Adding a client interaction record into the system became every salesman’s routine. And as every routine, it became repeatable, dull and boring. Since people who describe themselves as boring don’t stay in the salesforce too long, both the quantity and the quality of the data recorded in CRM has degraded. It happened so subtle over the years, that most of us would call it an erosion – similar to a process of wind carrying away soil from once prolific ground until there is only an infertile rock left. There is a way to reverse this process, bring back the productivity and then increase it even past the historical records. Increasing your sales would not even require as much patience and labor as gardening, if done correctly.
Since the existing sales system is already here, CRM just takes the legacy data from it and customizes itself so the changes are minimal. It easily integrates with your other tools and departments, which may or may not be cloud-based. Once sales are on track to close a major contract, supply chain gets an instant notification of how much raw material to order, operations can plan production capacities and logistics books delivery dates. The CRM system automatically sends emails and books meetings for everyone involved. Automation is everywhere at the user level: most of the fields in the sales entry form are now pre-populated, notes could be taken with voice recognition system to avoid typing. Sales even gets a friendly reminder from the system to reach out to prospects at the right time armed with the latest numbers.
The infancy problem of CRM being a nightmare of the sales people is long gone – now it is their working horse which aids with the daily tasks and promotes value and visibility within the organisation. In the nearest future CRM will be automatically analyzing the markets and generating forecasts, thanks to the advances in artificial intelligence algorithms.
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