8 Reasons Your CRM is Essential to Hitting Your Sales Quota

August 27, 2019

All salespeople have a frenemy (a friend mixed with an enemy) that they have a love-hate relationship with. No, it isn’t that one person in the office.

It’s CRMs. CRMs are essentially for managing and building relationships with customers, clients, prospects, and leads, but they can be hard to dive into. 

Everyone inherently knows that CRMs are important, but at the same time, they’re usually difficult to use successfully and to get things in there. That along with the fact that data entry is never fun and that many businesses use different types of CRMs, it’s a recipe for annoyance. 

However, they’re imperative to hitting your sales quota and improving your sales overall. And while there’s always a learning curve, it’s really important to embrace whatever CRM system you’re using and make it a part of your sales system. 

In this post, we’re going over 8 reasons to use your CRM to hit your sales quota every single month.

How Does a CRM Actually Help with Sales?

Remember the days of having to keep all of your contacts in a Rolodex? CRMs, at their core, are modern-day Rolodexes. 

They’re a digital database of all of your contacts. It’s where all of the information you’ve collected resides in an organized and digital place. 

It’s important to keep this information accessible and organized so we can maintain those relationships with prospects and clients. Studies have shown that we can only have close relationships with about 125 people at a time. 

This isn’t an amount anywhere near most people’s sales quotas, so we need to simulate and attempt to maintain many more close relationships that we are able to in order to hit our sales goals. And that’s what a CRM helps us do.

That’s the primary kind of benefit of CRMs: to have that database of contacts. It allows you to have all that information about those relationships at your fingertips so you can deliver a personal and high-quality experience to everyone, even if your contact list is in the thousands. 

Now that you know the general way that CRMs tie into sales, let’s get into the list of the top eight reasons why it’s essential to use your CRM to hit your sales quota. 

1. CRMs Hold Your Contacts

As we’ve said a few times, the number one reason to use a CRN for sales is to hold all of your contacts in one neat, organized, and accessible place.

Everything should be in there. Names, phone numbers, social media handles, emails, friends, referrals, etc. Try to use one that is easy to manage and use (unlike clunky ones like *ahem* Outlook and Gmail). 

Good CRMs give you the ability to load stuff in there. They can also allow you to easily sort through and find people and to generate lists, segments, networks, etc. 

This can allow you to create connections, utilize professional and personal relationships to your advantage, like as great referral sources, for example. You’ll often see this as particularly helpful in financial services, mortgage, insurance, and even solar industries. 

While you want to see these connections and networks within your CRM, you also want to be able to see everyone’s individual info clearly. It’s really important to be able to segment those into groups, as well, which requires a CRM.

Bottom line: your CRM is your base repository of all your contacts; it’s the source of all your prospects and your leads. 

2. Your CRM Documents Your Activity

Forget sacred texts: the CRM is the ultimate source of truth for a salesperson or marketer. It’s the authoritative place you should go to recall things, to remember what you said, to remember what you’ve done with each client, to remember the activities that you’ve gone through, and the like. 

It should be the one place that documents all of your sales activity. 

This serves to help you remember each client personally and know what your next step is. But it also, very importantly, reinforces you when you’re re-engaging a contact. It’s really hard to reconnect or even remember to reconnect with somebody that you’ve had as a contact over an extended time period whether that means a couple of weeks or months or years later.

Only a CRM is going to be able to provide you that kind of detailed information. Other more basic forms of contact management like an Excel spreadsheet is simply not going to provide the functionality to make you aware of those time frames or that detailed information from the past to re-engage with the prospects in your database.

3. CRMs Keep You Focused on Your Goal

Basic contact management via email or Excel gives you a million ways to get distracted. You might as well check that email right? Or update that productivity spreadsheet? What about that file you were just sent?

Simply using a CRM instead focuses you. A CRM has a specific purpose and gets you in the “sales” mind, so-to-speak. There’s nothing in there except opportunities, contacts, and sales opportunities. This gets you super, super focused on that target: your quota. 

Going beyond that, it also allows you to segment, create lists, and those sorts of things that, again, get you even increasingly focused on your goal and task. 

And that’s really the key component of CRMs. Make sure that your CRM allows you to create a targeted list that you can drill through. This could be by email, phone, or something else. But just make sure that it gives you a focused list that makes you go into “power hour”. 

Every time you open it up, say to yourself, “It’s showtime.” Then, tell yourself you’re going to burn through that list, make as much impact, and create as much activity as possible.

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4. Automation

CRMs make things streamlined and efficient by automating a large part of your process. 

As technology improves, CRMs are getting more and more capable of integrating themselves into all parts of your process. 

They can allow you to completely build out a campaign that goes through your whole list, use that same introductory email with some CRM-fueled personalization and a task that would’ve taken a full day can take an hour or even just a few minutes while still maintaining a unique and organic campaign. 

