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Why are CRM’s important?

Time is the killer of all deals. How often does it feel like you have just spoken with someone within the past few days, and in reality it has been weeks, a month or more? In our busy work life, you begin to realize the mind has a way of playing funny tricks on you and your memory. This is doubly true to a busy salesperson. Salespeople are constantly juggling new leads, customer relationships, active projects and life in general.

With that in mind, if that busy salesperson doesn’t act on a new lead or an insight new information about your prospect the lead or opportunity loses the strength of being actionable. By not acting in a timely manner, the opportunity to change the course of a business outcome can pass or be diminished greatly.

shutterstock_309116819The optimal time from an insight to action varies depending on the type of action or type of insight, and can range from a few minutes, hours, days or months. For most salespeople, actionable insights begin decaying within minutes in many cases it can be as little as five to ten minutes. Waiting too long to take action like making a call or sending a note, case study or a quote, for example jeopardizes moving forward with a prospect.

The goal of every business is to move from a reactive sales mode, to one in which the salesperson can orchestrate the outcome of their efforts, by taking proactive actions. Well-defined sales processes and well-timed sales action plans are keys to delivering consistent positive results.

Learn From Customer Trends

shutterstock_373731340Mistakes or missed opportunities to take action impact more than just the individual salesperson, they impact the entire organization. By looking into the past, an organization can better understand where trends in buyer behavior result in a positive outcome. Using this information to build a strong sales process and action plans can help bridge the gap between missed opportunities and successful results.

Some salespeople believe they are independent of one another, but in reality each salesperson’s role is to aggregate information from the prospect’s journey within the CRM system. This allows an organization to make better decisions as a collective whole, by telling the entire story about a prospect. A CRM with well defined processes will map every single step of the buying process with actions necessary to achieve a successful result. Understanding who is using the systems, where and how, is critical because everything is interconnected.

A CRM Can Tell the Full Story

The CRM becomes the focal point of all prospect information and from here it leads into all other facets of a business and its growth. All of this is tied together. Each individual salesperson is inseparable from the other salespeople. What an organization does with action plans and sales processes leads to change within their business climate. Think of it this way: how much more do teams connect the dots when an organization stops showing only the good results and starts showing the full picture? This insight enables individuals and teams to reach their summit.

An effective CRM tells the full story about a prospect it becomes the single source of information for the entire organization. The information is valuable beyond just the salesperson working to close the deal the CRM drives business growth by driving maximum value for customers. When a CRM has well defined processes and actions that result in business value to the customer, organizations will see positive sales results.

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