My last post explored the data power link between CRM software and sales compensation management. This one will share best practices for building and implementing an effective CRM adoption plan.
Done right, CRM systems can improve an organization’s ability to:
- Track and store data (which makes for more accurate sales forecasts)
- Accelerate the flow of timely sales intelligence to leaders
- Provide the rep with the ability to effectively manage their customer relationships.
In fact, the latest research shows companies that prioritize CRM adoption and build systems that keep data centralized drive sales, productivity and ROI.
But most sales managers struggle to motivate their reps to use their CRM system, often due to an incomplete adoption strategy. According to “Navigate the Future of CRM” by Forrester Research’s William Band, there are over 200 potential adoption pitfalls—from poorly defined business requirements to difficulties integrating the CRM into current company processes.
Regardless of the cause, low adoption makes companies extremely vulnerable because their most vital sales pipeline information lives only in the notebooks and brains of their sales team. Even one rep’s retirement could mean losing an important customer relationship.
So how CAN you integrate your company and customers’ needs into your CRM implementation strategy?
Here are four success strategies to improve rep adoption of your CRM platform:
1) Identify Reps’ Needs
What would make your reps’ ability to manage accounts easier? Identify these answers, and communicate how your new CRM implementation will meet these needs.
2) Build CRM Use into Your Process
Streamline change management by integrating simple CRM processes such as order initiation into your sales pipeline process. If your CRM system intuitively integrates with everything else your sales reps do every day, they’ll be more likely to use it.
3) Gain Support of Strong Sales Leaders
Get peak performers to champion your system, and then communicate their successes to the rest of the team. Sales leaders should be involved in all planning and integration stages in order to effectively communicate the benefits to their team.
4) Link Use of CRM to Compensation
Incentives drive rep behavior. The science of human psychology and motivation is clear in this regard. Companies build incentives for CRM adoption are more likely to improve adoption rates. For example, companies often implement SPIFs that reward reps who input the most customer data into the system.
It’s a clear equation. Show your team how CRM adoption benefits them, and your company will benefit.