Six Rules to Help Sales Teams Fully Embrace CRM

The relationship between CRM and a sales team is pretty simple: All salespeople really want is a system that helps them spend more time selling and closing deals. If sales teams can’t easily see what’s in it for them, then your CRM initiative will fail. If you’re contemplating upgrades or major changes, make sure they add real value. Here’s a checklist to keep you on the right track.

Upgrade only when necessary. Make sure the change is organized, or salespeople will always regard CRM as a headache. Be sure to think through the issues commonly associated with upgrades or new implementations and hold regular training sessions after the system goes live.

Take a gradual approach to change. The most successful CRM upgrades begin with pilot projects or in-house evaluations. This allows everyone, from the sales team to the IT department, to test the waters.

Make the benefits of the upgrade clear to the sales team. Be sure to explain the benefits of a new system or upgrade to both the sales reps and the company at large. Address the requirements involved, how the system helps solve problems and create opportunities, how the benefits will be measured, and (most important) how the upgraded system will help sales reps sell more.

Shield your sales team from complexities. With CRM, the goal is to manage the details so your team can focus on selling. After all, when you turn the key to start your car, you don’t need to know anything about how the engine runs.

Managers should train reps. Sales managers are always the sales team’s first line of support. It should be no different with CRM. That means managers should be well versed in how the system works. Companies that take this approach tend to find that transitions go more smoothly.

Forbid under-the-table reporting. Even after implementing a highly functioning CRM system, many companies hang on to spreadsheets, email reporting, and even handwritten notes. Unfortunately, these unofficial reporting methods end up holding everyone back. Encourage everyone to make a clean break with the old ways and look forward to a better future.

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