Sales Management Software: why a CRM is not enough

Sales Management Software: why a CRM is not enough

reading time  4 minutes

The definition of sales management software usually refers to systems that enable sales managers to gain a greater understanding of key performance indicators within their sales network. For example, sales management software might allow managers to see, in real time, which salespeople are capable of achieving their goals and which ones need to take corrective action.

Nowadays, however, CRMs are no longer just for this and their use is much broader. Today much more is expected from a Sales Management Software, it must act as a way to check the performance and the achievement of the objectives of your business unit, but it must also support the salesmen during the entire sales process.

Supplier and payment management software

Before delving into the topic, however, it is necessary to clarify that the category of sales management software does not include supplier management software which impacts purchases and not sales, therefore a completely different business area. Often there is a tendency to confuse the purposes of the software but it is important to keep in mind that the management of the suppliers is in charge of the purchasing department, therefore we speak of a software where the prices of products or services useful to the company are collected like delivery times, payment methods, the level of service that can be guaranteed and so on. Through a supplier management software it is also possible to keep track of the payments made, to be made, and the related deadlines, or assign ratings to measure the performance of a supplier, it is therefore essential to keep all the back office part in order, but not with the same system that serves the company to sell more and achieve its business goals.

Customer management software (CRM): what it is and what it is for

The most popular customer and prospect management software is undoubtedly a CRM (Customer Relationship Management) which consists of a platform where companies can store customer and prospect data, keep track of interactions and share this information with colleagues. It also allows companies to manage customer relationships, thus helping the company to grow by allowing the creation of personalized marketing campaigns and identification of the hottest leads. The benefit is clear, all information is centrally managed and immediately available to the entire company. Marketing, Sales and Back Office can access and update the platform so that anyone within the company structure can have updated information on a particular customer or aggregate data to make predictions.

At this point, however, the question may arise: if the goal is to Increase Sales, is a CRM the most suitable tool? The answer is no, or rather, not on its own. A CRM software is an excellent tool in the pre-sales and post-sales phases, essential for marketing to qualify, nurture and warm up leads to then be passed on to the sales network, or to manage and retain existing customers. But when a salesperson finds himself in front of a customer, the tool proves to be ineffective, because the negotiation is entirely in the hands of the seller. As already addressed in another article, the difference between CPQ and CRM, it is useful to underline that a CRM is essential to give a strategic setting to commercial and marketing actions, but in practice it does not serve to sell or manage sales. To support the seller during the sales process and make it effective during negotiations with the potential customer, it is necessary to use another sales management software which is the CPQ (Configure Price Quote), i.e. the tool that the seller can consult at any time (because it is generally developed in the cloud and available on a mobile app) to access sales content and configure a quote in real time, modifying and inserting products and services according to the needs expressed by the customer. In this way the salesperson is able to involve the customer in the purchasing process and present him with an offer tailored to his needs.

How to choose the right sales management software

When it comes to choosing a sales management software there are some fundamental aspects that must be evaluated to understand which vendor offers the solution closest to the needs of your company. Obviously there are some features that are essential in helping guide the decision. The software should allow you to manage a customer database, in the cloud in order to be shared at the company level, which supports the salesmen in the entire sales process, and that allows the customer to be involved in the purchasing process and finally that allows careful and accurate analysis and reporting. In addition, there are some features of each software that should always be evaluated:

  • User Interface and User Experience.
    • The user interface is critical to usability. Software that is complicated to understand and use will not be used as often as software that is intuitive.
  • Integration with other software.
    • The software to be purchased must offer integrated management with other systems already present in the company
  • Scalability and customization
    • Software should always have the option to be customized according to business needs and possibly updated or reconfigured in case business needs should change
  • Reliability of the supplier
    • The supplier should be able to guarantee immediate support and intervention in case of need and at the same time plan scheduled maintenance and other release activities.

This list is obviously not exhaustive, but it is a good starting point to start evaluating what the market offers. You can learn more from one of our consultants oh how a Sales Management Software can solve your productivity problems and support you in the digitization of your processes. Get in touch!


©Apparound. All rights reserved. APPAROUND SPA e P.I. 13147681004
©Apparound. All rights reserved. APPAROUND SPA e P.I. 13147681004