Learn how CRM systems can help raise sales team performance and customer satisfaction.


5 reasons why your sales team is underperforming

Why is your sales team underperforming? Here are five common reasons:

asset-35.pngNot following up on leads

Without follow-up, sales leads won’t convert. If your sales team is not following up leads, your business is losing sales. It is essential that your team has a CRM system that allows them to record leads and progress each opportunity through the sales pipeline to its conclusion, and also allows you to effectively monitor lead follow-up and and address any unfollowed-up leads before it’s too late.

‘On average 70% of the leads marketers sent to sales were never contacted at all. And of those abandoned 70%, 43% ended up buying something from a competitor over the next 13 months.’ 

Cahners CARR Research


  Poor use of email   asset-24.png

Email is, for many customers, the communication method of choice. It is therefore essential that:

  • Sales staff use email to contact customers where appropriate.
  • File email against customer records for future reference.
  • Automate email and use email templates as far as possible to increase efficiency and reduce manual intervention.
  • Use email for new marketing efforts.

Keeping email stored against customer records in CRM systems ensures a full audit trail for communications and a better understanding of each customer.

‘77% of people prefer to receive permission-based promotional messaging via email.’

ExactTarget survey 2012

‘Personalised emails improve click-through rates by 14% and conversion rates by 10%.’

Aberdeen Group


   Poor organisational understanding   asset-13.png

Your team needs to identify and understand each client so they target the correct person with each sales effort:

  • Who are the deal influencers?
  • Who are the decision makers?
  • Who are the gatekeepers?

CRM systems that capture the organisational structure of client companies will save time and get deals in front of the right person.

asset-14.pngPoor relationship building

Relationships are built on trust, which is why your sales team needs to deliver on promises. If a client requests a call back, they must receive that call when they ask. CRM systems provide the ability to record call notes and set reminders for follow-up.

‘Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.’

Forrester Research


Missed opportunities asset-28.png

Well-established customer relationships provide opportunities to upsell and cross-sell. But there are two key factors to make this happen:

  • A solid, trusting relationship between customer and account manager.
  • A good understanding of the client’s needs, preferences and company culture.

CRM systems can store:

  • The personal information required to maintain a relationship with each client stakeholder.
  • Data that allows account managers to match products to customer preferences for upsell opportunities.

‘Nurtured leads make 47% larger purchases than non-nurtured leads.’

The Annuitas Group



  • A CRM system offers many ways for sales teams to improve performance.
  • A CRM system will increase customer satisfaction, ensuring ROI.


Up\u002Dselling and Cross\u002Dselling \u002D CRM Strategies That Really Work