What would you do if you could know the score before the big game even started? You could make some big bets on a game that you were almost 100% sure you knew what the end results would be for the winning team. Instead of guessing just which team would win, you could make a very close estimate as to what the actual score is. That is exactly what CRM can do for your business. You won’t be making any guesses, but actually have a clear picture of what the outcome is going to be for your sales.
David Taber does a fine job explaining the play by play of the CRM game, describing what happens in each quarter. According to him, there are four main things that will determine the score for each particular sales lead. Those things are:
1 Who is the person and what do they do?
2 What have they done in the past?
3 When was their last move made?
4 Who do they influence and who are they influenced by?
If you know the answer to these questions, you can easily determine what your score will be for getting them from a lead to an actual prospective customer.
The most important thing you can do in the CRM game is take a look at the facts. See who your players (customers) are and what their most common plays (past purchasing patterns) are. If you can estimate the facts and see what the most probable outcome is going to be, you will know what the winning score will be before the game even begins. Then, instead of worrying about what’s going to happen, you can just sit back and watch the game.