Re-evaluating CRM is something that companies concerned with process and above all customer success need to do. This is part of a strong sales culture. Some symptoms are clear and show that it’s time to change CRM.
No CRM is perfect. Maybe you think so. And you can be right in the statement.
On the other hand, even if CRM is not perfect, it cannot be a “burden” for your team.
Your CRM cannot have so many deficiencies and basically only serve to register customers.
If that’s the reality of your company and your team, then it’s time to re-evaluate the CRM you currently use.
Some symptoms are clear of the need to change. And today’s article exposes 5 of the main ones.
Stay with us and check it out.
5 symptoms that show it’s time to re-evaluate CRM in companies
Despite the shortcomings you may be seeing right now, re-evaluating CRM and changing the sales system can seem like a very overwhelming idea.
Even an arduous task that seems to be complicated to know how far to start.
But believe me: it is necessary. Even though there has been a huge effort to implement the current CRM, it needs to improve.
There are symptoms that show that the software does not help your sales team or the company’s business process.
1 – The team does not complete the CRM
In a perfect world, everyone on your sales team has lived and breathed CRM.
There would be both a very strong culture and a very strong strategy going on. But that, unfortunately, is not the case.
Consider, for example, how your sales team uses your company’s sales CRM today.
It is often necessary to constantly monitor the sales routine to ensure the integrity of data for each opportunity and customer.
In this sense, it is quite common for some vendors to complain about the tool’s usability, the difficulty of using and understanding features.
And from there, they go to creative ways to get around the difficulty, using spreadsheets or other organization systems.
All of this leads to low CRM take-up rates. Something that cannot happen. After all, the company made a major investment, right?
For this, it is necessary to always be aware of the opportunities that representatives have in the funnel:
- Do they have all the data filled in?
- Are being moved through the pipeline steps?
- Is there the correct tagging of the opportunity?
- Are there any notes on what was said to the customer?
You see, CRM is the flagship of any company’s sales process.
If one or more salespeople are not using the system, it is a sign that they are not helping their team as they should and, therefore, it makes no sense to be inside the company.
And remember that low CRM usage almost always negatively impacts customer relationships. Which, as a result, hinders growth.
So yes: this is an important symptom for you to re-evaluate current CRM.
2 – There are many spreadsheets in the routine and at sales meetings
If your salespeople’s day-to-day lives or sales meeting are dominated by spreadsheets and other documents, this is a clear sign to re-evaluate CRM.
Good sales software is for eliminating spreadsheets and all other documents. Have customer registration and data in Excel, copy and paste emails, contracts and proposals in Word…
None of this makes sense within a company that wants to have agility in customer service and wants to improve the relationship with them.
If everything was inside the CRM. In other words, if it were possible to have complete customer information, send emails with a click and have email templates proposed and contracts within the system, the reality would be completely different.
Your team could focus attention and efforts to truly add value to the customer. To be advisory. Talk about business and customize speech and offer.
In sales meetings, the same thinking holds true: productivity.
They would be much more useful and less confusing if they were based on reports within CRM, analyzing all the necessary points in each of the steps of the funnel.
But, without having the system filled out (and often without even being able to pull the desired reports) and having a lot of information in spreadsheets, the meeting becomes a burden for everyone.
3 – Information coming in from all sides
In today’s world of APIs, workflow automation and integrations, manually entering data is becoming less of a headache for midsize and small businesses.
A good CRM has integrations and automations that help organize and trigger emails, documents, proposals, activities and other relevant information across all funnels.
Business needs are continually changing – and no one knows this better than you.
So, the CRM that your team uses needs to talk to these challenges and provide all the support and functionality to overcome them.
But unfortunately this is not always the case. And then, data entry ends up taking place in different ways, often becoming decentralized.
So, if CRM doesn’t have the right features, if you need to complement its use with spreadsheets or Word documents… why insist on it?
4 – Not speeding up customer contact
With so many steps and actions within a process, it’s sometimes easy to forget the real definition of CRM: customer relationship management.
Too often, companies waste a lot of time on activities within the funnel to organize themselves and lose sight of what is most important: the actual relationship. Value contact with the customer.
A good CRM not only eliminates all administrative bureaucracy but also offers the conditions and functionalities to streamline and make each contact a moment of value for the customer.
And here, don’t think that the customer relationship is just before or during the sale. No.
And you need to reevaluate your company’s CRM if it doesn’t have features and automations to create an after-sales funnel with steps and actions aimed at customer loyalty.
5 – Lack of support from your CRM to grow
The investment a company makes in a CRM is an investment for the future. And, well, it’s not a small investment. The larger your team, the greater the amount invested.
On every monthly payment or cancellation to your CRM vendor, there’s an implicit expectation, right?
You don’t want CRM to just work as expected. You want to change your business for the better. Make your team a real winner. Sales champion.
Even if you make the effort and manage to encourage everyone to use CRM, part of this journey depends and very much on your current CRM vendor.
He needs to be willing and careful to invest in your relationship. Focus on your success and be consultative to talk about business and facilitate the path towards your goals and objectives.
If your CRM is just talking to you to notify you of new features or request a plan upgrade, it’s a very flashing warning sign that you should re-evaluate used CRM.
After all, the supplier needs to be a strategic partner to help you and your team sell more and better.
Ready to re-evaluate your company’s CRM?
If you are, after reading this article, considering re-evaluating your company’s CRM, take a step-by-step step so you don’t make a mistake in making the decision for the new system.
- Conduct a free trial period on the prospected platforms and see if there are different plans for different needs;
- Analyze whether the system is cloud-based and allows access on any computer or smartphone;
- Be able to create different types of funnel, from marketing, pre-sales, sales, contracts, success, etc;
- Being able to record the reasons for loss, something helps to improve the process and not let any more sale slip away;
- Check if there is an alert of stagnation of opportunities, which helps sellers not to waste opportunities for lack of action;
- It is necessary to be able to create personalized and complete reports, thus providing a fair evaluation of everyone’s performance.
- Have an application that helps external representatives, with a list of activities, customer registration, funnel consultation and a map to make guided visits;
- Agile support and implementation area with an onboarding that really helps you.
So, how can we help you?
If you are considering re-evaluating your company’s current CRM Enjoy and read two articles that will help you understand what a complete CRM can do for your team and your company.
The first one brings some statistics about the gains that technology brings in sales to companies.
The second addresses the importance of automating all sales processes – and how to do it.