A CRM in companies is the catalyst for the sales process of any business. It is through technology that you have actions, strategies, policies, integrations and all the resources to attract, delight, sell, retain and retain customers. Therefore, understanding what CRM software does for your business is very important.
Even if you’ve never used a CRM system before, you’ve probably heard this term at some point.
You know that many companies – including your competitors – are implementing the technology because they save time, gain in productivity and increase sales.
When you have a CRM in companies optimizing processes, it promotes a transformation in the way of working.
You start to generate more value for your customer, you can be consultative and assertive in every contact with him.
But that’s not all that software brings to your business. He actually has a positive impact on all areas of the company – and it’s good that you get that clear as soon as possible.
Today’s article specifically addresses this: the advantages of having a CRM in your business and what, in practice, it can do for you and all your employees.
Let’s check it out?
First of all: what does CRM mean and what does it mean to have a CRM in companies?
CRM stands for Customer Relationship Management. Translating from English: customer relationship management.
Starting there, we have already begun to better understand what this software is that helps people and teams to maximize efforts in all actions within the sales routine.
The relationship, let’s face it, is something any company needs to do.
Count on the fingers of one hand how many segments do not need to be continually engaging with your prospect to make a sale.
As quick as these connections may be, they need to exist and they need to deliver value to those who are in contact with the brand.
A CRM in companies is not simply a registration file, with names, emails and telephone numbers.
To better understand what a CRM system means, watch this video:
It is through technology that organizations enable their teams to build stronger and more efficient relationships.
Which provides all the information to improve the customer experience from first to last contact.
In the past, only the biggest companies could afford CRM – and it was, for the sake of green, complicated to learn and implement.
However, reality has changed. Businesses of all sizes have access to technology and can undergo the much needed and vital digital transformation of their processes.
By doing this, your company is moving to another level in sales management.
With a CRM in companies, you have actions, analysis, strategies, management, policies and integrations to:
- understand how to retain customers ;
- reduce Customer Acquisition Cost (understand what CAC is );
- have a shorter sales cycle ;
- Make customer retention that may can cancel, etc.
Why is it so important to have a CRM in companies now?
Did you know that, according to a survey by Nucleus Research in the US, the average return (i.e. ROI) on your CRM investment is $8.71 for every dollar spent?
So, to answer the question in this topic, we need to open it up a little bit deeper, chronologically.
That’s because, when your company started, back there, when you didn’t have many leads:
- Managing interactions with buyers via email made sense.
- organizing your customer base in a spreadsheet was enough;
- Managing your sales in Excel gave you the results you needed.
But now your business is booming. More than that: your competitors have changed. Now they are bigger.
Yes. With one catch: you need to prepare to face them.
Your lead generation is doing great, thanks. You have increased your sales force. There are lots and lots of business opportunities.
- spreadsheets are more difficult to update, interpret and know the status of each trade;
- valuable customer information gets lost in your email inbox;
- the notes about the customer pains, challenges, and objections you wrote down who knows where and lost;
- communication with the customer is inconsistent and often does not take place between the company and the prospect ;
The real problem here is that your sales data is too important to be scattered around.
Not to be centralized in a cloud system where you access, with a few clicks and wherever you are, everything you need.
And this is where CRM comes into play.
3 points of improvement that a CRM brings to the sales process
Now that you understand the reality of your business – and realized that the competition will not stand still – let’s talk about the points of improvement that a CRM in companies brings?
We separate 3 points of improvement that a CRM software provides to your business’ sales process.
Note that here we will talk about results, yes, but also about the routine and people involved in the operation.
1 – Centralized information
The starting point for any company to be able to make an assertive sales management is to be organized.
And this is proven in the Software Advice survey. Of the companies surveyed, 74% of users said their CRM system gave them better access to customer data.
That’s because a sales system centralizes data and your entire customer base so that everyone can access the necessary information at any time.
But we are not just talking about contact information such as email, telephone, address, website, and social networks, CNPJ or CNAE.
Other data is of paramount importance and helps you to sell more and better at all times.
With the customer’s history all recorded, whether in the opportunity you had with him or in his registration, you can access:
- email interactions;
- recorded calls;
- relevant annotations;
- links clicked;
- open tickets;
- purchases historic;
- The acquisition channel of these customers, among others.
2 – Faster sales
Having to manually record data is one of the biggest factors responsible for sales force productivity in organizations.
