The Wrong Reasons for CRM
Thursday, June 9, 2016
Below is an excerpt from the book Your Surefire Guide to CRM Success
The Wrong Reasons to invest in Salesforce
“I Want to Modernize My Sales Force.”
Maybe you don’t have a very tech-savvy sales force. Maybe many of your reps are older, and they like the way they have been doing things for the past several decades. But suppose that most of your sales force is going to retire within five years, and when they walk out the door, you don’t want all their contacts and knowledge to walk out the door with them. You want to capture that information, which makes good business sense. But this is a problem that CRM alone can’t solve.
Again, this comes back to how you present the change to your sales reps and how you make it worth their time to use the new program. With a sales force that isn’t tech savvy, the burden may be even greater. Not only do you have to make it worth their while to use the new CRM software, you also have to make it appealing to learn to use technology in the first place. With some people, it’s just not as intuitive as it may be with a younger workforce who grew up with laptops and smartphones attached to their hips. If you try to force the issue, it can be like pushing water uphill. Your sales reps may just say, “Screw you. I’m out of here.” And then all that knowledge goes out with them.
In other words, technology is not going to make your sales team tech savvy. This may be a case where you have to introduce the system in layers, starting out with just the basics to capture contacts and the like and then gradually build sophistication as people learn or as less tech-savvy reps retire and new ones come in. CRM is flexible enough to do this if you know what your priorities are.
This might also be a situation where you really need to budget for some support for your sales team. Reps might not be willing to keep up all their contacts on their own, but if they have access to an admin, someone whose job—either entirely or in part—is about helping the sales rep use CRM effectively, that can make the idea a whole lot more appealing. And if you know up front that that’s something you will need, then you can plan for it and budget for it, and it can be part of how you introduce the new system to the team.
Salesforce is well worth the investment, when it is implemented correctly. Is your organization ready for Salesforce? NexGen can help you determine if you are ready. Based upon many years of experience, we can provide you with a CRM Readiness Assessment. The report will detail topics your company should consider before beginning a CRM Project. To receive a free assessment, fill out the form on this link: Are You Ready?
Click here for more information about how to get a copy of Your Surefire Guide to CRM Success.
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