How can Sales person leverage CRM for Sales Strategy ?

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Sales Manager was disappointed after coming out of review meeting with Management as they had pointed out on poor performance in that Qtr. The company had moved to new CRM (Customer Relationship Management) software and all Sales personal were asked to provide Call plan / Visits to Customer in starting of year and were being tracked through this new tool.

With growing CRM softwares, companies have moved to track performance / visit logs through various CRMs and Apps. But many sales managers fail in providing realistic call plan. Here below are some of considerations for a Sales Manager while estimating call plan.

1. Start with Sales Performance

Analyse performance of each customers / geography you are responsible for and focus more where your presence is required. Have growth and market share as two important criteria to measure performance and plan visit.

a. First of all make a list of all customers (both direct and indirect)
b. Against each customer / geography add year on year performance. 
c. Add association of customer with company against their growth
d. With above deatils against each customer, add if they are on auto pilot mode or needs support.


2. What is your next year business plan ? Break it and plan it customer wise 

Before you provide your commitment, it is important to understand what is the growth expected out of your region / customers. Accordingly you need to plan by breaking up the business plan customer wise / region / geography wise.

a. Based on higher dependency on particular customer / region the visits to such customer will be accordingly.
b. Identify customers / regions where maximum of gap is available, plan your visits to such customers / regions. 

 3. Combine Marketing plan into your visit plan

Marketing Managers / Product Manager should provide you with plan for coming year on various initiative and products to be launched. 

a. Understand the product in pipeline to be launched.
b. Identify the region / customer where the application of product is maximum
c. If application is equally spread, identify the region where introducing will have maximum impact / support. 
d. Schedule your visits maximum to such customer and region. 

These are top 3 things how CRM needs to be leverage by Sales Professional and plan their sales strategy and business plan. 



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