Make Your Sales Team CRAVE Your New CRM System
Depending on whose information you read, anywhere between 30% to 75% of all Customer Relationship Management (CRM) system initiatives fail or are scrapped.
That’s an especially startling statistic when you consider the time and expense invested in launching a CRM program. You’re immediately called to wonder what causes these failures. According to analysts, the problem is not in the hardware, nor is it a failure of software. Most pundits point to most critical part of the system: the users.
You Build It, But They Don’t Come
Many who have implemented a CRM system will lament the difficulty in getting their users to adopt the new system and perform their assigned tasks. Salespeople are called upon to enter information about each of their sales motions and other activities, summarize each contact, specify next steps, estimate potential opportunities to build pipeline, and more. Others involved in the sales cycle have contributory tasks as well.
And it always seems like nobody wants to take the time to do the necessary data entry.
If this has been your experience, take comfort in the knowledge that you are not alone. Many other managers and executives share your pain. The question is, what do you do about it?
The Core Reason They Don’t Use the System
The core reason your people don’t do what they’re supposed to, and end up not using your new CRM system — making it difficult for you to obtain any valuable insight from it — is simply that they do not understand nor appreciate what’s in it for them. They don’t understand what value they will obtain in return for investing all that time in tedious data entry. After all, they’ve sold successfully for many years without using a CRM system. But they don’t appreciate how much more success they can enjoy if they were to make the investment of their time and effort in the CRM. It all just seems like so much busy work.
Solution #1: AUTOMATE
There are three fundamental ways to resolve this challenge. The first is to automate as much of the process as possible. Incorporate readily available solutions that will capture every phone call, every email, every text message, trapping as much available data about each interaction as possible before a user has to type a single word. Calls can be recorded if desired for training, coaching, or later review. Dictated notes and follow-up tasks are transcribed and added to the call record without the user ever striking a key.
Automation goes a long way to making every user’s life easier, increasing the likelihood that they will capture more useful information into the CRM system.
Solution #2: lNTEGRATE
The second is to integrate the CRM with the day-to-day activities and tools your sales people are using — and the one tool they are most likely to always have in their hand is their mobile phone. This way they can do what they need to, like create follow up tasks or update the stage of an opportunity, immediately, without having to remember to log into the CRM later to capture the changes. It’s even better if you integrate the CRM with the email app or dialer app on their phone.
Solution #3: SHOW THEM THE MONEY
Training on how to operate the CRM system only scratches the surface of what most users really need. Go beyond the basics and show them how to use CRM system reports to help them determine where best to put their sales efforts. Which deals are furthest along and can close most quickly. Which of their customers would be most interested in new sales programs? What’s the most effective use of their selling time right this moment?
Show them how to use call analytics to evaluate how well they are using their call time. Are they lingering too long on each call? Are they making as many calls as they need to be successful?
By showing them how to use the information gathered in the system to help them make more money, you will immediately capture the interest and allegiance of sales professionals. The best will make use of any tool that can demonstrably increase their sales and compensation. It is to their management to be effective in showing them just how useful their CRM can be.
The best way to show them this value is by example. If you don’t have anyone on your team who can relate their own experience to the rest, engage a CRM expert who has worked with many others very successfully to share their success stories.
Good for One, Good for All
It’s been proven time and again that aligning your salespeople’s interests with your company’s is the best way to obtain their best efforts and achieve the best possible results. Talk to your Mast representative about automating and optimizing CRM user adoption in your company.