by Mike Driver, Director of logiCRM Ltd
I’ve been contributing to a CRM Group on LinkedIn recently and one of the subjects which appears often is that CRM is not being used by sales. It’s not just that it is not being used, but in some cases, contributors put in reasons which attempt to justify why sales should not use it.
In my opinion, not only should sales use it but it should be a central part of their daily job and they should use it thoroughly. CRM must be made easy of course with clear guidelines about what they have to do and what is expected from them.
As this is such an important subject, which I’ve covered before in previous blogs, I’d like to give you some thoughts about the key benefits which Sales and Sales Directors will get from CRM.
Briefly here are some:
One of the key aspects of selling is gathering information about clients and prospects. When a potential piece of business is identified, it’s important to find out whether the company are really interested in your product or service and, crucially, how likely they are to buy.
To make decision about whether a prospect is a likely buyer you need to know some critical pieces of information, or ‘data nuggets’ as I call them. For example, ‘when are they buying’,’ have they a budget’, etc. You will know what these are in your company and for your range of products.
If sales enter these ‘data nuggets’ into the CRM opportunity record in a structured way on an on-going basis or as part of their sales report, they can be viewed by everyone and analysed. Sales Directors can see how much of the crucial information is known about each opportunity and then sensible decisions can be made about the likelihood of success. Another benefit of this is that they will not have to keeping asking ‘what’s happening with such and such’ type of questions. All the relevant information will be available in one place and far more time in sales meetings can be spent discussing all the options and the best way to proceed.
So many benefits (financial and otherwise) come from proper use of a CRM system – Reducing the length of the sales cycle, making quicker decisions about the quality of the opportunity, wasting time on unqualified leads and measuring the performance and any training needs of sales far more accurately.
So yes, it’s a ‘no-brainer’ and really important that sales use CRM – it will revolutionise your business.
Mike Driver runs logiCRM (www.logicrm.com). Mike focuses on bringing the customer relationship back into CRM, by providing independent and expert advice on how to get real value, efficiency and team collaboration from any CRM system.
Please be advised that all views expressed in these posts are those of the author and not of James Rosa Associates ltd.