Did You Forget the ‘R’ In CRM?



Senior editor

Parul Saxena

Chief editor

Last updated: July 8, 2021

Introducing Relationships back to Customer Management

The CRM is undoubtedly the essential tool for any sales rep to manage his sales.  But, as we went along the journey with many other sales professionals, we found that the CRM became more of a record keeping tool or even a monitoring tool that eventually led to a dip in its popularity.

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There was definitely something that made the sales rep turn away from the tool that was supposed to help him collaborate with his peers, share critical customer knowledge and build an effective CRM strategy. Gone are the days when sales executives had to scream about their product to get attention and have the prospects hear them out. It’s the day and age of customized information, it is the era of social business.

This is where the ‘R’ in CRM plays a crucial role.  Relationship building has become key to sales as it’s all about building a rapport with the person in front of you. Strike a meaningful conversation with him, talk about the things that he wants to hear, not what you want to talk about. You’ll get his attention in the first few seconds and the relationship will definitely go a long way, letting you sell more than you used to.

But, how do you do that? How do you know what your prospect would want to know?

The current day business scenario is much more evolved which is why the CRM automation also needs to move along to match up the pace. The need of the hour is to build relationships and learn new ways to keep them going strongly for a long time. With social media stepping into the picture, a lot has changed, especially in the business domain. Customers are better connected and have access to more information than ever before. The customer expects a sense of satisfaction while interacting with a sales rep and does not want to hear anything that’s not useful for him.

Opting for a new age CRM can solve such problems and give your sales team a much-needed upgrade to shoot up their sales in no time. As they say, “It’s cheaper to retain a customer than to acquire one”.

  1. The Relationship Cloud: This mesh of relevant contacts comes in handy when you want to reach out to the right person for your product. Without wasting any more time on searching and shortlisting prospects, you can simply build your own network of connections, who may already be connected to your peers. Referral contacts are always more useful and end up to be much more fruitful than first time connections! So guess what? No more Cold Calls!
  1. Contextual Intelligence: Know what your customer actually needs from you. Get those intricate insights that will lead you to pitch better and win more customers in much lesser time. Everything from his likes, dislikes to his interests, you can have his entire personality board built perfectly in front of you before you make your pitch. So, no more shooting in the dark, your sales strategy automatically becomes much more targeted in every sense of sales!
  1. Relevant Contact Pool: Do not waste your time going through hundreds of irrelevant contacts that have been lying around in your data. Get access to updated business contact details from across the world and all verticals. Conduct a narrowed down search and get going with reaching out to the right audiences and winning new business along the way.

No matter how great your product is or how transformational your services are, you will always need to have a Customer Relationship Management system that can keep up with the pace of social selling. It’s much faster, more on the go and requires the right platform to assist sales teams with their daily tasks.

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