Prospecting is a key activity in sales. It can be time-consuming and involves many tasks, from research to strategy to developing an outreach angle. Fortunately, there are a number of tools that make the process easier and more seamless. The central piece is a CRM system. CRM systems support prospecting in many critical ways.

If your organization isn’t using a CRM tool or has low adoption, you’re missing out. This technology can save you time and provide insights on how to best approach a prospect.

Integrating a CRM System into Your Prospecting Plan

A prospecting plan is basically your blueprint. It defines ideal advertisers, how you’ll qualify and prioritize leads, and more. A CRM system supports the plan by being a central hub for all information. It does much more than organize contact information; it’s a space to track interactions, provide notes and share information. 

If you aren’t using a CRM system, then where is this information? In your head? In spreadsheets? In notebooks? These alternatives aren’t sustainable, and you’ll find it hard to optimize and accelerate prospecting without a proper CRM tool.

A CRM System Drives the Sales Process

With such a tool, you can see high returns on the sales side by up to 29% in increased revenue. The average ROI for a CRM system is $8.71 for every $1 spent. Beyond the revenue and ROI, a CRM system provides greater productivity, with 74% of users saying it improved their access to customer data.

For you to enjoy these benefits, your broadcast media CRM system should be the nexus for your prospecting journey. Here’s why it matters.

6 Ways CRM Systems Support Prosecting

  1. Visibility across the organization: Salespeople may work a prospect and then exit the company or experience reassignments. Without documentation, their knowledge goes with them. When it’s in the CRM system, anyone can pick back up in engaging with the prospect.
  2. Single source of truth: If prospect data lives in disparate systems or in paper form, you’ll never be sure what’s accurate. Additionally, these data silos make gathering information a strain on time and resources. With a CRM tool, all the notes and interactions are in one place, so any user can be confident in its veracity.
  3. Automation of follow-ups: The sales cycle can stop and start for many reasons. Advertisers may be optimizing budgets or waiting for seasonal events to turn up their promotions. A CRM system allows you to include this information and set reminders to follow up. It streamlines the process and doesn’t rely on memory or other less effective notification processes.
  4. Leveraging historical data: Prospecting can also include re-engagement of past customers that didn’t renew or had a change in management. When you reapproach them, you’ll want to be able to speak to their past orders. That’s especially helpful if the contact is new because they may not have this information. Having this data positions you as prepared and knowledgeable. 
  5. Oversight for sales managers: If sales leaders want to understand sales team activity, they shouldn’t have to look at multiple data sources or request status reports. Those are huge time wasters. Instead, a CRM tool can offer a dashboard view that summarizes the touches and outreach of each salesperson.
  6. Prioritization: Not every prospect is equal. Some are worth pursuing more because of their industry or the size of the company and potential spend. With a CRM system, you can tag accounts to prioritize based on criteria. This process ensures better use of your time. 

Prospecting with a CRM System Empowers Sales Teams

Without a CRM system, you’ll spend more time on prospecting but will likely create fewer opportunities. The benefits of a CRM system go beyond prospecting, but that’s where the sales process starts. So, maximize your time and efforts with tools that matter. Read our post on the benefits of a CRM system to keep learning about its value.