Back when we were kids, our moms wrote down our homework in a notebook used exclusively for that and wrote down the phone numbers of our classmates' moms in a planner.
However, speaking in business terms, executives at large companies used a planner to write down their meetings, events, and client contacts.
Now imagine this digital era, where data is key and immediacy is everything. Do you think sales teams today still use physical planners to achieve their goals?
Probably not… They'd lose their minds!
That's where the CRM takes center stage, but what is a CRM?
CRM
CRM stands for “Customer Relationship Management,” known in Spanish as “Gestión de Relaciones con Clientes.” Therefore, a CRM is the marketing and sales strategy that handles customer relationships.
Its main function as software is to help companies manage all their information about their dealings with their customers, allowing them to keep track of every activity they carry out around them.
All the information obtained is stored in a record that shows emails, calls, meetings, documentation, sales opportunities, notes, etc. The interesting thing is that the entire company can see this information and assign different tasks or activities to coworkers.
In short, a CRM is a lifesaver for companies, since it lets you quickly and usefully see the status of your business and how you can manage it.
IF I HAVE AN E-COMMERCE BUSINESS, IS A CRM USEFUL TO ME?
Of course it is!
A clear example is Andrea and Verónica: They run an online store of natural products made with essential oils. They ran a campaign on Facebook and Instagram to share, based on their experience, how to use the oils and the products they make each season. Thanks to all the ads and posts, they managed to reach more people and, with that, get more visits to their page. Now they have a large group of potential leads who want to buy from them.
BUT… HOW DO ANDREA AND VERÓNICA USE CRM SOFTWARE TO SELL THEIR PRODUCTS?
Well, it's very easy: the moment their users click the buy button, they have to enter their order details, and these are immediately added to the online CRM they have. Andrea and Verónica review the information, check product availability, and make the corresponding shipments.
But this isn't over yet… Andrea and Verónica now have more contacts in their database, so in their CRM they can carry out:
- Email marketing campaigns
- Personalized service for their customers (questions, issues, consultations, etc.)
- Extract sales reports through the reports the CRM itself records
IN AN E-COMMERCE BUSINESS, WHAT TYPES OF DATA DOES THE CRM MANAGE?
The founder of Suma CRM, Tomás Santoro, highlights that this tool takes the following data into account when managing an online business:
- It allows you to integrate data
- Run marketing campaigns or exclusive promotions and offers
- Analyze customer needs
- Keep exhaustive control of KPI indicators, such as the status of each customer in real time
- Have all the necessary customer data at a single glance
- Generate custom reports
- Manage purchase and post-sale cycles
- Streamline management tasks (invoices, receipts, payroll, commissions, order management, account management, etc.)
Basically, the CRM improves the relationship they have with their customers.
Now that you have a clear idea, I assure you the following tips can help you:
TIPS THAT WILL BOOST YOUR E-COMMERCE SALES THANKS TO A CRM
- Relationship with your customers: When a new lead is generated in the CRM, the system will provide information to help you build a healthy relationship focused on the customer's/prospect's qualities and needs, based on your business.
It's important to record every interaction you have with them, because it will give you an idea of which line of communication you should use when carrying out your sales action.
By doing this, you'll achieve closeness and trust, so they keep buying your services/products and can recommend you to people they know.
As you can see, this is where referral marketing begins, which is important for your company. - Segment your leads: You can categorize and segment the contacts registered in your CRM using tags. This will work for any email marketing campaign you run (gifts, discount coupons, promotions, exclusive offers).
- Control and traceability: It's extremely important that you know your potential customer well, since recording every interaction and properly applying the 2 previous tips gives you the power to take them to the final goal, which is closing the sale and having a satisfied customer.
A CRM powers up your online business, gives you better control over sales, and in this way you increase your revenue.
In the end, it doesn't matter what type of business you have; if the sales process is right, a CRM will support you in providing optimal customer service, and that way your relationship will be solid and long-lasting.
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