Anytime you find something that actually works really well, you can scale that. This could be for text messages, voicemails, emails, Facebook messages, and more. This will take a little bit of work as you’ll have to learn how the technology works and how to use it properly and organically. However, once you do that, you can see huge sales increases and benefits to your process.

5. Helps You See Trends and Patterns

As you start to work with a CRM, you’ll be looking at leads and contacts constantly. You’ll start to identify groups and segments within this large group of contacts. 

As you work through all of these groups, contacts, and segments inside of your CRM, you’re going to start to see (in both your activity and in your reporting) trends and patterns. Once you notice these patterns, you can start to leverage things that are working over and over again with certain types of contacts and clients. 

This allows you to formulate streamlined and effective tactics and strategies that you can use to make sales.

6. Documents Customer Behaviors 

Similar to noticing trends, the sixth benefit of using a CRM is that you’ll begin to both notice and document customer behavior. This includes both preferences and objections to your products and services.

As you’re going through your list, taking notes and jotting down information, you’re going to start to get very robust documentation of things that customers love and don’t love about your product and service. This can have lots of impacts. 

Perhaps the most important is that it teaches you how to sell effectively. During your practice, training, role-playing, etc, you now have common and actual objections clients have. Thus, now you know exactly what to prepare for and how to sell in the face of those objections. 

Recraft your scripts to emphasize those things that the customers generally love and set up information that lessens their objections. This allows you to refine your sales process. 

The other benefit is when you start to see preferences or even objections that consumers have, you can use that documentation inside of your CRM to actually improve and refine the product or service itself. Gather this info and hand it off to your product designers, your servicers, your technical team, or whoever is in charge of the creation/output of the product/service. 

Your CRM can help you and your business progress to be the best it can be!

This not only makes it easier for you as a salesperson to actually sell, but it also improves the product for your customers.

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7. Easily Craft Progress Reports

A sales quota is going to inherently be overseen by a superior. People (including yourself!) are going to want to see the progress and work you’ve done in the sales period. 

CRM systems make it super easy to create reports of your progress/activity. This will help you and your sales directors see how effective you are, what your outcomes are, and, of course, whether you’ve hit your quota.

All you have to do is document your activity directly in the CRM as you go. Then, most CRMs allow you to then automatically create a PDF, a spreadsheet, or a presentation that shows the reported activity in an organized and easy-to-read document. 

This lets you spend more time selling and less time making sales reports. It’s a win-win.

8. Stocking the Prospect Pond

Last, but not least, is that your CRM creates an amazing stock of all your prospects. It’s an ever-growing stocked pond worth of prospects. You’re going to be adding people and names each month, perhaps even every day. This allows you to begin generating not only prospects but also age leads and even real-time leads.

The initial prospects you throw into the CRM pond are going to be nurtured and matured over time all while you continue to add new prospects to keep things stocked. These can all grow and nurture into solid leads and then full-on clients. 

This also is the home of recurring accounts, leads that age and then convert later, and more. Stocking that pond and making that investment into filling your CRM is a huge benefit that will continue to give you sales over months and years. 

Questions?

While most people have a love-hate relationship with their CRM, we hope that this showed you it should be all love. Your CRM can help you hit your sales quota each and every month if you can milk the CRM for all it’s worth. 

And, trust us, it’s worth a lot.

If you have any questions, don’t hesitate to leave a comment or reach out to us! We’d be happy to get you started on your CRM journey.

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SHOW TRANSCRIPT
HIDE TRANSCRIPT

Hey, this is bill rice with Aged lead store and I’m so glad that you are joining us again for another week of sales training. And this week, uh, we are getting into something that most sales people have a love hate relationship with. And we’re going to be talking about CRMs specifically. Uh, and this week I’ve got eight reasons that CRMs or, or your CRM will help you hit your sales quota every single month. Stay tuned.

okay, let’s dig into this one. Again, like I said in the intro, CRMs are one of those things that salespeople just have kind of a love hate relationship. We, we kind of inherently know that they’re important to us, but at the same time, uh, they’re usually, you know, kind of difficult, uh, to kind of get things in there. Um, it’s a data entry sort of things with a lot of CRMs. Um, every place that you go, we’ll probably have a different type of CRM. Uh, and so there’s always a learning curve here, but I really want to focus on getting you focused, uh, why it’s really important to kind of embrace whatever that CRM system is and make it a part of your sales system, uh, in order to get you to your sales quota each and every month, very predictably. So, um, let’s talk first like how does a CRM actually help with sales?

