Your Enterprise Resource Planning system contains a wealth of information to successfully manage your business. Much of the data in the ERP system is extremely relevant to your marketing and sales department. When you know more about your customers, you can exceed their expectations.
ERP helps you understand your customers' needs
Let's face it; as an equipment dealer, you are far from knowing everything about the customer journey of your target audience. You can use ERP data to map out your customers; in fact, you have historical data specific to your business that is excellent for determining your customer's needs. Your ERP data contains hard data about your customers' buying cycle, what they spend on their equipment and how often they buy. Tracking your customer's behavior using the ERP system helps you provide better service to your customers. At the end of the day, the main goal should be to have happy customers.
Integrate ERP data with your marketing and sales efforts
Studies have shown that companies that work with an ERP system have significantly higher productivity than those that do not use this management system. By integrating the ERP system with a marketing and sales strategy, you ensure access to real-time data. That way, every department has reliable information and you ensure open communication throughout the organization. Communication within the ERP system is critical for both the marketing and sales teams; the data helps define current customer needs. For example, if they know that a customer's equipment object is defective, they can point out the potential savings of purchasing a new object versus the lost time and repair costs for their current object. Without access to this data in your ERP system, your marketing and sales department would miss out on this deal.
Meet and exceed your customer's expectations
Using ERP data is not only beneficial to your business, but it is also beneficial to your customer. Customers save time and money when you can predict their needs in advance. Over time, this creates loyal customers. Customers begin to see through your efforts that you value them as individuals. Now you have proven that you can meet and even exceed their expectations. When you use the data in the ERP system, you notice how easily and quickly you can manage customer relationships and make them profitable.
April Potts is responsible for Marketing & Sales at Dysel North America and combines experience in marketing, at equipment dealers and with ERP software to help dealers drive their business forward.
