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10 Direct Ways Customer Relations Management Will Grow Your Company's Sales

1. Increased salesperson follow-up effectiveness and organization!

An important attribute for a successful salesperson is the ability to effectively follow-up on sales leads and opportunities in a timely manner. Simply put…do what you say you’re going do. A good CRM system will give the salesperson the ability to easily capture, manage, schedule, and view tasks, appointments, emails, and notes in one centralized location. It will also provide the ability to set reminder notifications so critical activities and appointments don’t fall through the cracks. More often than not, this capability alone can justify a business’s investment in CRM.

2. Increased efficiency of sales and marketing representatives!

Sales and marketing personnel spend a good deal of time meeting, networking, calling, and communicating with prospects, existing clients, partners, vendors and others. In the process they acquire an array of disparate information and generate future activities, appointments, and commitments. CRM will provide them with the ability to quickly access account and opportunity activity history and share this information with other team members. A good CRM system will also automate routine activities such as trade show follow up communication, lead routing, sales stage progression, quote creation, etc.

3. Use quota’s to benchmark sales success!

Studies have shown that the use of sales goals and/or quotas both for the organization and for individual salespeople has a significant positive influence on sales performance. Goals and/or quotas help us to benchmark expected levels of company and individual performance . Shortfalls in meeting sales and marketing goals prompt us to rethink our strategy and refocus our efforts to get us “back on track”. When gauged against historical, external, and internal performance , goals and/or quotas become powerful success tools. CRM can provide an enterprise with the ability to easily manage and track goals and quotas in a many areas such as lead generation, closed sales, quotes outstanding, contacts made, and more.

4. Accurately forecast sales pipeline

All too often sales managers come up on the end of the sales period and find they have not met their planned sales commitments. Unfortunately, very little can be done to remedy the situation at the time. CRM can provide the sales management team with the ability to easily predict future sales in a number of powerful ways such as revenue by month, by product, by sales stage, by region, and by salesperson. This can provide valuable insight into what working and what not, bottlenecks in the sales process, poor performance, etc. If sales projections suggest company goals will not be met, this can be identified well in advance and potentially remedied.

5. Replicate and institute proven sales methodologies throughout your sales organization!

A good CRM solution will allow your organization to institute an automated and proven sales process that replicates the practices used by your top performers. Standardized and automated activity creation, sales stage progression, and close probability forecasting will make it easy for sales representative s to implement the process in their day to day activities and will provide the organization with a consistent method of tracking performance and forecasting the sales pipeline.

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William Moseley

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Consulting Sales Institute of America
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