Have you ever called a lead only to find out that they’ve already been called by one of your fellow reps? Doh!
Or worse yet, have you ever discovered you’re pitching a product to a current customer?
What about taking over an account, only to realize that you don’t have all of your predecessor’s information, and you’re clearly missing some of your client’s major needs? Annoying.
Sales are difficult enough to land without dealing with mistakes from incorrect, missing or outdate information.
Here’s where a CRM can help you and your team reduce avoidable mistakes.
1. Record calls
You should track conversations with a client from the very beginning, so all of their important information is detailed in their profile. In Base for example, you can record calls between clients and reps so that information can be verified at a later date. Recording these calls can keep reps from making mistakes, and allows them to go back and hear the client’s needs repeated to them, exactly the way they requested it the first time. Knowing they have the most recent, most complete information available on a client can give your sales rep the confidence that they need to have a positive, progressive interaction with their client. It can also motivate a rep to refresh their memory with the last interaction they had with their client. It reminds them exactly whom they’re speaking to, and the CRM can confirm exactly which next step they’ll need to take.
Call recording can double it’s usefulness by being used to keep client interactions consistent between reps, and also as a training tool. Providing the calls of top reps to new employees can give them a boost right out the gate. Along with this call, provide the interaction with the CRM to show how easy it is to follow clear steps and accomplish simple tasks to make a sale.
Base Voice is available with the Enterprise plan. It’s important to check the laws in your state, as they vary by jurisdiction.
2. Get information from your brain to your CRM ASAP
Information that’s trapped in one rep’s brain is of no use to the rest of the organization. What if that person is out sick? What if they get hit by a bus? The point is, protect your business by getting information out of a rep’s mind and into your CRM as soon as possible. This is true of all functions in business, and why most companies have Wiki’s where important information is stored. For example, logging information can also be crucial when transferring a client from one rep to another. By listening to the previous conversations with a client, a new rep can get to know them, their needs, and how they work and do business. They can even learn to anticipate the questions a client will ask by hearing them describe what product features are important to them. In turn, the customer will feel reassured that their new reps seems to understand their needs as well as their previous contact. When their new sales rep doesn’t miss a beat, they’ll feel secure that their needs are being met, and that the company is attentive to them and is focused on maintaining a good relationship. This isn’t just true for phone calls. Important information about the client and deal should be recorded in the CRM, including emails sent and received and documents exchanged. Email automation and Document storage comes standard on all Base plans.
3. Synchronize your inside and outside sales teams
Does your company function with a model that introduces leads to an inside rep to gather information and set appointments before your outside reps take over? Clients can become confused or insecure when they have multiple points of contact, and it’s easy for reps to miss key pieces of information or need clarification (which often results in outside reps asking clients for the same information that the inside reps have already requested). When all of your reps are so in sync, it will make your clients and prospects feel like they have a team working for them. They’ll be happy to continue their relationship with your company, in spite of personnel changes.
Using your CRM can keep transitions moving as smoothly as possible, train new employees, and help reps make avoidable mistakes.
How are you using your CRM to maintain consistency in your customer relationships? Let us know in the comments section below.
Find this helpful? Check out Lauren Licata’s other posts:
This article originally appeared on Base | Baseline – Base CRM Blog and has been republished with permission. If you’d like to submit a guest post or syndicate your content, join Firmology’s contributor program.