CRM users 'should preserve leads'

A number of companies using small business management software such as customer relationship management (CRM) are turning away from possible prosperous leads from consumers too early, according to an expert.

Writing for CIO, David Taber explained that he finds it particularly ironic that while sales representatives are demanding leads as much as possible, many will drop up to 70 per cent before even making anything out of them.

He asserted: "Most leads are declared dead too early. Many a sales rep will give up on a lead after a couple of emails or phone calls.

"All too often, reps don't even go that far, declaring leads as unqualified without even having a conversation with the individuals."

Mr Taber recommended that companies solve the problem by treating every lead as the beginning of a customer relationship, harnessing the power of CRM to track absolutely everything from start to finish.

Earlier this month, CRM was discovered to be the most widely-adopted system delivered via hosted business management software by AMR Research.

Small Business Management Software from Atlantic Global OnDemand.

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