Selling With CRM

Welcome to this discussion on what CRM can do for a business.

Today we will look at how CRM can impact the sales process. As we saw on the last posting, the job of marketing was to get the prospect interested enough to respond in some way. The salesman’s job is then to ensure that he makes timely and regular contact with the prospect, gathering his requirements on the way before making his ‘pitch’.
This may be a simple or a complex process depending on the type of product/service that is being sold. The principle aim of CRM is to ensure that the prospect is contacted within a set time and given the appropriate information. There is a saying that ‘…you don’t have to force the prospect to buy, simply make it as easy as possible for him to do so’.

Typical sales process

Initial Contact

The prospect may contact a company in a number of ways, including;

  • Phone

  • E-mail

  • Fax

  • Website

and the salesman needs to be able to record the enquiry and respond to it. Here is where CRM starts to help the sales team. By making it easy to log an enquiry with all of the details to hand (more can be added later as the relationship progresses) and allowing subsequent actions to be scheduled against that enquiry the system ensures that none of the enquiries falls off the salesman’s radar. This process is made easier where the prospect has been marketed to as the relevant contact details will already be held in the system. This enquiry is often known as a Sales Opportunity or Opportunity for short.

Tracking Sales

Having started the sales process by entering the enquiry the CRM system should encourage the salesman to follow a proven methodology. This is often managed by using ‘workflow’ to move an opportunity from one sales stage to the next. Not only does this ensure that the correct process is followed but can also provide a ‘shortcut’ for the salesman by filling in relevant fields for him. He can then see immediately what is in his ‘pipeline’ and which opportunities are nearing fruition by the stage that they are at. The added advantage of this is that the Sales Manager/Director can also see this information thereby negating the need for sales team downtime while they compile their regular reports.


The CRM system should also provide the means to produce and send template emails, letters, faxes or text messages as appropriate. The use of template material ensures consistency of the message and quality of the material being sent, including personalising every message. An added advantage of having the system produce communications is that it will also record them. Provided the sales team can be encouraged to log their calls to the customer (some systems that are integrated with the phone system can record calls and store these against the appropriate record also) then there will be a record of all communication with a prospect/customer.

Quote Production

As well as being used to gather information and track potential sales a CRM system can often be used to produce quotations for the prospect. Again this has the advantage of using information already in the system to generate the quote and could include product and pricing information which will also feed back into the pipeline and reports. Like other communications this would also be recorded against the opportunity. Producing quotes in this manner can;

and so can save time and effort and lead to a greater conversion rate.


Another important aspect of sales both for the manager/director and the business as a whole is reporting on the sales pipeline and forecasting the likely income over the upcoming periods. Generally this can be quite time consuming either for the salesman compiling the information and/or the manager who has to collate it and send it on up the chain. With the current systems available it is normal to be able to view ‘live’ data or produce historical reports. The fact that the system can be set the task of compiling the correct information as and when needed should save time for everybody in the sales team.


CRM has a big impact on the sales department, not surprising considering that the roots of CRM lie in contact management and sales automation tools. A not insignificant part of this is in reducing the time a salesman spends at his desk (planning his week, creating quotes, compiling reports) so allowing him to spend more time interacting with the prospects (which is really what he is being paid for). It also has an impact on sales management, allowing the manager to spend less time collating reports and more time using the readily available information as a diagnostic tool both for the salesmen under them and the sales process itself.

We shall be looking in more detail at some of the aspects covered here in a later part of the series.

CRM Online Client Doubles Turnover Thanks to Our Business Solutions

One of CRM Online’s clients is working even smarter and has doubled its turnover after installing our powerful new technology tools designed to help with Customer Relationship Management (CRM).

Virtus Consult, a leading UK based boutique construction and management consultancy firm offering tailored solutions to clients investing in construction, property and infrastructure, identified that they needed to increase their investment in CRM tools and strategies to manage their growth and give their clients exceptional support and service.

They sought help initially to develop a stronger sales strategy from our experts at CRM Online, who offer down-to-earth business advice and technology solutions to companies looking for fast and profitable growth. Now Virtus Consult is being even more effective at identifying, winning and retaining profitable clients.

‘We realised that to remain competitive and grow we needed to attract more clients to take advantage of our independent and objective advice service,’ said Jan Ponsford, Virtus Consult Director.


