Before we start, let’s introduce some essential terms that pop up everywhere.
|A person or company interested in your product or services.
|A positive action taken by a user that usually moves them closer to a sale. E.g. when a user submits an enquiry form on your website.
|The steps in your sales process, from the first interaction to closing a sale.
|The experiences a customer enrols on when engaging with your company.
CRM stands for Customer Relationship Management, the practices and technologies companies use to manage leads, customers and sales.
When we refer to CRM, we mean CRM software, a system designed to make it easier for your company to process leads, sales and customer engagement.
An online CRM usually consists of a database and a web application that you and your team use to:
Growth is the game for small businesses, and to grow, your business needs to be as efficient as possible.
Companies that don’t use a CRM use a mishmash of methods to track sales, such as spreadsheets, emails, and sticky notes. These methods lead to:
These problems spell inefficiency. A CRM solves these issues, enabling you to spend less energy on the administerial process and more energy growing your business.
So how does a CRM help across different aspects of small business?
CRMs make it easy for a salesperson to pull up a contact, find out where their last conversation ended, and action the next step to progress a lead towards a sale. A good CRM can log why a team loses deals, helping to evaluate and improve their approach.
Marketing teams use CRMs to understand what marketing efforts result in leads that convert into the most profitable sales. Reports identify underperforming campaigns early to inform future marketing decisions while minimising cost and delay.
It’s not uncommon for a customer to start an enquiry on social media but follow it up via email or over the phone. Tracking these touchpoints across many platforms becomes difficult. A CRM records these interactions to give customer service the required context to resolve an issue, all in a single place.