Note: This series, “Creating a Brilliant Sales Force,” looks at how you can purposefully design an incredible sales force to reflect your values and align them with your goals. In this fourth part, we’ll look at adding new tech-focused facets. Read the first installment, second installment and third installment.
The process of carving an unglamorous rock into a lustrous gem can’t be done without a steady hand and plenty of patience. It also requires a fair amount of accurate cutting.
This process of cutting creates flat surfaces called facets that help the gem sparkle and glimmer brilliantly in the light.
Your sales force must be multi-faceted, too. This keeps them shining brilliantly, no matter the situation. The more skilled they are with the tools provided, the more likely their meetings are to generate future revenue.
Today, customer relationship management (CRM) tools such as Salesforce can help identify new prospects and opportunities and even shorten sales cycles.
Encouraging Sales Teams to Think Outside the Box
Think about your own CRM system. Is it really living up to its potential?
While you provide this tool to help your sales team reach their goals, it’s just that—a tool. And tools that appear too complex or burdensome may dissuade your team from using them and missing out on all its benefits.
Simply asking your team to jump headlong into new software doesn’t always work. That’s why most companies are initially challenged with low CRM adoption rates. One way to add a new “technology” facet to your team’s repertoire is to build a program into your system aligned to their goals.
A Real-Life Example
Our client, a chemical manufacturing company, employed over 6,000 sales and service people who used an old, paper-based lead management process for service people to provide leads to sales. It was slow, didn’t provide any transparency on the lead status and was falling far short of expectations.
They had also implemented a new CRM system and trained their whole team to use the tool. The adoption rate among their sales team was very low, but their service team was actively using it to document their service calls.
In this case, they looked at improving two things at once.
- Creating a more effective lead management process to allow service people to easily get leads to sales
- Improving the adoption rate of the CRM system by their sales team
So, they took advantage of the CRM tool to give their lead referral process a facelift. The new lead management process became part of their CRM tool. And it didn’t just channel leads from service to sales—it also included a lead rating system, making it easy for a technician to see key information and simpler for sales to prioritize each opportunity.
Since everything was online, it also was lighting fast—leads moved from service to sales instantaneously. Plus, a referring technician could quickly get updates on the lead status.
A communications campaign launched the program and detailed how to enter and follow up on leads. Finally, a new rewards app was integrated right into the CRM allowing service technicians to earn for closed leads and sales for timely lead follow-up.
And the results showed how successful it was. In just the first five months:
- Lead submissions nearly doubled
- Revenues per sold lead increased by 23%
- CRM adoption and usage went from 42% to over 65%
By installing a simple program focusing on a results, this chemical company demonstrated the value of their new CRM tool to their sales force. They also helped their service and sales teams work hand-in-hand to generate results, build confidence and enthusiastically support their new technology.
In the next post, we’ll investigate creating heroes to demonstrate your values and give your sales team a vision for success.