A CRM system provides many advantages, including meticulous relationship management. There will be no more lost correspondence, quotes are easily looked up, email is linked to the right contacts, and you can quickly gain insight into sales figures.
These are but a few examples in which a good CRM system excels. Everything from correspondence to Excel spreadsheets and PowerPoint presentations is linked to the right contact. And, equally important, it is easy to find everything.
A practical example
The power of a CRM system also shows itself in emergency situations, such as the top salesperson of a company deciding to look for another job. There's always the risk that customers get taken along in the move, to what could be the company's direct competitor.
Without a good CRM system, all the information about the customers he has managed is located in his head or in documents and spreadsheets that he's kept on his own laptop.
Such a transition requires a quick response, but if you don't really know who the customers are, what the sales figures are, and who the contact persons are, then it becomes a big quest to find all the information. Meanwhile, customers are being persuaded to move to the competitor. Time is an important factor.
If you're lucky, this top salesperson has neatly tracked everything in the CRM system so that his or her appointments are easily transferred to the new account manager. Customers involved in the transition can be notified, which is a nice time to get an update about them.
In a worst-case scenario, the top salesman has been planning his transition for some time and has deliberately withheld customer information. The information available in the CRM system will still be sufficient for an adequate response.
All customers are known to the system, and you can quickly get an overview of all the outstanding quotes and promotions. It's quick and easy to send an email to all customers and associates stating that the seller has left the company. At the same time, this email can be used to introduce the new account manager to whom customers can turn if they have any questions.
For key customers, ones who have outstanding quotations, you can give them a phone call to let them know that there's a new account manager. The list of phone numbers can be easily retrieved from the CRM system.
Current projects can be quickly transferred to other salespeople through the system. The Attention Monitor can be used to determine whether the contact frequency needs to be increased. You'll get a clear view of how much attention has been given to each customer.
Quick access to information is important. With the CRM system's monitoring tools you can regularly review whether important customers are showing unexpected behavior that may indicate a transition.
An up-to-date CRM system is worth its purchase price in gold in these sorts of situations, and we've only discussed emergencies so far. As long as information about customers and acquaintances is properly maintained, you can react quickly and adequately to any situation, whether it's an emergency or every-day business activity.