Mafalda Martins Technology has transformed the day-to-day life of several departments within companies. The Sales department is no exception, and currently there are several solutions that help optimize and facilitate the day-to-day life of commercials. Although it is easy to see the importance of using tools such as CRM – Customer Relationship Management to be able to manage more effectively the entire customer relationship, more than half of the companies still do not use this system (HubSpot, 2016).
Find out below what is a CRM and how this tool helps optimize the work of the Sales department and thus generate more profit for your business.
What is a CRM and what does it solve?
Customer Relationship Management (CRM) is a system that manages the entire customer relationship, aiming at customer satisfaction and loyalty by automating and organizing processes. This way it becomes possible to reduce costs and increase business profits.
But more than software, CRM is a mindset where marketing, sales and customer service go hand in hand. It was created when the need to help companies manage the entire sales and customer life cycle was recognized.
Advances in the digital world have made CRM more intelligent and sophisticated, so it can be fully integrated with all communication channels, automated, store and analyze large amounts of data. However, it is essential to process the information in a way that guarantees the quality of the data and enhances the success of the system.
The quality of a CRM system is measured by the quality of the data it contains.
Tips to get the best out of CRM
1. Organize the existing DB
Before deal tracking starts in CRM, it is important that the system is customized to the details of the business and to the stages of the company’s marketing and sales funnel. It is also important to organize the databases and all the information that already exists. Start by organizing customer data in a table that can be imported later. This will make it easier for you to see what information is missing.
2. Install an extension that connects e-mail and CRM
As soon as the Sales team starts using the CRM, it is important to install an extension that connects each team member’s email and CRM. This makes it possible to integrate the two systems and keep an updated history of all the emails sent in the CRM, in a fully automatic way.
3. Integrate website and CRM
It is very important that the CRM is integrated with the website. Only in this way will it be possible to understand the behavior of each contact and, thus, adapt the commercial approach to increase the probability of sale. By having the two elements connected it is possible to understand, for example, which pages each user saw, how long they spent on each one or where they clicked. From this information, you can understand which products or services that contact is most interested in and focus the commercial approach to that offer.
Another benefit is that the entire history of interactions with the company is recorded in one place: Customer Relationship Management. Thus, it becomes possible to know that a user who was on the website today, had already visited it 6 months ago, for example.
4. The platform must be in constant evolution
Major changes always take time and each company will take its time to adapt. Once you start using CRM, it is important that the system is continuously evolving and that it is adapted to processes and details specific to the business and the company itself. Thus, it is important to collect feedback from the team and record which actions can be improved.
CRM: The Essential Software for Success
When used well, CRM is one of the systems that contributes most to the company’s growth.
According to a study by Cloudswave, 75% of Sales Managers admit that CRM helps them drive and increase sales.
With hundreds of Customer Relationship Management options available in the market, it can be difficult to figure out which is the best alternative and to know if you are making the right decision for your business. For exactly this reason, we have put together the eBook “How to Choose a CRM”, which guides you through this journey step by step, to ensure that you choose the best option for your company.
In these situations it is also essential to look for experts in MarTech (marketing technologies), such as Liminal, who know how to help in choosing and implementing a CRM system. Request a diagnosis of your company and talk to a Liminal specialist.
