CRM software and modern prospecting for sales leads
If you own a small business you understand the value of your customers and prospects. That’s why it is so important to connect with your customers in a meaningful way. Converting sales leads into customers and turning regular customers into enthusiastic promoters of your business are both critical for business growth. And curtailing customer complaints before they cause damage is also critical to your business. Without a clear plan to manage the leads that come in and control your reputation, your business could suffer.
Before digital and advanced software technology was available, businesses had very few marketing options and customers called on the phone when they had a problem. Now, thanks to technology, hundreds of people may be viewing your website and dissatisfied customers have a variety of ways to contact you with a complaint. Without a clear system to handle the leads, satisfied and dissatisfied customers, it can be overwhelming. However there is an answer to building frustrations. Modern prospecting for sales leads uses CRM software to help people feel an immediate connection with your company as you maintain contact with customers, cultivate trust, and take care of small issues before they become bigger problems.
Organize customer leads
When leads come into your company, CRM software organizes them so you can follow up as soon as they show interest. Without proper follow-up, you could lose a lead to a competitor! CRM systems not only create an organized list of prospects and client follow-up procedures, but it automates marketing processes too. This includes the effective use of email campaigns.
Sending out periodic mass emails to all your contacts is replaced by smaller targeted lists and personalized messaging on a consistent basis. For example, what if your company was having a huge promotion on a product geared specifically for women? Or to further narrow it down, what if the product appeals to women over 50, such as a vitamin supplement or herbal remedy for mature women. A mass email would send this promotion to all your clients and potential customers, including younger women and men of all ages. A mass email blankets your entire prospect list and gives the impression that you don’t know your customers very well or care about their preferences. We all hate spam.
What if, at the “push of a button,” your email would be delivered only to a preferred customer segment. Your customers would see that you understand their needs and appreciate the value you offer. Prospecting for sales leads with a CRM system is not just for B2C businesses either. If you’re a manufacturing business with several products and want to reach a certain segment of your distributors with a specific product or category of services, your email campaign can reach them. Offer different promotions to the rest of your distributors for products geared more to them. CRM software develops segmented lists and sorts data according to information in contact fields. It groups your customers into categories for separate marketing campaigns and custom communications. You define the criteria and can change them whenever you want.
Understand your customers better
CRM software helps you understand what your customers like or dislike based on the data stored in contact information and tracked conversations. That is why you need to collect as much information about them and their purchasing habits as possible. However, even with minimal data, you can understand more about your customers with a CRM system than without one. As you track your sales, you will begin to see trends that provide clues to other important data. For example, the data will indicate how quickly it takes to close a sale with certain customers. If you’re a distributor, you may notice that you close more quickly in some parts of the country than others. You may see a trend that reveals your sales model is effective with business owners who started their business less than five years ago. However, in order for these trends to show up and make sense, you need to collect the data from the beginning.
Obtain metrics about your business
Metrics is an important tool that businesses can use to leverage their marketing efforts. CRM systems keep track of what your customers buy, when they buy, how much they spend, personal data from contact forms on your website, and more. This gives you a valuable tool to understand what is making your small business successful – or not. What products do customers like best? For example, you may discover from the sales data when revenue experiences seasonal highs or lows. This can guide decisions on what amount of inventory to stock to buy and when. You also can use metrics from customer email responses according to the message sent. Are they opening the email and clicking the link provided? If so, what made that email compelling? You want to know which messages and processes to repeat or toss.
If you want to understand your business better, using a more innovative system for prospecting for sales leads and following up with customers, then Small Business CRM Coach is here to help! We figure out what type of CRM software is best for your company and can set it up for you.
How are you tracking your clients and potential sales? Is your business growing? Do you need a better system, or are you having a hard time figuring out how to use all your current CRM features? Contact us for Small Business CRM Coaching and Consulting to help you choose between desktop applications or cloud-based solutions with more data storage options and access across digital devices.
Get the most out of your CRM by reaching out for a Discovery Session to assess your situation.