Salespeople can become a major barrier to implementing a CRM system. Mainly, because they see CRM as a delay in their routines.
For many salespeople, having to enter information into a system is a complete waste of time.
In addition, they also believe that they will be being watched to see if they are doing their job as they should, and they don’t want that to happen.
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They want to do their job the way they’ve always done it, without outside interference, because they know what they’re doing.
As a sales manager, it’s up to you to show your salespeople that CRM is not a method of control, distrust, much less a waste of time, but rather an instrument to enhance business results.
Among the alternatives to maximize results and the commitment of the sales team, the case study can be an excellent tool.
Perhaps the best way to make your team see how CRM can be useful for your company might be to prepare a study on how CRM was useful and helped other companies to increase their sales.
Generally, when salespeople see the results obtained by other companies through CRM, they understand the true role of this tool in their day-to-day sales.
The case study is not just to show that CRM is not the enemy of the sales force. It also serves to show how the sales team can get better results and improve their performance.
With the case study you will be able to motivate your salespeople so that they see the true benefits of CRM for their business routines.
And as it’s not that simple to assemble a case study with the benefits of CRM, we’ll give you a helping hand so you understand how to make a case study that reflects positively on your sales.
We’ve created a short step-by-step guide for you to create your own case study, and show your sales team how to use CRM to your advantage.
It will help you not only show your salespeople the role of CRM but also help you sell the idea to other managers within the company.
A case study can help your salespeople see the benefits of CRM.
Finding a company for the case study
Choosing a company to base your case study on can be more difficult than you might think.
After all, you need to look for a company that is approximately the same size as you, and if possible, that operates in the same market that your company operates.
This way, it will be easier for everyone involved to visualize what CRM can do for the company since the company you choose is similar to your company.
This may not be an easy task, but it will certainly help you to create a reference between your company and the company you chose to build your case.
You can even think about choosing any company or doing a fictitious case study, but don’t go that route. Your study will be much more detailed and effective if you find a real model.
In this way, if necessary, managers and sellers can even consult the referred company to find additional information.
Another alternative could be to study how CRM could positively impact your company’s business processes. If you can’t find any reference company, maybe this is the best way out.
Now that you know what type of company to choose, it’s time to start looking for them in your market. If you have a good relationship with other companies in your industry, this won’t be a problem.
Survey your problems and needs
Every case study starts with a hardship scenario. When we talk about CRM, the company is losing sales, it is not able to grow, and it has income problems and so on.
This is because salespeople may be head banging, and unknowingly doing some things the wrong way. Usually, the problem happens long before anyone thinks about the solution.
In the case of a CRM system, companies are generally experiencing the following problems:
- They need to increase the number of leads.
- The company is missing out on many business opportunities.
- The company is missing deadlines and not following up on my clients.
- The sales team is disorganized.
- There is no control over the sales process.
- There is no sales process.
- Cannot keep up with the performance of salespeople.
- Sellers cannot control their business contacts.
- Sellers do not have performance metrics.
These are often the main issues a company faces before reaping the benefits of CRM.
Point out each problem found in the company (especially the ones that look like the problems facing your company) and show how they affect your performance.
And it is precisely this scenario of problems that you should highlight to show how companies were lost (just as yours is now) and how CRM helped them to solve their problems.
Map out difficulties that CRM can help companies tackle.
Show the solution
After listing and showing the problems that companies had before CRM implementation, begin to point out how CRM positively changed the sales routine after its implementation.
Show how CRM addressed each issue, specifically and reasonably, and how control increased after the company adopted and started using CRM.
For example, show how CRM helps your sales team not miss deadlines and follow-up with customers by sending alerts to salespeople.
With alerts, no salesperson forgets any task, nor forgets to contact any customer.
Or, show how the customized sales pipeline can help your sales team create a business process that works, and organize your prospects at the right stage of the business process.
For every issue you encountered as you described the business scenario prior to CRM deployment, show how the system radically changed habits and outcomes through examples.
As we know, all commercial management, relationship, sales process and performance problems can be solved with CRM.
Therefore, use the case study to show the progress that CRM has made possible for companies, especially in sales results and, as this is a very important detail for salespeople.
It is precisely the contrast between before and after that will show how CRM is an important ally to help sales teams grow.
Demonstrate how CRM was important in solving problems.
No resistance survives results
If after the case study and practical samples of how CRM can help your company, some salesperson, or someone within your company is reluctant to implement the system, it’s time to think about changes.
After all the benefits that CRM delivers to companies that actively use this feature, the strength it can give to their salespeople is undeniable, and the results that can be obtained with it.