If you work in sales, you are most likely equipped with a stellar Customer Relationship Manager. However, more often than not, CRMs can end up being an expensive piece of software that leads get funneled into never to be seen again. The point of a CRM is not to simply house thousands of emails, but to efficiently organize, track and prompt lead nurturing. When used appropriately, a CRM can become the lifeblood of your sales process.
Implement these three tips to better utilize your CRM and nurture leads like a pro:
Make Sure Information is Accurate and Properly Organized
This may seem like a no brainer, but you’d be surprised how many CRMs become an abyss of user information with no hierarchy or organization. When a lead is entered into your CRM, take the time to double check information, make any personal notes that will assist you later and categorize the lead with appropriate tags or list subscriptions. Expert tip, make note of where the lead was generated from, if they came via social media they will likely have different communication preferences than someone who called.
Understand Where Your Leads are in the Buying Cycle
Most leads aren’t ready to make a purchase the day they reach out which is why sales reps created the “buyer’s journey” and have crafted tactics to nurture leads at each unique phase. Closely tracking and documenting where a lead is at in the journey is an important part of the process that helps ensure your sales team is offering the right service or materials at the correct time. Most CRMs offer features to identify what stage a lead is in, or you can simply create a tag attached to each lead, whichever way works best for your team is fine just make sure it’s documented. This will also allow you to analyze your leads and notice where prospects are getting caught up in your sales process so you can better adjust your technique.
Create Work Flows and Touch Points
The biggest advantage CRMs provide to sales teams is the ability to setup touch points and work flows. When a lead comes in via a particular form, your sales team should have a work flow setup to automatically send a follow-up email thanking or welcoming them to your brand. But don’t stop there, since your lead will be categorized they can easily be added to a workflow designed for leads just like them. Anyone who fills out a form for a particular service should be added to the XYZ workflow so that they are automatically being nurtured through supplemental emails with blog content or offers relevant to them. This helps to keep your brand top of mind without your sales team having to execute tedious work or be too pushy. Now, don’t forget to setup those touch points. Just because you’re nurturing a lead with a workflow does not mean your work is done. Use your CRM to set reminders to reach out for a check-in call 2 weeks down the road and maybe again 2 weeks after that. Touch points should be customized based on what works best with your leads or was requested by the prospect. Touch points are a crucial step in ensuring you are keeping regular contact with prospects or even current customers.
Implementing the steps above will ensure you and your sales team are setup for success from the beginning of your relationship with every lead. And while some steps, like setting up workflows, take more time and strategy than others, the initial setup is the most important part. Once you are up and running, your CRM will be a well-oiled machine!