Shhh...Records are talking
When you stand in front of a tree, you can see that he has no fruits,
but when you climbed on a mountain, you can see that that the river's flow is
not strong enough to bring the water to the tree.
When a manager is looking on a salesman's deal, he can see the
information on this specific deal and learn from it. Does he really? There were so many attributes
that influenced this deal that it is sometimes hard to distinguish between a
fact and a coincidence.
What if the manager will look on the last 10 deals that this specific
salesman managed? What if he will look on the last 50 deals of this specific
salesman? Can he gain new information on his employee? Can he really obtain a
pattern?
Many managers are fully satisfied with seeing a pipeline. They are happy
to see how existing deals are getting closed and how new deals are going in.
This is great, but they are missing one of the most important benefits
of the CRM – it memorizes everything. By using the CRM, one can already start
answering questions like:
1.
Why do we keep losing deals with our main product?
2.
When should we start pushing our customer to close a deal?
3. Why does Katy close
deals only in the end of the year?
Already in the design phase of the CRM those questions need to be
raised, so all the relevant information will be gathered during the sales cycles
and reach to the point of analysis. After 4-5 sales cycles, once the data is already there, you simply start
to learn from it.
One application that demonstrates this approach can be seen in the Salesforce
appexchange here. This is a free application that analyzes history deals and
gives new information on the related customer. With this app, you look on the
past activities in order to learn how to make your future activities efficient
and more customers oriented in order to win the next deal!
No comments:
Post a Comment