THE SECOND PILLAR OF CRM ADOPTION Define a Strategy
Last month we discussed why outlining a detailed and compelling purpose is the critical first step in successful CRM adoption. It seeps into everything you do with Handle software from that point forward, and it creates consensus within your operation. Once you’ve crafted a purpose, you need to define a strategy for how precisely you will use CRM, whichmakes“strategy”the second pillar of CRM adoption.
As a starting point, we encourage companies to begin their focus on a single screen. We urge them to ask two crucial questions of themselves: What do I need to see or have access to that would make my job easier? What information do we need to keep track of and share as a team to satisfy our customers and to further identify where team members need help to grow? One manager, for instance, told us he needed to know“what was in the way of moving a sale forward.”We created a field for it, and every customer interaction from that point forward included a pointed discussion on this topic. Once it was ready at hand, it could be executed on, improving relations immediately. With a well-defined strategy that fits your overall purpose, you’ll be well on the way to meaningful CRM implementation. The key is to identify what information you need and how you’ll use it moving forward.
The biggest mistake that companies make when it comes time to define a strategy is that they begin by asking what the software does. They cherry-pick cool features andmake them the focal point for their future plans. The problemwith this strategy is it may not be aligned with the most important and impactful goal in your business. Another issue we see is companies focusing toomuch on the quantity of a certain type of interaction. Every organization has a little different
idea of what a“sales call”means, but the bigger problem is the difference in definitions between your teammembers. Youmust be clear about your purpose —what you are trying to improve, what information you will require your team to share, and what will be done with it. Simply telling employees to load sales calls leads to different interpretations of what should be entered.
BRAIN! TRAIN YOUR
Perfect
STEAMED ARTICHOKES
Ingredients
• • •
1 lemon, halved
•
4 large artichokes (about 2 ½ pounds) Kosher salt and freshly ground black pepper
1 stick butter, melted
•
1 garlic clove, finely minced or grated
Directions
until leaves pull out easily and hearts are tender (test by inserting a paring knife; it should meet no resistance), about 70-80 minutes.
1. Trim artichoke stems,
leaving about ½ inch. Snap off and throw away any browned leaves. Remove and discard top fourth of artichokes. Use kitchen scissors to snip any thorns.
3. Remove from heat and
sprinkle with lemon juice.
2. Bring 2 inches of water to simmer in a large pot. Put artichokes in a steamer
Recipe inspired by bonappetit.com. 4. Mix butter and garlic in a small bowl. Add salt and pepper to taste and serve with artichokes.
basket and place basket in pot. Season with salt and pepper. Cover and steam
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