Our greatest frustration after 15 years
of CRM and Sales automation consulting, is
watching a program fail. The truth is that less than 50% of all programs
succeed.
Take a minute to review the 8 most
common reasons for failure. Then give us a call to discuss your program.
1.
Lack
of understanding
Sales force automation is not about computers; it is about using new technologies to increase sales.
It is about getting to more of
the right customers more effectively and efficiently. It
is about shortening the sales cycle by
making consistently better presentations and having the right information when
your customer wants it. Before you
do anything else, ask yourself a few questions.
-
Why
do we want to automate?
-
What
do we want to automate?
-
What
is sales force automation?
-
What
can we hope to accomplish?
-
How
do we measure our progress?
Find
a consultant who has implemented successful programs and who understands
sales! He or she can be an invaluable resource throughout your
program.
2.
Lack
of management involvement
To
succeed, the top management of the company must be involved, and stay involved.
They need to get a computer, be trained, and use the tools the reps will
be expected to use. Top management
must understand the learning curve, be able to determine the effectiveness of
the tools, and must begin to think in terms of a new way of communicating and
accomplishing sales strategies.
3.
Failure to include the sales force
Amazingly,
many companies never ask the sales force what they would like to see in the
program. They should develop a list of time wasting activities. They
should list the pieces of information that are most often requested. They should
be polled to see what computer generated sales tools they already use. These
tools can be standardized for all reps in the program. In short, the sales
team will choose to use or lose your program. Make sure they are involved and
stay involved. Get constant feedback on what works and what doesn't.
4.
Turning
the program over to
the IT department
In
our experience, companies who give the challenge of automating the sales team to
the MIS department fail. For the
same reason that companies don't turn over their MIS department to the sales
force. No practical experience.
Sales
force automation is a program designed to enhance the sales process.
It must address the needs of
sales people, customers, and sales management.
The sales team must determine what needs to be automated, the MIS team
can help with how to technically accomplish the task. If asked to create the
program, they will fail due to lack of understanding of the sales job.
5. Lack
of testing
Start
your program with a pilot group. Do not drop your program on the entire
sales team without thoroughly testing hardware software and how these components
fit into the sales process.
6.
Lack
of financial commitment
Sales
force automation is not cheap. Budget
the program accordingly. Here are
some things not to do:
-
Don't
use a sales rep that has been using ACT! to direct your program.
-
Don't
buy a cheap computer you saw in an ad in the Sunday paper.
You will
understand why it was
cheap within six months.
-
Don't
just buy a box of software without customizing it to meet your sales
needs.
-
Don't
skimp on training. Until
all the reps are standing on their feet and functional, the training job
is not complete.
7.
Over
planning without a consultant
Many
companies have meeting after meeting and spend years trying to get started.
They say things like if we just wait a little longer the prices will come
down. Or as soon as we have a little spare time we can worry about automating
our sales team. It won't happen,
get in and get started. And get a
little help. The world of
technology changes on a month to month basis.
You can not expect to keep up with or understand the latest changes.
Use a proven consultant to translate the latest technology into benefits
for your business. Let your
consultant help you get the program up and running.
8.
Lack
of training
The
biggest reasons programs fail! Training
is time consuming and expensive. Yet,
it is the only insurance you have on your investment in hardware and software.
The only way your people will become more productive through the use of
technology is if they know how to use it. Spend the time and money to help them.
Click
here for ideas to improve your CRM results!!
Our services are available
on an hourly, daily or contractual basis.
We provide consulting services, on-site or on-line, nationally and internationally.
For complete information and a
list of references,
call us at 847-382-4500 or E-Mail us .
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