5 facts about CRM that will disappoint you

    What do most buyers of CRM systems do? Almost every manager prepares to meet with CRM sellers. To do this, he compiles a list of his questions. Often the buyer is very careful in generating questions. Tries to make them uncomfortable for the seller. So that the representative of CRM told all the pitfalls of his product. At the meeting itself, a potential buyer asks questions and asks to demonstrate answers on the example of the proposed CRM.

    Every day we serve about a hundred incoming leads through our CRM OneBox - and now we are ready to share the madness that 99% of all customers ask us. And not only with us.

    Fact 1. 80% of all questions are repeated at each meeting.
    Find out your:
    • “Is there a way to record calls in your CRM?”
    • “How to track transaction completion?”
    • “What reports do you have?”
    • “Does your CRM connect with my 1C?”
    • “Are you better than your competitors?”


    Fact 2. 80% of all CRM sellers are almost impeccably prepared for such issues.
    Crammed with scripts and prepared answers. They are taught this even before he picks up the phone from the first customer!

    Fact 3. Buy from those who better entered their answer into the picture of the buyer.
    When asking a question, the buyer already has in his head a picture of how they see the answer. The client even presents an interface for solving the problem. Who is most similar, they buy from him. Why do you think every seller asks “What software did you use before?” ...

    Fact 4. In 80% of cases, such a purchase does not give any financial result for the client.
    Money is spent on maintaining an image of habitual thinking and perception. Money is wasted!

    Fact 5. The buyer does not stop there. The scenario is repeated.

    But how do you choose CRM?

    We present the most simplified algorithm for the effective selection of CRM, which is not obvious and seems counter-intuitive, but will lead to a successful implementation.

    Step 1. Write down the goal of implementing CRM.
    Express your goal in sales growth or other specific measurable indicators. Any number, the main thing is that it increases your sales.

    Step 2. Write 80% of all factors that influence the achievement of this goal.
    Write thoughtfully. Group your thoughts into logical blocks. Write global directions, do not meddle in the nuances and particulars. For example:
    • increase in the amount of incoming flow to the enterprise
    • improving the efficiency of cold sales
    • increasing lead processing efficiency and turning them into orders
    • increased re-acquisition performance


    This does not include blocks such as increasing delivery speed.

    Step 3. Write down the reasons that affect the achievement of the above tasks.
    For example:
    • improving the efficiency of cold sales
    • improvement of the incoming customer base for which HZ
    • increasing the number of tasks / projects / orders per day
    • improving the quality of tasks / projects / orders
    • improving the quality of repeated calls after completing tasks / projects / orders
    • correct work with refuseniks, systematic passive informing them by e-mail
    • improving the quality of control and training of operators performed by such and such employees

    So for every item! Carefully, in detail, thoughtfully.

    Step 4. Highlight the points that you want to solve using CRM.
    At the meeting with the CRM seller, show your plan and ask: “How can I solve my problem with your CRM?”. Let them show you in detail, exactly, consistently how your task is being solved in CRM.

    Now you can safely choose the CRM you need. And it may not be at all like the one you already imagined. And your implementation will be successful, because there is a goal and it is achieved.

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