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What You’re Missing Out If You’re Not Using CRM Yet
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How to Get Relationship with Customers?
- Promote the Brand to the Target Audience
- Conquer Leads
- Turn Leads into Customers
- Create a Higher Standard of Customer Service
- Offer New Opportunities
The more customers the better! Does customer relationship management work well with a high volume of people to serve?
It may seem strange, but in some cases, the excess of customers can disrupt the life of a seller or customer service.
And we are not talking about a company that is understaffed and therefore its professionals are overworked.
The truth is that in complex sales, such as those carried out in the engineering market, some prospects can take months from the first contact to the closing of the contract.
In this context, customer relationship management plays a key role.
In this post, you will understand how to manage customers well and how to manage your sales funnel so that your team’s time is spent with the right customers, in the right amount.
What is Customer Relationship Management?
Customer relationship management is an internal process for companies that aims to create personalized service for current and potential customers, based on data and the company’s strategy.
The corresponding term is Customer Relationship Management (CRM), and this nomenclature is reserved for CRM software.
These digital systems serve to assist the work of the sales team, as they store information about prospects and customers and facilitate the visualization of the sales funnel of the business.
In this way, customer relationship management manages sales efficiency, marketing work, and technical or operational support.
Check out the video below for more details on customer management work: Why do customer relationship management?
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Have you ever wondered why a certain customer didn’t close a deal with your company, but never got a response?
What is probably missing is more organized customer relationship management.
When this procedure exists, it is possible to carry out surveys to find out the degree of satisfaction with the service, including with customers who did not close the proposal.
Another use of the process is that the management provides data and information that allow the commercial team to provide a closer and more personalized service to each potential client.
With the inclusion of a CRM system in the company, work becomes even easier and more connected.
Contrary to what many people think, CRM can help different departments such as sales, marketing, services and IT.
That is why it is so important and strategic, because customers, even if they go a long way to close the proposal, will never feel forgotten by the company.
How to Manage Customer Relationship?
To learn how to manage customer relationships, it is important to know the main steps involved in this work:
Promote the Brand to the Target Audience
Without customers, the customer relationship management process is useless.
So, the first step is to make your brand known to the right people, that is, your target audience. For this you need:
Knowing your target audience: what are the characteristics of the ideal customer for your company. List their demographics (age, gender, occupation, region, etc.), interests, what communication channels they use most, what they care about.
Create personas for your company: personas are representations of your ideal customer, a fictitious profile that, based on the characteristics above, guides the marketing and sales team to know who they are talking to.
Create marketing materials focused on these personas: blog posts, social media posts, special materials, all of which can serve as bait to attract the target audience and spread the company’s image.
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Conquer Leads
Before having customers, the business first acquires leads that are potential customers for the business.
When a lead downloads material or requests contact through a form on the website, it can be “fed” with new content until it reaches a direct service to receive a proposal.
Therefore, invest in creating content and materials for your business and show how your service can help you.
Turn Leads into Customers
Once you’ve acquired, nurtured, and engaged your leads, it’s time to close a deal with them.
It is essential not to miss the timing and be attentive to the lead indicating that he is interested in becoming a customer.
That’s why CRM software is useful. For example, it is possible to know how many proposals a client received, what they asked for help and thus customize the proposals, making improvements when necessary.
A survey states that 63% of consumers need to hear the arguments of companies three to five times to really believe in the proposal.
Therefore, it is important to be clear and not be afraid to reinforce all aspects of the proposal as often as necessary.
Create a Superior Standard of Customer Service
Once you have a customer, the work is not over. In fact, he’s just getting started.
It is important to have, within customer relationship management, a responsible support sector to meet any demand.
Be available or have a dedicated team to ensure that the customer continues to receive attention, serving each one with quality.
Offer New Opportunities
A client who has done a certain job with you may come back to the company some time later and do an even bigger project.
For this, customer relationship management must be linked to the opportunities that each customer offers.
Constantly review customer files and analyze what possibilities the previous project opens up.
That way, you can send a personalized newsletter that meets that specific need to get the customer’s attention.
