Daron Allen, the vice president of CRM at Club Automation, shares two tips to make the most of your CRM.
Finding new members is about reaching the right person at the right time. As you continue to grow and your attention is spread out across more members, it becomes harder and harder for that outreach to stay timely. That’s where a CRM comes in.
So, what exactly is a CRM?
A CRM is a set of digital tools that support your customer relationship management processes. CRMs help you improve your sales and member engagement systems by supporting your leads and members as they move through their customer lifecycle.
CRMs are often customizable based on your members, systems and staff. Integrating them with your other digital tools can help you:
- Increase conversions.
- Reduce redundant tasks and save staff time.
- Build a roadmap for sales and membership growth.
- Make it easier for your staff to engage with members.
If you want to get these benefits from your CRM, try these two tips.
1. Respond to leads in 60 seconds.
When leads are scouting clubs online, they want information ASAP. Research conducted with more than 20 companies showed that leads called within the first minute have more than a 231% increased conversion rate. Slow responses will cost you business.
You can use your CRM to automate your online lead forms and speed up your response time. 78% of customers buy from the company that responds to their inquiry first. Use your CRM’s automation tools to notify your staff immediately when someone completes a lead form. With their information on hand so quickly, your staff can be the first to respond to that lead. Your quick response will demonstrate your top-quality service and show leads that you’re eager to work with them.
2. Consolidate and automate your tools.
One of the great things about CRMs is that they act as a hub for all your digital engagement tools. When you spread your member information, email and text campaigns, and sales data across different platforms, you open yourself up to inefficiencies.
Manually feeding data into multiple systems, carrying out tedious tasks by hand, doing the same thing repeatedly wastes your staff’s time. Their time is much better spent finding new leads and connecting with members. You can give them that time back by consolidating all those tools into one CRM.
Consolidating into one CRM also lets you set up automations across your systems. To make sure your member outreach is constantly running at the top of its game, try:
- Automating your sales task management.
- Generating real-time reports to pivot if needed.
- Setting up automated drip campaigns to nurture leads.
- Feeding your online lead forms directly into your member database.
Using pre-approved messages and automations guarantees that you’re timing your outreach to maximize your conversions. With your systems feeding into each other and updating in real time, your team can stay agile and make better-informed decisions.
At the end of the day, your club’s success is based on your member experience and outreach. Leveraging the right CRM tools can help you support your members through their entire customer journey and create systems that convert.
