Article

Your CRM system: Nemesis or ally of the sales team?

by Pani Harito
CRM Sales Lead, Mint SA,

As salespeople, we need to use a Customer Relationship Management (CRM) system to ensure adequate lead capturing, follow up and nurturing - crucial aspects that have led to many celebrated deal closures and pats on the back for me and my sales comrades.

Most CRM systems perform the task of relationship management very well. The main problem with these systems, however, is the misconception that a CRM system will magically help salespeople sell more or become better at their jobs.

With 15 years of sales experience under my belt, I have been exposed to many different CRM systems and have found that the most influential factor in CRM success is the way the system is applied by an organisation and adopted by the users. No CRM will magically enable better sales results, but a well-deployed system serves as a powerful tool in the hands of a determined salesperson.

To ensure sales success you need to make a CRM work for you; make the most of the advantages that the system offers and if you find something to be bothersome about it, take steps to improve the system, either directly or with the people managing it.

The main advantages I get from a well-deployed CRM system include the following:

  • Enables me to engage in meaningful interactions with many more people than I otherwise would be able to.
  • Automatically keeps track of all emails and phone calls with each lead.
  • Powerful search and filter functions allowing me to systematically stay on top of my game, identify overlooked opportunities and experiment with new approaches - plenty of little hacks that give me sales superpowers.
  • Tracking key opportunities.
  • Current contact info.
  • Notes to ...

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About Pani Harito

With over 20 years' experience in international product sales, entrepreneurship & business development, Pani Harito serves as the CRM Sales lead for Mint Management Technologies South Africa.

Pani holds a degree in Marketing Management through the Institute of Marketing Management and through the years has held various positions as Head of Sales, Marketing & Product Development, Senior Manager of Business Development, and Director of Sales for well-known organisations in South Africa.

He also travelled the world while working in a Senior Sales Management role for various Tour operators in Austria, Maldives, Mauritius and Italy.

Pani believes in good company, excellent customer service, a fine whiskey, a regular game of golf and, most importantly, a well-rounded family life with his wife and kids.

More about Pani Harito