Three keep points to a Successful CRM

I have spent over 10 years in sales with and without using a CRM, Customer Relations Management, tool. Regardless of the industry or size of a company a CRM is needed.

Some people and/or companies say, THEY DON’T NEED A CRM. That is far from the truth. From leadership I hear: “We tried, and it did not work” or “No one used it.” From Sales I get: “I have a system”, “It’s to much work” or “Why?”. These are all points on why a CRMs failed or why companies are resistant to implement a CRM tool.

The biggest reason on why CRM tools are not used or failed is because of a lack of understanding and not knowing how to leverage a CRM tool to drive sales and long-term commitment. What it comes down to for any company is added value a CRM provides. I could spend time explaining how a CRM benefits a company or how to go about selecting a CRM, but that is a discussion for a later time.

What I want to discuss is what good habits are needed to make a CRM successful. Above all else leadership must have a long-term committed and keep consistent. If this happens management and staff will be more apt to adapt. 

There must be a clear strategy on how a CRM is to be used and implemented. It is essential that the strategy be in line with company objectives. Keep in mind that Strategies can always change but most objectives remain the same.

Next is training.  Training should be on a regular schedule and consistent with the business strategy. There should also be focused training for management on how to best leverage a CRM.

It’s my belief that strategy, commitment and training are needed to help a CRM successful at any company.