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  • Chahat Aggarwal

How to leverage CRM to increase sales?

According to a Gartner group survey, 55% of CRM projects do not produce results,because the focus is only on technology, we loose sight of customers, and undervalue CRM benefits. But, by combining your marketing efforts with a correct CRM activity, it will help you to generate sales and build your brand.

Create Persona >>> Create Database >>> Create Email Content/templates >>> Do email outreach >>> Monitor the activity >>> Follow up


Here's how to leverage CRM to increase sales:

STEP 1 - Identifying Audience

Your CRM contains information on new prospects and existing customers. Start by looking at your best customers and see if you can identify any patterns that exist across them. Identify at least 30 of these top customers. Then, look for common trends.

1.Locations

2.Business types

3.Purchase habits/history

4.Titles/company structures

5.Interaction on social media platforms



Combine your analysis with insights from your marketing and sales information to create an ideal customer persona.

STEP 2 - Building Database

Now that you know who you're looking for, it's time to gather company names, emails, point of contact, online profile, phone numbers etc.

There are many ways to get this information. You can outsource this process through services like Upwork or Freelancer, or you can find information with web scraping toolslike Dux-Soup. FindThatLead, Data.com's Connect and GetProspect gives you access to prospect lists across multiple filters.

Once you have your new list of prospects, clean them up using tools like NeverBounce or Voila Norbert, import it into your CRM tool and tag its source to measure ROI. CRM softwares can boost your sales strategy and drive steady revenue with the help of tools like Hubspot, Zoho and Salesforce etc.

STEP 3 - Email Prospecting

Use email automation tools like Mailshake, Lemlist to speed up the process. Divide your outreach in multiple batches so you can test which subject lines, templates, design or information gives you the better results. Not only can you personalise text, but you can also change CTAs and land them on different landing pages. Increase the open rate of your emails from 20% to 45% by sending relevant and personalised information.

New Client email example

Hi [prospect name],

Because I work so much with [targeted industry], I constantly follow industry news. Recently I noticed that you’ve [company action taken].

Usually when that happens, [business issue] becomes a priority. That’s why I thought you might be interested in finding out how we helped [similar firm] get going quickly in their new direction – without any of the typical glitches.

If you’d like to learn more, let’s set up a quick call. How does [Day, time] look on your calendar?

Regards

P.S. If you’re not the right person to speak with, who do you recommend I talk to?


Existing Client email example

Hi [customer name],

Wish you a very happy birthday or its your anniversary [special milestone] 

Thank you for making us your destination for [service/product]. 

As a special treat we would like to give you [offer] 

If you’d like to learn more, click here for a call back request?

Regards


Referrals = more business

While you are reaching out to the new prospects, do not underestimate the power of referrals, your existing clients or customers can be your best advocates, ask them for referrals to add to your prospecting list. 

Here is an example of a good referral prospecting email I came across. Modify below template as needed to suit your brand tone.

Hi [name],

Congratulations on winning the startup of the year // personalised statement

As you are aware that we are expanding our business gradually and in order to maintain the right pace of growth we need to be on the constant lookout for potential clients. And since there is no better way to build a prospect list than asking for recommendation, I decided to reach out to some of our current clients. // Defined template

Do you by any chance know a company which might be interested in our services? Maybe there is someone you could introduce or refer me to? // Defined template

Looking forward to hearing from you 

Cheers, 


If your budget allows you, give out incentives on referrals, on their future purchase. This will have a 2 fold effect - it will not only help you generate new prospects, but also retain the existing customers by providing them an offer, which will encourage them to buy again.

STEP 4 - Follow up 

Monitor the open rate of your emails and follow up, via email, targeted ads, outbound calls etc. Create a chain of email templates and scripts to be executed through each action taken on that email.

Email 1 - Prospecting // tell them about your offering


Email 2 - Information sharing // share about a case study or new product information or new changes to services


Email 3 - Trust building // share a testimonial or mention their own experience 


Email 4 - Urgency // provide them with opportunity or offer if they act now



Email them, call them, reach out on LinkedIn, advertise, do re-targeting - Be present!

In theory CRM can automate every aspect of a company’s relationship with its customers from customer data acquisition to customer retention. CRM integration with email marketing applications can enhance sales productivity and create an opportunity for consumer personalization. 

#customerengagement #clientsatisfaction

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