CRM systems are the unsung heroes of successful sales outreach.
They can be the difference between a strong, effective marketing campaign and a weak, unsuccessful one.
When it comes to measuring the success of advertising efforts, the number of customers attracted and the cost of leads are key metrics to consider.
A winning strategy involves minimizing the cost of leads while maximizing the number of customers gained.
If a company is unable to attract enough buyers and the price per lead is too high, they risk missing out on the coveted profits.
So, what’s the secret to achieving this successful pattern?
The answer lies in reaping the benefits of a CRM system to minimize the cost per lead.
With their myriad of benefits, they are the solution to many questions and problems in the field of sales.
CRM systems help companies organize and manage customer data, streamline communication, and automate processes.
Basically, save time and money on all the activities that go into obtaining a lead.
This not only saves time and effort but also helps businesses deliver a more personalized and more enjoyable experience to their customers.
In this article, we’ll explore the main CRM benefits.
We’ll explore how a CRM software can really boost your sales and customer support efforts.
By the end of this article, you don’t know how you ever even worked without a CRM.
Advantages of a CRM in Sales Outreach
CRM can increase conversion in sales by 300%.
These are multifunctional platforms that can be easily integrated with other services and make it possible to quickly and accurately find sales gaps and build new, more effective strategies.
Regardless of whether the business is B2B or B2C, it sells tires or children’s toys, individual CRM systems can make the company’s work efficient and automated.
In addition, this is a huge contribution to improving interaction with the client, and therefore to increase sales. Let’s take a closer look at the benefits of CRM and its capabilities.
1. Collect Demographic and Behavioral Data
Many companies believe that if they just have a large number of potential buyers and customers, they are successful and nothing else is needed.
This is pure delusion.
If we take this conclusion in a unit of time – today, then yes, everything is fine. But tomorrow these customers may not be.
They will simply leave, and the company will never know why this happened, and how it could have been influenced by the situation.
CRM allows you to collect a lot of demographic data:
- gender
- age
- geography of residence
- behavior
- consumer habits
- tastes and preference
- and much more
Moreover, this entire process is carried out automatically from various sources, which greatly simplifies and speeds up the work.
The importance of data collection is as follows – the more data about specific customers and their needs will be obtained by the seller, the greater the effectiveness of all activities to increase sales.
With this data, managers can work with clients or groups of clients on individual schemes and move them through different sales funnels, achieving a higher close rate.
For example, a person who came to your site got to your site after making a Google request “Buy building materials in Florida”. He went from looking for a bag of cement to purchasing it, entered personal data, and arranged for targeted delivery.
Without CRM, the best you can do is to create an Excel spreadsheet where you write down everything that you managed to collect for the client or write everything on a piece of paper.
But thanks to an integrated CRM software, you get all the information about gender, age, place of residence, behavior, consumer habits, and tastes, you know which pages he stopped on, and what else he was interested in.
Now you can make him the best commercial offer, continue the interaction and keep him as a regular customer for many years to come.
Even after a few months, when you have discounts on building materials or any other product that the client was interested in, it will be easier for you.
Simply open your CRM and make a mass mailing to the segment of customers who have the attributes that they might be interested in.
2. Manage Leads and Take Data-driven Action
With a CRM, the entire flow of information about customers and their transactions are gathered together in one neat view.
Managers can always know at what stage in the sales cycle each deal is. They will always be able to schedule a call, send an email reminder, and complete them at a time when it is optimal from a time marketing point of view.
That is, even if an employee forgot something or missed an important call, the automated system will remind you of what is forgotten and record everything.
For example, when you are creating a holiday marketing campaign and need to send several hundred emails, CRM can do it in a personalized, timely, and automated way.
That is, based on previously collected data that was entered manually or automatically, you can manage processes in an optimized way and set a targeted team.
3. Synchronize Marketing and Sales Efforts
This is an extremely important aspect, because only in the ideal tandem of these two teams can the maximum result be achieved.
When data is exchanged between departments in real-time, it becomes possible to instantly respond to new circumstances or situations, adequately build ways to solve problems and increase the efficiency of two departments.
Based on these benefits, we can talk about how a CRM system helps create and improve the effectiveness of a sales outreach strategy.
Thanks to a CRM, all data about customers, their actions, and progress through the sales funnel is stored in one place. Both sales and marketing professionals can use this data for their own purposes to achieve common goals.
For example, the marketing department brought several potential customers and entered their personal data into CRM. The sales department has automatically downloaded this data, so now they can call new customers and offer them a product/service purposefully, according to their interests and expectations.
4 Steps to Leverage CRM Advantages to Increase Sales
A sales outreach strategy is an action plan that aims to attract new customers for a company. Depending on the complexity of the business and its specifics, the strategy may have from several to several dozen points.
But creating a plan is not enough. To increase coverage and increase sales, you need to carefully work out each point of the strategy. But CRM can help a lot with this. Let’s take a closer look at its capabilities.
