This is the latest installment in our Expert Selling Tips series.
CRM. It’s a hot topic among B2B companies all over the world. Among many other technologies available to help sales teams drive business, CRM is one of the most foundational – and the reason is just in the name: Customer Relationship Management. How else do top-performing sales teams close deals if not for effectively and efficiently managing relationships with their customers?
We picked our 4 favorite blog posts on CRM in the B2B sales world. Check them out below.
- Centralized data storage
- Improved communication
- Managers’ lives become easier
- Sustainable tool for growth
Ye says if you want to grow, you’re “dependent on contacting your prospects at the right intervals and providing them relevant information at the right time, and you simply can’t do this effectively without a CRM.”
What can an effective CRM can do a lot of good for B2B sales teams. But not all tools are created equal. According to Thomas Kattnigg, there are 5 qualities a CRM application must possess in order to deliver the results that sales teams need to boost their success.
1) Support Buyer Experience: The B2B sales process today focuses heavily on the needs and wants of the buyer, and that process must “inform the CRM tool,” Kattnigg says.
2) Support Insight: A huge part of an effective sales process is the insight reps provide to potential buyers. Valuable CRM softwares allow salespeople to input their insights at precise moments of the pipeline, making that information easily accessible in the future.
3) Ease and Flexibility: The only constant in sales is change, and CRMs are responsible for keeping up with advancements and developments in the selling environment.
4) Quick Onboarding: Adopting new tools requires resources, and Kattnigg says it’s important that a CRM makes it easy for new reps to quickly learn how to navigate the tool so they can begin using it immediately.
5) Increase Sales Growth: CRMs must closely mirror the sales process so they don’t inhibit progress through the existing sales pipeline. If anything, the CRM should increase the velocity of sales, not slow it down.
By this point we know the value sales teams glean from efficient use of their CRM tool. But this blog post by Will Humphries shows what could go wrong if you don’t keep up with your data once CRM isn’t a shiny, new tool in your sales repertoire anymore.
Yes, CRM can positively impact a sales rep’s efficiency, productivity, and morale, Humphries says, but bad data will cancel out that progress and turn put your sales process in reverse. Be sure that your reps “gather and maintain accurate data themselves as they build a customer’s profile.”
Sales reps are people persons. So it’s not surprising that many of them struggle to integrate the variety of sales technologies available at their fingertips into their everyday process. And according to Luke Wallace, CRM adoption falls into this category. He says it’s simply not enough to invest in a CRM, tell your reps to use it, and walk away with your fingers crossed.
Instead, Wallace suggests 8 tips to ensure your sales organization makes the most of your investment in a CRM tool. Some of these ideas include:
- Choose the right tool
- Communicate the benefits
- Provide training
- Reward good behavior
Having (and using) a CRM tool is critical for sales reps to understand how to connect with potential buyers. From important sales funnel insights to buyer personas, the right CRM takes a regular sales process and propels it to a data-driven growth machine.
Through prescriptive guidance based on CRM data, PeopleLinx increases sales reps’ use of their CRM tool. If you’re interested in learning how PeopleLinx can help you integrate your CRM to your sales process, contact us for a live demo of our award-winning product.