GMs: Make Your C-R-M. a “CASH A-T-M.”–and not a D-U-D!
Do you have a CRM? Most stores do now, but did you know that, on average, many major CRMs only see usage of 25% in a store?
Let that number sit there for a minute: You pay 100% of the bill ever month, but your store most likely uses . . . only 25%. Without usage, your C.R.M. has become an expensive D.U.D.!
How does this happen?
Your salespeople and managers just won’t use it.
And you’re not sure how to make them use it.
And your stores makes less sales each month with this low CRM usage–because C.R.M. is really an A.T.M. if you use it!. And, as well your customer experience isn’t managed positively into your sales process, so your CSI is likely less than it could be, too.
What to do to make the C.R.M. an A.T.M? Here’s suggestions from The Bull:
1) Ask your C.R.M. company to make their product more U.S.A.B.L.E. And make them train these five things ONLY at first, to simplify their complex product for your people: logging an UP; logging a call; using email, including sending pictures; and texting inside the CRM. When your folks have mastered THOSE, you will see success.
2) Make your salespeople’s and managers’ pay based in part on CRM usage. Over and over, we hire salespeople and managers to DO a job, but they always only DO the job we PAY them to do. Be strong, and make a pay penalty in your salespeople pay plan for not using the CRM. You don’t have to make them experts, but can they just log visits and calls, and also work the Internet leads for sales to get all their money? Sure they can.
3) Get your Internet Manager/eComm Director to use the CRM for sales and service opportunity mining for retention. This is a really important use of the CRM to drive sales from data about your existing customers!
Why is all this important? Because the most expensive CRM is the one you don’t use–not just expensive from paying the monthly bill, but also from losing the sales that simple uses of the CRM can bring you.
And the most profitable CRM is the one you DO use.
Please go make that happen! Feel free to email me with any questions.
Have a great rest of the month!
Keith Shetterly
The BullCutter®
Call us! 281-401-9520 call/text
Contact Us HERE
www.BullCutter.com