It’s time to get real about customer relationship management (CRM) systems. What’s the deal with CRM’s anyway?
CRM is a technology that manages a company’s relationships and interactions with current and potential customers. Over 90% of companies have some type of CRM system, yet less than 25% of salespeople know what that is. This shows the discontinuity between a company’s objectives and the sales department. A CRM system is vital to a successful sales team, so why is it that so many salespeople don’t know what it is or the benefits it provides?
It makes sense that your salespeople want to focus on tasks that will drive in and close the deals for which they are currently working. For most salespeople, this means pitching prospects and setting appointments. Unfortunately, the fine details are what tend to fall by the wayside, which can cost the company business in the long run.
In fact, 79% of new leads never become a sale, in part due to lack of nurturing.
With so much activity happening in your sales department, it is essential that your salespeople capture and record their data. Inputting accurate data into your company’s CRM system ensures prospects are being properly nurtured and relationships maintained. Manual data entry is the #1 challenge with CRM adoption, and, too often, salespeople fail to fully input all of a prospect’s information. This only leads to confusion and missed opportunities. As a manager, you should be able to look into your company’s CRM system at any time and be able to easily understand the status of all prospective customers. Detailed records also guarantee clear communication when contacts are transferred among salespeople.
Let’s take a look at a few other mistakes commonly made when adopting a new CRM system.
Ignoring the End User
When looking for a new CRM system to implement into your sales team, remember it’s not all about the fancy features. If the system is not straightforward and easy to use, chances are it isn’t going to get used at all. If the sales team has to work harder to figure out the new system, they most likely will go back to their old ways. If the system doesn’t make the sales team better, it will quickly become a greater liability than an asset.
Dirty data refers to any inaccurate or incomplete information. If you put dirty data into your CRM system – guess what – dirty data is going to come out of your system to the end user. Your sales team needs to be able to trust the CRM system they’re using, or it will be tossed to the side and left to collect dust.
Too often when businesses are seeking a CRM strategy to implement, they ask colleagues what kind of system their business uses. It is important to remember that each business has unique customers and processes. A system that increases productivity and drives up revenue for one business might do the opposite for another business. Don’t settle until you have explored all your options and found a system that can be seamlessly integrated into your team.
As mentioned in the statistic before, less than a quarter of the sales team at some businesses know what their CRM system is or how it works. This is easily avoidable as training your team should be one of the first steps in implementing a new CRM system. Investing in training for your sales team is vital to the long-term health of the company.
At Abstrakt, we have often been asked how we make certain our salespeople input all of their prospect’s information into our CRM, Salesforce. The answer is simply that we have integrated that activity into our overall process. Our sales team has learned and understands the importance of recording absolutely everything in order to get the best results from our CRM system. After all, if you have nothing to track, you simply can’t measure your success and growth compared to competitors.
If you have questions about your CRM software, check out our Salesforce Consulting services through Abstrakt Cloud Solutions!