On the other hand, with a CRM in companies, it is possible to create a standardized sales process that provides your teams with a basic roadmap of what needs to be followed to close more deals and reduce negotiation time.
In this way, you walk to…
Constant process improvement
Sales processes provide the data you need to identify the reasons for losing your business.
By analyzing reports and conversion rates, you are able to make any decision more accurately.
Troubleshooting and ensuring your team focuses on the best sales strategies and methodologies is much easier to do.
After all, managers and teams have accurate information to understand where you are strong and where you fail in your process.
Having the predictable revenue of your business is something extremely important and that gives security to act within your strategies.
With a more accurate sense of their rates, a sales manager can confidently predict how many sales their team will make.
This is possible because of your historical conversion average in each of the funnel steps.
And it helps you set realistic goals and objectives – which helps keep professional motivation always high.
Improve customer experience
When you have well-defined pipeline steps; when you have actions and strategies for each stage and don’t skip steps, you are putting experience and customer focus first.
A sales funnel, which is organized in the Kanab model, ensures that sellers do not advance the sale until the buyer is ready to, in fact, move forward.
After all, you can visualize each of the steps and understand their importance to the customer journey.
Learning from new sellers
When you have standards within your process, it makes sales training a task faster, simpler, and more efficient.
And it helps in hiring new people for your team. Their learning curve is shorter.
Especially if you lean on the sales playbook and record your process step by step there.
New salespeople will feel this impact immediately and will have the information they need to get their hands dirty as quickly as possible.
By the way, do you know what a sales playbook does for your company? Hear and understand:
CRMPipeRun · Content – From – One – Playbook – From – Sales
3 – Find the best opportunities
By having access to information about customer interest and behavior, your salespeople are able to identify the best business opportunities.
With the pains, challenges and objections of customers mapped out – after all, within your target audience, many things are repeated – you begin to improve your lead capture strategy.
Well, first of all, create a routine meeting between the sales and marketing teams. It can be weekly or biweekly.
The first demand for the second. What does that mean?
The sales team, which is in contact with the customer all the time, who understands their needs, needs to provide marketing support.
Talk about what is important to be done in terms of content to attract more customers.
Have rich materials and articles that dialogue with the customer’s pain that are useful and directed to solve any problem that he has.
CRM data also helps you anticipate your prospects’ needs before they reach you and expose them.
This, when it happens, is without a doubt a very important and definitive competitive advantage.
Bring the solution before the customer talks about the problem? If you do, you’re delivering absurd value to the potential customer.
CRM in Business: How does a software benefit all areas of your business?
Not only have the sales sectored benefits from a CRM in companies. As a matter of fact, other areas also have data that generate insights for improvement.
Obviously marketing is the first thing that comes to mind. But the support area and leaders also have, in software, a great strategic ally.
A CRM is much more than a tool to organize and centralize processes.
It is a living organism that records the history of the main actions and strategies put into practice in your company.
To help you understand it a little better, check out what we’ve separated area by area.
CRM and marketing
Hear and understand the role of the marketing team when filling out and using the playbook and CRM:
CRM PipeRun · Role – Do – Marketing – No – Playbook
A CRM in companies, complete and with integrations with other tools, allows you to know the best customer acquisition channels.
This happens when you configure, in the lead entry funnel (may be the pre-sales), tags to know where your leads came from.
And, in the reports, in the “earnings” stage, you can see where the customers you were most successful in negotiating came from.
By having access to this information, the marketing team can better understand many things.
What are the:
- Channels for attracting customers that should receive more effort and resources?
- And which ones should be left aside?
- Content needed to be created – and what should their tone be?
In addition, CRM data helps companies better understand their business persona – and recreate it if that makes sense.
Knowing the ideal customer profile (ICP) will help to be more precise in each and every action promoted by the marketing area.
Another important factor is having a CRM integrated with the main marketing automation platforms.
And, along with that, having automatic actions so that each generated lead enters the specific funnel with all the data filled in, creating at the same time an opportunity in the pipeline and a record in the customer base.
CRM and the support area
Did you know that 47% of CRM users surveyed by Capture said that CRM in companies had a “significant impact” on customer satisfaction?
Knowing the interaction history with each customer will allow your support team to always provide excellent customer service.
The so-called “Customer Experience” is very important and you need to understand as soon as possible.
With detailed customer interactions, CRM allows support to see the person behind each ticket.
This helps to better understand your needs according to the type of business and gives the correct direction for each response.
Within a continuous improvement process that your sales machine needs to have, one sector feeds the other, right?
