Jennifer Karpus-Romain

5 Best Practice Tips for CRM Use

Blog Post created by Jennifer Karpus-Romain on Nov 17, 2017

A CRM system can give your business both a look forward and backward, and be the centralized hub for customer information. While you understand the reasons you need to use CRM software, you may struggle on getting the most from the solution. In truth, the technology is only as good as it’s users. Are you wondering how to get your team to utilize a CRM platform for your company?

Here are 5 best practice tips for CRM use:

1. Customize for your needs

CRM systems can have many bells and whistles. However, you do not want to make your employees’ process any more difficult. Take the time to learn what will help them.

For example, if you are a manufacturer of a solution used in medical adhesives, there are only so many customers that will use your product. You already know who the customers are in your marketable universe, so it does not make sense to qualify leads. Anyone that is interested in this medical-grade compound is already qualified and is an opportunity. Thus, you do not need a Leads module in your CRM because your data can go right to the system’s Accounts module. If your sales team is uploading information into the Leads module, this creates extra, unnecessary steps.

Speak to your team about what they are interested in and then build from there.

Do you know the difference between a lead and an opportunity? Learn how to best differentiate these terms and utilize your CRM.

2. Define objectives and KPIs

Once you determine which facets of a CRM you want to use, you need to decide what goals you want to meet. Maybe you are most interested in growing qualified leads. Or you want to discover where in the sales funnel people drop off. Either way, define what your goals are prior to launching a CRM. Keep checking back to make sure you are achieving your goals and if not, adjust your strategy.

3. Manage expectations

Be realistic when you set personal goals for your team. How many leads would you like each team member to enter into the CRM? What data fields do you think are most important? Set your expectations so you can see where adjustments may need to be made.

4. Create buy in

Team members are not going to go full throttle into a new technology if senior leadership does not show passion for the system. Take the time to speak to your staff about why everyone needs to use the CRM and how using it is going to increase efficiencies.

5. Continue training

A common mistake is to only conduct training on the CRM system during implementation. A one-and-done training model leads to minimal effort from your team. It is not that they don’t want to use the CRM system, but when they start to use it and get stuck, they can feel too busy to take the time to figure out the issue and continue on. Instead, they may go back to the old way of doing things. However, with continued training, you will reinforce your message of using the CRM system and be available to troubleshoot issues.

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