Posted October 10, 2017 by Gabriel Lewit, Chief Executive Officer
CRM’s are literally everywhere nowadays. It seems like there’s a new CRM with bigger and better features being released nearly every day. If that is in fact the case — there has to be a reason why, right? CRM’s are long known for their ability to help you manage your business practices. In recent years, though, they’ve begun to transition to go above and beyond general business practice, to manage your sales and marketing efforts as well.
What many financial professionals don’t know about the latest and greatest CRM’s, though, is that with the right one and when used properly, your CRM can actually generate additional revenue. Which of course means more money in your pocket. If it seems too good to be true — it’s NOT!
I’m sure you’re asking yourself how it’s possible. So, let’s find out.
1. Think less, sell more
The age-old saying, “time is money” is perhaps what financial sales professionals should learn to live by. The only way to make money as a financial professional is to make sales. And, the only way you can make sales is by taking the time to meet with your prospects or clients.
Using your CRM to its full potential can quite literally mean your CRM is doing all of the “thinking” for you. Setting up the proper functions can mean that once you upload your prospects from last week’s dinner seminar into the system, they will automatically be added to your Email Prospecting campaign so you can begin sending pre-created emails that have been carefully crafted for any prospect who has attended a dinner seminar.
In addition, you can setup workflows to ensure that not only you are following all of the necessary steps to onboard a new client, but your entire staff is too. Plus, anyone can see where a client is at any point in the process so you no longer have to have regular check-ins and send separate emails to follow-up with your staff to ensure completion.
While some of these tasks may seem small in the grand scheme of things, doing it over and over for several clients can actually take up quite a bit of time in a week. Setting up your CRM to act as your right-hand can leave you with more time to meet with potential clients, which will (hopefully) lead to more sales. And more money.
2. Not all prospects should be treated equally
As I mentioned above, CRM’s are no longer just basic customer relationship management — they’re full-fledged business generating machines. One of the many benefits of using an advanced CRM means that you can actively identify your A, B and C prospects. Classifying your prospects in this regard will give you the ability to prioritize and determine how much time, energy and money you’re throwing at each prospect class.
I mean, why should you spend the same amount of time calling, emailing or mailing to a C prospect as an A prospect? You shouldn’t, right?
It’s believed that highly-nurtured prospects have the tendency to make higher purchases. If that is the case, wouldn’t you want to make sure that you’re nurturing the heck out of all your A prospects?
3. It’s all about the Opportunities
In life, sometimes it’s not about how hard you work for that new car, or how much you want to go on that long overdue vacation. Sometimes it’s just about being at the right place at the right time.
Opportunities, by definition are a set of circumstances that make it possible to do something. A set of circumstances is exactly what your CRM tracks to identify new opportunities for you. For example, wouldn’t it be great if you could enter your new client into the database and identify when they’re retiring, when they’re due for a policy review or if they recently inherited money from their late Uncle?
Now, take it one step further — wouldn’t you like to know exactly when that is happening? It’s near impossible to remember everything you need to do in a day, let alone that you need to reach out to Client X on December 3, 2023 because their annuity has matured. Managing opportunities such as these is really a no-brainer to increase your revenue.
Until next time,