CRM Systems Reinforce Standardized Processes for Sales Representatives
Your demo shows that the sales director is able to set dollar goals. Is it possible to target other types of objectives?
Absolutely. The CRM solution allows us to target financial goals, however, all of the CRM’s elements can be measured. We can, for example, compare the number of activities and meetings, and if we go into customer service mode, we can measure incidents. We can even measure other elements, such as the number of blog posts published if we are managing this side of things through the CRM. In fact, everything in the CRM can be measured by using various goals.
We have seen various dashboards showing members of the sales team’s performance. Is this information only available to the sales manager or can everyone have access to it?
This is a question of choice, in the sense that, with a CRM system, we are able to show dashboards for each of the team players, whether a sales rep, the sales manager or the owner of the business. Using security measures, we provide access to certain parameters or not. In this regards, it is very flexible.
This is all very nice, but how can I make sure that the entire team will use this solution?
One of the important aspects of implementing a CRM system is that the application needs to be used in the day-to-day operations. As such, if the sales manager supervises a team with the CRM tool, when he or she organizes a team meeting, data in the CRM is used to present different charts. Instead of using Excel, data is taken from the CRM. This will incite people to work with the CRM, because they know that the manager uses this data to present the numbers. This is one of the ways to ensure a team uses a CRM solution.
If I prefer working with Excel, is it possible to show CRM data in Excel?
Of course. All of the CRM’s lists can be exported to a static or dynamic Excel file. Here again, it’s a question of choice. We work with a CRM’s dashboards, with Power BI, and with Excel. Different options are possible.
Power BI tool seems very complicated. What work is involved in terms of integration and training?
Power BI has two components: the extraction of data and the creation of visuals. To source data, we will create an SQL query, which requires greater technical knowledge to generate an inquiry and use the appropriate fields with the right criteria. However, once the data has been extracted and is already in Power BI, the creation of charts is within reach of anyone who is comfortable creating Excel files. Once the visual has been created, using Power BI for charts is very simple and intuitive. We can switch from one table to the next as we do with Excel tables.
If there is an in-house IT team possessing SQL knowledge, a client would be able to take charge of this aspect relatively easily. Otherwise, this integration can be done by Gestisoft experts.
Is there a mobile version (i.e., tablet, phone, etc…) of these dashboards?
Yes, indeed. The CRM’s different dashboards can be accessed via mobile applications, be it a tablet or a phone. We have access to data, to various dashboards, and what I presented earlier concerning Power BI is also available on a tablet or phone, as Power BI applications exist for Android and iOS. Therefore, the entire set of dashboards seen during the presentation can be accessed via tablet or phone.
We spoke extensively about sales methodologies during the first presentation sessions. Now, we are increasingly discussing CRM applications, which we have seen as they apply to a sales rep. How can we establish the link between an attractive methodology and its performance? To what extent can a CRM bonify or leverage this sales methodology?
With regards to CRM methodology and application, we are discussing an important change for most businesses. Any adoption concept, when it comes to daily use by managers and the team, is crucial. We need to have a certain feeling that this methodology will be profitable. The adoption of a sales process by a team, often brought by a sales manager’s impulse, will be done because increased value is perceived. Next, implementing practices which are part of the methodology is a matter of configuring the application.
The CRM will allow us to set up our reps’ sales kit – a toolbox which will remind us what we, in sales need to do. As a sales rep, we use it every day: we put in our appointments, we write down those who play key roles for our buyers or prospects, how to capitalize on opportunities, our time, our products, etc. Through reflection, the sales manager will have this information and will be able to give some feedback to his or her team. All of this, with the goal of optimizing the sales process. We will be saving time in meetings, in email exchanges and text messages. We will be centralizing data, which represents an advantage for the continuity of the business. The CRM solution becomes a concrete part of a sales methodology.