Just kind of as a general concept. Well, CRMs, customer relationship management systems at their core are simply a database of your contacts. Um, it’s where kind of all of that information resides. Uh, and as you transition maybe into an organization, um, or just over time you’re trying to build your old, uh, what we used to call the Rolodex. Um, that database is super important because we just inherently, uh, there’s all kinds of studies around this. We can only have kind of close relationships, um, or relationships that were kind of, um, understand all the aspects of it with about a hundred or and 25 or so folks. Um, and so that’s obviously not going to get you to your sales quota, but we want to as close as possible, uh, simulate that close relationship when we interact, uh, with prospects over the time it will take for us to go through a sales cycle.

So that’s the primary kind of benefit is to have that database. Um, and to have all that information about those relationships at your fingertips to that you can kind of deliver that high quality experience. And if you look at the surveys from enterprises, um, that is kind of the main reason, um, that companies, uh, invest in CRMs is just to create that high touch, um, excellent experience with the customer. So let’s get into my list of the top eight reasons why it’s essential, uh, to use your CRM into embrace your CRM, to hit that sales quota. Okay. So number one, just gotta to, like I said, in kind of the overview context or everything, it holds all of your contacts. Everything should be in there. Um, if you’re doing it in Gmail or your context, uh, database with outlook, oftentimes that gets really messy and they’re actually very hard to manage.

Um, the basic contact managers that show up, uh, with, you know, with your Mac laptop or your PC or in outlook or in Gmail, they’re kind of clunky. Um, and they just give you the ability to kind of load stuff in there. But if you’re actually trying to sort through and find people and to generate lists, um, and then there’s a lot of commingling of sort of professional relationships and personal and that can be really important because those are great referral sources, uh, particularly in the financial services industry, mortgage and insurance and even solar, uh, for that matter. Um, really great places, um, to kind of mix those two together. But at the same time, it’s really important to be able to segment those and your basic contact database just won’t do that. You need a CRM in order to organize those contacts. So those contacts probably should all be brought into your CRM.

Uh, but the CRM, number one, first and foremost, uh, is going to have an advantage to you cause it’s going to be the, the base repository of all your contacts and that’s the source of all your prospects and your leads. Ultimately, number two, it becomes the source of truth. And when I say that, it’s kind of the authoritative place you should go, uh, to recall things, to remember what you said, to remember the, the activities that you’ve gone through and that sort of thing. It should be the one place that documents all of your sales activity. Um, and then very importantly, it reinforces you when you’re re-engaging. A lot of times the context that you reengage with. And again, this is why, uh, just a simple contact database or a spreadsheet or just your email, which will a lot of us start with the email being our CRM.

It’s really hard, um, to kind of reconnect or remember to reconnect, uh, with somebody that you’ve had a contact, um, over the next week or two, even much less, um, many months later or even years later, uh, where they potentially were re-engage you and IX kind of expect you to remember them. Um, or you just want to know that, hey, this is probably a good time for me to re-engage. Uh, maybe I sold them insurance or mortgage and I’m Kinda hitting that window. Again. Only a CRM is going to be able to provide you that something like an excel spreadsheet or your mail, your email is just simply not going to provide the functionality to make you aware of those excellent timeframes, to reengage with the prospects in your database. Number three helps you stay on target and focused. If you go into your email or you’re working in a spreadsheet, there’s a real good opportunity for you to get distracted by something else that’s in there.

Um, or something else that’s related to kind of that file that you’re working on. And so the CRM allows you to get in there and get super, super focused on just your sales activity. There’s nothing in there except opportunities. And so by using a CRM, it allows you to dig in there and get super, super focused on that target, on your quota. And then as it goes kind of beyond that, it also allows you to segment and create lists and those sorts of things that again, get you even increasingly focused. And that’s really kind of a key component of CRMs. Make sure that your CRM allows you to create a targeted list and you can just drill through, uh, whether it’s email, whether it’s a phone outreach, but gives you just a focus list that says, hey, in this half hour block of time, I’m going to burn through this list and make as much impact and create as much activity as possible inside of my sales pipeline.

Number four helps you to quickly automate and scale things that you find effective. Um, so CRMs are great and they’re getting more and more capable as they have integrations and that sort of thing of being able to create very organic, uh, looking and appearing interactions. So if you find a certain email, uh, works great to open a conversation, you can build out a campaign that goes against all of your list, uh, to use that same introductory email. And again, with personalization and that sort of thing, it can look very organic. So anytime you find something that actually works really well, um, you can potentially scale that. And that goes for text messages, voicemail drops, there’s all kinds of technology around here. You kind of have to inform yourself as the proper way to use that technology because you can get yourself in a little bit of trouble, uh, if you don’t use it properly.

