Using a CRM to keep track of customers (Part II)

Using a CRM to keep track of customers (Part II)

Small Businesses need to stay familiar with the latest trends in order to compete with larger chains, big-box stores and business service providers. With a CRM, all client information is kept in one instantly accessible directory, and from there you can take note of client behaviours, schedules and preferences in order to offer the best deal possible for them. In order to promote discounts to existing customers, as well as attract more sales from new customers, small businesses need to incorporate CRMs and add efficiency to their entire sales process.


Where CRMs come from

Beforehand, however, it’s important for small businesspeople to understand that you don’t need vast sales, marketing or support teams to effectively implement a CRM just because that’s how large companies have been doing it all this time. With the marketplace becoming more sophisticated and more technology making itself at home in workplaces of all sizes, there are CRMs out there for any-sized business and, particularly through cloud or SaaS (Software-as-a-Service) platforms, don’t need elaborate installation, implementation or a single physical location to be effective.


Small businesses compete on the basis of their agility, flexibility and responsiveness to consumer demands. Platforms that are on-the-go are essential to Small Business Owners, particularly as more than 80% of them use mobile devices in their daily business activities. SaaS provides the scalability, flexibility and reflexivity needed by changing businesses, and with that established it’s important for businesses to understand how to curate a SaaS CRM effectively and get the most out of it in selling to their customers.


Knowing What Information is Crucial

The top priority for any client profile within a CRM is to retain all their contact information. Once all that data and referencing is taken off paper, it becomes far easier to reach out to clients whenever a business owner needs to, wherever they might be. From there, business owners should also consider the fact that it’s always difficult to remember every detail and preference every client has, particularly when a business grows. While many businesses fail not because they don’t grow enough, but because they grow too rapidly (and fail to satisfy clients as a result). In this case, doing what a CRM does – recording past appointments and customer feedback, product preferences that customers have or services they may not want again will show them you are attentive to their needs and are intent on offering them the best experience possible.


In this case, consider the example of a spa. There are a variety of services that most spas offer with which customers have varying degrees of comfort. Maybe a customer tried out acupuncture and just wants to stick with swedish massage, you offer a skincare product they really like and can’t find anywhere else, or have recommended a friend to you and given you their contact information, but their friend has yet to take the initiative in booking you. These are all circumstances where simple notes can help you remember and relieve the anxiety that comes from not having information organized, while also enabling simple outreach that drives sales. Just think, when you know exactly what your leads and customers want, isn’t it far easier to offer them discounts or simply market related products to them and capitalize on their existing desires?


Tagging for Growth

When anyone learns how to use a new tool or implement a new practice, it fundamentally changes their behaviour, usually making them more efficient and productive as a result. That general principle applies for small businesspeople in particular, and a CRM with the right capabilities can not only keep information clear and help a business stay structured for growth, but also allow business to categorize and communicate with customers with a reflexivity they may have never before thought possible. Smart tagging also allows businesses to segment their clients into leads, existing customers, VIPs, or according to their specific interests and desires, so you can not only offer customers the best experience possible, but also add the degree of automation needed to take the work out of these relationships while still providing outstanding service to your customers!
Promoting discounts online is something that business owners may also typically associate with larger companies, or with general announcements across a business’ entire audience via a flyer or social media page. However, this behaviour is accessible and necessary for Small Businesses to adopt, and in order to do so they need to employ a CRM – and one simple enough to be able to set up quickly and efficiently. After all, how does one target a discount to a particular customer if they don’t have the information to do so?

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