Why, Oh Why, Are You Treating Your CRM Like An Electronic Rolodex?

I have been a Nimble CRM Solution Partner since before it was actually introduced to the general public. During this time, I have had the privilege of working with a great many businesses who are either just getting started with Nimble or have been using it for some time.

By “some time”, often I am working with folks who have used Nimble for 10 years or more and, when I first see their accounts, I am flabbergasted. Since I’m used to this phenomenon, I shouldn’t be surprised, but I am.

Their Today Page dashboard is configured just as it was when Nimble was first activated. Hell, they often still have the demo data that came with the system. Speaking of data, their contact database is often a mess. As for using Nimble’s more advanced features … fuhgeddaboudit.

When I got started in sales, I first used a tickler file shoebox and maybe a card file. Then came day timers. After that, palm pilots, blackberries, and on to today’s smartphones. Only today do we have mobile apps for CRMs like Nimble. Prior to this, these were all nothing more than Rolodexes.

I remember when I took a quiz from a personality assessment company that I represented at the time. I can’t remember the exact wording of the question, but it went something like this …

“What does a CRM do?”

I got the answer wrong. The correct answer was … “It keeps you organized”. I chose … “It helps you sell more.” Silly me. I chose the benefit vs. the feature. Now, I’m sorry … a rolodex keeps us organized on some level but a CRM, properly utilized, helps us to sell more stuff and nothing happens until somebody sells something!

With that goal in mind, consider … A CRM contact record is much like your Rolodex in that it contains basic contact information. The difference is that a Rolodex stops there and your CRM is just getting started!

Successful selling has always been predicated on your ability to find, nurture, create, and maintain relationships. The effective use of CRM (Customer Relationship Management) is designed to do just that. This success is also largely dependent on your ability to deploy and manage a proven sales process. Let’s look at both.

Relationships

People buy from those who they know, like, and trust. I might know you and like you, but if I don’t trust you … no sale. How about we check off all three and not leave things to chance. Most importantly, relationships must be earned. This is no different in selling than it is in your personal life.

Relationships generally begin with identified commonalities. This might be interests, shared connections, or often both. Today, these are easily discovered via the internet including web pages and social networks. Just as important is showing a genuine interest in learning about others.

Where do you store this information? In your CRM. This way you can, and should, refer back to these notes prior to any engagement. What did you discuss the last time? What has happened with this person since your last interaction? These are perfect conversation starters and demonstrate your genuine interest!

Relationships are nurtured and maintained via continuous engagement. When you met your significant other, did you meet a few times, not do so for a year, and then pick it up again right where you left off? Not likely. Your CRM will remind you when it is time to reach out and it will provide you with numerous ways to do so.

By this same token, your CRM is perfectly designed to ensure that you keep those promises that you have made to others. This is where the trust factor becomes particularly important. If you can’t follow through when you are trying to sell me something, what makes me think that you will do so after I have bought?

Sales Process

Having a proven sales process is critical to achieving consistent success! Why? If it is proven to deliver optimum results, and it is used consistently, ultimately this success will be replicated. This is of utmost importance for new hires, who need a roadmap, as well as seasoned veterans, who are often prone to skipping steps.

A basic sales process might actually be composed of two separate processes … lead qualification and then the actual sales opportunity itself. Nimble CRM will use workflows for lead qualification and, once qualified, move these opportunities to a deal pipeline.

Both of these are displayed in a visual board format allowing you to easily move the cards from stage to stage. For pipelines, there are also a variety of reports available including the ability to forecast revenues. These are powerful tools!

Please be sure to check out these top 100 sales blogs on Feedspot. I am honored to be one of them!

Are you thinking about a CRM? If you would like to explore whether or not Nimble CRM might be right for you, please book a free 30-minute Zoom consultation with me by going to my calendar. To learn more about our Nimble training and implementation services, please visit our Nimble CRM training services page.

In addition to Nimble CRM, I also offer sales training and training on LinkedIn as well as getting started with AI (Artificial Intelligence). I can even assist with hiring new salespeople with initial interviews and pre-hire DISC personality assessments.

I would also be happy to connect you to a marketing professional who I know and trust or to an automated yet personalized and human-to-human LinkedIn prospecting system. Please reach out to me at craig@adaptive-business.com for an introduction!

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Craig M. Jamieson

Managing Member at Adaptive Business Services

Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!