Printer Version | Search Articles | Email Article | More Articles By This Author

CRMS

By Linda Richardson
Richardson

Share   

Many salespeople resist using their CRMs. When asked why, their reasons vary from no time, no value to them, tool for management to evaluate and track them, difficult to use, slow, repetitious to their other systems, and so on.

There is no question that some CRMs are definitely better than others and many salespeople have a legitimate gripe that their CRMs are less then helpful and hard to use. Yet the degree of resistance from salespeople is about the same whether their CRMs are user friendly or just not the best choice technically or by not supporting their own sales process.

Even if the CRM is not perfect, until a new or improved system is put in place, there is value to be gained in consistently using the CRM. It gives you fingertip, one-place access to the client information you need to be fully prepared, to customize solutions, and to follow up flawlessly. It allows you to communicate internally with colleagues to avoid the embarrassment of making it clear to the client the "right hand doesn't know what the left hand is doing." Additionally, it gives your management critical information for forecasting and pipeline management.

The fast pace, complexity of business, and the changes within your own and your client's organization all demand a disciplined way to capture, organize, and communicate data to give you a competitive edge.

It is up to you. Think about your last call. What did you enter into the CRM that will help you and your colleagues prepare for the next meeting, understand what is going on, share information and insights, and close more business?

We have all heard "garbage in/garbage out." What kind of information are you entering? Is it the bare minimum? Is it just technical? Is it nonexistent? While technical information is of course important, it is not enough ﾗ your insights and observations will make a difference.

I believe that issues with CRMs stem from the problem many salespeople have with taking good notes. Many salespeople don't take notes adequately, or if they do, they don't realize what a gold mine they have in those notes as they develop solutions or figure out strategies to penetrate relationships.

Instead of thinking about the CRM as a penalty, commit to use it to the max with one client. Refer to that before the next call to prepare. See the difference that will make ﾗ "gold in, gold out."

Revised: 08/11/2006 - Article Viewed 857 Times

---

Biography

Linda Richardson, the founder of Richardson, is a recognized leader in the sales training industry. An educational psychologist and consultant, Linda brings twenty-five years of sales development and training experience to Richardson. In her role as President and Chief Executive Officer, Linda is responsible for the development and implementation of the organization's business strategy and for the design of the comprehensive Richardson curriculum including the new eLearning.

Linda, a thought leader in the sales training industry, is credited with the movement to consultative selling, which is the corner stone of Richardson's methodology.

Contact Information

Linda Richardson
Richardson
linda.richardson@richardson.com

Follow Linda Richardson

---

---