How do you get salespeople to use a CRM system?
Building customer relationships is a fundamental skill for a company, especially its salespeople. The use of CRM systems makes it much easier to acquire and, above all, maintain valuable contacts with customers, which in turn often determines who and what financial returns will be obtained. CRM for salespeople brings many benefits, but its use can also arouse reluctance. We have written about where it comes from and how to encourage the sales department to use this system below.
Reluctance to use CRM - where does it come from?
CRM systems are advanced technology that may scare those who don't know much about it, but is this system really that complicated? Its main task is, first of all, to streamline communication with customers, collect information about them and make analysis on the entire cooperation. So where does the reluctance to use CRM systems come from among salespeople?
The first reason may be poorly conducted onboarding of sales staff. Lack of knowledge about the functionality of CRM systems can result in the failure of its operation and the failure to achieve the set business goals. In order for the operation of a CRM system to be successful, it will be necessary to properly implement employees to the operation of this system and trust the whole process, which needs time to operate at top speed.
Another reason is an inadequately implemented system, mismatched to the work of salespeople. Here we are talking about different assumptions about the functioning of the company's CRM system. This, unfortunately, can also bring failure. The only solution to this problem will be to discuss the processes thoroughly, transfer them to the system's infrastructure, and then define a specific strategy for the CRM system for the sales department.
Also discouraging may be the lack of visible results that result from the mismatch between CRM software functions and the company's operating system, and the lack of regular changes. Well, the implementation of systems is not the end of the work, after this action it is necessary to regularly improve these processes.
CRM systems are understood by many salespeople as a tool for surveillance of their work. However, in reality, this tool allows them to effectively measure the effectiveness of their activities, and thus allows them to draw conclusions that enable them to better plan and optimize their work. A great deal depends on managers in this regard, who should properly encourage salespeople to use this software and help draw conclusions that will realistically change and improve salespeople's work with a sense of security.
Customize the CRM to meet the needs of salespeople
A CRM system should not be associated as something to control salespeople, but as a tool to help them in their work. Before implementing it in the operation of the company, it is worthwhile to initially present it favorably, and then adjust its operation to meet commercial needs. Well, CRM helps to control sales results, manage the sales team, systematize sales processes and prepare a perfectly matched offer - based on this information, you can easily pick out those areas that need improvement and select the right CRM for them.
Hear feedback on CRM
Currently, many organizations are using sophisticated CRM systems. During the process of selecting a tool, it is important to keep in mind that the system should be tailored to the company, not the company to the system. Among the applications they offer, you can really find a variety of options to help your organization operate. To select the right ones, you need to consider what processes they are meant to streamline and what benefits they actually bring with them.
Outline the benefits of the CRM system
Reasons why you need CRM systems in your business:
- Customer database - CRM systems collect all data about their customers, e.g. address, financial data, sales history, relationship status. This is a significant convenience for salespeople, for whom remembering such an amount of information would be almost impossible.
- Correspondence archiving - CRM systems have a function for archiving documents, including sent messages (emails), concluded contracts, paid invoices, information about phone calls or meetings held, as well as sent offers.
- Integrated calendar - The calendar is often the main tool of salespeople. It is in it that they can record important meetings and conversations. A much better version than the paper one will be an integrated calendar in the CRM system, where all entries can be linked to the client's catalog, tasks, offers, meetings, notes, etc.
- Control of customer contact - each customer gets an assigned vendor, so that only that vendor will be able to contact the customer. Such a measure helps to avoid duplicate calls and avoid spam from different salesmen for the same customer. The CRM system allows an accurate record of conversations, so you know if an offer has already been made and when to contact the customer again.
- Minimize the risk of data loss - all customer data is collected and secured. The risk of data leakage a or theft is minimal.
- Better work organization - CRM, allows you to plan tasks and all contacts with customers. Allows you to prepare offer issues and even reminds you to create a response.
- Help with contract continuity - an automatically set alert reminds you when a particular contract is coming to an end, allowing the vendor to contact the customer much earlier to set up the terms of the renewal.
- Improving customer contact. CRM systems are a kind of database about the customer, allowing access to information at any time of the salesperson's work. There is information about his contracts, history of contact with the company, but also less formal information like date of birth. All this makes it possible to provide excellent customer service, prepare a personalized contract, sell additional products and keep the customer for longer.
- Improved communication within the company - CRM systems can distribute tasks related to servicing a specific customer on their own.
- Motivation for action - with the statistics collected, it is easy to see what actions are worth improving.
Teach salespeople to use CRM
We have already outlined the benefits of CRM systems, however, in order for all these features to actually bring profit to the company, salespeople must learn how to use them. Properly presented onboarding of sales staff should dispel any doubts about using this type of system and show the way how to use it in daily work.
As you can easily see, CRM systems can effectively improve a company's sales. However, the key element is the skillful use of its functions. CRM is just a tool and the intended effect with them will be achieved only if they are used in the right way.