to set up a whole shopping cart.

Some also want to sell the same products in a range of currencies. If you are US based you may want to offer CAD and UK Pound. So on and so forth.

With the normal set up in Infusionsoft and some other CRMs you can only do one using their set up with Paypal. This video shows you the work arounds to do Paypal and multi currency with Infusionsoft Forms.

First if you have Paypal set up in the Ecommerce, Payment Types area of Infusionsoft and you want to do this then you need to turn the option off. First save all the info like the API key etc. Just in case you want to revert.

In the Product description of the product or the Product HTML outline what currency you are charging in.

Here is the code I promised in the Video – cut and paste it into the Footer HTM area of the sales form and change the paypal url, the picture url although the one there will work and change the alt tag.

Please post any comments below on this video

<h3>Or Pay With PayPal</h3><br>
<a href=”” target=”_blank”>
<img border=”0″ alt=”Paypal One Truth 818 Anti Aging Serum 50ml” src=”” width=”358″ height=”159″>

Infusionsoft Sales Forms How To Do Multi Currency

Many Infusionsoft users and small businesses want to sell products from their CRM. Using sales forms is one way. Fast and simple without need to set up a whole shopping cart.

Some also want to sell the same products in a range of currencies. If you are US based you may want to offer CAD and UK Pound – so on and so forth.

With the normal set up in Infusionsoft and other CRMs you can only do one. This video shows you the work arounds to do multi currency.

Using the settings of USD in the Ecommerce, Settings and Order area and the field Choose Your Currency – choose USD if you want to have no denomination show next to the price.

In the Product description of the product or the Product HTML outline what currency you are charging in.

To add a multi currency Paypal option see other video.

If you are interested in using Infusionsoft grab a free demo here.

Best of the Best Infusionsoft CRM Training 1

Best of the Best Infusionsoft CRM Training 1

Thought I would just plublish these videos. You can buy the Transcripts on Kindle here

Also check out the Free CRM Book Opposite. In all these books, vidoes and posts I am mainly using Infusionsoft and OptimizePress which are the main two products 90% of direct marketers use for the very simple fact they work…

Best of the Best Infusionsoft CRM Training
Get the Kindle Book with the full Transcription and extras here

Edited Transcript of the Infusionsoft Best of The Best training by George Slater second time winner of the Best of the Best user by Infusionsoft. The guide covers basic set up of Infusionsoft and your online and offline lead systems. This volume covers 1. Objectives 2. Setting Up Groups and tags 3. Importing Lists.

The book will be helpful for setting up an CRM in 200 person or below sized organization.

George has been using, designing and implementing CRM for 20 years. George has worked for CRM giant Oracle and has implemented CRM systems for many organisations. From large Oracle based Applications in companies like Yellow Pages, Government Organisations and small to medium sized companies.

This experience means he pulls no punches in the way you should step forward to put in your CRM applications and the successful ways to enact change management.