A recent Op-ed in the WSJ entitled The Great Productivity Slowdown talks about how current economic productivity remains lackluster. What’s astonishing is the statement that US productivity growth has been in a free fall, for the last 7 years, since 2010. It’s hard to understand how this could be happening with all the technical advancements at our disposal. Northwestern University economist Robert Gordon suggests that innovation today is more incremental than transformative. The POV that “growth dividends from disruptive technology often require time before they are widely diffused and used” is true, especially when applied to CRM.
When we look at CRM implementation, this clearly appears to be the case. In our experience, it’s only the truly committed that know and appreciate how to make CRM work for them. While the technology has been available for years, a vast majority of businesses with CRM systems do not utilize them – at all. Paying lots of money, for a system that’s not being used, is not a good business practice.
What we hear most, is that it’s “management” or “big-brother” that wanted to put the CRM system in place, so they could track what we (sales) were doing. And while giving managers visibility to “the sales funnel” is important – what’s most important is how a CRM system can benefit the sales person:
Our top five benefits to the sales person:
- An easy way, to look up clients contact information; name, title, phone, email, physical addresses, web site all at your finger tips.
- A place to look up past customer notes, before walking into the next appointment.
- Never forgetting the gatekeeper’s name and b-day again; she/he can make or break the appointment.
- Ability to immediately capture customer meeting minutes, by dictating notes, directly to the customers’ contact record page.
- A central location to record mileage and business expenses.
The benefit for the sales person is – time saved. Instead of being able to complete 3 quality appointments a day, they can achieve 6 – a 50% increase. Rather than taking 5 minutes to find, locate and pull the client file, they spend less than 30 seconds accessing the information electronically – a 90% savings of time.
Using a CRM system, is not rocket science. Applying the KISS (Keep it Super Simple) principle is the key. If you have a CRM system, use it. If you’re in the market for one – try ours to get started. To achieve measurable productivity, you must change the way you’re currently doing things and act, otherwise things will stay the same.