How You as a Sales Leader Can Help Your Team Build Better CRM Habits
Your company invested in Customer Revenue Management (CRM) software for a reason—or perhaps multiple reasons. In order to get a return on that investment and benefit from the tool, your sales people must use the tool. But knowing they should does not mean they will, or at least not to its fullest extent.
Implementing a CRM system in your sales efforts can help increase sales by a minimum of 10% (according to a study by ISM, Inc. and the Insight Technology Group). The more your team uses the CRM system, the more benefits you will reap. However, you’re not going to be CRM masters as soon as the software is installed and the initial training is done. You and your sales people will be learning to use more of the features over time, but the important thing is that you do continue to keep learning the features and using the CRM system to its fullest extent in order to get the full benefit and—let’s face it—ROI.
That’s why sales leaders should consider going beyond training their teams to use the CRM system and make it habitual to do so, in the most effective way. And the best way to start that process is to model the behavior yourself.
Below are two ways you as the sales leader can use the CRM system and model good CRM habits to your team, in order to encourage them to do the same.
1. Manage your team
A Customer Revenue Management system gives you visibility into all of the members of your sales team, whether they are actively using it or not (which you will be able to see). You can be an active user and therefore role model of good CRM habits by using the tool to manage your team.
Using the CRM tool means you’re able to see which deals should be focused on and where the opportunities are, so you can lead your sales people to help them be more successful. You’ll also have visibility into all of the ways your team members reach out to prospects so you can coach or guide when some help is needed, or give pats on the back and encouragement when they’re doing well.
Managing your team with the help of your CRM tool should also help you to see trouble spots, either with the team or individual sales people. If an issue is recurring, perhaps training is in order. If some additional content assets are needed, you can take action to make that happen for your team.
2. Pay attention
A CRM is a repository for all the sales activity going on at your company—or should be. When you as a sales leader regularly check on the information in the CRM, and your team knows it, they will be motivated to use it more.
You don’t need to tell them you’re regularly logging into the system and checking on things. Just ask questions and make comments that show you are. Something as simple as, “Susan, what happened after you sent that email to ABC Company last Tuesday?” or “Say, Jim, nice job staying on top of that XYZ Company lead,” is all you need to do to demonstrate you’re paying attention as an active user—and that they should be too.
They might be feeling a little peer pressure too, when others on the team begin to utilize the CRM system more fully. When all aspects of sales are visible to all of the sales people and sales leaders, there is a strong incentive to keep those sales moving along, and a rising tide lifts all boats!
Using a CRM system can save time and improve sales, both at an organizational level and at an individual level. And what kind of sales person wouldn’t want to get more done in less time with more sales? Help your team get the most out of the CRM system by using it yourself, and being a role model of good CRM habits.