Do you need a CRM software in your company? Are CRMs a competitive advantage? But … What is a CRM?
Digital transformation is changing the way we understand business. In a few years we have gone from focusing the business strategy on the products, to strategically focusing on the customers. Detecting the needs of your installed customer base is key to encouraging recurring sales; and the communication and coordination of your marketing and sales team is essential to achieve your goals and get differentiated from your competitors to survive in the market. Why has the CRM concept gained so much importance? Let’s go in parts: what is a CRM?
A CRM (Customer Relationship Management) is a business strategy that bases actions on clients and favors the sharing of all the knowledge of the company in order to understand the needs of customers and anticipate their needs. In other words, a CRM is the strategy that aims to maximize the profitability of each client by centralizing the information of all equipment and using it to its benefit to offer its installed base a better service and carry out commercial actions aligned with the needs of its target ( client type).
In computer terms, a CRM is a customer relationship management software that allows companies to have commercial information stored. It is the tool that will help you to have a CRM strategy succeed.
With a commercial CRM strategy and centralizing all the information related to your clients, you will get:
Get to know them better and offer them a personalized service
Reduce the acquisition costs of those clients (new lead, contact, recruitment, loyalty …)
Increase revenues by promoting cross-selling (cross-selling)
Identify new business opportunities
Know which are the customers that generate the most benefit in your company
Increase the retention rate , and ultimately, achieve a competitive advantage sustained over time.
Is it necessary to have a CRM software?
CRM software is essential when there are more than 3 business profiles in your company. Take control of all commercial activity in different excel sheets (or even worse, in personal agendas), you will be limited when you have the opportunity to grow your business. With a CRM, the information of the clients is standardized. Each commercial can have a different way of making records, but with CRM software the variations are eliminated and a complete view of the sales funnel is achieved . Have control over the number of open opportunities, new leads, new clients, opportunities won, etc; It will allow you to analyze the effectiveness of your commercial team and see where you can improve.
With all the information registered in a professional tool you will be able to optimize the communication of the commercial team. Each action performed is detailed in the software and is accessible to the rest of the team with permissions to do so: if the customer has already been told about a product, if he has outstanding invoices, the issues that are dealing with him, the purchase history , the agreements that have been reached with him … Whether the owner of an account had planned to contact the client again or another partner to contact, they can identify if it is the right time to speak with him and, even better : they will know how to adapt the message to their needs and if it is the opportune moment for the sale. On the other hand, having all the information collected in a single tool help your salespeople to know the activity that has pending each day: meetings, pending calls … Streamlining these actions and with all this information accessible from any place and device, will save time to devote to what they do best: advise clients and to sell.
Changing the way you do business and focusing your sales strategy on the customer’s needs is key to continuing to be your reference salesperson. If you know that the coordination of your commercial team is better, you want to be able to anticipate, identify the critical points in your sales flow, have all the information of your customers in a single platform to draw conclusions and, ultimately, be more efficient selling and maintaining your positioning in the market, you need a CRM software.