Use CRM as a profiling tool… not a contacts database

By Darren Cox

 

One of the principal challenges our clients face is the lack of visibility into their sales process and pipeline.

 

Many companies have implemented a Customer Relationship Management system, however they seem to be using it only as a contact database, rather than for what it’s meant for – a strategic sales and marketing tool for developing profiles of their prospect universe.

 

As a result, my team have been focusing heavily on asking qualifying questions that will add value to our clients and their sales/marketing strategy.

 

Our job as tele-prospectors is to ‘collect nos’ – it’s a huge part of what we do!

 

But, it’s those very ‘nos’ that are the ‘yes’’ of the future – as long as your database is populated with data intrinsic to developing and grooming a client relationship thru to completion.

 

As a result, managing data accuracy and input is vital to both our business, and our clients.

 

One of the questions we ask is: Can you please tell me three things that your current supplier can do better?

 

Such a question will elicit a number of answers – dependant upon the client, and campaign – however, the information received allows our clients to see where their competitors are letting their clients down. 

 

And of course, having this information to hand allows your sales and marketing departments to define a strategy to convert those nos to yes’ through a structured marketing and sales strategy dedicated to punching holes through your competitors weaknesses.

 

At Strike Force Sales, we look to fulfil the sales strategy of our clients by providing them with the tools they need to achieve, both now, and in the future, and combined with our ability to understand the “big picture” of our clients marketing and sales strategies, and our ability to accurately update and manage their CRM solution, we are able to create observable success.