Customer Relations
Management CRM

As a company generates qualified leads, CRM tracks the prospect's actions through social media channels, email, and websites. The system absorbs as much information as possible about the prospect before guiding them — or helping you guide them — through a planned journey that hits all the important points.

Example: Suppose there is a resident who is looking for someone to paint his house. They contact renovation and repair businesses, who ask about the reason for the paint job, planned budget, and job location. All this information goes into the company's CRM.

If a prospective client indicates a specific reason or schedule for a paint job and also mentions their home needs more work, the business sees a full opportunity for a sale. This can trigger a series of events, from an automated email with a video showcasing the company's work to a follow-up call scheduled for 48 hours later. If the CRM shows that the person revisited the company website, another chain of sales steps can be triggered.

Conversely, if this prospect offers information indicating that they are now looking for paint at local stores to do the job themselves, this prospect may fall out of the funnel. In this case, the CRM will shrink leads and redirect the sales team's time to more likely prospects.

Ultimately, that's one of the biggest benefits of a CRM system: it directs a company's time and efforts in the most profitable direction, rather than in a “talk to everyone and hope for the best” approach.