A CRM — at least one with a host of sales-oriented features — is a means to an end. It's designed with intention, and in many cases, that intention is enhancing your ability to track and close more deals.

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One of these systems can contain tools that streamline prospect and customer outreach, make data entry and maintenance more straightforward, help you better understand and visualize your sales process, and track your team's performance — among several other resources that can supplement and enhance your sales efforts.

Here, we'll get some more perspective about those kinds of features, a better understanding of how you can track and close more deals in a CRM, and whether one of these systems is right for your business.

1. Use contact management and outreach resources to reach prospects effectively.

Solid CRMs often include a host of contact management resources. They can neatly organize and regiment the contact information you accrue through your sales and marketing efforts — whether that be through form submission, in-person interactions, or any other means of connection.

That kind of accumulation and sorting of information makes for straightforward analysis to inform more effective sales processes and, in turn, help you generate more deals.

CRMs also often include resources to help you easily maintain the contact databases you build on your own through simple dashboards and accessible interfaces. But a CRM's utility when it comes to contact management doesn't end with storing and sorting data.

Many CRMs include features like email tracking — resources that allow you to see exactly when a lead opens an email, clicks a link, or downloads an attachment from your business.

With that kind of real-time information, you can specifically target the right leads, putting you in the best position possible to allocate time and effort to your most viable potential deals.

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Those are just a few of the potential perks a CRM can offer your contact communication efforts. Other resources, like meeting scheduling tools and live chats, can further bolster your contact management efforts by offering prospects and customers easier access to your sales team — letting them feel more personally tended to and, in turn, interested in doing business with you.

2. Expedite your deal creation by automating data entry.

Manually maintaining the data necessary to track and pursue deals is grating, time-consuming, and ultimately hinders your ability to close deals. You generally have to account for a prospect's specific characteristics, and doing so can be monotonous and frustrating. It takes up time you could be allocating to actually working on the deals you're tracking.

Solid CRMs expedite that process through the power of automation. Many will automatically populate and maintain deal records from contacts or company records with the most up-to-date information available.

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Time is always of the essence when you're a sales professional, and you want your schedule to reflect that. The time you waste on menial tasks like manual data entry is time that could be spent interfacing with prospects, conducting outreach, and other proactive actions that will help you close deals. That's why the automation capabilities of CRMs are so valuable.

3. Customize your pipeline to match your sales process.

A CRM gives you the visibility and structure to translate an abstract sales process into an actionable sales pipeline. Creating and maintaining synchronicity between the two can streamline your ability to consistently make deals.

If your reps have a tangible representation of your sales process that they can interact with, they'll be in the best position possible to leverage it effectively enough and consistently make deals.

crm deals pipeline

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It's difficult to carry out your sales process without some sort of guidance and tracking. Without that clarity, it's easy for reps to lose sight of where they are in the progression. That means not having a picture of a potential deal's ultimate feasibility or knowing how to interact with a specific prospect at a particular time.

CRMs allow you to see and easily keep tabs on how deals are progressing. That kind of insight, straightforward organization, and alignment between pipeline and process make carrying out deals considerably easier than it would be otherwise.

4. Get comprehensive visibility into your individual and team performance.

Tracking and closing deals in a CRM often rests, in part, on understanding both your reps' individual performance and overall team's success. It's important to know which team members are overachieving and under-performing. You need to be able to see what specific tactics are working for your best reps and where certain team members have room for improvement.

It's in your best interest to ensure that every member of your team is capable, familiar with your sales process, and putting in an appropriate amount of effort. Leveraging a CRM makes that process considerably easier than it would be otherwise. Many of these systems offer that kind of insight. They contain tools that allow you to check up on crucial trends and KPIs like quota attainment.

And the utility of those tools extends beyond keeping tabs on your reps. When considered holistically, those resources can help you diagnose the health of your sales pipeline.

You can pinpoint where your team is collectively losing out on deals, giving you the information necessary to address the particularly ineffective points of your sales process.

crm deals peformance

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Your team's overall performance and sales pipeline health are central to your ability to consistently close deals. So you stand to gain a lot by simplifying the process of tracking the trends and metrics that reflect those factors. A solid CRM can be a massive asset when it comes to those tasks and practices.

Leveraging a CRM is one of the better ways to enhance your sales efforts. Many contain the resources you'll need to add the structure and efficiency necessary to track and close deals on a consistent basis. If you're interested in further bolstering your sales efforts, investing in one of these systems is worth some thought and consideration.

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Originally published Jul 13, 2020 8:00:00 AM, updated July 13 2020

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