If you own a business you understand the value of your customers and prospects. That’s why it is so important to connect with your customers in a meaningful way. Converting sales leads into customers and making regular customers enthusiastic promoters of your business are both critical for business growth. And just as important, curtailing customer complaints before they cause damage is something else that is critical to your business. Without a clear plan for damage control or to manage the leads that come in, your business could suffer.

Before digital and advanced software technology was available, businesses had very few marketing options and customers called when they had a problem. Now thanks to technology, hundreds of people may be viewing your website or dissatisfied customers have a variety of ways to contact you with a complaint. Without a clear system to handle the leads, happy customers and dissatisfied customers it can be overwhelming. However there is an answer to the overwhelm. CRM software helps you keep in contact with your customers before a small issue becomes a problem and leads can start feeling a connection with your company immediately.

Organize customer leads

When leads come into your company, CRM software organizes them so you can follow up as soon as they show interest. Without proper follow-up, you could lose a lead or worse yet, it could go to a competitor! CRM not only creates an organizational system for you, but it automates much of the process as well.

Be more effective with email marketing

Sending out mass emails periodically to all your contacts isn’t the most effective way to handle your marketing campaign.

For example, what if your company was having a huge promotion on a product geared specifically for women? Or to further narrow it down, what if the product would likely appeal to women over 50. Maybe it’s a special vitamin supplement or herbal remedy, especially for mature women. A mass email means you are sending this promotion to all your younger female customers as well as to all your men. Not very helpful. This will look like a mass email and can give the impression that you don’t care about or really even know your customers very well. What if at the “push of a button” your email would go only to that customer segment. Your customers would see that you understand their needs. And it not just for B to C businesses. If you’re a manufacturing business of several products and want to reach a certain segment of your distributors with perhaps a certain product or product category, you want that email campaign to go only to the defined target; saving the rest of your distributors for products geared to them. CRM software develops segmented lists for you. This groups your customers into categories. You can even define the categories and change them whenever you want.

Understand your customers better

CRM software helps you understand what your customers like or dislike based on the data it stores about them. Of course, this is dependent on what information they provide you and their purchasing habits. However, even with minimal data, you can understand more about your customers with CRM than if you don’t have it. As you track your sales, you will begin to see trends that clue you in on some important data. For example, the data will indicate how quickly it takes to close a sale with certain customers. If you’re a distributor, you may notice that you close more quickly in some parts of the country than others. You may see a trend that reveals your sales model is effective with business owners who started their business less than 5 years ago. However, in order for these trends to show up and make sense, you need to collect the data.

Obtain metrics about your business

Metrics are an important tool that businesses can use to leverage their marketing efforts. CRM software keeps track of what your customers buy, when they buy things, how much they spend, their personal data (that you ask them for when they visit your website), and more. This gives your business a leveraging tool to understand what is making their business successful – or not. What products do customers like best? For example, you may discover from the data that you will experience seasonal buying highs or lows. This can guide you in your stock inventory amount. You also can use metrics from the type of emails to which your customers respond. Are they clicking on the link in the email? If so, what made that email effective? You want to know what makes your business successful.

If you want to better understand your business, customers, prospects and leads….then The Small Business CRM Coach is here to help! We figure out what type of CRM is best for your company and we even set it all up for you. Click here to schedule a discovery call.

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