1. Create a Profile of Your Perfect Customer
Every sales manager already has a formed profile of the ideal client in his head. But it needs to be clearly defined and described for further development and formation of a sales outreach strategy.
For a B2B business, the portrait of an ideal customer will be somewhat different from that of a B2P business. Let’s dwell on the general client profile for a B2B company:
- Total Expected Return - depends on the product you sell;
- Staff - how many employees work in the company;
- Company structure - departments, whether there is a marketing department, purchasing department, or only a separate position;
- Product - which products the company sells, a complete list with technical data and characteristics;
- Who exactly is the company in the market - manufacturer, supplier, official representative, retailer, etc.;
- Company values - the goals, philosophy, brand voice, and principles that underpin the company;
- Pains of the company - how much your product can close the pains of the client.
In CRM, you also need to enter customer data by organizing a profile for each of them. This will help in the future to provide potential customers with a personalized experience of interacting with the company. Collect the following information about the potential client:
- Age - a criterion that many do not pay attention to, which is extremely wrong. According to the age of the client, you can provide him with a more optimal offer, change the style of writing messages and establish other communication strategies with him;
- Gender - this criterion is also important to take into account when drawing up a plan for working with a client, because there are proposals that we cannot make to a man or, conversely, to a woman;
- Position - as far as a person can make decisions, can he make them alone, or the decision is made by higher management;
- Places of contact - social networks, instant messengers, offline events – all points where you can get in touch or influence the client;
- Objections - what prejudices, or objections the client may have in relation to your product.
By compiling such a profile, you get the starting point for your strategy. At the same time, the data does not need to be taken from the ceiling or fantasized, all of it is already collected in the CRM system.
You just need to make a selection of those buyers who most often and easily close deals, most often turn to your company again, and become regular customers.
When the profile is ready, you can proceed to the next item in the plan.
2. Pick the Right Outreach Channel
This channel is determined by client activity. For example, if the client has an active page in social networks, professional communities, or forums, you can select this communication channel.
This way you will get a much better chance that your message will be noticed and read. Check if the client is in your database of email addresses and mailing lists, perhaps he has already consented to receive emails from your company before. If the client is not interested in your emails, the CRM system shows that he does not open them, look for another channel, if he is actively interested in email, this is an ideal option to start selling.
Raising your reach can be done through three main channels: LinkedIn, cold emailing or cold calling.
Cold Emails
Cold emailing allows you to use targeted messages and personalized emails, making it easier to capture the attention of a recipient with whom there has been no prior relationship.
It still remains an important channel of communication. The main thing is to set it up correctly, and you will be able to establish relationships with potential customers. Using some of the best cold email software will help you with this outreach.
Use Case: A software company looking to sell its product to small businesses in a particular industry can use cold email to reach decision makers in those businesses and offer a free trial of the product.
LinkedIn Outreach
LinkedIn is one of the best selling platforms today. With its help, you can track user activity online. In addition, LinkedIn account holders leave much more information about themselves in their profiles than when registering email. You can run a LinkedIn outreach campaign to get your leads’ attention directly in LinkedIn.
Using an excellent platform will also establish a professional relationship with the recipient and may lead to a long-term partnership. Which is a great tool for B2B.
One example is when a marketing agency can use LinkedIn to connect with marketing managers in a particular industry and offer advice to improve their marketing strategy.
Cold Calls
Cold calling is a great way to connect with potential customers when you don’t have their email address or LinkedIn profile, or when you want to quickly build a personal relationship.
It also still works, but is not suitable for clients who are engaged in business, teaching, or another field of activity where everything is scheduled to the minute.
It’s also a great way to introduce yourself and your product, as well as ask questions and collect customer information.
Example: A cleaning service company that wants to sell to agencies close to home may use cold calls. With their help, she can contact the owner or manager of the business and offer a free consultation or the services themselves on favorable terms.
But do not forget about other channels that you can use:
- 1. Social networks - Instagram, Twitter, Facebook, etc. This is a great channel for interaction and communication with potential customers. But it is worth remembering that young people use them more. There is a risk that people from the category over 40 will not respond to your messages. It is better for them to suggest other channels.
- 2. Website - right on the site you can communicate with customers using live chats or chat bots. It is suitable for all categories of customers, but is only an auxiliary communication channel that only encourages potential buyers to move up the sales funnel.
- 3. Messenger - But it is better to collect data, analyze and make a ranking in order to understand which customers use mobile apps like WhatsApp, Facebook Messenger, Viber, or Telegram more. CRM will also help with this analysis.
In any case, the coverage channel must be selected based on the information that has been collected on the client in the CRM system.
If a company does not use such services, data collection takes place manually or using systems with less extensive functionality, the probability of errors in the profile, and accordingly in the choice of the coverage channel, and as a result of the entire strategy, will be very high.
