Think of your CRM tools like you would your employees. Without them, your business processes will not run as well as they could. This is why you train your employees not to make mistakes that could cost you a lot of money. Similarly, making mistakes with your CRM tools could be costing you a fortune. If you missed the first part of this series, read it here to get up to speed. Here’s part two of our list of CRM mistakes to avoid.
10 CRM Mistakes to Avoid (6-10)
6. Not defining sales processes
Your CRM tool is not just an address book. Sure, you can store contact details in it, but its true value comes from being able to make better business decisions based on the info you have about your customers. In order to do this, you have to collect as much information about each customer and then figure out how that information relates to one another. For this to be effective, you will need a proper outline of your sales process and customer life-cycles.
One of the common mistakes to avoid is not defining your sales process thoroughly. Without a clear map of how things happen from lead engagement to sale, you will not be able to use the information you collect efficiently. Sketch a workflow diagram to show where and how in the sales process does your CRM fit, and where and how you can collect data which can be fed to your database through your CRM tool. This will help you make more informed business decisions, such as how to refine your sales process or target a new segment of customers.
7. Not cleaning up duplicate accounts
In large companies with bigger sales teams, it is common for multiple accounts to be created for a single customer. This is one of the mistakes to avoid as that can cause things to get so messy that sales reps decide to use spreadsheets instead. This wastes all the money and time you invested into making the CRM tools available to your sales team in the first place.
Each customer account should only be in the system once, with proper representation of procurement departments and parent-child companies associated with that customer. Most importantly, account names should match all databases. To enforce this, make sure that all your employees are briefed on standard procedures for creating customer accounts.
8. Having too many fields in the CRM
Remember that you are trying to make things easier for your sales reps. One of the mistakes to avoid is having too many fields in the system. It should only take 2-3 minutes for your sales rep to fill in all the required basic information of each customer. The sales rep can later fill out more detailed information as becomes available and valuable to the sales process.
9. Being too ambitious
You might get too excited about your new CRM tools, but one of the key mistakes to avoid is setting goals that are too ambitious. Do not use features that are confusing or intimidating to new users of the CRM tool. Come up with a step-by-step plan that allows users to get the best possible outcomes of high value in the shortest possible time. This allows you to streamline your sales process effectively and makes training easier when you are ready to scale.
10. Not using proper metrics
To get the best out of your CRM tool, you need proper goals. Each of the business areas to be impacted by the CRM tools you choose should have proper metrics for tracking the efficiency of your CRM tool in that area. If you are not using proper metrics, then what are you doing, really?