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A CRM Solution isn't going to help salespeople sell
Adam Williams is a senior Sales Consultant at Vecta Sales Solutions Ltd.
Adam has worked for several high profile UK companies, specialising in
turning around the futures of under performing sales teams. Adam
uses structured sales processes to improve team results, finding it is
possible to double or even treble overall performance using his
methodology.
All companies rely on sales for their business at one level or
another and are having to come to terms with a changing world.
The vast amount of information available via software (CRM). But relying on CRM is
the Internet within just a few mouse clicks, fundamentally the wrong approach if what
means the roles traditionally assumed by you really want to do is achieve more sales.
salespeople and customers are changing. The
sales process is no longer dominated by the What's CRM for?
presentation of facts and figures about a The problem with using CRM to boost sales, is
product, and there's no point in claiming to the fact that it's not really designed for this.
offer the best price on the market when the What CRM essentially boils down to instead, is
competitions’ web site is contradicting you in making the buying process a better
the next window. Because modern IT has experience. Automation is introduced at every
brought about changes to buying - and possible stage, from the moment the
attitudes to buying, software developers have customer logs on or picks up the phone, to
been addressing the issue that commercial the credit card transaction and the delivery of
organisations really ought to have some the goods. Databases are configured to give
control over - i.e. selling. This has led to the sales staff up-to-date relevant information
formation of a growing industry built loosely about customers' account histories and direct
around Customer Relationship Management mail campaigns are intelligently designed to
hit the right doormats more of the time. All of
these are valid contributions to the marketing
mix, but none is focused on improving sales
performance. Many companies have
implemented CRM in response to a
tougher selling climate, but healthier, customer-focused business practices.
effectively they're focusing on If it's a boost in sales you want, CRM is not
reactive service rather than enough. The fact is that, although buying has
investing in improving their undeniably changed, people do still need -
proactive sales process. That's perhaps even like - to be sold to. You can bolt
fine if you're sure your on a CRM "solution" to help you make sense
customers will be of your other enterprise applications, but it's
calling you but not much not going to close a deal for you. For this,
use if you need to go there is no substitute for effective sales
out and generate practice.
opportunities.
Small wonder A role for technology
then, that So does that mean that IT has no part to play?
CRM solution On the contrary, technology is an inescapable
providers part of today's sales process - what
struggle to salespeople could live without their mobile
demonstrate phones for instance? Technology though,
a genuine needs to be used appropriately. No amount of
ROI and talk technology is going to turn a poor salesperson
instead of into a great one. But there are ways to turn
fundamental ordinary salespeople into effective players.
changes in Consider the following scenario: You run a
attitude and successful stationery distribution company.
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