From My Perspective
From My Perspective is the latest guest blog by Don Buttrey, President of Sales Professional Training.
We have covered the headlines and some thinking on Customer Relationship Management. Let me wrap it up with these final thoughts.
HELP! I’m in CRM hell!
My position is that the “software” is not a solution per se. The solution is getting the entire organization to embrace the power and value of knowledge with effective team selling. Call documentation, account strategic planning, pre-call planning, post call documentation, customer profile completion, account tiering and prioritization, calendar management, and whole team communication must be taught and expected first and foremost. Then, CRM can and will be embraced by all as a powerful technological tool that makes doing all these things easier—and actually possible! As an analogy, this is similar to learning the concepts and discipline of mathematics first – then seeing the time savings and exponential power that a calculator or computer can provide.
Every dealer I have trained in the last 20+ years has seen the need – and is at some stage of CRM initiation or operation. Like cell phones or any other technology it has become a part of being a sales organization. I do not sell or promote any particular CRM. However, due to the inevitability of dealers needing and using it, my training addresses it throughout my curriculum. As a sales trainer, my service to dealers is to support and promote buy-in and implementation of all the selling and service activities that CRM documents, tracks, and manages. I teach the “why” of CRM and make sure that leaders do not dictate it – but that all levels of the dealership accept the duties of data entry, maximize it’s use, and are involved in continuous improvement and ongoing customization of the tool.