By Peter Young, Senior Advisor, Public Relations and Communications, Riva CRM Integration
In his acclaimed best seller, The Tipping Point: How Little Things Can Make a Big Difference, Malcolm Gladwell defines the tipping point as “the moment of critical mass, the threshold, the boiling point.” The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. This phenomenon has changed the way organizations market and sell their products.
Successful sales opportunities demand a sound infrastructure from the beginning and any sales team’s “information enhancement” must be effectively synced with the company’s CRM system. This additional information – most often gathered from email – must continue to improve the effectiveness throughout the organization. What is the difference between effectiveness and efficiency as it relates to the “tipping point”?
Sales effectiveness really must focus on the elements of a particular sales opportunity. Effectiveness provides each member of the sales team the proper roadmap that hopefully leads to not only an initial sale, but more importantly to a lasting relationship with that client.
Sales efficiency looks at the overall resourcing and best use of these resources (i.e., primary sales team members, support staff, computer time, finance, logistics, etc.) to accomplish a sale.
It is important to note that it is not the size of sales opportunities that drives both effectiveness and efficiency, but rather the full understanding of the complexity of that sales opportunity. A company’s sales team must balance effectiveness with efficiency and if done well, will reap maximum sales.
Companies today often utilize multiple critical systems that must be integrated in order for a sales opportunity to come to fruition. Riva provides one of the most effective tools that any sales team using a CRM system can leverage to synchronize important information buried inside of clients’ emails. Combining this email-based information with your CRM system will provide efficiencies that will place your company well ahead of competition. Riva helps sales teams sync data between CRM and email systems to accelerate sales cycles, provide quicker access to account and contact intelligence to improve communications, and boost win rates.
Understanding when your sales opportunities are not producing and then having the insight to incorporate the right tools and systems to capture those sales – that is the tipping point. Please contact us to discuss how Riva can help ignite your tipping point.
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