From suspect to prospect to customer: that is the ideal conversion journey for a Sales Representative. Although winning over new leads is generally more expensive than building customer loyalty, lead detection it is still a crucial step. So how can you successfully detect business leads? The answer is simple: using a CRM solution. Read on to find out how.
As a sales manager, your role is to optimize the productivity of your sales force. Remember: your Sales Reps are hunters, they like to win. It is therefore up to you to set up a motivating performance management system. A CRM solution can be an essential ally to achieve this: it allows you to visualize the strengths and weaknesses of your teams. Careful, however, it should not be used as a means to spy on them, but rather as a way to help them achieve their sales targets. You can monitor the sales pipeline, manage ongoing opportunities, etc. If you want to take it one step further, you can even use gamification to strengthen team cohesion while appealing to their hunting spirit.
To make the most of your CRM system, you need to use your powers of persuasion to encourage your Sales Reps to actively use it. For some, having to fill in data after a long day is a waste of time. That’s not a problem anymore! Choose a mobile CRM which they can access on the go. They will be able to fill in their visit reports on the spot.
One of the benefits of a CRM solution is that it allows for a very refined segmentation of the database. Simply determine the targeting criteria to push the right message to the right person at the right time, and the system will do the rest. It will tell you whether or not you can contact your targets based on whether they have opted in or out. Lead generation can only be effective if you respect their choices.
A CRM solution centralizes and facilitates access to all customer data, meaning all users have a 360° view of the contacts of the database. This means that when your Sales Reps try to win over a prospect or retain an existing customer, they will have all the information they need to offer a personalized customer experience! Be sure, however, to only store the data you need so that you meet GDPR compliance requirements.
The expectations of your ecosystem (suspects, prospects, customers, partners, etc.) are constantly evolving. Contact points are multiplying and are increasingly bi-directional: you can easily contact your customers and potential customers, just as they can easily contact you. When it comes to detecting leads, don’t lose sight of the ultimate goal. In order to be effective, you need to understand the entire buyer’s journey. This will help to adapt your opportunity detection strategy to the behaviour of your targets or persona profiles. And don’t forget to work hand in hand with your marketing teams. Together, you will be stronger!