Recently, Sherpa CRM, a Senior Housing Forum partner, had the honor to be named as one of the nation’s Top 20 Most Promising Sales Management Software companies of 2016.

By Alexandra Fisher, Co-Founder, Sherpa

Recently, Sherpa CRM, a Senior Housing Forum partner, had the honor to be named as one of the nation’s Top 20 Most Promising Sales Management Software companies of 2016.

The concept of what constitutes a “sale” and the role of a CRM is rapidly evolving. The process of informing or describing features and benefits or product comparisons has largely been taken over by the Internet. Today, potential customers are better informed than ever.  The challenge is using your CRM to help increase sales conversions. CIO Review chose Sherpa as a CRM standout because it encourages, tracks and reports on specific Prospect-Centered Salessm behaviors. Behaviors that drive better conversions.

According to this CIO Review article, CRM success does not start with technology or platform. It starts with a defined CRM culture and  strategy that drives the technology . . .Customer relationship management is not meant to be just customer data management.”

Building a relationship with a prospect is at the foundation of the new evolution of sales. In a sense, it is a way of differentiating customers, not just the product. There are, in our view, 3 key factors that need to be supported by an effective CRM:

  1. Trust building. Only a very small percentage (less than 10%) of qualified prospects will even consider a move. The rest just aren’t “ready.” Solution: a CRM platform that encourages trust building in addition to guiding and supporting discovery of emotional as well as situational needs. Meaningful discovery involves honest, empathic conversations and an assessment of that person in the larger context of their life story, their values, typical day, etc. Does your CRM guide and support this level of discovery?

  1. Focus on the Prospect. Think of a loved one that is going through a difficult life change. The best performers are relentlessly interested in understanding the customer’s problem (not yours!). We need a CRM that helps us look at the whole situation including stated resistance, plan for the next best step, and creative, personalized follow up. If your CRM helps you plan and build a holistic view of the prospect, your motivation and your success will skyrocket.

  1. Be an “Advancer.”  Higher functioning prospects for senior living need to be “opened” before they can be “closed.” Does your CRM measure and track sales outcomes and plan next steps? The vast majority of face-to-face and voice-to-voice interactions do not result in either a “sale” or “lost lead.” Instead, they result in either a “continuation” with no specific commitment or “advance.” Typical advances in the senior living scenario would include: scheduled a tour or home visit, agreed to a call back or gave permission to send something. A trust breakthrough such as their sharing something deeply personal and relevant to what is getting in the way of a decision to change could also be an advance. Does your CRM help you understand the outcomes of every sales activity?  

We at Sherpa would love to talk to you about your CRM needs and goals. For more information about Sherpa, see http://www.sherpacrm.com or call us for a demo at 314-432-1234.