CRM systems can aid sales departments and agents

    Small businesses may be making mistakes without even knowing it, particularly in the realm of sales. According to CRMBuyer, every business should adhere to a defined and deliberate sales process that has written guidelines and is measurable in order to be successful.

    A formal sales process is the only way to ensure consistent performance, according to the news source. Customer relationship management (CRM) systems organize customer history, information, preferences and other inquiries into one system for sales professionals and customer service agents to use. It can help to achieve the goal of consistent sales performance because it adds structure, standardization and an organized framework.


    CRM can help when aligning sales and marketing goals because incoming leads and responsive action can be cataloged in the same system, allowing marketing and sales teams to work together to generate more business.


    CRM solutions are best in real time on one screen

    The proliferation of CRM systems has led to assessment of how well they work, especially as sales professionals seek to optimize their time and make genuine connections. Because sales professionals need to get information quickly, CRM developers have created systems with real-time customer data on one interface.


    "Instead of spending time navigating through multiple screens, [new systems] provide information when [sales professionals] need it most; as they are engaging with customers," said Jeffrey Siegel, vice president of strategy and new business development at a CRM provider. "This integration will also update records so the sales professional does not have to go back and manually enter information on who they called and when."


    Social CRM is helpful, too

    Real-time information on one screen is essential, as sales professionals believe CRM is inefficient because it makes more work for sales professionals, as they are sometimes focusing on adding customer data rather than making sales. It's part of the reason why social CRM is gaining traction, according to Forbes.


    "The power of social is that your customers are telling you about themselves and their needs," Jon Ferrara, one of the initial inventors of CRM, told Forbes. "Now instead of sales people spending most of their time on non-selling activities like researching customers and data entry, they can spend more time engaging customers."


    New tools allow sales, marketing and customer service professionals to see who in the company has had experience with prospective customers. Not only can they see that they know them, but they can see how close the relationship is, so that they can efficiently use others within the company to make sales.