It’s all too easy for a salesperson to fall into short-hand and have codes or initials that mean something only to them.
When creating an entry, it must be easily understood from sales support to a potential sub if you are out and there is a critical issue involving the customer.
The point of recording the interactions is as much about the salesperson's organization of which conversations were had with which customer, but also so someone may effectively step into the sales role with little to no direct knowledge of the customer.
FOCUS ON THE IMPORTANT POINT OF THE MEETING/CONVERSATION
Now that we have established the need for a clear communicationstyle, it is important to approach the content of the entry.
Eliminate all superfluous information. I don’t need to know what the person was wearing unless that has a direct relation to the products I sell. What is important are the main points of discussion. What challenges your customer confides in you, what things are going well so you as the salesperson can repeat that, and finally, anything you notice or that they say that could be an opportunity in the future. Anything else has little bearing on the business and should not clutter the CRM interactions. On the reverse side, it’s important not to put too little information down.
As a salesperson, I don’t expect you to be Tolstoy, but two or three letter CRM interactions can be a waste of everyone’s time.
Who did you speak with? What did they say? Who is the name of the person they transferred you too? This is all important to the relevance of a business’s CRM.
Be it automatic, or written in, it’s imperative to be able to organize the CRM entries in chronological order. This may sound simple, but it goes along with what was said before about creating the conversation with one’s customer.
Seeing the developing needs and recurring issues a customer might have helps a salesperson forecast upcoming needs and wants for a customer. Having a disorganized and haphazard pool of conversations will not behoove any sales force.
ACCESS TO ONE’S DIGITAL PLANNER
Let’s face it, in this day and age, every successful salesperson's planner is on their smart phone. That being said, it makes no sense to have a CRM that doesn’t allow you to schedule meetings and follow-up calls with current and potential clients.
A CRM is not only about the past, but also about the future. Keeping a sales person's calendar organized so they do not miss a single opportunity is what makes a CRM as powerful of a tool as it can be.
Hopefully with these in mind, sales representatives can take a moment to organize their thoughts and create quality CRM interactions.
— Jeff Stowe