You’re in sales. You’ve got a product to sell. Boom. Done. Then on to the next deal. Your technique? You use the sales enablement tools your company has spent millions on to help you be more productive. At least that’s what your organization hopes is happening.
You wouldn’t use a CRM to court a potential romantic partner. So why do you rely on so much to build a sales relationship?
Customer Relationship Management (CRM) systems enable you to compile details about leads and customers so you can target them more effectively. Unfortunately, many companies that invest in CRM technologies are not using them to their fullest potential. When used properly, CRM systems can help you develop a customer-centric approach and a communications cadence that will maximize your opportunity for success. Here are 3 reasons your CRM system is one of the most valuable tools in your sales arsenal, and how you can make sure you are leveraging it to its full potential.
Recently sales leadership guru Lisa McLeod posed the provocative question, "Is Your Sales Force Being Sabotaged By Your CRM?" In her article on Forbes.com, McLeod compares and contrasts the habits of two sales people. One, she says, is having mediocre sales calls because his CRM is focused "on information important to his company (pipeline, revenue projections, close date, etc.) versus information that is important to the customer." She continues: