For a number of companies across the global marketplace, the outbound sales department is the lifeblood of the organization. Their bottom lines depend entirely on talented individuals able to make the right connections and convert leads into customers. The predictive dialer is an excellent tool often used to assist in this process. When leveraged along with robust customer relationship management (CRM) software, the results can be impressive.
A recent case study released by Pipelinersales Inc. shows that CRM is an important value-added resource for organizations, when it’s used according to a sound CRM strategy. The case study, originally from Baylor University, found that CRM fails most often when companies over rely on the technology instead of the CRM strategy that should be driving its use.
The CRM software platform should be built and put in place to empower the sales team, not replace it. Those individuals seeking to close a sale should rely on the information provided by CRM software as an enhancement, not a crutch. It should help them to think and act like entrepreneurs. These individuals create knowledge and seek out opportunities; they don’t wait for the CRM platform to talk to the predictive dialer and get the right person on the phone. Such a passive approach leaves too much to chance and takes away opportunities.
Baylor Business Collaboratory has long focused on the tension between technology to control salespeople and the technology to empower them. Those solutions that empower tend to be the ones that see the best results, while those that control actually limit capabilities and potential sales revenue. When a customer-centric environment exists, salespeople are most successful when they are able to cater to the needs of specific customers and not adhere to specific protocol.
One of the key benefits of CRM software is visibility. Visibility makes work more effective, easier to complete and more time efficient, all of which make for better client relationships. Salespeople gain complete visibility of customer accounts, which makes them more responsive, more aware of client needs and better able to meet actual customer desires, thereby driving sustainable increases in revenue.
When combined with the predictive dialer, CRM has the potential to ease the workload, make business more efficient, allow for internal organization and empower salespeople to better connect with customers. This can literally change the selling landscape. Not only are salespeople empowered to produce the desired results, customers get the experience they desire. When used correctly, CRM creates the best of both worlds.
Edited by Blaise McNamee