All commercial companies now have a CRM for their management and customer relations. But the adoption of such a tool, software or application is not easy, as is the long-term commitment of teams. The support of your teams towards the appropriation of a CRM is essential.
Good Adoption of CRM by Salespeople
Here are 4 tips to optimize the adoption of this platform.
- Choose a Global and Personalized tool
First and foremost, the CRM you are going to deploy must imperatively be adapted to the culture and techniques already used by your company. Whatever the sector, it is difficult to imagine a platform that would require reviewing all its techniques and methods of work on a daily basis. It’s exactly the same for your business organization. If you offer them a management tool that integrates the work habits of the salesperson in a fluid and ergonomic way, it will be adopted much faster.
In concrete terms, this requires the use of relevant metrics. What indicators to integrate into your CRM? There are the ‘classical’ metrics (adoption rate, number of connections and number of users), but also turnover, business performance indicators, etc.
- Offer Adapted Training
Although one of the first criteria to purchase your CRM should be its ease of use, this is unfortunately not always the case, much less if you do not accompany its deployment of training. And, logically, the salesman will have trouble confessing his apprehension at the time of taking control of the tool. Companies often organize short training sessions at the beginning of the deployment, but this will not be enough to actually engage your salespersons in your CRM. To do this, you can, for example, appoint a CRM manager who will integrate the tool and act as a referent for questions from your teams.
During these courses, you will have to present the benefits and benefits of the solution so that your teams become aware of the value of the tool on a daily basis compared to the tools used previously. To train your teams in your CRM think about the gamification: it is to transpose the motivation techniques of the game in a professional environment. And this creates more commitment than traditional techniques.
- Accompany them After Deployment
Adoption is one thing, loyalty is another. For example, offer short reminder training sessions every six months to get your users to use more sophisticated features. You can also use the challenge methods to familiarize your teams with the tool, but also to rely on this commercial motivation technique so that your sales people continue to exploit it over the long term.
By implementing a CRM engagement program, you maximize your chances of adoption. And by pushing your sales people to interact as often as possible with your platform, it will become a reflex of use in the long term.
- Be Attentive to Returns and Upgrade your CRM
The best way to make your salespeople want to use your CRM is to show them what it can do for them … So listen to their feedback and organize regularly – every 6 months for example – points to make The demonstration of new features or even to highlight good practices. Do not hesitate to highlight the best elements by highlighting how they rely on the CRM everyday and how this contributes to the achievement of the objectives of each one.
Give voice to the users by integrating a feedback system to your tool, where they can give their opinion to measure the effectiveness of the implementation of CRM compared to the platform used previously. Reward badges – similar to what the Tripadvisor offers its most assiduous users – can even be set up for those who regularly give their impressions on the use of the chosen tool.
A modern CRM adapted to your problems offers better mobility, greater independence and increases the productivity of your teams. But the most important step in the adoption process of your CRM is your ability, manager or sales manager to set an example. By using your CRM yourself, you will demonstrate that it is not just a speech but a real asset for the whole company. This way, your sales people will adopt your new CRM platform faster and more efficiently.