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Opportunities: What To Do With New Sales From Existing Customers

One of the biggest questions a company can have when implementing CRM, concerns the use of the various entities; Account, Contact, Lead and Opportunity.

Every company and industry will have its own special sales process with specific needs to track industry or company specific information. Microsoft CRM can be customized to many of those needs.

Questions arise, particularly about the Lead and Opportunity entities, about existing customers, marketing and CRM procedure. How does the sales process work when an existing customer places a new order? Much of what procedure is followed is based on the goals intended for the company’s sales process and the CRM system; what data is being tracked and reported. Is the company closely tracking sales data such as sales pipeline or campaign sources?

In this scenario, a customer calls up and says he wants to place an order. Most of the time the standard course of action is to create a new Opportunity from the customer record. The customer tells you what he wants and when he intends to buy. Is the company tracking campaign sources? A company’s marketing department usually likes to track why someone makes a purchasing decision. If the order is the customer’s standard order, there’s really no need to track this particular order’s marketing history. In fact if the customer is ready to order and pay for the product or services immediately then there’s little reason to even to create a new Opportunity, just create a new Order because there’s no need to track the sales pipeline for sale forecasting because this sale has already closed.

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