Thoroughness in Sales: Leveraging Your CRM for Lasting Success

When I picked 52 words at the beginning of 2024 - with the intent of blogging about one word per week throughout the year - I honestly never imagined the thoroughness week would be directly tied to my advocacy for using a CRM to track everything in sales.

We humans let our lives get so very BUSY. Many of us are often over-scheduled, and crazily so sometimes.

So if you are wondering how to move from best of intentions to process-focused and accomplished - with regard to the hundreds and hundreds of data points that should be tracked in sales?

Three letters.

CRM.

Yep, a client relationship management (CRM) software can be a game-changer with regard to your ability to be thoroughly thorough in sales. And all this thoroughness will make everything else easier.

And if you know me in real life at all, you also know much I like taking notes by hand, keeping my to do lists on actual paper lists, and giving others' my full attention. Which means being at the laptop to log important (and sometimes never-ending) tasks and updates can feel downright exhausting. And yet...

I'm 100% advocating for anyone in sales to use a CRM for all (or most) prospecting and client activity.

Minutes ago, I was texting with a current client. She and I might talk tomorrow. I doubt I will log that we were texting. If we talk, I'll log that, or if we don't, and I want a reminder to make sure we do soon, I'll log that. In another example earlier today, I texted a close connection a link I'd like her to share with someone else, so I logged that. And set a reminder to follow up next week.

Discernment is key.

And I'm not sure I would have been such a huge CRM proponent even just a decade ago. Now, a total fan.

If you're not convinced yet yourself - let's talk!

Especially if you're still using spreadsheets, paper lists, or maybe just your own memory.

A well-managed CRM system is more than a repository for prospect and client data; it can be a strategic tool that enhances organization, keeps leads from slipping through the cracks, and helps track progress.

There are free CRM platforms, expensive all the bells and whistles CRMs, and everything in between. If you or your team or company have never used a CRM, I suggest starting with a free platform - especially one that allows you to input and output contact lists (.csv), so you really have nothing to lose if you don't like it, don't want to upgrade, or do a thorough analysis later and want to switch to another option.

In my work coaching sales professionals and collaborating with their leaders, I also find that for some sales professionals (myself included), meticulous record-keeping might not come naturally. And can be downright exhausting. That's where a team approach can play a pivotal role. By collaborating with colleagues and delegating CRM maintenance, even if it’s not your strength, you can ensure the system stays up-to-date and useful. When you rely on others to help keep the CRM accurate, it not only benefits your workflow but also creates a stronger team-oriented culture of accountability.

I hear a lot of pushback on this topic - especially if teams aren't structured well to offer support with data entry. Or if sales professionals must hit certain goals or milestones with new written business before support is even available. I have strong opinions on this as well - and am more than willing to talk within anyone who wants to build a strong and flourishing sales culture within their business.

When fully utilized, any CRM can be an incredible asset for prospecting, nurturing relationships, and closing deals. But getting the most out of it requires commitment to inputting all relevant data and consistently updating records as new information becomes available.

Within my own small team, even as an entrepreneur, I could not function without data entry support from my team. Texting is easy and quick for me. It is my preferred method. It's just the way my brain works. And I like to move fast, using iMessage almost all of the time, including take advantage of talk to text. I often text my assistant - everything from whom I've called, if there's follow up, remind me notes, and on and on. Some days, she does all the CRM entry. Other days, I try to at least help a little. There's a lot to log and manage.

Sales professionals who've been resistant to using a company's preferred CRM would do well to think of their CRM platform as a powerful tool for connecting with prospects effectively, not as a chore that is dreaded. By maintaining a culture of CRM discipline (you and your team!), your outreach becomes more targeted, your follow-ups more timely, and your entire process more professional.

To boost your prospecting efforts, here are five ways to get more out of your CRM:

1. Set Regular Reminders: Use automated reminders to follow up with prospects based on their level of interest or inactivity, keeping you engaged and informed.

2. Tag and Segment Contacts: Organize your contacts by industry, lead source, or other relevant tags to make targeted outreach easier. (I added a tag in my CRM for alumni from my same university!)

3. Track All Touchpoints: Log every call, email, and meeting to ensure no interaction goes unnoticed and follow-ups are always timely.

4. Use Analytics to Identify Trends: Leverage CRM analytics to see patterns in prospect behavior and tailor your approach accordingly. If your team includes a sales operations colleague, or someone who loves looking at trends in the data, ask for their eyes on your pipeline!

5. Automate Routine Tasks: Set up workflows for repetitive tasks, like follow-up emails, so you can focus on higher-level selling activities.

Details, momentum, thoroughness, and organization. Developing good CRM habits will strengthen your prospecting strategy, and ultimately help you and your team close more deals!

Jen E Miller & Associates is a full-service sales consulting firm, offering more than 25 powerful and impactful offerings.

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(For all 2024 blog posts, you can find the hyperlinks for those posted here.)