Before they contact a prospect, smart salespeople check the CRM system to see what the customer record says. That’s what CRM is there for, from a sales perspective: to give sales the background information it needs to have the best chance at closing a sale. However, the picture of the prospect painted by CRM data isn’t perfect — it’s a reflection of the data collected from various sources. CRM data is to the prospect what a painting is to a photograph. It’s an impression based on aspects those collecting the data chose to emphasize.
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