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Could your CRM be sabotaging your sales team?

Many CRM systems out there are revenue and pipeline oriented. As a result, many sales reps are focused on meeting their projected close date for their boss (aka a quota reminder) and the projected revenue of the customer they’re trying to close. Their goal then becomes to close this deal as quickly as they can and move on to other fish. Does this sound the workings of customer-focused company? Absolutely not. It’s not that your sales rep isn’t good at their job, but the CRM system they’re working with is setting them up for mediocrity.

How can I set up my sales team for success?

Now, more than ever, customer engagement and understanding the customer needs are crucial to the sales process. Without the extra insight to focus on the customer’s goals and needs, their move is usually the same: provide a generic description and demo of what the product does, then hope to close the deal. To give your sales team the extra advantage, the CRM system needs to be set up to help them make a customer-focused sales call. By providing information about the customer’s environment, challenges and needs up front, this enables your sales rep to connect the dots between the customer’s priorities and the solution. Their goal the becomes to help the customer.

Time to reevaluate your current CRM

What do your salespeople see on their screens? Close deal deadlines? Value of accounts? Company information? Or challenges and goals? If you find the data they’re working with is more company-focused than customer-focused, you may want reevaluate whether or not your CRM could be sabotaging your sales team.

To help your sales team be more customer-focused, here are some data insights (outside of numbers) you might want to have readily available for them whenever they turn on their CRM:

  • Capture personas of the people they’re interacting with – they might require different approaches (e.g. prefers email, prefers lunch meetings).
  • A list of the customer’s goals and challenges and an understanding of the team. (e.g. who’s the decision maker, who’s the user)
  • Company culture or landscape. (e.g. corporate style or start up)
  • Latest company news – context on common ground makes it easier to connect.

If analyzing behaviors and being able to segment that data for everyone in your team to view and utilize are what you’re looking for, leave us a comment below and we’ll get right back to you!

Ellis Luk

I'm the marketing and communications manager at Totango - but you can call me Chief Content Officer. When I'm not writing, you can find me obsessing over memes, debating grammatical usage or getting distracted by the latest Tumblr gif blogs. Customer love starts with a friendly hello!

  • Linda Williams

    i am glad to see someone has written upon this topic as well.

    SAP Partner

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