Expensive CRM investments won’t do anything to improve sales if no one uses them. First, let’s look at why customer relationship management adoption is so important. When used correctly, automated CRM solutions deliver immense value to sales teams. The data they provide gives visibility that can strategically accelerate sales and improve customer satisfaction. But companies won’t get any of that if reps don’t use the system. Using CRM gives reps instant access to phone numbers, emails, information on company influencers, and more. What it doesn’t give them is real-time visibility into how much money they could make, for example, from commissions if they close the deal. In other words, they don’t know what potential selling behaviors – for example, selling higher margin products – or closed deals could mean for them. This is a loss for the sales reps, of course. But it is also a loss for sales managers and the company in terms of the opportunity to influence sales behavior and encourage CRM use. This is where Xactly's solution comes in- automating sales compensation can really help. By combining CRM data with commission information, reps can get more out of the system in a way that serves them. They can see what they will earn. This in turn inspires their performance and drives them to achieve their goals.
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.
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. So how CAN you integrate your company and customers’ needs into your CRM implementation strategy?
4 Success Strategies to Improve CRM Adoption:
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 tea 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 in tandem with ICM integration benefits them, and your company will benefit.