Before they contact a prospect, smart salespeople check the CRM system to see what the customer record says. That’s what CRM is there for, from a sales perspective: to give sales the background information it needs to have the best chance at closing a sale. However, the picture of the prospect painted by CRM data isn’t perfect — it’s a reflection of the data collected from various sources. CRM data is to the prospect what a painting is to a photograph. It’s an impression based on aspects those collecting the data chose to emphasize.
Good article Christopher. I agree with you in that the data collected regarding clients should always be updated constantly and I believe that a salesperson who uses all the features a CRM platform can provide, should not face the problem of having stale CRM data. I believe one of the solutions to this issue would be constant communication between the sales person and the client. CRM systems are designed with many avenues of communication to constantly be aware of the needs of clients. One of these CRM platforms that has integrated many channels of communication is GreenRope. They are a complete CRM platform that allows me to have up to date client information and also has other very useful tools, including predictive analytics. Firms should make full use of their CRM platforms to keep updating client information and to make the data collected useful in creating sales.
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Stale CRM Data Can Stall Sales
Posted by: Christopher J. Bucholtz August 9, 2013 05:00 AMBefore they contact a prospect, smart salespeople check the CRM system to see what the customer record says. That’s what CRM is there for, from a sales perspective: to give sales the background information it needs to have the best chance at closing a sale. However, the picture of the prospect painted by CRM data isn’t perfect — it’s a reflection of the data collected from various sources. CRM data is to the prospect what a painting is to a photograph. It’s an impression based on aspects those collecting the data chose to emphasize.