Today, CRM solutions are going deeper into the enterprise, offering to support the entire business infrastructure. The trouble is that it's getting further and further away from the salesperson they originally claimed to help! So here are some things to consider when you are building a customer-centric CRM that salespeople might use:
1. Eliminate Data Entry. Traditional CRM has taught us that salespeople are most effective when they are free to engage prospects. Data entry is a reality, no matter what the solution, but it shouldn't impede selling. CRM should keep salespeople in "selling mode" rather than "data entry mode." Solutions designed to provide real support to salespeople should capture data dynamically behind the scenes to automate the process or come with services that can offload this mundane task from their daily lives.
2. Increase High-Touch Selling. CRM should deliver highly interactive tools that help develop a personal relationship with the buyer, without overloading the prospect with constant phone and e-mail follow-up. For example, enabling you to track buyer interests and deliver the right marketing content at the right time is far more productive and effective than the hassle of ongoing follow-up.
3. Provide Step-by-Step Guidance During the Selling Process. You want to know what works -- what seals the deal? You shouldn't have to depend on one-time sales training or orientation to understand the successful selling practices in a company. These activities should be visible and built into sales software so that the guidance you want is always a click away.
4. Maximize Productivity and Profit. According to an old sales axiom, "20 percent of the sales force generates 80 percent of the leads." Imagine the difference if a company could boost new salespeople effectiveness even if they are inexperienced? CRM should engage and guide you to have better conversations with your prospects, increasing customer satisfaction and profits.
For those of us looking to maximize productivity across an entire sales team, the key is to select a CRM designed for the individual salesperson. It should adapt to the existing workstyles of salespeople, bringing them real value and help in closing deals, so that just as easily as they reach for their BlackBerry or cell phone to engage buyers and close deals, salespeople will turn to their software to help them get the job done.
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