A well-established and structured company, with years or decades of existence, most likely recognizes the importance of implementing a CRM (Customer Relationship Management) tool, a fundamental resource for managing and nurturing relationships with customers.
However, just using a CRM is not enough to generate more sales. Successful commercial teams recognize that there are two main ways to sell more: increasing the number of leads that enter the Sales Pipeline, or increasing the conversion rate between stages of the funnel.
The first solution thought of by most commercial managers may be signing up for new work tools or hiring more salespeople. However, there are other more financially economical actions that can be carried out directly in the CRM to obtain similar results.
In this article, we will explain the importance of optimizing this resource and teach you how to get the most out of the CRM already implemented in your company. Keep on reading and learn more!
Like an organism, your company's commercial process is alive and may eventually signal that it needs optimization. We have separated some points that could mean alerts for your salespeople and managers:
When you identify one or more of the above signs in your company, it probably means it's time to make improvements to your CRM and commercial process.
When a company is well structured and has years of successful operation in the market, it is expected that its CRM contains thousands of leads, each with their specificities, needs, interests, purchase and interaction histories, among other highly valuable data. .
Therefore, applying improvements to such a robust CRM may raise some hesitation, and that is natural. Your sales team may have concerns regarding the time required for this optimization and the subsequent impact on their work routines.
At this point, it is essential to remind your sales team that these improvements will result in a more organized and segmented lead base. This way, sellers can approach each lead in a personalized way, thus boosting conversion rates.
CRM optimization is not only recommended for businesses with bases of up to a thousand contacts: quite the opposite. In addition to being a recommended process for all companies that use CRM, medium and large companies benefit the most from implementing improvements, generating a greater return on investment.
The tool used by your company must be tailored to the reality of your business: the more personalized, the better.
This means implementing various adjustments. We have separated some examples below:
There are countless other customization opportunities, but these quick suggestions are a good starting point for making CRM more tailored to your company.
Automating the business process is another point where CRM stands out. This feature saves time and resources, especially human resources, as salespeople will have more freedom to focus on what they do best: selling.
Most successful companies automate…:
A robust business process is like a machine: capable of functioning mechanically without constant human intervention, while still generating results that will profoundly help the company.
After implementing customizations and automations, you need to focus on data nutrition.
This means centralizing lead information, such as commercial and interaction data, transforming CRM into a true center of knowledge about contacts and customers.
Based on this data, it will be possible to create personalized segmentations, further helping your business's salespeople to carry out specific approaches for each lead and optimize conversion rates.
The advent of Artificial Intelligence has been revolutionizing several aspects of our routine, and the commercial process would not be left behind.
Implementing AI tools in your company's CRM can bring numerous benefits, such as predictive analysis of results, assistance through virtual assistants and the mass sending of highly personalized content with the help of generative AI.
The world's leading CRM platform, Salesforce, for example, already makes its Artificial Intelligence tool “Einstein AI” embedded in its resources available to its users, demonstrating that more than 150,000 companies around the world already understand the importance of using AI in the commercial process.
Despite all the benefits, it is possible to find reluctance to optimize CRM, mainly related to the time needed to make these improvements.
This is because, if salespeople are responsible for optimizing the CRM and the commercial process, their team will invest a lot of time in customizations, automations and adjustments, time that will not be invested in selling.
Not stopping salespeople and not pausing sales is the ideal choice to avoid impacting your salespeople's routine or the results of your business. In other words, the best thing to do is to get specialized help.
Count on the professionals at able.digital to transform your commercial process – our team has more than 15 years of experience implementing and optimizing CRM, leads and databases, especially using the Salesforce tool, the world's leading CRM platform.
Improving a commercial process requires expertise, attention to detail and knowledge of the market. We have professionals specialized in different niches, ready to help your business boost the return on investment from your CRM.
Book a meeting with us and let's chat!
