Knowledge Exchange is a weekly series of educational articles that we encourage you to share and discuss with your colleagues and network. This month, we’re offering advice for successfully selling your services.
What’s the first thing you feel when you get a new sales opportunity? If it’s excitement or enthusiasm, you might be at risk of skipping over important steps.
Keeping track of every detail you gather in sales conversations can be tough when you’re engaged and laser-focused on closing. It’s best to support yourself and your team with a clear process using a customer relationship management (CRM) platform.
A CRM is way more than a glorified contact list, but far too many businesses use them that way — and make frequent mistakes as a result. A Forbes survey found that one-third of customer data in CRMs is incomplete, out of date or inaccurate.
While you may understand the importance of using a CRM, you could struggle with how detailed to get when entering information during each stage of the sales process. Here, we’ll look at the most critical stage: discovery. This is when you uncover the basis for the prospect’s decision to reach out, or the pain points you’ll need to speak to if you hope to close the deal.
There are two layers of information you’ll need to generate a complete picture of your prospect.
The first layer is somewhat obvious, but essential.
Make sure you enter:
As you progress through the discovery conversation, you’ll need to dig deeper into why this person came seeking a solution like your services. This means digging into the quantifiable impact of not having that solution.
You’re trying to uncover — and properly record — things like:
All of the above details act as fuel for your follow-up conversations, in which you’ll be ready to highlight the tangible cost of waiting to commit to a transformative service like yours.
➡️ How can you gather all of this information as quickly as possible? Learn to conduct a consultative discovery call.
CRM accuracy and completeness is not just about progressing sales. Bad data follows a client through their entire journey and impacts your ability to sustain the relationship.
57% of respondents in the Forbes survey mentioned above said they have trouble predicting when clients will churn, and 48% of them don’t know why clients have churned. These numbers are representative of inadequate client records.
➡️ Feel like you don’t have time to take detailed notes? Check out these time management hacks for busy sales reps.
Taking care to maintain accurate and detailed CRM records can help you and your team nurture long-term client relationships in three distinct ways.
Focusing on filling in both layers of information in the discovery stage is easier with supportive technology. If you haven’t already, learn how to automate your sales process with Accelo.
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