Stories abound relating how sales teams brought in a new CRM or Customer Relationship Management software and their sales skyrocketed. Any experienced sales team knows that there are a lot of details missing from that tale. While it is true that a CRM can help your sales team boost sales, just installing the software and giving it to the team does not guarantee success. Like any important tool, you get out of it what you put into it. CRM is there to assist sales in doing their jobs, but it needs to be used properly. Here are some tips to help you get the ROI that you need from your CRM.
The CRM is a tool that can help your sales team, but it is not the be-all and end-all of sales management. If that is what you are expecting, well . . . enjoy your dreams.
Don't weigh down the CRM with loads of clutter, apps and data fields that you never use. Maintain a pristine system to that will give your team exactly what they need at their fingertips.
This rule is similar to keep it clean. Decide on which fields provide the data that sales people need to maximize their productivity, and then don't add any more. This way, you team can access the CRM, find the information they need and get back to contacting customers.
Sales people work hard and are very busy. When adding any functions or apps to your CRM, make sure that they are necessary to maintain the focus on selling. Without a streamlined, focused system, sales people will flounder or get bogged down in the details. Distractions are time wasters in sales.
One of the most difficult concepts for an executive team to understand is that not all of the cool tools are for them. It is important to realize that the CRM system is primarily installed to help the sales team, not to churn out reports for the execs. While it can run reports, the main function of the CRM is to facilitate, assist and grease the relationship building process that turns prospects into customers. By focusing on how the CRM will make your sales team better, you will get the type of ROI that you need from the system. Anything else is secondary. If you can show your success through revenues and profits produced by sales, the executives in your company will be thrilled.
As you focus your CRM toward helping sales, here are the benefits you should see.
In the end, the results you achieve from your CRM are only as good as the data you enter and how it is used. It is up to you to make the system work for you.