Learn what being a member does for you
The Seller Styles
Learn the styles and take your free assessment
See a summary of all our programs and certifications
Certified Professional Sales Person (CPSP®)
Develop your potential as a certified sales professional
Certified Professional Sales Leader (CPSL®)
Grow your impact as a certified sales leader
Certified Master Sales Professional (CMSP®)
Join the elite group of sales professionals and leaders
Advanced Sales Influence (ASI)
Take your influence and leadership to the next level.
Learn foundational sales behaviors, strategies, and skills
Power of Contact Marketing
Learn from marketing expert and author Stu Heinecke
Join the top 1% of sales professionals in the world.
Next Level Virtual Coaching
Join our ongoing dynamic virtual coaching community
Explore job postings from some of the best companies in the country looking for sales professionals
Daily Dose of Influence!
Enjoy our video series of influence tips and strategies
Leads To Growth
Dig into our podcast featuring industry leaders and experts
Learn from our high-level sales coaching video series
Women of Sales & Influence – Facebook Live Series
Be inspired by our Facebook Live series spotlighting top women influencers
Women of Sales & Influence – Video Blog
Enjoy valuable, high-level sales strategies to empower your sales goals
The Growth Quotient
You’ve heard about IQ, but what is your GQ?
Our Commitment to You
We are here to help your approach to sales, how you interact with others, and how you perform and execute
NASP Sales Blog
Learn from our member-submitted articles for sales professionals
Write For Us
Share your sales expertise and insights with our community
About Our CEO
Standards of Conduct
Common Questions and Answers
CRM is short for customer relationship management. Its purpose is to manage the company’s relationship with its customers in a way that encourages them to be happy and loyal. Many large companies have highly technical and complex CRM strategies. One common component of a CRM is the membership card offered for free by many supermarkets. The card gives customers access to discounts on various items without requiring them to cut coupons. However, it also tracks those customers’ buying habits, which provides the store with valuable information that it can use to manage pricing and inventory. Many such cards have customized discounts on items that a given customer buys frequently. This makes the customer happy (and thus hopefully more loyal) while sending crucial data to the store management team.
Often a key part of the CRM program is managing whatever data a business has on its customers and prospective customers. To that end, many sales teams use CRM software that can sort this data into a usable form and generate reports. Most CRM programs take the data that the sales team or marketing staff provides and stores it in a database, which can then be used both to acquire new customers and to manage the relationship with existing ones. For example, the CRM software might track customer birthdays and generate an automatic e-card, perhaps with a coupon or other incentive, which goes to each customer on that date.
Because CRM software packages potentially have a huge amount of data to manage — everything from purchasing history and contact information to favorite hobbies and details of past support requests — the programs themselves can be complicated and difficult to use effectively. So it’s important that any employee who might be using the CRM program be trained and kept up-to-date on its use. This is particularly critical for salespeople, who will often continue to have contact with customers long after their first purchase. If the data from those contacts is not accurately stored, the business might miss out on vital clues as to the customer’s needs. And if the sales team can’t access information efficiently, they will miss opportunities as well.
About the author
My first sales position was a summer job selling vacuum cleaners door-to-door. I continued through a variety of sales jobs ranging from retail sales for a storage company to selling bank products for a Fortune 500 financial institution.
As a small business owner, I now focuses on selling for my own company, Tailored Content, a website content provider. I write on a wide range of topics but my primary focus is sales and how to sell effectively.