Automatización y Herramientas Digitales para Vender Servicios

Efficient lead and customer management is essential for any B2C business looking to optimize its sales process. A CRM (Customer Relationship Management) has become an indispensable tool for organizing contact information, tracking interactions and increasing the likelihood of conversion. Regardless of the platform you choose, the crucial thing is to keep a systematic record of your prospects and the activities related to each one of them.

Why is a CRM indispensable in B2C sales?

A CRM isn't just another option in your arsenal of sales tools; it's a necessity. Whether you use Salesforce, Soho, HubSpot, Dynamics, Vitrix, Monday or even a simple Excel, it is essential to have the contact information of your prospects and customers recorded in an organized and parameterized way.

In addition, a good CRM allows you to record every point of contact with your prospects:

• Phone calls
• Virtual or face-to-face meetings
• Emails sent and received
• Messages via WhatsApp or other platforms

This systematization facilitates follow-up and prevents valuable information from getting lost in the process, especially when you handle multiple prospects simultaneously.

How to structure the flow of leads in a CRM?

Most CRMs, regardless of their specific characteristics, share a similar basic structure which includes:

1. Prospects or leads: People with whom you have not yet had two-way communication.
2. Contacts: Prospects that have been validated as potential customers (SQL - Sales Qualified Lead).
3. Opportunities: Contacts who have shown interest and with whom you have initiated a formal sales process.

In the specific case of Soho CRM, shown as an example, the flow starts with the leads screen. A lead is understood as a person with whom you have not yet had a two-way communication. It could be someone to whom you sent an email, a LinkedIn or WhatsApp message, or someone who was recommended to you as a potential customer.

When the hunter (person in charge of prospecting) talks to that customer and validates that they are a potential prospect for your service, they convert them into a SQL and move them into the contact category. At this stage, you know that it is a customer that can work for your company.

What are the stages of a sales opportunity in a CRM?

Once a contact shows interest, an opportunity is created that can have different stages depending on the nature of your business. In the example presented, the stages are:

1. Platform Demo: First stage where you show how the service works, its benefits and interactions.
2. Quotation: After the demo, if the client is interested, he/she requests a quotation.
3. Commercial Proposal/Negotiation: Stage where the formal proposal is sent and the negotiation of prices, customization of solutions, etc. begins.
4. Closed won or closed lost: Final result of the opportunity.
5. Invoiced: Additional status specific to this case, which marks when the customer actually makes the payment.

It is important to keep the status of each opportunity updated and not leave customers stuck in one stage for too long. This will help you clearly visualize your sales funnel and understand how many prospects move from one stage to another.

How to implement lead nurturing flows in your CRM?

Modern CRMs allow you to create automated flows that support sales work. One example is the email lead nurturing flow, which can run in parallel to other commercial activities such as calls or WhatsApp messages.

This flow can be structured as follows:

1. Inbound channels:

   • Leads coming through marketing campaigns and completing forms.
   • Contact information collected by SDRs or hunters.

2. First contact: Sending an initial email

3. Response classification:

   • Who opened the email
   • Those who clicked
   • Those who did not open

4. Assignment of score or label:

   • Highest score for those who interacted the most (e.g., 20 points for those who clicked).
   • Lower score for basic interactions (10 points for those who only opened)
   • Special label for those who did not respond

5. Subsequent actions:

   • Sending additional emails after a few days
   • Creation of tasks for a salesperson to contact the highest scoring leads
   • Continuation in the nurturing process for leads that still do not reach the minimum score.

It is advisable not to immediately discard non-responders, but to try a more attractive incentive before removing them from the database.

How to personalize communication according to the customer's stage?

A crucial aspect of these flows is personalization according to the customer's stage of development. You should not make the mistake of sending the same message to a customer who is just getting to know your business as to one who is already in the quotation stage.

The scoring system or "heat metrics" helps you understand how ready a customer is to buy or move to the next stage. The higher the score, the more ready the customer is for the next phase of the business process.

The proper implementation of a CRM and its automated flows greatly facilitates lead management, allowing you to maintain an effective and personalized follow-up that significantly increases the chances of closing successful sales. Have you already identified the specific stages in your service sales process? Share your experiences and recommendations in the comments.