I notice that many businesses do not have a CRM. Or they have a clunky system that is there for the wrong reasons. Those businesses usually treat the sales team like they are part of billing or just a pain in the ass necessity.
There are 1000’s of CRMs. Much software comes with a customer database built-in like 8×8, Nextiva, and ConnectWise. However, these customer databases are not there for the sales team; they are there for billing. The CRM- the Customer Relationship Management system – is there for the sales team. It is there to collect data about prospects and customers. It is there so the sales team can manage the progress with prospects and customers.
With the high turn-over of sales reps, a company should want to collect as much data about the reps’ sales activities as possible. Where? In the CRM! If a rep leaves, you don’t want the customers calling his cellphone in place of calling the business line – and you want all the data about those relationships available for the sales manager.
To collect it, a business needs to have a CRM that is easy to use (and useful) to the sales team. Not useful for billing or ordering, but for sales. It is to manage the sales pipeline and customer relationships, not for ordering and billing. Extract the customer database and import it into billing or some other system. In fact, all that prospect info in CRM would just clog up other systems anyway, but it is useful for new sales reps. Former customers, expired customers, and other similar info that a CRM can contain is useful for the sales team – and not many other departments.
There have been too many service providers who try to turn the CRM into an integrated billing and ordering system. Even spending big $$$ to do so with SalesForce and other consultants, but lost in all that is to make the job of the sales rep – arguably the hardest job – easier.
Recently, at a conference, SP owners were discussing SaaS price creep – it is becoming a huge problem for small business that every system has an associated cost per customer that eats away at margin. CRM does not have to be expensive – and most often does not bill per entry.
A CRM that integrates with the UCaaS and email is great because it can log all calls, meetings, and emails between sales and the market. In other words, it will track much of the sales activity.
If the CRM has a mobile app, sales reps can begin their day with the task list that the CRM has produced from data entered. As long as it isn’t a hassle to enter the data.
Customer Relationship Management for sales; not a module for billing.
Need help establishing a system for sales? Give RAD-INFO Inc a call at 813-963-5884.
