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Storing and Accessing Valuable Content Quickly in Microsoft Dynamics CRM

April 21st, 2015 Ashley Harbaugh No comments

Effective communication translates to effective sales – which means salespeople need to engage with today’s buyer on the buyer’s terms. But this can be a challenge as today’s buyer doesn’t want to be engaged – at least, not until they decide to engage.

So what can break the silence? How can a salesperson proactively engage the prospect and take them further down the sales cycle without the prospect blowing him off?

The answer: By offering the prospect valuable content.

Whether it’s useful information, or a discount, or a special offer, salespeople need to deliver content that the prospect gains something from – because valuable content shows the prospect that the relationship with the salesperson is worthwhile.

But not only does this content need to be at the salesperson’s disposal; it needs to get to the prospect as quickly as possible.

Finding and retrieving that content, however, can be a challenge. Whether it’s due to an aging infrastructure, multiple repositories, or lack of any central storage system, not being able to locate content wastes a significant amount of selling time – which results in fewer sales. According to Docurated’s 2015 State of Sales Productivity report, survey respondents said that on average, sales reps spend approximately 8 hours per week searching for content.

By placing marketing content in a searchable, easily accessible storage place is essential for improving a salesperson’s efficiency.

One such place is the Knowledge Base in Microsoft Dynamics CRM – a database that helpfully allows reps to store, upload, search, and access useful materials. The Knowledge Base can be set up to house different categories of content, creating a useful hierarchy of item storage that reps can refer to.

Searching for articles is quick and easy, with reps able to search on a number of different parameters:

  • Full-Text Search: This search looks at all published articles containing the specified keywords in the search box.
  • Keyword Search: This search compares alternate terminology with the keywords specified in the search box. For example, an article about bicycles might use keywords such as “bike” or “cycle.”
  • Title Search: This search finds the titles of published articles for the keywords specified.
  • Subject Search: This search finds the subject of all published articles for the keywords specified.
  • Article Number Search: This search looks at the subject of all published articles for the keywords specified.

Storing and Accessing Valuable Content Quickly in Microsoft Dynamics CRM

The ability to browse articles according to different parameters gives reps flexibility in finding the content they need.

Since articles in the Knowledge Base are editable, team members can easily collaborate with each other on content. New articles can also be based on templates that define the structure of the specific document, but allow the rep to personalize the document according to their needs. After making customizations, the sales rep can then email the content from Microsoft Dynamics CRM directly to the prospect.

Storing and Accessing Valuable Content Quickly in Microsoft Dynamics CRM

Templates in the Knowledge Base allow reps to quickly and efficiently customize content for specific prospects, ensuring that the content is most relevant (and thus most valued) by the prospect they are sending it to.

By making critical knowledge available to your salespeople, you help set your team up for sales success. For more information on how Microsoft Dynamics CRM can improve your company’s sales productivity, please email us at CRM@ignify.com.

Ashley Harbaugh is a Marketing Coordinator at Ignify. Ignify is winner/finalist of the Worldwide Microsoft Partner of the Year Award in 2014, 2013, 2012, 2011 and 2010, and offers eCommerce, ERP, CRM, Order Management and POS solutions based on the Microsoft Dynamics line of products. Ignify has been included as the fastest growing businesses in North America for seven years in a row by Inc. Magazine and Deloitte in the FAST 500 from 2008 to 2013.