COMMUNICATION today between sales teams and their customers, both prospective and existing, is much more complex than it was just a few years ago.

Additionally, comms between team members and leaders is an aspect of modern collaborative work practices we have come to expect from our personnel. For sales teams especially, the mastery of the multitude of communications channels open today is highly important.

Each channel of communication and data that backs up the sales process can form multiple megabytes of information in each customer or prospect instance. Modern CRMs, such as that offered by Zoho, can gather information from:

• Details of phone conversations
• Email records
• Direct social media interactions
• Live chats on Internet platforms
• Social media information from research
• Messages from different channels (Line, WhatsApp, WeChat etc.)
• Meeting records and appointments

The amounts of information will be large, and additionally, the modern sales process can also be complex. Sales funnels may involve multiple parties in and out of the department, plus estimates may be complex to formulate, and discounts may need different levels of approval and be highly product and salesperson-specific.

Right along the sales process, there will be many steps and touchpoints when certain actions are needed, and records of those actions taken. Waypoints will be of interest especially to team leaders and managers who will be looking to collate results at measurable intervals.

In short, the sales workflow is one that is ripe for automation and technological help. Zoho’s artificial intelligence (AI) engine, Zia, helps teams proactively negotiate their way through the sales day, pulling relevant data when required, suggesting changes intelligently, and predicting outcomes.

Above team level, Zia can help leaders see where the pressure points are on their staff, and work with salespeople to increase the level of positive outcomes for the department. With granular privilege levels, managers can oversee communications, and see click-through rates and analytics – and make versions of which to front-line staff so they can monitor their own progress.

But even without the predictive powers which Zia offers, the Zoho CRM system grants a great number of advantages which are gained by the clever application of technology designed specifically for sales teams.

Workflow rules, for instance, can trigger events when specific criteria are fulfilled. These triggers may not necessarily be simple if-this-then-that events, but up to ten criteria and conditional tests can be set before a series of predefined actions are invoked.

Incoming inquiries can be subject to specific rules, for instance, depending on their source and nature. Some will need a drip-feed of email responses, some merit a call or social media interaction. These decisions, a time drain on staff for what is a simple yet repetitive decision, can be taken by the Zoho CRM software, freeing up staff to concentrate on sales. Alternatively, the CRM can prompt staff to take action as part of their managed workflow.

Among other features, Blueprint for Zoho CRM allows sales processes, however complex, to be mapped out in software, in order to keep processes consistent which allows for scalable teams.

Staff are helped to fill in information at every step of a customer’s journey all the way along the sales pipeline, as defined as a Blueprint. As the process moves, only relevant information is supplied to the salesperson by the CRM, enabling focus and efficiency.

While the aims and objectives of salespeople are pretty much cut and dried, the journey to successful sales is now more complex than it has ever been. By utilizing the power of Zoho CRM and its AI, Zia, modern sales teams can automate and gain real efficiencies, wherever they are. This gives better results, saves money through lowered costs and drives optimum sales performance.

To learn more about Zoho’s range of CRM offerings, get in touch with a representative today.