Businesses that use CRM automation have a distinct advantage over their competition. They also have a wonderful opportunity to connect with customers in a dynamic and personal way.
Customer relationship management (CRM) defines how you relate to your customers through all aspects of the sales process. Automation is like autopilot: You control the information and when it’s sent to your customers.
CRM automation handles customer information, marketing campaigns, sales funnels, social media posts, emails, and more. From streamlining repetitive manual tasks to improving work productivity, a good CRM automation tool can effectively manage your client base and sales force from start to finish.
Aside from being more connected to your customers and fostering office cohesiveness, a well-oiled strategy prepares you for every twist and turn. When done right, CRM automation saves time and money and empowers all aspects of your organization.
CRM automation is critical to growing sales revenue. Statistics show that a comprehensive and effective CRM strategy will pay off in spades.
Finding and Nurturing Customers
A witty and engaging marketing strategy is great, but if you don’t target the right demographics, you’ll get nowhere. CRM automation helps you gather leads based on customer responses, referrals, interaction on your website and social media, and through emails.
Those leads are entered in the CRM tool, which then creates a customer profile. The software can track a variety of information, such as whether your emails are being opened, whether your customer clicks links (and how often), and whether those links lead to purchases.
At this point, the objective is getting to know your client base. After that, you can pinpoint customers’ behavior patterns and specific interests with methods like surveys and responses to mailings. The more that customers engage, the higher they should be on your list to contact.
Make sure you’re connecting to your customers where they hang out. CRM systems can link to social media sites and track the effectiveness of campaigns there. If your target audience doesn’t use a certain platform, try another avenue to reach them.
Once you have a decent client list, you can shift to more concentrated sales efforts.
Using This Information to Make Sales
CRM software can segment your customer base into categories and manage a targeted marketing campaign. When your customers click on a product, you can use retargeted ads to remind them of your brand.
Once you have piqued customers’ interest, reps need a way to keep those customers engaged and moving toward the sale. Careful study of the information gathered can help you design a campaign to build trust.
From there, your sales force can follow through on those who need a nudge and are most likely to convert to paying customers. CRM automation can alert the reps about the optimal time for follow-up.
Built-in calendars and VoIP technology ensure that sales reps never miss an opportunity. When customers request information, the system generates templates for emails and documents that can be customized with just a few clicks.
Your Customer’s Experience
Customer experience (CX) isn’t just a buzzword; it can be the difference between a customer choosing your product or service or abandoning you for a competitor. All things being equal, how a customer feels is critical, as a happy customer tends to buy and recommend you to their friends.
Getting to know your customers and their business needs is crucial. Solving their most pressing problem (even if they didn’t know it was a problem!) will put you at the top of their list.
We’ve already mentioned several ways CRM automation can track customer responses and allow sales reps to quickly respond to queries. From mailing lists to post-final sale, every move the customer makes is an opportunity for positive contact.
While your objective is to solve your clients’ business problems, CRM also can help you build more personal trust and rapport. Start by using their first name in correspondence and referring to past actions.
CRM automation allows you to build customer relationships by tracking important dates and information. You could send special offers or discounts on birthdays or other important dates, for instance.
Customer Calls to Action
Never forget to call your customers to action. Building relationships is fine, but it won’t help your bottom line unless you convert the sale.
We’ve mentioned tracking clicks to emails and websites, but CRM automation also allows you to identify which marketing strategies work well and which ones need tweaks. Once customers make a commitment, use CRM tools to ensure their satisfaction.
Efficient Sales Operation
On the other end of the spectrum, CRM improves in-house experiences. We’ve already touched on how sales reps can benefit from CRM automation, but the possibilities here are limitless.
The ability to target the customer with the right offer at the right time will build confidence in your product or service and enhance your ability to deliver results. With the data you’ve gathered, sales reps can creatively and uniquely tailor their approach.
While CRM automation is critical to growing sales, it can’t do everything. Sales reps need to know how to use the data effectively and efficiently.
There’s no need to reinvent the wheel for every client because reports and forms can be automated. Calendars, phone apps, and customizable templates for emails and documents are readily available for every step of the sales process.
Know Where You Stand
A sales organization needs to know where it stands at all times. With CRM tools, you don’t have to wait until the end of the month to see the bottom line.
With information all in one place, there is better data for reporting. All transactions are kept together, and reports can be customized to show sales force metrics or key customer data.
Focused results allow you to build a better sales pipeline. CRM tools improve the flow between channels and increase collaboration among departments. And that leads to effective anticipation of customer needs.
When everything is working cohesively, sales agents can concentrate on what they do best. There is no better motivation than a great lead with a high chance of conversion and a streamlined process to make the sale a breeze.
Every aspect of sales operations and administrative support is easy with CRM automation, including changing gears to a new campaign.
Make Sure Your CRM System Keeps Working
As you grow your customer base, it’s important to review your CRM automation system to make sure it’s still working for you. The best way to increase sales is to take advantage of the many features and options available with any CRM software.
If you have a small customer base, concentrate on getting the word out. Encourage your customers to sign up for mailing lists, take surveys, or get free samples.
Make sure you’re using and tracking clicks on all social media sites. Email is terrific, but your customers are on the go and tech-savvy — and you must be as well.
Start with a robust website, then add Facebook, Instagram and Twitter. Keep up with the trends and where your target audience hangs out.
On the other hand, if your leads are fading, try a different strategy or let them go. A cluttered system of obsolete data will hinder progress.
Use CRM automation to track which methods work, and don’t be afraid to try something new. Think outside the box and get their attention.
Then use this base to build a campaign. Time spent setting up a system is never wasted because a well-thought-out strategy pays dividends in the long run.
Ask your sales force what works and what doesn’t. If they’re following up on leads and using the system to its full potential but still aren’t getting results, something is missing. You may have outgrown your CRM tool and need to find a more robust system.
If your CRM system is appropriate, maybe your operation needs more training on using its features to the fullest.
The Bottom Line
CRM automation is critical to growing revenue. Having all of your tools in one place improves quality, efficiency, and speed while reducing costs.
The result is increased customer satisfaction because those customers are getting exactly what they want and need. Plus, your sales force is happy because they’re set up for success.
It’s amazing how many tasks can be automated throughout the sales and operation processes, thereby reducing conversion times. Once you start implementing strategies, you’ll marvel at the possibilities and wonder why you didn’t start sooner.
To learn more about how SharpSpring can power your growth marketing platform contact us or get a demo today!
Originally published on the SharpSpring blog
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