Improving your sales process with MS Dynamics

Some entrepreneurs remain sceptical about the benefits of CRM technology. Whenever a new system emerges promising huge advances in customer relationship management, they quite rightly ask how this particular software could improve the way in which they engage with their customers.

Microsoft Dynamics 365 was developed to provide an unmatched level of support for the sales process, right from acquiring a fresh lead to the close of the sale. The software makes provision for storing the contact data for new leads, tracking the follow-up interaction, and eventually qualifying the lead into a contact, account or opportunity.

How MS Dynamics could improve your sales process

Microsoft Dynamics has dedicated sections to store leads and cases. These tools prevent your main customer database getting clogged up with names your firm doesn’t know. The software also measures key metrics about individual transactions which allow you to streamline the overall sales process.

  • Leads

Leads are where you store data about potential sales targets. The majority of firms get leads from a variety of sources such as marketing campaigns, business cards or website enquiries. They can also be bought in the form of mailing lists, or entered from social media posts.

The leads database then keeps tabs on who is interested specific services or products. An individual name remains in the leads section until the user transfers it to a different area such as the main customer database. Manage and analyse leads effectively to convert potential clients into paying customers.

  • Cases

This is where you store all the info about client questions or issues. Cases can originate in emails, phone calls, Twitter or Facebook posts or website inquiries. Some firms like web hosting businesses would call these ‘tickets’.

Cases store all details which the service representatives might need while they resolve a problem. Merely glancing at the case record will tell you its priority, how it started, whether the client had other recent issues, how much time there is to resolve it and what service level the client is entitled to.

  • Key metrics

Your MS Dynamics system provides you with extremely valuable data which can put your sales process into overdrive, by measuring three crucial metrics.

  1. Closing ratio
    This ratio gives an objective measure of how well your salespeople are performing. It gives stats such as the number of inbound calls they respond to and the number of outbound calls they make. Both are vital if you want to improve their performance.
  2. Lead conversion
    Marketing campaigns normally have clear goals such as nurturing current leads, driving awareness or pinpointing sales opportunities. Microsoft Dynamics CRM helps you track your marketing efforts and subsequent results throughout the whole process.
  3. Time spent securing the first order
    Every minute a salesperson spends chasing a lead costs money, and it’s vital that they act incisively at the right moment. Chasing £100 sales while a potential £1m project goes unattended can cost the company dearly. Fortunately, Microsoft Dynamics 365 provides you with the real-time data to quickly identify issues like these and adapt staff instructions accordingly.

For more information, read this case study about how Hampson Aerospace Services deployed MS Dynamics to improve their contract bid conversion rates and customer management efficiency.

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