To maximize your potential in selling products and services, you must know your buyer and their buying habits in order to appeal to their needs and wants. But you may not realize how much your company already knows about your customers. Your website tracks what’s in their shopping carts. Your accounting software tracks their purchases. Your email communications illuminate what promotional offers they respond to. And, you probably have other software tracking other aspects of your customers’ interests and behaviors, as well.
Your company has a lot of information about your customers, but do your sales people have this knowledge?
That’s where a CRM comes in. When deployed correctly with the appropriate integrations for your needs, a CRM can collect all your databases of information about your clients and feed it into the CRM, making it the “single source of truth.” A CRM gives your sales people visibility into their customers’ buying behavior so they always know what’s happening with their buyers in real time. Plus, your management now has the ability to report on integrated customer behavior data to identify new opportunities and minimize losses. You’ve heard the old adage, “You don’t know what you don’t know.” With a CRM, now you do know!
Having a central hub of information and the ability to access it at the click of a button, a sales person can not only see trends in buying, but also see trends in NOT buying. If you can track buyers’ behavior, you can create workflows to intervene before you lose a customer. For instance, let’s say a customer hasn’t placed his usual monthly order. With a CRM, your CRM administrator could put an automation in place that triggers a notification to their assigned sales representative to check in with the customer if they haven’t bought after a certain period of time. Automated emails could also be set up to go to the customer; for example, when a customer reaches a specific sales volume they might receive a message to welcome them to VIP status.
By tracking your customers’ responses to promotional offers through your email marketing software, you could easily view a list of customers who are interested in a particular product or service in your CRM for your sales team to focus their selling efforts on, or to send more targeted communications based on their interests. For example, maybe you have a widget #1234 that’s perfect for customers in a particular location and and you want to focus your team on selling to customers who’ve purchased the old model. In your CRM, you could create a list of previous buyers in a given zip code who have clicked on emails about the widget but haven’t purchased it yet.
With a CRM, any blip in a customer’s buying behavior will be spotted, and your sales people will never miss out on an opportunity to sell. At the same time, having your CRM connected to your accounting system can help keep your sales people up to date when a customer has an overdue invoice, a credit hold on their account, or even a history of returned products that might prompt a conversation to better understand their needs and help them find what they’re truly looking for. This minimizes coordination between departments, and streamlines account maintenance for a more responsive customer service experience.
If you think your business could benefit from CRM deployment, or if you have a CRM and it’s just not configured well enough for full client visibility to drive sales,contact Pacific Street for a consultation.