It’s a sad tale familiar to most sales executives: your shiny new CRM system is held at arm’s length by the very sellers it’s designed to support.
Why do so many sellers resist embracing the potential CRM systems offer? Let’s consider two viewpoints regarding CRM systems.
What sales executives think: “This system will modernize and professionalize our sales team! We’ll be able to view all customer information, sales activity and forecast information in one place. Best of all, our sellers will become more efficient and more effective.
What sellers think: “This system is just another tool my boss uses to keep track of what I’m doing. I don’t see how it helps me, so I’m going to enter just enough information to keep him off my back.”
So what can you do to boost CRM adoption by your own sales force? Make sure sellers have a clear picture of how the system can help them.
The best sellers know that B2B selling is constantly evolving. For example, a new trend has multiple customer stakeholders replacing the single buyer. One-on-one conversations with customers are no longer sufficient; sellers must also be able to determine which individuals to align with in the customer organization.
Identifying the individuals who present the most opportunity, determining what their key motivators are, and preparing proposals that specifically address those motivators—this is how sales get done today. A CRM system is an essential resource for navigating today’s more complex sales processes.
Take the time to ensure that your sellers update their sales habits, and they’ll begin to see the CRM system as essential to their success.
The result? More accurate forecasts and bigger sales in a lot less time.
Want to learn more? Download “Get Bigger Deals Done Faster,” our free how-to guide that will show you how to boost CRM adoption among your sellers and increase forecast accuracy.