Sales CRM: What It Is, Its Benefits, and How to Manage It

Isabelle Wuilleumier Salemme

Every business is focused on profits. In general terms, businesses sell (whether that be products or services), and without selling, there’s no money or growth. To succeed, companies should improve their relationships with customers to succeed with their target markets.

One of the most significant signs of an organized business is having a clear, organized, and standardized sales funnel. Healthy businesses have high converting pipelines without blockages/bottlenecks.

Outside of an ideal reality, there’s no such thing as a sales pipeline that converts 100% of the leads into customers. Even the most simple purchase cycles are influenced by multiple factors. The strongest, most well-structured sales processes make sure their process is converting as well as it possibly can.

What is Sales CRM? 

CRM, or Customer Relationship Management, is a group of efforts, technologies, processes, and strategies focused on a brand’s relationship with their clients.

The sales CRM is all about the vendor-customer relationship. The process reflects the stages you have in your sales cycle. It can also be understood as the process sales representatives make in order to turn new leads into real customers, generally in a visual way.

The process begins with the user identifying a problem (or several) and searching for a solution. Generally, the marketing team will take care of this first step, since it is typically the stage where the users have their first contact with the business.

When a buyer comes to the conclusion that the service or product is the solution they are looking for, signing up is the next step. And great news: you have a new lead who has entered into your sales CRM!

From this moment on, the sales reps work through the following steps:

1 – Prospecting

2 – Preparation

3 – Approach

4 – Presentation

5 – Follow-up and Handling Objections

6 – Closing

In a customer-centric process, the reps will understand the customer’s needs and present the best way of addressing that problem with their product or service as the solution, of course. During the sales process, it is also essential to set expectations until the deal is closed. Learn more about sales CRM best practices here.

4 Benefits of a Structured Sales CRM

All leads in one place

Centralizing the sales funnel information makes it possible to visualize your leads’ information in one place. This is much easier and more efficient than storing data in different tools, like email, chat apps, or excel.

Track performance

Pulling data from the sales process enables you to start building a more strategic operation by forecasting conversions, comparing results, checking each vendor’s performance, and spotting bottlenecks.

Standardize execution

Creating an efficient Sales CRM process means that all sales reps will be aligned every step of the way, boost efficiency, and improve lead conversion rates and experience.

Improve conversions and time management

With an efficient process, the sales team will have more time to dedicate to leads. And it means being more efficient and growing conversion rates. 

How to Manage your Sales CRM

When it comes to building your sales process from scratch, you can look for benchmarks. Regardless of the typical sales process, it is always important to tailor the steps for your company’s specific needs.

Here are some simple ways to start shaping your process:

  • Define the steps of your entire process
  • Understand the main information you need in each step
  • Question if there is any way to improve it. Are there any ways your current process can be optimized?
  • Use a CRM platform to build your process and get things running

Manage your Sales CRM with Pipefy!

Pipefy’s Sales CRM Template is a step-by-step process specially developed to enhance your team’s focus and productivity. It’ll guide them through all the steps of the sale: from prospecting to properly qualifying hot and cold opportunities and effectively closing the deal.

Instead of resorting to fragile spreadsheets, email threads, or complex systems, start using Pipefy’s free sales template and run your processes smoothly.

Use the sales CRM template now

Written by
Isabelle Wuilleumier Salemme
Head of Customer Support @Pipefy. She uses her extensive Pipefy knowledge to help users make the best of Pipefy via support and writing informative content pieces. Besides being in charge of support, she's an avid reader, a coffee lover, and a professional photographer.

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