It is most certain that the best CRM system is only as valuable as the data that goes into it. As such, user adoption should be a top consideration in any CRM initiative. When it is considered only after the selection, it can easily be too late and the system is unlikely to deliver the desired benefits.
The sales division is one of the most important to consider when selecting CRM software. To ensure that the company selects a CRM system that will be embraced by sales users, this white paper discusses core principals companies can use to drive adoption within the sales division.
No matter what division the company is trying to address with their CRM initiative, they must take the approach that the solution is “built for them”. To do so, the company must ensure that the solution addresses tangible pain-points in their daily activities, rather than introducing new ones.
CRM software can be an effective tool for the sales force, but there needs to be a clear and direct line between usage and sales success. It must improve the lead flow going to the sales force, facilitate the deal cycle and help push deals toward closure. Most importantly, it must eliminate or streamline administrative overhead, not add to it.
For the sales manager, CRM software must provide insight into how the sales force is doing overall – insight into the pipeline, sales team performance, and into factors affecting sales outcomes. It is just as important that the manager feels that the solution was built with their needs in mind as it is for their sales force. These needs are different than the sales professional’s needs and must be addressed in the selection of the solution.
To ensure that the CRM software that's selected keeps the sales team in mind, it is important to understand the fundamental attributes that make a system more useful for sales. To do so, the following steps should be taken:
- Ask the sales division what they need;
- Be sure the CRM system is not a cookie-cutter system;
- Allow each sales professional to exert their individuality in the system;
- Select a CRM system that will move with the sales force;
- Ensure the CRM system will not hold the business or the sales force back.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan's articles, please visit her columnist page.
Edited by Stefania Viscusi