So that’s my little disclosure there. Uh, learn about these technologies, but the CRM systems will enable you to take something that works, a sales activity that works, or a particular list or segment that works, that allow you to do that at scale. So that’s a huge benefit to using your CRM. The other thing, this is kind of related, uh, number five is it allows you to see patterns. So as you start to work your leads and you start to work your segments or your list or do your email campaigns or your call campaigns inside of your CRM, you’re going to start to see in your activity and in your reporting, you’re going to start to see patterns that you can start to leverage things that are working over and over again. Um, that starts to formulate for you very specific tactics and strategies that you can use, uh, for other portions of your database, of your prospects inside of that CRM.

Number six, um, it starts to document customer preferences and objections, uh, to your products and services. As you’re going in and you’re noting accounts and you’re, you’re working through your list, you’re going to start to get a very robust documentation of things that customers love and don’t love about your product and service. And that can have lots of impacts. One, it teaches you how to sell. And as you go through and you do your training and your role playing and you’re practicing, uh, against those objections you heard, or a recreating a recrafting your scripts to emphasize those things that the customers generally love, you start to refine that sales process. The other benefit is when you start to see those, um, those actual preferences, um, or even objections, you can use that documentation inside of your CRM to push out to your technical team or to your product team to refine what that product looks like and improve that product or service.

So it makes it easier for you as a salesperson to actually sell, uh, what you’ve been asked to sell. So, uh, being able to document, um, and, and store and start to gain a really good insight into preferences and objections, uh, to your products and service. Uh, again, another huge benefit. Number seven, and this is probably our favorite one, and this is the one that’s getting better and better with most of these CRM systems. Um, and that is, uh, the actual, uh, ease with which you can create reports to report out in your activity. Um, so sales directors always want to know what you’re doing and making sure that you’re being effective and you’re creating, um, actual outcomes, uh, that are successful and aligned with your, not only in your quotas, uh, but also the business objectives of the overall company. And so CRMs make it really easy to create those activity reports.

Uh, you simply, if you’re being documenting everything as you go along, uh, and doing the activity, you just kind of format or, or request that report and most of these things will spit out a nicely formulated either presentation or pdf or excel spreadsheet, um, and allows that reporting and activity process to go, uh, super simple for you. The last one, number eight, um, it creates, um, and this is probably the biggest one cause we kind of talked, number one was about Kinda that it is a database of your contacts, but number eight kind of ties that off and it creates an ever-growing stocked pond worth of prospects. And so as you add folks in each and every month, uh, whether that’s a organic stuff that you’re kind of generating on your own, um, or you’re acquiring things like age leads, uh, or maybe even realtime leads. But as you put those age leads or that consumer data in there, you’re just building a larger and larger and you’re, you’re really, the analogy fits very well.

You’re stocking the pond and as you put those kind of fingerlings inside the pond, those initial prospects over time with all the sales activity that you apply and some of these other things that you’ve scaled in contacts and touch points, um, they will grow and they will nurture a, and inside of there you’ll have some prize winning, uh, big accounts that come out of that, uh, and or a reoccurring accounts where you’re going to actually sell to the same customer as they have different needs over many, many years. So stocking that pod, make an investment in that CRM is huge and is, it happens each and every month and that pool gets bigger. It incrementally exponentially reduces your stress every month, uh, and your and increases your confidence that you’re going to hit that sales quota each and every month without any sort of problem. Hopefully that was helpful.

Again, just trying to make a great case for investing in your CRM and some of the things that you should be focusing on there. Uh, if you have specific questions about individual CRM recommendations, we do have some of those on our site age lead store.com. Uh, and certainly, uh, encourage you to leave a comment and we can talk in a lot more detail about CRMs and potential recommendations for CRMs. A lot of you are, are kind of constrained, uh, by what CRM you use because it’s an organizational decision, a company decision. So I don’t like to go too much, uh, and kind of pitching, uh, different types of CRMs. But if you have a specific request and you have some control over that, uh, I definitely have some preferences in what I’ve used in the past. So ask me that in the comment again in the comment section.

Uh, that is a place that I spend a lot of time. I want to answer your question in as much detail as you can. You can look at some of our past videos and you know that to be true. Um, I dig in there with you and try to help solve whatever sales, um, issues that you might have or, um, we’ve kind of refined sales ideas that you have. So with all that said, we would love for you to subscribe to the channel. It helps us to make more of these, um, and get a larger distribution, uh, on this sales training. And then when you hit subscribe, hit that little bell and you’ll be notified every single time that I go live or we release a new, uh, video. Uh, and that hopefully is again, uh, super, uh, advantageous to you as we try to improve, uh, your sales skills and help you hit your sales quota each and every month. No problem. We’ll see you here next week.

About Bill Rice

Bill Rice is the Founder & CEO of Kaleidico, a digital agency. Bill specializes in providing law firms, attorneys, banks, and emerging technology clients with lead generation strategies enabled with content marketing, SEO, PPC, and email marketing.