CRM- Finding Your Balance

By Rob Swette, Managing Partner, Sales Growth Associates | Sandler Training

There are so many options to choose from when contemplating a Customer Relationship Management (CRM) system. They can be overwhelmingly complex and yet the basics are essential for managing your sales pipeline, client database, social media, marketing campaigns. A CRM should mirror the company sales process i.e. steps, terminology, opportunity, weighting, etc. and provide the information necessary for managing the business.
Begin with the basic pipeline opportunities and contacts. Use it to schedule follow-up actions to move a sale along. Go from there with realistic expectations for touches, data entry, etc. to generate leads.
CAUTION: The CRM will not make the call for you. Too many people go into it thinking it will solve sales behavioral or techniques problems – it won’t! The expectation is that the CRM will do the follow-up, do it well, do the prospecting behaviors and ultimately get the business. The result is frustration and finger pointing to either garbage data, too cumbersome, who maintains it, etc. However, if done right it can lead to a diagnosis of where the sales process is breaking down. Are they doing the behaviors to generate sales pipeline, using “right techniques” to move the sale, or is your attitude getting in the way? A CRM tool helps the sales person, sales manager, and the executive team.
A CRM is a tool that YOU manage, at all levels; not one that manages you!

Rob Swette is Managing Partner of Sales Growth Associates | Sandler Training in Carlsbad
(760) 579-7316 | sga.sandler.com

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