Of course, CRM Software on its own cannot influence the sales cycle. It can however assist sales persons to do that by
- improving lead qualification processes
- reducing the time required for administrative tasks
- improving the visibility of opportunities
- improving team processes
The most effective sales people will intuitively select the most promising leads out of a list of, for example, trade fair contacts. They will waste little time on hopeless cases. Even the top performers will however achieve better results if they are presented with better qualified lists. A properly designed lead qualification process supported by CRM software will improve sales efficiency in this way.
Whether or not the time sales people spend on administrative tasks can be reduced is dependent on the current situation in the organization. Generally, it can be said that a well designed CRM application will have positive effects, most strongly with regard to team processes.
As a rule, the sales cycle will be improved if the related business processes can be improved and this is where CRM software can definitely help.
Tags: sales cycle
Let’s assume that sales efficiency is increased if sales are up without higher cost of sales. Of course, there are a number of factors which can produce this effect, for example new or improved products or effective marketing campaigns. Again let’s assume that all conditions remain stable and the only change is the introduction of CRM Software. What improvements can be made? How about these:
- Increased revenues and increased share of wallet through faster sales cycles
- Cost efficiencies through lower cost of sales and better customer coverage
- Increased customer satisfaction levels leading to return business
- Greater innovation as a result of better customer contacts
My next four posts will approach these points in detail.
Tags: CRM Software
A real life example of CRM on practice. It is Monday, customers are at work, possibly slightly irritable because Mondays are not the best day of the week. Our support persons feel much the same way. One customer calls and complains in an aggressive manner and gets an answer he does not like. The incident escalates and the expensive CRM Support module has not helped at all. The point of this real life example, is that the best CRM Software does not lead to improved customer relations unless embedded in a concept including processes and employee training.
Referring back to my comments on RFPs. this means that the selection processes based on functionality of the product will not necessarily lead to the selection of the right product. The processes and the capacity of the company to benefit from a software solution need to be considered before any products are evaluated.
Ein Blick auf die Liste der Anbieter von so genannten CRM-Lösungen reicht um festzustellen, dass nicht überall CRM drin ist, wo CRM drauf steht. Oder vielleicht doch? Wenn man eine Adressliste aufruft um einen Kunden anzurufen, ist das doch eine Kundeninteraktion, also CRM. Ein Produkt wie cobra CRM PLUS zum Beispiel will eindeutig eine CRM-Lösung sein. Das ist es auch, aber unterscheidet sich doch erheblich von den Lösungen von Oracle, Salesforce oder Pivotal. Andererseits, gibt es Unternehmen die durchaus die kleineren Lösungen für die Unterstützung des Vertriebs mit Erfolg einsetzen. Schließlich ist ein Corsa genauso ein Auto wie ein Range Rover, man muss eben nur wissen was man will.
Tags: cobra, Salesforce
Activity Management is a sadly neglected part of available CRM solutions. Day to day activities may be easy to manage, but many users and companies need more, for example the ability
- to delegate tasks and keep a check on the status of each task
- to create a project plan which can be integrated with activity management
- to view project activities of a team with a status overview
In practice, most users resort to planning their activities with groupware, using the CRM system only when absolutely needed.
Tags: Activities, Projects
is that it is too easy to give the wrong impression. RFPs usually contain a long list of questions regarding desired functions. One of my favorites is “Campaign Management?” – nearly every CRM-Software offers some kind of campaign management, but the differences are extreme. So just answer with a “Yes, standard” and your off. Any attempt to point out the complications will certainly keep you out of the short list.
How could RFPs be improved? As processes are more important than disjunct function, why not list the critical functions and let suppliers answer with text? The analysis of the responses may be more difficult, but the results will be better and are more likely to lead to the selection of the most suitable software.
Bei der Suche nach einem CRM-System wird fast immer ein Fragenkatalog herausgegeben. Die Auswahl der möglichen Lieferanten erfolgt dann auf Basis der Antworten der Anbieter. Dagegen ist im Prinzip nicht einzuwenden. Es ist aber sehr häufig so, dass die Fragen sich allein auf Funktionen der Software beziehen und nicht auf die relevante Prozesse. Dies führt dazu, dass Lösungen gewählt werden, die zwar alle möglichen Funktionen anbieten, aber nicht unbedingt die Möglichkeit haben die Geschäftsprozesse abzubilden.
Was meistens von den Anwendern gewunscht wird, ist eine ressourcenschonende Anwendung, die eher auf den Prozess als auf das System fokussiert ist. Mit wenigen Klicks können Anwender beispielsweise den Sales-Terminplaner, das Adressbuch und Notizen öffnen. Solche einfache Prozesse werden oft unterschäftzt, sind aber für die Anwender der Lösung sehr wichtig. Die Akzeptanz einer Lösung hängt nicht von der Anzahl der “Knöpfe” ab, sondern von der Qualität der Unterstützung bei der täglichen Arbeit.
1) Know the interests of the attendees
2) Prepare an exact agenda, but keep it to yourself. Guide attendees carefully by questions and let them feel their ideas are guiding the show. Be open for suggestions. This may sound cynical, but it is critical not to allow attendess to go into a passive mode.
3) Give a clear timetable for the event and stick to it – allow time for creative chat and relaxed exchanges
One: Don’t look at him/her while you stretch out your hand and say Hi!
Two: Ask a question and keep on talking without waiting for an answer
Three: Answer you cell phone and keep talking for a while
These are all experiences of the last two weeks – could be the beginning of a long list.
Let’s assume that sales efficiency is increased if sales are up without higher cost of sales. Of course, there are a number of factors which can produce this effect, for example new or improved products or effective marketing campaigns. Again let’s assume that all conditions remain stable and the only change is the introduction of CRM Software. What improvements can be made? How about these:
- Increased revenues and increased share of wallet through faster sales cycles
- Cost efficiencies through lower cost of sales and better customer coverage
- Increased customer satisfaction levels leading to return business
- Greater innovation as a result of better customer contacts
My next four posts will approach these points in detail.
CRM Auswahl