No matter your role in the customer relations process, whether you’re a sales manager, CEO or somewhere in between, you’ve no doubt spent considerable time trying to figure out the best way to manage, and keep in touch with your customers. They’re the lifeblood of your business and community, so it’s natural for much of your focus to be on how to best serve them!
One extremely powerful player in this field is CRM, or Customer Relationship Management software. Regarding its importance and relevancy, Jason McCloud, Vice President of Digital & Integrated Strategy at SageAge Strategies, says, “Your team is regularly interacting with current and prospective customers. CRM has the ability to help you track, organize and manage your prospects, including your move-ins, their activity, what information they provide you and more.”
What’s the Benefit of CRM?
As aforementioned, CRM software has the ability to help you track the information you possess about your current and prospective customers. As such, it can help ensure that everyone on your team – especially representatives in sales/marketing, customer service, community engagement, etc. – understands your prospects well.
By understanding your prospects, your team can better deliver the correct message to those interested in your community at the proper time, which leads us to our topic today: using CRM integration for improved, seamless lead follow-up.
What Kinds of CRMs Are out There?
In general, CRM programs come in two types: service and software. As you might expect, software is installed on your computer and server where it stores all of your customers’ information. In contrast, a CRM service is usually hosted online, and you can access the information stored there from any computer or digital device.
The Basics of CRM Integration
CRM software works best when it’s fully integrated into your existing systems, including your website. CRM integration refers to creating a website and CRM that function together. The result? Your CRM doesn’t just function in a silo; instead, it gathers information based on your existing marketing practices and website functions.
Still confused? Here’s a simple example: Say you have a form on your website to provide a prospective customer with an e-book about choosing a senior living community. When a prospective customer fills out the form to receive the e-book, using CRM integration, you will automatically create a new record for that prospect, and a sales representative will be pinged to follow up. Plus, that salesperson will know how they got this customer’s information and where it came from.
How CRM Integration Can Help You
In a nutshell, CRM integration can help your team by providing a one-stop spot for all your customer information. CRM software and services will organize your leads by a variety of criteria, from how qualified they are to the length of time it’s been since you last interacted with them, and more.
CRMs can also allow you to either automatically or manually assign sales-related tasks for your team members, and assign follow-up priorities. Here are some other benefits of using a CRM for better lead follow-up:
- Inquires are sent in real-time to your database allowing for quick follow-up and accurate record keeping.
- You have the ability to create a more structured, clear process for lead qualification and scoring, which means your sales team can focus on cultivating relationships with potential prospects.
- Your team has the ability to more easily identify those leads that are not being pursued or followed up with, and can then determine why and what follow-up steps should be taken.
- You have a better handle on what is working and what isn’t, with regards to your follow-up, which means more effective long-term strategies and ultimately, better sales numbers.
- You have the ability to track the prospect from a specific marketing channel through move-in, providing essential conversion tracking data that allows you optimize your marketing budget.
While it’s not necessarily a “downside,” CRM integration can require some significant changes to the processes your team already has in place. It also doesn’t happen overnight: implementing CRM integration into your sales processes requires a significant amount of thought, both creative and strategic, regarding how you want to manage your customers and prospects. This includes figuring out what a qualified lead looks like, defining the different stages in your sales process, determining key messages for those stages and much more.
As a result, CRMs won’t do all the work on their own. They require the development of smart strategies and supporting lead follow-up processes. That said, once these strategies and processes are developed and implemented, CRM integration can have an immensely positive effect on your sales processes, your results and your organization as a whole.
We Make Your CRM Integration Work
Interested in figuring out how to make CRM integration work for you? The SageAge team can help! Talk to us today and learn how we’ve set up strategies and processes for our client-partners to improve their efficiency and grow their sales.
SageAge Strategies is a multiple award-winning, strategic growth and marketing organization that provides multiple strategic growth solutions. For more information, please call or e-mail Adrienne Mansfield Straub at 570-601-1720 ext. 100 / email@example.com.