Many sales reps wrongly believe that CRM is a tool that specifically benefits sales management, and don’t focus on the benefits of adoption to the entire sales team. This is partly why so many sales reps hate using CRM – they think of it simply as a way for sales managers like you to keep track of what they’re doing each day. However, there is so much more to it.
CRM is incredibly useful for reps throughout the selling process, in a variety of ways. You need to teach your reps to use CRM consistently and correctly, so that they can better track their calls, remember details, and follow their personal sales metrics with ease.
Here’s why you should emphasize that using CRM is really all about your team of sales reps.
If reps aren’t taking adequate notes in CRM during every call, they’re at a distinct disadvantage. Every time they speak to the same prospect at different points in the selling process, they have to try to recall exactly what they talked about on the last call, what features the prospect was interested in, and much more. When you’re a busy sales rep working multiple deals at the same time, this can lead to disasters like telling a prospect about a feature they already told you they weren’t interested in on the last call. Sales is all about making a customer feel valued and important – and forgetting details does not usually lead to a Closed-Won deal. This alone should make reps jump on board the CRM wagon.
Tracking Personal Data
If reps would rather use piles of post-its to keep track of details, they need to be aware that CRM can also be an invaluable source of data if used correctly. If reps keep track of who they call and when, as well as which deals close and which deals are lost – they can begin to track their own personal sales performance metrics. Over time, they will be able to see long-term patterns on their calls and not be judged simply on whether they close the biggest deals. As a manager, you can use this data to evaluate rep performance, rewarding not just the reps that close the most deals, but also reps that achieve high activity levels like highest number of calls made in one week. It’s a good way to get reps to be more aware of how they’re working, instead of just focusing on results.
Every rep wants to close more and bigger deals – and CRM can help with that. Once reps have an understanding of how they’re performing personally, they will be able to see the weaknesses in their sales process as opportunities move down the funnel. If they see they have a low conversion rate from the Evaluation stage to the Demo stage, they will be able to work with you to improve their skills in this area. This ability to zero in on personal weaknesses is truly the biggest benefit to using CRM consistently. Your reps will be able to improve more than you ever expected if you get their buy-in with this process.
Even though you’re fully on board with CRM, your team of reps may not be. Don’t just dictate that your team has to start using CRM more effectively – explain the benefits they will start seeing personally. By staying organized, tracking personal performance, and driving sales improvements, your reps will understand exactly why they should adopt CRM.