What should your CRM measure?
Here are a few of the metrics you should be measuring on a daily basis if you want to get a clear picture of what your sales people are actually doing:
- How many calls do they make per day or week?
- Are they making quality calls?
- Are they seeing the right people?
- What are they saying during those calls?
Measuring the volume of sales calls is not enough to give you a clear picture of how your sales staff are performing. To be effective, a sales call needs to be productive, and the sales person needs know they are speaking to the decision makers and not the gatekeepers.
Unfortunately for many businesses, this information is just not available. For busy sales staff, CRM updates are all too often left to the bottom of the priority list, which can lead to out of date information or no information at all about the performance of your sales team.
It’s easy to send your sales reps out into the field but without regular updates, it’s not always easy to know exactly what it is they are doing with their time.
Why not just wait for sales data?
While your sales data will tell you how well your sales team have performed after the fact, by the time this data comes in the damage is often done. Inefficiencies will have already resulted in the loss of sales and you may not get the clarity of insight to be able to determine exactly who, or what the issue is.
Up to date, real time information lets you stay on top of what your sales people are doing each day. With an effective CRM you can see if there are any problems so they can be dealt with before they result in the loss of a sale, and not afterwards.
The secret to a successful CRM
Whatever CRM you use, it’s important that you place it at the centre of your business instead of viewing it as an optional extra that people can update if they have time at the end of the day.
If your CRM is going to be an effective measure of your sales force’s effectiveness you need to focus not just on the number of sales calls made, but more importantly, on the quality of the call.
Define what a meaningful sales call means to you and have your sales reps fill out clear descriptions of each call, what was discussed, and the outcome. Relate all this to your sales reps’ KPIs and you will gain a much clearer insight into what is really going on.
What CRM should you use?
We recommend you find a CRM that is easy to use and can be tailored to your business needs. We have been using Really Simple Systems for 5 years and it has worked well for us. True to its name it's easy to update, it's flexible and we can customise it at a moment's notice.Whatever CRM you decide to use, it's important that you make the most of it and don't let its potential go to waste.