Small businesses usually don’t have nearly as much bureaucracy as giant companies, and this is often a good thing. However, it also means that you and your employees can end up overwhelmed by trying to keep track of things that would normally be spread across several divisions. This leads to lost sales and missed opportunities as important contacts get lost in the shuffle.

Fortunately, there are ways to take control of the information that needs to flow into and throughout your business. Here are some sales tracking best practices for small businesses that will help you find out where leads are coming from and keep track of them throughout the sales cycle.

1. Assign tracking numbers or other identifiers to marketing materials whenever possible.

This helps you find out which advertisements generate the most leads and which ones are most likely to convert. It can also provide important demographic information so that you can better tailor future ads. Many people still believe that it’s not possible to properly track traditional media advertising, so they miss out on what can really be done.

As long as your sales process involves pre-sale communication between your prospects and your company, preliminary tracking isn’t hard to do. Give each ad a separate call-in number that actually redirects to your main phone system. You can then track the success of the ad by counting up the calls and sales that come through its unique number. With today’s phone systems, this isn’t prohibitively expensive.

2. Immediately assign each lead to a specific salesperson.

When leads to into a general pool, it’s easy for them to become “somebody else’s job.” If this happens, there is a high likelihood that nobody will bother to follow up. Giving each lead to a specific person makes the sale that person’s responsibility and increases follow-through. You might think that having salespeople work on commissions would be enough to motivate them, but this often isn’t the case. Many salespeople are normally content to deal with their own lists of known-good customers rather than chase new leads.

3. Use CRM software to keep track of contacts.

With comprehensive CRM software, you and your staff can easily keep track of all contacts. This tracking involves several levels. Two of the most important ones involve the people your company has contact with and the details of their communications with your company.

On the personal level, our CRM solution notes your contacts’ phone numbers, email addresses, and other basic information. It then takes that a big step further by automatically searching for your contacts’ social media accounts and adding that information to the list of data for each person. While this can make it easy to get in touch with them over social media, a better use is to see what they’re saying about your company and tailor further sales efforts accordingly.

At the detail level, BigContacts makes it easy to keep track of the specifics of individual conversations with each contact. This ensures that the facts of any deals, answers to any questions, and other important information aren’t lost or forgotten. With this information, it’s easy to offer a personalized experience to each prospect. People love personalization, and this can directly result in more sales.

4. Make post-sale information available to the salespeople.

If your company has any peripherals or other upsells related to the main product, it’s a good idea to promote them after the main sale has been made. CRM software makes it easy for salespeople to see which of these items your current customers already have. That way, efforts can be focused on making personalized pitches that focus on the items a customer has not yet purchased.

These are just some of the ways you can use CRM software to track sales channels, people, and customers’ prior purchases. Contact us to learn more and sign up for a free 30-day demonstration.

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