Or even send a direct email offering an opportunity, based on what the customer has already purchased. Be careful and have fun!
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5 Tips for Managing Customer Relationships in Engineering Firms
Customer relationship management is not easy in any industry. But in engineering, where consultative selling can go a long way, knowing how to optimally manage customers is critical.
In this context, the use of CRM can be a solution. But the mere use of a customer management tool is not enough. You need to know how to use it.
Check out our customer management tips with the help of CRM:
1. Use Pareto's Law
Analyze your customers’ records, your relationship history with them and their purchases and you will realize what Vilfredo Pareto discovered in 1892, that 20% of the causes generate 80% of the effects.
In the case of sales, 20% of customers correspond to 80% of revenue.
This doesn’t mean you’ll just drop the others, but you’ll know which customers deserve special attention.
Do you know the Pareto chart? Do you know how to apply? See the graphic below:
2. Define Criteria To Qualify Customers
As we said, customer relationship management doesn’t mean discarding the remaining 80%. But you can set some criteria to find out which ones are really promising.
There are several customer qualification methods to select those that should be left out.
The best known is the BANT, in which four criteria are analyzed:
Budget
Does the customer have the funds to make the purchase?
Authority
Is the person you are dealing with the decision maker?
Need
Does the customer really need the solution your company offers?
Timing
Does the customer have a set date for making the decision? Is she very distant?
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3. Beware of Too Many New Customers
Yes, it sounds very strange… But keeping the so-called top of the sales funnel full of customers will prevent you from giving the attention that customers who are about to close a deal (or have already closed and you need to treat them well to retain them) deserve.
And don’t think about hiring assistants or more salespeople before checking, with the criteria we showed above, if they are really promising.
Without it, there’s no way to do good customer relationship management, no matter how hard you try.
4. Set a Maximum Time to Close a Deal
Even a profitable client with a lot of potential can end up taking up a lot of your team’s time.
Imagine that it’s been more than a year that they’ve been negotiating and nothing has closed the sale.
Isn’t it time to drop that customer out of your sales pipeline?
An intermediate solution is to simply stop dating him for a period and stipulate to talk to him again in six months, for example.
A good CRM program will help you to know the average time it takes to close a good sale. Use this criterion.
5. Pay Attention to Mid-Funnel Customers
You have a series of tasks scheduled with your customers.
Answer phone calls and emails, send proposals, negotiate, make visits and many others.
The middle of the funnel is where your customers will give you the most work.
So, to manage your customer relationship well, this is where you should do what you can to take them to the next sales stage, such as more intense negotiation or receiving a firm proposal.
For this, the tip is to carry out the so-called meaningful conversations, to make the sales flow advance.
Meaningful conversations are those in which you and the customer formally commit to taking the next step, and a date is set for this.
For example: visiting a client, presenting a proposal and leaving there hearing the following phrase: “Okay, I’ll study better and we’ll talk later!” it’s not a meaningful conversation.
But if the sentence was like this: “Okay, I’ll talk to the legal department by Friday and Monday, I’ll give you the answer if everything is fine”.
So the conversation was meaningful, there’s already a next step scheduled!
FAQ – Frequently Asked Questions About CRM
1. How to Generate More Sales with a CRM?
2. Can I Manage All My Customers with a Sales CRM?
3. What Sectors of My Business Can CRM Help?
4. How to Optimize Customer Service?
5. How to Structure a Sales Funnel?
Conclusion
Is it clear to you how to manage customers? Apply these tips and you’ll see how much faster your business will flow.
Creating efficient processes and analyzes is a big challenge, but there are several methodologies that can help your business in customer relationship management and other business areas.
Is it possible to define which is the best sales CRM? How to choose one among so many options?
At the end of this content, we can understand not only what sales CRM is, but the various benefits that this platform offers to its users. Especially when it comes to a tool that has specific features for the sales sector.
And now that you already know the purpose and importance of using a CRM, in addition to the advantages it can offer to companies, it’s time to get your hands dirty and that’s up to you!!!
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