Leads and sales – the twin sides of the same coin. Better the quality (and quantity) of leads generated, higher are the chances of higher conversions and sales.
As a SME business owner, if you are looking at driving more B2C or B2B sales, here is a simple tip – use a sales CRM software. It is easy-to-use, built to enable businesses track and manage leads professionally, and can facilitate targeted communications and shorten sales cycle time.
1. Personalise communications with CRM solutions
As a business, whether you are using an offline or online channel to generate business leads (e.g., email, WhatsApp, paid campaigns, social media, website forms, chat etc.), a CRM solution can capture customer data across multiple sources and touchpoints and collate it in a centralised database.
Based on the stage of buyer’s journey, communications can then be personalised and shared to improve customer experience, sales and finally loyalty. A customer relationship management software helps with this and more.
For example:
- It can help with better customer profiling based on data available (e.g., data on location, demographics, purchase history, buying behaviour etc.)
- It can provide data on preferred channels for receiving communications (e.g., email over SMS)
- It can provide customer contact details so that they do not have to repeat them during their interactions (e.g., ‘Saved address’ or ‘Recently used address’ feature in eCommerce)
Today, as the world moves towards adopting digital technologies for the digital-first customer, personalisation is crucial to deliver enhanced customer experience. Impersonal communications lack pull, with more customers preferring to engage with businesses that share relevant and targeted information.
For example, the CRM tool can send automated emails at different trigger points:
| Use case/Trigger point | Personalised communications via CRM |
| When customer abandons cart after adding products to it | A personalised email can be sent after 10-15 to prompt purchase: Hi <first name>, We think you have great taste! <Product 1>, <Product 2><Product 3> Here is an addition 5% off for you exclusively. CTA <Buy now> |
2. Align marketing and sales campaigns using CRM software
Data captured on CRM can also be helpful for businesses to plan their marketing and sales strategy.
For instance, if a business is running parallel campaigns on different channels (e.g., social, email, WhatsApp, paid advertisement etc.), CRM can help to streamline campaign management by tracking which campaign is performing best and driving maximum leads.
The nature of sales is different for B2C and B2B. In B2C selling, leads are more with shorter sales cycle time. In B2B selling, leads are less, sales cycle time is long, product customisation is often requested, and in general, follow-ups and nurturing are required.
For instance, cloud-based CRM software (e.g., TCS iON CRM) offers dashboards and analytical reports, insights from which can help to plan future strategies.
| Insights from Reports | Marketing action | Sales action |
| Lead-Sales conversion ratio is 10-15% more on weekends (e.g., B2C online furniture sales) | – Introduce offers/discounts for weekend purchases – Plan email, SMS, WhatsApp campaigns on weekends – Update website banner with offers for the weekend | – Assign sales reps on chat/email for quick query resolution – Coordinate with inventory and others to ensure seamless sales |
| Leads generated from website forms have 5-10% higher conversions (e.g., B2B SaaS sales) | – Regularly test lead capture form to ensure all details are captured in CRM – Introduce website notifications to prompt form fills – Experiment with CTA to test the best fit (e.g., Request for demo, Start 14-days trial, Talk to an Expert) | – Assign sales reps to immediately attend to new leads – Define workflows and track every interaction – Update custom requirements in CRM for reference across teams (including product) – Arrange for quick product demo sessions and schedule follow-ups |
3. Enhance the customer experience throughout the journey
A CRM system can help to enhance the customer journey significantly. By capturing data on customer interactions, right from the first interaction, it ensures that businesses have relevant customer details and visibility for future communications.
For example:
- When a customer calls the support centre with a query, the agent can refer to the CRM contact database for details (e.g., customer contact, purchase history etc.). This keeps the communication seamless, saves time, and provides a better customer experience.
- An automated feedback form can be shared with customers after they have purchased a product/service. This feedback is likely to be authentic as it is immediate. This will help businesses to identify improvement areas.
- A message/WhatsApp/email with price drop alert can be shared to create urgency. This is a positive experience for customers as they feel it is the best deal available.
- Based on the stage of customer journey, templated communications can be scheduled to create purchase interest. E.g., a success story or testimonial video can be shared with hot leads considering purchase.
Bridging gaps with customer relationship management software
When you are in your MSME growth journey, there are several obstacles you will face and gaps you will have to fill. Fortunately, with digital tools and solutions, some of the obstacles can be removed.
Today’s digital customer expects immediate response and action. With the right digital tools this is possible. There are mobile CRM solutions that make it possible to track leads status on the go and communicate to ensure that no leads are missed or wasted.
In the end, CRM is a tool to facilitate the sales and lead management process. What matters is how your team adopts and uses the tool for maximum benefits. As a business owner, before purchasing a software, consult your team, seek their feedback, and explain the benefits of CRM software.
You can also involve core team members in the negotiation stage and invest in a tool that will add value to your business and help it scale and grow.
