What do you do if your CRM tools are not optimizing your direct sales team's performance?

1 Check your CRM setup

The first thing you need to do is to check if your CRM tool is properly set up for your direct sales process. This means that you have customized it to match your sales stages, goals, and metrics, and that you have integrated it with your other tools, such as email, calendar, phone, and social media. You also need to make sure that your CRM tool has the features and functions that your direct sales team needs, such as automation, reporting, forecasting, and analytics. If your CRM tool is not configured or updated to suit your direct sales needs, you may be wasting time, money, and resources on a tool that is not helping you grow your sales.

2 Train your direct sales team

The second thing you need to do is to train your direct sales team on how to use your CRM tool effectively. This means that you have provided them with clear and consistent instructions, guidelines, and best practices on how to enter, update, and manage their data, how to use the CRM features and functions, and how to leverage the CRM insights and recommendations. You also need to monitor and evaluate their CRM usage and performance, and provide them with regular feedback, coaching, and support. If your direct sales team is not skilled or confident in using your CRM tool, you may be missing out on valuable information, opportunities, and conversions.

3 Optimize your CRM workflow

The third thing you need to do is to optimize your CRM workflow for your direct sales process. This means that you have streamlined and simplified your CRM tasks and activities, and that you have eliminated any unnecessary or redundant steps, fields, or screens. You also need to automate and standardize your CRM actions and triggers, such as sending emails, creating tasks, updating statuses, and generating reports. If your CRM workflow is not efficient or user-friendly, you may be creating more work, confusion, and frustration for your direct sales team.

4 Engage your direct sales team

The fourth thing you need to do is to engage your direct sales team with your CRM tool. This means that you have created a culture and a mindset of CRM adoption and utilization, and that you have motivated and incentivized your direct sales team to use your CRM tool consistently and effectively. You also need to communicate and collaborate with your direct sales team through your CRM tool, and share your CRM goals, expectations, and results. If your direct sales team is not engaged or committed to your CRM tool, you may be losing their trust, loyalty, and performance.

5 Review your CRM results

The fifth thing you need to do is to review your CRM results and measure your direct sales performance. This means that you have defined and tracked your CRM key performance indicators (KPIs), such as lead generation, conversion rate, sales cycle, revenue, and customer satisfaction. You also need to analyze and interpret your CRM data and reports, and identify your CRM strengths, weaknesses, opportunities, and threats. If your CRM results are not aligned with your direct sales objectives, you may be overlooking some gaps, issues, or improvements.

6 Improve your CRM strategy

The sixth thing you need to do is to improve your CRM strategy and optimize your direct sales performance. This means that you have used your CRM insights and feedback to adjust and refine your direct sales process, tactics, and techniques, and that you have implemented and tested your CRM changes and enhancements. You also need to keep your CRM tool up to date and relevant, and explore new CRM trends and innovations. If your CRM strategy is not evolving or improving, you may be falling behind your competitors, customers, and market.