What I’m about to say may seem obvious. But bear with me…
Whatever the size of your business – whether you’re a creative entrepreneur selling online courses from your tiny guestroom-turned-office or you’re heading a multinational corporation providing complex software solutions to blue-chip organisations – you need a solid CRM system to work from.
You need it, because this is where all your business intelligence resides; your prospects, your customers, your competitors’ details, your sales reps’ meeting notes.
You may have had the privilege to have been around when your current CRM system was selected (and if you weren’t, I’m sure you have heard the war stories). Expectations were flying high, as you foresaw simpler times ahead where your reps would finally have a tool to help them sell more, learn more and share more. Forecasting would be clearer, business decisions easier to make and the data accumulated within the realms of your CRM would set you miles ahead from your competitors.
Fast-forward to the present day and the reality is perhaps a little different. Your reps and the CRM you selected for them have developed a strange love-hate relationship – in that CRM loves your reps but your reps hate your CRM. Far from seeing it as a productivity tool created to propel their own success, they see it as a management spy tool, only on to catch them out.
This unrequited love has left your poor CRM in ruins. Unvisited, its data has become out-dated, knowledge and innovative new techniques are not being shared amongst your team members and CFOs have nowhere to turn when they’re trying to predict the next quarter. It’s time to press ‘eject’ and leave this sinking ship at the bottom of the ocean.
Or maybe, we should stop blaming our CRM for something that’s not really its fault. And if we’re going to point fingers, let’s aim them directly at our users and the people leading them. It is their behaviours and bad habits that are ruining our chances of building a solid and profitable knowledge base.
How can we turn our users from haters to lovers?
The main users of CRM are salespeople. And salespeople are renowned social beasts who thrive on competition. They much rather spend that extra hour making 10 more calls than filling out reports. This, albeit laudable, is a double-edged sword.
Yes, we want our sales guys to be self-starters that relentlessly chase up our leads but we also need them to be strong pillars to our teams. Lone wolves hungry for their next commission cheque will not reinforce your business. Sure, they may boost your revenue but the knowledge they possess on your prospects and deals will go with them if they decide to leave the business.
So, how do we get the team to start using our CRM system properly?
You are already sitting on the only resources you need to bust your quarter – your team and your CRM tool. All you need to do is supercharge the relationship between these two great assets. Better user adoption will lead to insightful data, a stronger, more knowledgeable team, clearer forecasts and a happier CFO.
CloudApps are leaders in behavioural intelligence. Find out how SuMo Motivate is helping business leaders to effectively and confidently predict the outcomes of their pipeline, achieving a forecast that is always reliable.