Why Should I Choose Lead Management Software Instead of a CRM?
Finding the right software solution for your sales team can be confusing. Find out why you should choose lead management software over a CRM.
Last update on December 13
“To understand” is defined as being sympathetically or knowledgeably aware of the character or nature of. In other words, you get someone. Knowing why you should choose a lead management software instead of a CRM comes down to understanding people. Your salespeople.
There’s no complicated metric: Without salespeople, you don’t sell. Yet is still not uncommon to see managers put CRM first. Some believe that it’s the Holy Grail of the sales process. A magical piece of software that captures information and increases the number of sales.
However, CRMs aren’t all they are cracked up to be. In fact, they are the opposite and often act as a deterrent to salespeople. Using them can seem like information overload and have sales reps running for the hills.
Who is a CRM Really For?
It’s understandable to see the appeal of a CRM for sales managers. You want a method to track your team’s process, see who is close to landing deals, and identify where you can improve tactics. All that data your staff is entering could be useful in the future, too.
CRM, however, is a large software that is designed to collect every little detail about your customers. That’s great if you are looking for a customer management system or trying to help the admin and operational team deliver the service.
If a CRM isn’t filled in correctly, vital information can go missing.
Unfortunately, many of the above points don’t come to fruition in a CRM because salespeople see it as a tool for management. They think it’s nothing more than a digitalized way of reporting to hierarchy. This means they are already against the idea of using one of a daily basis. Being forced to enter administrative data for a prospect that might never convert is unlikely to bear fruit.
If a CRM isn’t filled in correctly, vital information can go missing. And when they are loaded with the right information, they consume too much of a salesperson’s time. Having the wrong information is even worse than having no information.
Slowdown, I Just Wanna Get to Know You
For salespeople, using a CRM is a bit like trying to swat a fly with a hammer. It’s massively over-engineered for their key needs. Place yourself in a reps shoes: All you want to do is convert the lead into a customer as quickly as possible.
Moving your lead through the pipeline needs to be recorded with minimal effort. It should allow the salesperson to get on with their job. Entering tons of unnecessary data doesn’t aid the process; it only slows it down.
For salespeople, using a CRM is a bit like trying to swat a fly with a hammer.
As a salesperson, you want to know what your next step is and when you have to do it. Filling out information in software should be a simple part of your job; not one you revere. From a sales perspective, a CRM doesn’t allow you to streamline the process.
Do You Want to focus on managing all aspects of a customer system or do you want to close more deals?
CRMs focus on customers and data, two aspects that are important to all businesses. They work for marketing departments so they can follow-up with existing customers and create campaigns for them. They also work for customer support.
But customer support and data isn’t what you’ve hired sales reps for. You’ve got them to turn leads and prospects into customers.
A lead management system is driven by prospects and sales rep having a next action. It also allows managers to easily track the process as their reps move through the pipeline and step in if needed. As there is always a ‘next step’, both sales reps and managers have complete visibility over the process.
Too Good to Be True
In theory, a CRM, with its customer data and information, might sound like the perfect system for all your needs. In reality, it doesn’t stack up and instead complicates the process for salespeople.
Only a lead software management system is going to help you raise revenues. Salespeople need a system they can use with minimum fuss so they can focus on what is most important: Converting.
Think of lead management software as a pre CRM. They are not incompatible: You can have a salesperson using the LMS then move customers over to the CRM when a lead is won.
The question comes down to: Which part of the process are you willing to increase? If the answer is support and operations, choose a CRM. But if you want to focus on sales, a lead management software is your best solution.lead management software; CRM
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