CRM Online offers a unique mix of technology and business consultancy to growing businesses. We implement and deliver practical, affordable and powerful business solutions that will help businesses grow, work smarter and remain profitable and competitive when times are challenging.

Peter Sidhu, Managing Director of CRM Online said: ‘We quickly recognised that Virtus Consult needed an efficient and simple to use CRM solution to help them improve their productivity and allow their sales executives to spend more time in-front of clients and prospects nurturing stronger client relationships and more business.

‘We incorporated Virtus Consult’s unique vision into their software selection and processes and offered them a low cost low risk CRM option that allowed them to start using CRM quickly.’

CRM allows everyone within a company to work off a single prospect and client database, so that everyone can work more effectively as a team to win more business and make it easier for clients to do business with you.

The application was hosted in a secure datacentre externally and all that was required was a good broadband Internet access to use the application from anywhere and anytime.

Jan added: ‘We strive to exceed our client’s expectations and believe that successful client relationships are driven by mutual respect. CRM Online has done an excellent job integrating CRM into our processes, helping us to maintain and improve upon our high standards.’

Virtus Consult is among many major companies and organisations across the world in areas such as Banking, Wealth and Brokerage Management, Manufacturing, Property Services, IT Consulting & Support, Telecommunications, and charities that use our award-winning CRM solutions.

Marketing with CRM

Welcome to this discussion on what CRM can do for a business.

Today we will look at some of the ways CRM can impact marketing in a business.
Marketing is the process by which companies create customer interest in goods or services. Marketing can also be used to keep customers and generate new interests within an existing customer base.


Marketing can use various methods of getting a message across including;

  • Advertising

  • Direct Mail

  • E-mail

  • Brochures

  • Web Presence

  • Call Centres

amongst others. Some of these methods require the material/information to be targeted to specific people. This is one of the areas where a contact database can help.


Ideally marketing information will be aimed specifically at the people who are most likely to be interested in the particular product or service being marketed. This could be broken down by demographic, geographical area, type of business, etc. Using information held in a contact database it is possible to filter out the people who are the best match for the required criteria and send a specifically worded message direct to them. This is much more likely to produce results than taking a ‘shotgun’ approach to who receives the message.


Any decent CRM system will allow marketing campaigns to be tracked, including relevant communication with the recipients. This makes it easy to know who has responded and who hasn’t and which campaign or part thereof triggered the response. It should also be possible to link these responses to any subsequent sales that are achieved as a result of this.


Using the information captured above and any other information supplied by the system (e.g. campaign costs, how much activity took place to make the sale, etc.) it should be possible to measure both the sales funnel (i.e. the probability of making a sale at any stage in the sales process) and the overall cost of sale, taking into account both the campaign costs and the amount of activity per sale.

Which is probably a whole lot more information than is available now.


All of this information can be fed back into the CRM system to improve the reliability of the measurements coming from it and the business to help develop the overall marketing and pricing strategy.

Another kind of feedback is what the customer really wants from you. Ostensibly your customer is after a widget or a service which gives them value for money. Deeper investigation could prove that what the customer really wants is somewhat different. Finding out what the customer really wants is crucial to a CRM strategy. A business that can understand the customer’s requirements and fulfil them in a way that not only gives value for money but takes things a step further in resolving an issue or taking a burden from the customer will have a substantial advantage in the marketplace.


As can be seen CRM can have a significant impact on marketing, but this is only one aspect of a business. We will also show how CRM can impact other areas of the business equally significantly.

What is CRM? – Intro

Welcome to this discussion on what CRM can do for a business.

We start with the basic question, ‘What is CRM?’

There are any number of definitions out there, we tend to think of it as how to Identify, Acquire and Retain Profitable Customers.

Whatever the definition, and it may depend on the type of business and/or the type of customers, it will almost certainly involve collecting and sharing information on the customers.

So it will involve a database but the next question is likely to be ‘What else do we want it to do for us?’

The key areas normally associated with CRM are Marketing, Sales and Customer Care but we find that all parts of the business can and often, should be affected by CRM.

CRM is all about improving the customer experience and to this end everyone in the business needs to be putting the customer first. Let’s face it, there won’t be a business without them.

So we see CRM as much as a business culture as a set of systems and it only really works if it incorporates both.

So, in summary CRM can be thought of as a culture of putting the customer first, utilising systems and technology to aid the staff in managing this.


In this series we are going to look at many aspects of CRM and how they can impact the various parts of a business, the next part will look at Marketing.