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How to improve customer conversion rate through CRM?

The sales funnel model is often regarded as a marketing tool, but in-depth understanding will find that the sales funnel model is more like a way of thinking of enterprise management. If we want to apply the CRM sales funnel model in depth, we need to understand what the sales funnel model of crm customer relationship management system is, what are its benefits, and how does it work?

In modern enterprise operation, finding customers is a major business center. How to select potential customers from a wide range of customers and use a variety of sales skills to transform them into formal customers?

Let's start with a small example to understand the sales funnel model. Friends with daily purchasing experience will know what kind of purchasing process we need to go through as a purchaser and how to change from a potential purchaser to a formal buyer.

The first step: preliminary contact, first of all, we need to find suppliers to provide suitable products, through face-to-face or telephone communication related procurement requirements

Step 2: select suppliers or bid according to the required product demand and budget

Step 3: determine the demand, through screening, on-site inspection of suppliers and their products

Step 4: sign the contract, after determining the cooperative supplier, you can pay the contract deposit / pay the payment step by step according to the delivery situation in the production process.

Step 5: complete the contract, pay the rest, and complete the transaction.

These five steps take us from a potential customer to a regular customer, and as buyers and enterprises are in a funnel trading model throughout the sales process. For salespeople, how to turn us from potential customers to regular customers is the core of sales funnel model management!

This has to mention the conversion rate in the sales funnel model, if you need to improve the overall contract turnover rate, it is necessary to increase the conversion rate of each step and stage, but many sales are often stuck in the first step. How to find potential customers? Can we talk about how to turn potential customers into regular customers? This is the core of business opportunity management!

The influence of sales funnel Model on customer relationship Management-- Enterprise Business opportunity Management

The sales funnel model not only divides the whole sales process into several stages, equips each stage with earnings ratio, and analyzes whether the performance plan and goal of each stage is achieved, but also focuses on the overall operation strategy of the enterprise-- enterprise business opportunity management. This requires the management information system in the software, equipped with strategic thinking of enterprise business opportunity management, in order to effectively use the model.

In the CRM system, how do enterprises manage business opportunities?

First of all, we need a customer database. In general, enterprise CRM can record business opportunities coming from different channels, such as SEM, eDM, telemarketing, seminars, recommendations, etc., by setting different types of potential customers (unidentified, qualified, unqualified, abandoned), collect detailed enterprise information, and organize a scientific rehearsal system database for enterprises.

By improving the database, we can focus on effective qualified customers, strive to win over unidentified customers, and conduct secondary follow-up checks on unqualified and abandoned customers. Through the system automatically allocates the responsible organization of the potential customer, carries on the effective allocation of resources, and spends limited energy on limited resources.

After establishing a scientific customer database, it is necessary to carry out effective customer management:

1. SAAS CRM to achieve data "cloud" processing

Different from the general CRM customer management system, saas service has the advantages of fast and efficient single-tenant private cloud deployment, international-level security and reliability of transmission encryption and audit tracking, pre-built integration of any module combination and data sharing, no need for hardware configuration and maintenance, and high cost-effective price, which is conducive to the technology and business development of enterprises in future operations.

Among them, SAAS CRM cloud data storage function provides a complete set of cloud solutions to solve the long-standing bottleneck of data storage security and technology in enterprises. At the same time, SAAS CRM seamlessly connects with other system interfaces to achieve common modules, data sharing and data security maintenance, providing enterprises with more technical basis for realizing and creating new business opportunities, and providing professional, secure and standardized business architecture processes and technical support for enterprise business development.

2. Customer information management

Customer management system needs to be based on a large amount of customer information. In the CRM system, it is mainly embodied in the maintenance of customer basic information database, recording customer contacts, legal and financial, advanced query / data mining of customer information, and so on. In the CRM system, through the systematic carding of customer basic information (contact, law, value, members, etc.) and customer organizations (organizational structure, financial information, business information), automatically assign the corresponding responsible team, marketing theme. By recording the information, let the sales team members grasp the customer information anytime and anywhere, and quickly follow up the relevant content.

3. Customer opportunity management

Unlike the collection of customer information mentioned above, customer opportunity management focuses more on the embodiment of customer business. Specifically, on the CRM system, we can classify customer business, opportunity strategy and other information through lists (customer opportunity information, investment and return, contract content, progress); then according to the specific business, we can set up the approval process (approver, approval process, etc.), opportunity, contract quotation, contract version management and other operations.

Through the basic processing of customer information, we can analyze and strategic sales. In the CRM system, through the analysis of the competitiveness of the customer's property (competitors, innovative technology, price and cost), value proposition (simple description of the business), purchase influence analysis (mainly finance, users, technology, coach), advantage integration (challenges, advantages and disadvantages) and other four factors, we can basically understand the specific situation of the business, and the enterprise can know well.

Moreover, customer opportunity management can also provide enterprises with the management of bill of materials (procurement, contract management, reminder and notification, usage), investment and return, etc. at the same time, it also covers the basic functions such as priority implementation of arranging opportunities, bidding management, milestone and resource planning, tracking and distribution of customer opportunities, survey of customer opportunity status, and so on.

4. Customer contract performance management

In the model of sales funnel, signing is usually used as a sign of the success of the transaction. In the daily enterprise operation, signing the contract is only the beginning of the business. CRM contract performance management, which combines the original theory of the sales funnel model and the actual enterprise operation, is based on the whole life cycle management of the contract to carry on the contract management operation.

In the whole life cycle management of contract, contract management, contract performance management, contract cost and profit and loss management are particularly important in CRM. In contract management, the proposed contract can be drawn up through the system, and then the overall contract management can be completed through multi-party negotiation and modification, risk allocation and preventive measures, and customer contract approval.

Contract performance management in business implementation is a new embodiment of the reform of modern contract management concept. Require the contract and the implementation of integrated operation, timely understand the implementation of the business, fulfill the payment of the contract, and ensure the overall business operation. Finally, the financial risk is controlled through contract fees and profit and loss management (budget, actual expenses, profit and loss, etc.).

In addition, the system also provides contract management (risk analysis and return analysis, customer contract approval), contract performance management, contract fee and profit and loss management, contract renewal, after-sales service and other functional services to improve the overall contract performance service experience.

Through the above four steps, we can control the customer business opportunities, increase revenue and reduce expenditure, maximize the use of customer information resources, and examine all aspects of the operation of the enterprise from top to bottom in the business opportunity management of the whole enterprise. find that there are problems in the enterprise, timely improvement and adjustment, to achieve the optimization of customer conversion rate. At the same time, cloud storage, data encryption and other high-tech technology escort, so that the entire sales process to achieve a new upgrade of new management technology.

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