So, not only does the support area receive information from the CRM, but it also provides it.
What does that mean?
If many tickets are being repeated – always on the same subject – it is because there was a lack of communication (or education) a few steps ago.
Perhaps the sales team is not educating the customer well on how the product or service being sold works.
Or, marketing actions are not as effective as they are not educating potential buyers well or even attracting the wrong people.
But look how the wheel turns! CRM in companies is the central point. He provides the information first.
After everyone analyzes and notices patterns, it is necessary to activate the areas responsible for making the change decisions and, of course, analyze their effect.
And so on until all points of the processes are improved.
Is this possible through technology – or do you imagine achieving this by managing sales and customers in spreadsheets?
CRM and strategic leadership
Having access to opportunity data, predictability of closing and having the customer’s pain mapped are extremely important actions.
They are valuable inputs to build a sales plan and set of strategies for the short, medium and long term.
Managers, regardless of which area it is, can use CRM data to identify which markets and products are most profitable.
And, on top of that, draw up the strategic planning to get even more customers with this profile.
After all, a CRM in companies keeps business leaders up to date on the health of the company.
Whether teams are – or not – on track to produce more, sell better and increase revenue.
To make the fairest performance appraisal of your salespeople, CRM is equally important.
By the way, do you know how to do this? Hear and understand:
CRMPipeRun · How – Evaluate – Performance – From – One – Salesperson
But coming back. Reports are important in this regard and need to be accessible to all leaders.
A good practice is to set up a sales dashboard and make it accessible to everyone – place a TV in your office headquarters.
That way, everyone will have a clear, broad, real-time view of the sales metrics that really matter.
And they don’t have to wait for a meeting or something bad to happen to be aware of the numbers and act.
CRM in Business: How to get out of the spreadsheet and choose the right software?
For this, you need to answer 3 questions before leaving choosing a CRM for your business.
- Do you have a defined sales process?
- Do you know what problem you need to solve with CRM?
- Is your team engaged in the CRM project?
And now, answer by parts each.
The sales process does need to be defined. CRM won’t sell for you. It will organize and leverage the way you sell today.
In other words, it will allow you to see, control and accelerate sales and people.
For this, you also need to understand what problem the software needs to solve in managing your sales.
Control the opportunities? Increase productivity? Reduce closing time? Retain customers? Increase their satisfaction?
Keep this in mind clearly to know which CRM options will really help you.
And finally, make sure your team is engaged in this project. That the system will be used and will serve as a catalyst for your business.
Tool training is very important. So, get everyone involved so they know, as soon as possible, how to get the most out of the platform.
And, if a stimulus is needed, how about a slightly higher % of the sales commission for those salespeople who actually fill in all the information in the CRM?
10 Steps to Choosing the Right CRM for Your Business
So how to choose the right CRM for your business. Take it step by step and ensure you have the answer you need at every step of this quest.
- Clearly identifying the problems your company has when prospecting, relating, selling and retaining customers ;
- Going for information. Find out more about what CRM is and how it helps companies of all sizes and segments to have better results;
- Reading success stories of companies (regardless of the market) with problems similar to yours. Look to see how technology has helped them in practice;
- Looking for CRMs that really make sense for the needs you’ve identified in your business;
- Testing the systems you have chosen and evaluating whether, during the trial period , the company was concerned about delivering educational content for you;
- Consuming the content you received that gives you a better understanding of how the platform will work in practice in your business;
- Clarifying any questions you have about the system when the seller contacts you for a sales demo ;
- Making sure that, in the evaluated CRM, it is possible to create several types of funnel, as well as having integrations with the main marketing platforms, telephony, chats, support, Google products, among others;
- Choosing a company with a proactive customer success area concerned that you have the best possible experience with the software;
- Opting for a Brazilian system that has both national support and charges – which helps to avoid exchange rate fluctuations and contributes to cost reduction in the sector.
Technology, example and education
Choose a CRM that believes and delivers these 3 pillars of the title.
- Technology through the offered tool;
- Example, showing in practice how the system helps companies;
- Education, enabling companies to use CRM autonomously.
More than having a good sales system, the supplier needs to worry about its success. May you achieve the goals and objectives you have.
Keep this in mind when making your decision. After all, your business is too important to be overlooked.
So, how can we help you?
Enjoy and read two articles that will help you sell more and better daily.
The first one talks about when it pays to change CRM or stay stagnant.
The second discusses how the integration between CRM and marketing helps to sell more.