CRM (Customer Relationship Management) systems aren’t a new development within the technical world. The world was first introduced to a CRM database in 1986 which served as the first digital form of a rolodex. Since then CRM systems have become more advanced and more involved within the sales process, especially within large multinational organisations.
While they have become quite common place globally, many small to medium organisations still question the impact these systems have on organisational sales.
How does CRM help in sales?
How does storing all of your contacts/leads/customers in one place help with your conversion rates?
Having a well organised CRM system can have an impact on your organisation in a number of ways. The most obvious is being able to share all sales information across your entire sales team. This can have a profound impact on organisations which have more than one office. If your sales team all have access to the same sales information then coordination between the communication channels and your sales team can boost productivity.
With this boosted productivity comes the ability to track each customer’s journey through the sales process.
This tracking/monitoring of the sales process can also have a significant impact on sales conversion rates. Knowing where someone is within your sales process can make or break a deal. If customers are provided the wrong information at the wrong time this could severely slow down their on-boarding process. If there are issues in the sale pipeline with certain leads, then this is something that management would like to know. With a CRM system this is something management/owners are able to look up easily themselves. This helps management hold their sales team/members accountable for their performance, which can create urgency and efficiency in your sales organisation.
Where to allocate your sales resources plays a large role in won and lost sales. CRM systems help with the decision-making involved in where to allocate your resources. Obviously some clients are bigger than others and therefore your sales resources should be assigned accordingly. On the other hand, smaller clients which will land you smaller deals will need a smaller amount of your organisational resources.
But, what happens when you actually land a client? Well CRM systems help with your overall sales reporting. Having the information for each lead stored in one place and their sales process tracked creates a smooth transition into a sales report. We all know how much management and CEO’s love their reports, having a CRM system on your side can make this alot easier on your sales team.
These are just some of the ways that a CRM system has a positive impact on your sales. However making sure you have a well organised sales team who maintain the CRM system can make or break the success of a CRM database. So creating guidelines for how your organisation uses the system is a key step to adopting any CRM system.
For some, it’s not so much a CRM-system, but more of a Bulk-CRM-system that might be useful, particularly if the potential number of clients is very high.
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