3. Personalize Your Outreach Messages
Of course, cold email outreach is very convenient. But sales, especially when it comes to the B2B segment, is about business trust and personal relationships. Therefore, building a dialogue with a potential client shows respect for him.
It is not always enough just to use the standard address by name and mention the name in the text of the letter. Try to create a template using the maximum amount of data from the prepared profiles and the CRM system.
Integrating CRM into your business takes cold outreach to the next level. By collecting all kinds of data about the client, you get the opportunity to interact with each of them in a personalized way, defining possible preferences in advance. Cold calls and emails can be informative, useful to the client, engaging, and moving along the sales funnel – all thanks to CRM.
If you create a template in which you mention the product, and projects of a potential client, and indicate exactly what problems your proposal helps to solve, you can count on a greater likelihood of a response and even interest.
By showing respect and knowledge of the needs of the buyer, you become potentially interesting, as well as your offer is potentially profitable.
4. Follow-up at the Right Time
The most popular features of the CRM system.
Almost everyone needs contact management, interaction tracking, and creating schedules/reminders – these are the basic functionality of CRM.
If the client gave you feedback, you sent a quotation, or a meeting took place, then you should not delay with the next message.
You must build on your success.
Be sure to let the client know how much you enjoyed talking to him or ask if he was interested in your offer. You need to make all the moves related to the relationship with a potential client as quickly as possible before he loses interest in you or the product.
But you should not pinch it, since too frequent follow-ups may seem like attempts to put pressure on him to make a decision.
In order not to forget about important meetings, and send the next email, you must enter all information and data into the CRM system. Automatic email sequences will help you send emails at the right time, get in touch on time, and not overwhelm or miss a client.
Writing follow-up emails can be a difficult task. Here are 5 tips to make writing easier:
- Stick to a certain tone - if you are communicating with a representative of the 18-30 years old category, you can use jokes, relevant slang, gifs, etc. in your messages. But if this is an older audience, you are talking with a partner or businessman, the tone should be more meaningful and serious.
- Personalize - it can be not only writing the name of the interlocutor after the word hello. Provide only those offers that the client wants to see, having previously analyzed the CRM data.
- Act on the client’s pain - if he added an ointment for back pain to his basket in the morning – write to him “Are you still suffering from this pain? And we have a solution to this problem!”. And so in everything.
- Add limited offers - one of the best marketing tools is to add value and create hype. Use them in e-commerce to gently lead the customer to purchase. For example, “24 hours left until the price increases! Feel free to buy.”
- Stay polite and give thanks - be grateful to the client for any action on your site, even if it is a negative review.
Email example:
Hi Alex!
Thank you for your interest in our brand!
You added car covers to your cart yesterday but didn’t complete your purchase.
Can we help you choose?
Describe the features of your car, and our specialists will select the perfect covers for it.
An additional 10% discount applies only to you.
Hurry, the discount expires in 24 hours.
Benefits of CRM for Customer Support
The benefits of CRM are numerous, and they can make a real difference in the way you handle customer inquiries and support requests. Here are three key points to keep in mind when using CRM for customer support:
Centralized Customer Data
One of the primary benefits of CRM for customer support is the ability to centralize customer data. With a CRM system, you can store all of your customer information in one place, including their contact information, purchase history, and support tickets.
This makes it easier for your support team to access the information they need to resolve customer issues quickly and efficiently. It also enables you to personalize your support by understanding each customer’s individual needs and preferences.
Automate Support Processes
Another benefit of CRM for customer support is the ability to automate support processes. With a CRM system, you can set up workflows and automations that can help you respond to customer inquiries and support requests faster.
For example, you can set up automated responses for common support questions or route support tickets to the appropriate team member based on the type of request. This can help you save time and provide a more consistent and timely support experience to your customers.
Analyze Customer Interactions
Finally, CRM systems can provide valuable insights into customer interactions. With a CRM system, you can track customer support tickets and analyze the data to identify trends and areas for improvement.
For example, you can identify common issues that customers are experiencing and take steps to address them proactively. You can also monitor customer satisfaction scores and use the data to improve your support processes and overall customer experience.
The benefits of CRM for customer support are clear. By centralizing customer data, automating support processes, and analyzing customer interactions, you can provide a more personalized and efficient support experience to your customers.
If you’re looking to improve your customer support and take your business to the next level, it’s time to consider implementing a CRM system.
Key Takeaways for CRM Benefits
A CRM system is an essential tool for any business.
It helps to collect data about potential customers, manage business processes and synchronize the work of the sales department with the work of the marketing department.
All this is necessary to optimize and automate work with clients, provide potential buyers with personalized offers, as well as effectively promote clients through the sales funnel.
But in order to work effectively with CRM, you need to set it up correctly.
Everything is important: implementing the profile of the ideal and existing client, determining the optimal channel of interaction with the audience, working on the personalization of messages, and constant interaction with the client without delays and expectations.
To achieve the best results with customer support, we recommend using a professional CRM system
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