How CRM Improves Your Sales
No matter the type of business you are involved in, using a CRM system to track how things are going can make a huge difference in your sales. However, this has not always been the case.
In the past, let’s say seven to eight years ago, tracking things would take way more time and energy than it does now. Managers often ask the employees to track all the communication that takes place within and outside the company, as well as all the deals. But, in reality, what used to happen in the past was that the staff were only able to track the deals because tracking everything else, from meetings to discussions, used to be almost impossible. Then, directors realized that if they made their staff track everything, it would take time off of their selling. Therefore, they just settled for tracking the deals.
These days, CRMs have become more automatic and tracking all of this stuff is much easier now.
How have modern CRMs changed?
In this article, you will be reading about a few things that have been developed in CRM systems that have consequently affected the sales performance in companies considerably. Basically, this is a gist of why every business needs to use a CRM system for their sales process.
A lot of these ideas come from different companies that we are in contact with and have asked for their experience with CRM systems. We asked them to give us some information on how the CRM system they use has contributed to the success of their business and how they use it regarding keeping in touch with their clients, keeping track of their sales, and how the integration of the CRM with other programs works. So, this is what we got from them, which are basically the core features of CRM systems that really make a big difference to the bottom-line of a sales department.
- Email Integration
The first thing you need to know is that both Gmail and Outlook integrate perfectly into most modern-day CRMs. So, an email that is sent to a prospect can be easily tracked. Also, if you send a meeting request to a prospect, it will be tracked pretty easily. Regardless of the platform or website you use to contact people or other organizations, by using a CRM, you no longer have to manually track your tasks.
Moreover, most CRMs have automation of real-time notification built-in and integrated with your emails. So, if you send an email to a client when they open it, you are notified. In most cases, you can also choose either to be notified in your email inbox or on an app on your phone, whichever is more convenient for you.
- Templates and Documents
This is the next big thing that enhances the productivity of a sales team. Most modern CRMs have a battery of templates and documents available and ready to be used for your emails to be sent to the clients and prospects.
This way, your team will save a huge amount of time by not writing or typing things that can easily be copied from a template.
For example, the marketing team can create monthly templates for the sales team to use. These can include canned messages with product information or industry-related information. The salesperson can simply just select them, and it copies all the links, attachments and even personalizes the email. So, all they have to do is click “send.” Even though most marketing managers advocate a little modification before sending the emails to clients, a salesperson can still manage to send over 50 nurturing emails an hour with this method. This was something that could have never been done when everything was manual.
In addition to the templates, the marketing team can have a selection of documents, including pricing, products’ specifications, solutions, and case studies with their up-to-date versions. The salesperson can easily attach any of the documents they need to attach it to the email they want to send to the clients or the prospects. There is absolutely no need for the salesperson to keep their own personal selection of documents.
- Website Integration
Your website is where a lot of leads come into the business. The sales team needs to make sure that they close those leads as quickly as possible. Thanks to the CRM system nowadays, those leads are delivered to the sales team through automation. The process is called lead rotation. The lead is literally doled out one by one, and the marketing manager can see the progress of these leads as salespeople nurture them through various stages.
- Lead Scoring
This is another thing you can do depending on what the lead does. So, you can give the leads a different score if they decide to come back to the website if they look at the pricing page, if they open a quote email, or if they download some information off the website. All of these factors will go into the prospects of the lead score. This way, a salesperson can sort all their prospects by a lead score. The higher the score, the higher the likelihood the lead is going to close.
- Marketing Automation
Marketing automation has mostly been run by the marketing departments, while CRMs, traditionally, are designed for sales departments. These two parts of the business are merging now. In fact, there is a term called “Smarketing,” which is a combination of the two words.
What it entails is basically deciding on SLAs between the sales and the marketing department, what marketing is responsible for and what sales are responsible for. It is very important to make sure that both teams understand their duties and know what is happening. The integration of marketing automation and CRM helps both teams see or have a line of sight of both of these elements.
CRMs have changed a lot in the past decade, and there are so many new features that can increase your sales and improve the performance of your team. In this article, we pointed out a few of these new features that are added to most of the modern CRMs.