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This post is part 2 of the "What’s in it for me discussion." Part 1 is here.
Provide the visibility they need to further penetrate existing accounts (farming vs. hunting)
The collaboration gains in a CRM implementation will support the ability for users to see beyond their own functional area and into upstream and downstream processes that affect the customer. Sales can leverage the institutional memory of the organization to further penetrate existing accounts. It is generally cheaper to retain a customer and “farm” for new business than it is to “hunt” for new customers, so it makes sense that they benefit from some of the tactical information that is captured in CRM as well as the more strategic elements.
Pricing analysis and other deal metrics
A CRM tool can become a training tool to allow average performers to learn from the rainmakers. The visibility into pricing strategy, call frequency, and account planning can all prove as useful. Do you ever wonder what makes the same people out perform others month after month and quarter after quarter? Is it merely a function of their account portfolio or is there some skill involved? I bet the lesser performing members of the team would appreciate some insight that would allow them to develop their book of business, but don’t have the opportunity to learn from the masters.
In the event that the detailed deal information is sensitive, sales managers can summarize key data and highlight trends in performance.
Institutional memory
Seasoned sales professionals know the pain of realigning territories and inheriting new customers. Maybe this pain is the result of an organizational change, new sales strategy, or through the attrition of their peers. The pain is the result of an inability to effectively capture the institutional memory that comes from working an account, establishing relationships and servicing the needs of the customer. The inheriting of someone else’s customer often means starting from scratch and the reality of needlessly rebuilding a report.
CRM is the virtual milk-crate that allows a sales person or customer support representative to learn the history of their customer quickly and avoid getting blindsided by an unknown issue. Being educated on an initial call can impress key contacts and drastically shorten the runway between your first contact and the next sale.
