Salespeople are generally not the best administrators. Relationship management is too often seen as administration. “Not my thing,” I've heard colleagues say plenty of times in the past. “I have my clients in my head” or “I have a folder or bin where I keep my pending quotes. I look through that daily.” The fallacy that takes place here is that those salespeople in question are engaged in short-term politics. They mix up the terms relationship management and CRM system management.
Therefore, let us first define the terms.
Relationship Management is to actively maintain the relationship with the prospect or customer. The goal is to ensure that an almost inseparable bond is created between salesperson and customer. This ensures that the purchase is made in good harmony. At the same time that future purchases could be taken for granted.
CRM system management Is working with customer relationship management system. In other words, the computer system that should enable the salesperson to run their relationship management efficiently. The system should be supportive of the salesperson. Making it easier for him to have a good conversation record of what was discussed between the salesperson and the customer. And at what point the salesperson should logically approach the customer again. It helps the salesperson function proactively.
Vendors want convenience so offer it to them
Often CRM systems are complex and salespeople lack knowledge of them. Thus, capturing conversations is perceived more as a burden than an advantage. Salespeople then experience the recording as a must. They do not see the benefits of proper reporting and follow-up and then start to frustrate the system. The result is that they end up having themselves with it because what you put into a system comes out. So shit in is shit out.
Commercial companies should invest much more in properly training their salespeople in the proper way to use the CRM systems. Furthermore, it is important that the developers of the CRM systems become more flexible in setting them up. Sales reps want convenience so offer them this too. Why are many CRM systems e.g. still mainly suitable for a desktop environment while every salesperson walks around with a smartphone? If the sales rep could work in an app environment, he could, while getting coffee, make his notes or read them back while his customer is waiting for him.
I am convinced that every salesperson wants to record their prospect's data if they know that this will help them get an order. How this is done should simply become less like administration and more a step toward a future potential customer relationship from which a lot of sales can be derived.
For your organization, are you also looking for the translation for your sales team between customer relationship management and the added value that your CRM system provides?
Then the Sales Center has the ability to provide the right guidance in this.
