Dear Lee,

I have worked in sales for the past fourteen years and have seen fads come and go. The latest is CRM that, my company has forced upon me. Isn’t CRM just another way for my company to act like BIG BROTHER to watch and monitor my every move?

Stan, Tx

Dear Stan,

Would you board a commercial airline if you knew, 1) the plane was lacking a navigational system, 2) you would be flying to the busiest airport in the world without the aid of an air traffic controller or radar, and 3) the pilots would not have any radio contact to direct their take off or landing approach? Most likely not. CRM is not a fad nor is it a way for your company to act as BIG BROTHER! CRM is a navigational tool that, when used properly it will increase your profitability, productivity and enhance your customers buying experience. I believe that what you are really asking is, what is in it for you, the individual sales rep. Here are my top ten reasons that CRM benefits YOU:

1. Branding & Marketing – CRM provides you with the ability to market and brand yourself in unique ways by allowing you to send branding messages about what you and the innovative products and solutions which your company brings to the market.

2. Marketing and Advertising effectiveness – CRM provides you the ability to measure what is working and what is not in the areas of direct mail, pricing and promo initiatives.

3. Customer buying trends – CRM allows you to, readily see the buying trends based on seasonal activity, elected promotions and a plethora of the buying habits of your customer base.

4. Customer buying cycles - If Customer “ABC Enterprise” traditionally purchases an average of $ 100k per month but they are currently tracking only $ 12k per month for the past 60 days, wouldn’t it make sense for you, to know this immediately as opposed to finding out later – (i.e. they are currently “testing” a new competitor of yours in the market)? CRM can provide you, this key data.

5. The total customer value– If customer “A” purchases only a small amount from you each year but the decision maker, is an officer in several community organizations that represent an additional 125 prospects in your market, wouldn’t it be nice if you knew this? CRM can provide you an immediate customer value snapshot or the entire roll of purchasing film.

6. Phone system Integration – When a Customer calls your organization wouldn’t it be nice if the phone system provided “phone pops” with key contact information (i.e. customer name), as well as purchase history each time the call is transferred within your organization? A fully integrated CRM solution can provide this thus, increasing your customer’s buying experience that in turn results in more sales for you.

7. Customer retention/Owner loyalty programs – Birthdays notices or other key dates including professional or personal anniversary dates that your contact may be celebrating, all of which will deepen your relationship with your clients.

8. Business plans – Each year at the beginning of the season coaches in every sports category, formulate game plans and set goals for the upcoming season. Additionally these championship teams compile individual game plans each week to increase their chances of victory. CRM is designed to allow you the individual sales agent to produce winning game plans (which will increase your chances of experiencing more victories over your competition), complete with audible readiness at the individual account level.

9. Performance productivity of salesperson – Every NFL coach keeps a record of their player’s fitness levels including times in the 40 yard dash, strength levels and goals for the individual player’s development, based upon their respective position and responsibility. Likewise CRM provides your management team with key data to assist them in helping your professional development.

10. Reporting – CRM provides numerous “scouting reports”, including trends, tendencies and weaknesses of your competition. These reports will provide you with the necessary information, that will assist you in your sales endeavors, increase you customer satisfaction scores and other key statistical data that can increase your efficiencies and levels of effectiveness.

Stan, if a carpenter only had a hammer in his toolbox (no saw, level, trowel, etc.) he wouldn’t be able to build a house. To that end, CRM provides you with an arsenal of tools that, when used properly will provide you with a solid structure that will increase your productivity, sales performance and your income. Once you accept the fact, that CRM is a navigational tool kit -not a security device you will certainly experience higher levels of success. Good luck and Great Selling!

For additional Sales, Management and Team-Building questions or to schedule public speaking engagements, Lee can be reached at LWNOVAK@COMCAST.NET or 832 567 8512. Actual names will not be used without permission.