Primero definamos qué es un CRM. CRM son las siglas de Customer Relationship Management y, básicamente, es una base de datos que te permite gestionar tu relación con tus clientes. Gracias a este gestor, puedes hacer un seguimiento al detalle de cada uno de tus leads y saber qué les gusta, qué necesitan, etc. de esa forma puedes desarrollar la estrategia correcta para cada uno y lograr lo que tanto esperas: que compren tus productos o contraten tus servicios.
El trabajo en la relación que tienes con tus clientes potenciales no debe parar si quieres lograr conversiones, y el seguimiento de tus leads es un factor clave para conseguir este objetivo. Esta es la forma como puedes hacer el seguimiento a los leads con CRM:
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¿Qué pasa si esta promoción no la subes a tu CRM y Rita decide llamar para inscribirse? Que es muy probable que tu equipo de ventas, vía call center no esté al tanto de la promoción, por lo que puede perjudicar la conversión de Rita en cliente. ¿Ves cómo es importante que al contar con un CRM todo movimiento que se haga se suba a esta plataforma? ¡Cualquier miembro del equipo puede acceder a ella para brindarle al lead la información que necesita, según su etapa de compra!
Si has anotado cada paso que has dado con tus clientes en el CRM entonces puedes medir tus acciones. Esta medición te permitirá identificar cuáles han sido acertadas y cuáles no, en qué momento realizar cada movimiento, etc. De hecho, si has hecho bien la tarea, puedes dar con tu propia fórmula secreta para hacer que tus leads sean clientes y ¡no te preocupes!, el mismo CRM será capaz de replicarla.
Como has podido notar, contar con CRM hará que la captación de clientes sea más fácil para tu empresa. Además, te permitirá saber en qué fase del proceso de compra se encuentra cada uno e incluso cualificar a tus leads para identificar a quienes tienen mayores probabilidades de compra. La clave, para que aproveches un CRM al máximo es que ingreses toda la información importante y posible en él, así como los movimientos que sigas con cada lead para ayudar a que todo el equipo de tu empresa (marketing, ventas, post venta) logre la venta y propicie nuevas adquisiciones por parte de quienes ya sean clientes. Finalmente, no dejes de medir, quien conoce cada paso dado podrá identificar cuáles son sus aciertos y sus errores.
