No organization is excused when it comes to asking how they handle the relationship with their own environment. The concept of managing customer relationships (Customer Relationship Management or CRM) is the accurate term.
From the smallest shop to the most prestigious multinational, every company has a sales strategy based on the relationship with its customers. This strategy, expressed or implied, is based on how well they know them, with or without systematized information. Thus, the shopkeeper recommends certain product to their regular customers or fast food chains “take their time” to send an email for a birthday, that’s to say, organizations must know their target well.
It is not arbitrary to speak in terms of organization, since this situation exceeds commercial enterprises. The public sector and nonprofit organizations are also in need of questioning their knowledge on the people they work for or aim to: voters, citizens, users, etc. This is why XRM is an increasingly popular term referred to managing the relationship with whoever the organization is targeted to.
Back to our subject, a company’s selling strategy is therefore based on its knowledge of its customer. Knowledge carefully concealed in a sophisticated database or sitting around in a knowledgeable seller’s head. This to say, a widespread (and partially true) myth of the charismatic salesman that aces when it comes to build relationships with customers while gathering details to ensure a successful business relationship. In other words, this mythical character has a CRM installed in his mind.
Anyway, this caricature of a character is just a way of simplifying the issue in terms of an innate charisma. Leaving aside the undeniable talent, a good commercial strategy brings together key information about the client to establish a stronger business contract, and an effective CRM tool is a differential to do so.
The advantages of having a digitalized system for managing the relationship with the customer are at plain sight. You cannot guarantee (nor demand) that all sellers of the company possess a prodigious memory and sense of opportunity with which few are blessed with but if you can create a common platform to all employees where they can store and use all the information available to their customers, this will make all resources instantly available for them to become that talented sales rep.
A second facility that good CRM systems offer is the ability to establish very clear stages in the sales cycle. Dividing it in steps makes it easier to measure, knowing how to move forward while having a defined working methodology based on the experience of the company. Everything in sync with available and easy to access customer information.
Because of our social networks context, a good CRM platform also involves sentimental analysis of our social media. It goes without saying that customers interact (or try unsuccessfully) with companies preferring virtual spaces often to satisfy their demands. The client knows what he wants and an effective sales strategy must recognize it. In order to do so, including search engines and sentiment analysis on social networks in your CRM platform gives you information on consumers while offering a new way of interacting with them, an increasing trend.
Learn more about the importance of social networks in sales strategies, the analysis of changes in the customer and other information helpful to optimize your strategy.