Thursday, March 13, 2008

Who needs CRM??

It's time that we accept the reality that most sales people don't really need a CRM system. The truth is that the people who benefit most from the use of such systems are managers. They get the visibility into sales activities that helps them plan and adapt to market conditions. But the sales person on the street can be successful with a pen, a notebook and a phone. Anything more than that had better be easy to use or it will stand in the way of sales effectiveness. If sales people perceive the CRM system to be a hindrance, they won't use it. And if they don't use it, the firm's leaders never reap the rewards of their investment.

Remember that, because it's almost impossible to mandate the use of a CRM system, perception is critical. In reality, a system might be fast, intuitive and have all the information a sales person needs. But they must believe that it will help them sell more and sell faster before they will adopt it.

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